Complete Digital Marketing Course Notes, Day One: 4/3/18

This post is a summarization of Create a Buyer Persona and Identify Your Unique Selling Proposition on www.completedigitalmarketingcourse.com.

Before starting a marketing plan, identify the answers to these two questions:

1.) Who are your customers and what are their problems?

2.) How will your product succeed in the marketplace where others may have failed?

Step One: Develop a Buyer Persona

A buyer persona is a fictional representation of your ideal customer.

Example: Here is an example for the buyer persona of a digital marketing course.

BuyerPersonaExample

My example: Here is an example of the buyer persona I’d create for a company like Poshmark.

Name: Lauren

Age: 31

Location: USA

Goal: Sell used clothing and make a profit.

Specific Problem: Doesn’t like the competing platforms because of inability to market listings; wants a simpler listing process.

Five places she’s searching for answers: Ebay, Vinted, ThredUp, Buffalo Exchange, Tradesy.

Reasons for a Buyer Persona

  • Have a targeted audience, which will reduce wasteful advertisements.
  • The ability to create a more tailored message or mission statement.
  • The humanization of your marketing efforts.

Eight Places to Find Buyer Persona Data:

  1. Quora.com – see the most common questions for your niche.
  2. Facebook Groups – review profiles of group members.
  3. Online Marketplaces & Review Sites – AmazonYelpUdemy, AppStore etc.
  4. Typeform – ask what is your biggest fear / frustration with topic x.
  5. Google Analytics – review demographic &  interest reports.
  6. Facebook Analytics – review demographic reports.
  7. YouTube Analytics – review demographic reports.
  8. Just Ask! e.g. what you you want to achieve from this course (see lecture 3).

Step Two: Identify Your Unique Selling Proposition

“A unique selling proposition defines your position in the marketplace and lets you stand apart from competitors.” – Daragh Walsh

How to Identify Your Unique Selling Proposition

  • Read Amazon reviews, Appstore or Google Play, or whichever site would have reviews of products which will compete with yours.
  • Filter to the 3-4 star reviews – these customers most likely have one or two things that the product failed to do, thus the lack of 5 stars. Focus on building your product to fill these holes.

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