Developing a product alone isn't enough... Knowing who to market it to and how to promote it is very important. In this video, you will learn:
- Steps to carrying out audience research
- Why it's important to develop a buyer persona (or customer avatar)
- The customer journey map and it's usefulness in developing a Digital Marketing Strategy.
- What content to develop based on your research
- Various digital marketing channels
* Social Media Marketing (paid & free)
* Content Marketing
* Email Marketing
* Search Engine Optimization
* Pay Per Click (Google Adwords & co)
To get free templates and guides, click the "Send to Messenger" button and we'll send it to you. You can also read the full transcript below.
Digital Marketing Fundamentals: How To Develop A Solid Digital Marketing Strategy [Transcript]
Hello there, in this video I want to show you how to develop a solid digital marketing strategy for your business, or for others. This video is divided into four sections.
First of all you need to carry out an audience research; you need to know exactly who your audience is over buying your product and then you need to create content based on what you find out in your research.
After that, you also need to define the channels through which you provide your content for your audience and then you need to measure and track your results so that you can make changes so audience research first of all I'm going to assume that you have a product already the whole idea of creating products or finding product market fit is beyond the scope of this training so we're going to assume you have a product already so we are here to help you to find the right audience for your product or for the product you up in mind essentially you need two things you need to create a buyer persona for each type of buyer and you need to map out a customer journey what do I mean by buyer persona a buyer persona sometimes called customer avatar is a fictional character that typifies your ideal customer if you have different types of people that are your customers let's say for instance you have people in the range of 16 to 20 years and you have other people that between the ages of 40 to 60 those you can have two personas to represent this kind of people so you need to find out who they are what they do I'm going to share an example in like two slides to this you can see an example of what a buyer persona is and then number two you need to create the customer journey you need to map it out each of these people how are they going to go through your marketing funnel are they going to interact with your business where are they going to find you what are they going to click what messages are you going to share with them where are they going to visit they're going to your social media handles are they going to your website and again sign up for email newsletters you need to define those so that you can be able to provide value for them at every of these touch points.
Speaking of buyer persona, here is an example whose age is between 25 and 40 lives in the United States and partly in Canada. He is a financial adviser, he is a financial analyst. So based on what he has said you have an idea of the kind of income he earns you know his motivations he doesn't like a boring workplace and you know those conscious of price; that means this kind of person, you can give him a discount and you can be sure that he is going to respond to the discount. And then speaking of customer journey, you need to know where your customers are, at each step or at each stage of the journey through your marketing funnel and they just are the awareness stage where they're just getting to know about your product, or they are considering you and other competitors, or have they made purchases already. Those things are what you need to decide at each state.
For instance, take someone that's just getting to know your business, you shouldn't ideally be asking for a sale immediately. You need to first give the person,a maybe a free product, let the person demo your service so that eventually they will make a buying decision and that's it about audience.
Research, and then based on what you find out you need to create content. Content could be anything - it could be videos, it could be text, it could be images, it could be blog posts, it could be articles, it could be downloadable products. So, based on what you find out in your audience research, you need to create content at every point of the journey. Again, this depends on your buyer persona and the location of the person on your customer journey as I said earlier then channels in this course we are going to focus on six channels essentially five channels and then conversion rate optimization social media is going to help you better interact with your audience either using free or paid. Paid means or and then content marketing the kind of content to provide at each stage and what your content should do what message should admit your content curry then we're talking up we're going to go into email marketing our to automate email marketing how to get the right message out to pass across the right message to your audience they were going to do such engine optimization so that your websites can rank high on search engines and then go briefly into pay-per-click and then we'll focus on conversion rate optimization how to get people to take action the action you want them to take on your website so we're going to focus on these channels and then it's important that you measure what you have the results you have it's important you measure its is saying that what you can't measure you can't improve upon you need to be able to measure the effects of the changes even minor changes maybe you change the text you change the wordings of your email you change a particular color on a landing page you need to be able to measure what effect it has on it so that you can be able to improve on it and that's all about this video and next video we're going to dig deeper into creating a buyer persona I'm mapping your customer journey.
Thank you for watching, see you in the next video.