Know Your Customer / Reader

Digital Marketing - Know your customer

It is essential that you have a strong understanding of your customer or reader, in order to be able to tailor make your content to resonate with them. You need to understand who they are (their age, sex, demographic profile), their interests, what stage of the journey they are on and more to be able to make your communication a success.

Customer / Reader Persona

It is a lot easier to communicate effectively, when you have a person in mind that you are communicating with. Creating a customer/reader persona, involves building a detailed profile of your ideal customer/reader that includes his or her likes & dislikes, personality, age, sex, interests and any other information that can help you narrow down on the exact person that you are creating your communication for.

Know your Reader: Your ideal reader should become like an imaginary friend. You should know your ideal reader so well that you can start a conversation with her at any time. You know when she shakes her head because you say something she doesn’t agree with. You know what makes her smile or laugh. You know the questions she asks. You know how to charm and flatter her.

Meera Kothand – Author – The One Hour Content Plan

Your Target Audience: marital status, location, interests, goals, dreams, problems/challenges… What drives them and what do they need? What are their problems, worries or frustrations that you can help alleviate? THAT will be the “person” you will tailor your content and marketing to.  Speak to that person directly, specifically, and it will greatly transform everything you do from here on out. 

Gundi Gabrielle – Author – Kindle Bestseller Publishing / Passive Income Blueprints

Viewer Persona: Be very clear about WHO your audience is and WHY they would be watching you. Have a specific person in mind who you talk to when you are on camera.

Gundi Gabrielle – Author – Kindle Bestseller Publishing / Passive Income Blueprints

Customer / Reader Journey

Typical journey: Here’s what the typical journey is like for a reader: Stranger > Casual reader > Subscriber > Engaged subscriber and fan > Brand advocate + Customer

Stranger to Casual Reader: How do you get a stranger to become a casual reader? This person has absolutely no clue about you, so you need to promote yourself and your content on channels outside of your blog. Social media is an obvious option.

Casual Reader to Subscriber: To convert a casual reader into a subscriber you need to offer a compelling lead magnet (or opt-in freebie as it’s commonly known in blogging niches) that is too good to miss out on.

Subscriber to Engaged Subscriber and Fan:  You still need to convert a subscriber into an engaged subscriber. You need to produce content that empowers and educates.

Engaged Subscriber and Fan to Brand Advocate and Customer: Now that you have engaged subscribers, how do you get them to become customers? How do you get them to buy from you? You do this by creating content that points in the direction of your products and services. You remove objections and create desire for your products and services.

Meera Kothand – Author – The One Hour Content Plan

Recommended Books on Customer / Reader Personas

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