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.
My example: Here is an example of the buyer persona I’d create for a company like Poshmark.
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:
- Quora.com – see the most common questions for your niche.
- Facebook Groups – review profiles of group members.
- Online Marketplaces & Review Sites – Amazon, Yelp, Udemy, AppStore etc.
- Typeform – ask what is your biggest fear / frustration with topic x.
- Google Analytics – review demographic & interest reports.
- Facebook Analytics – review demographic reports.
- YouTube Analytics – review demographic reports.
- 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.