Diploma in Digital Marketing

Transcription

1 Webinar will begin at 7 pm GMT FAQ: You will not hear any audio until the lesson begins at 7pm GMT Student microphones are muted You can type Questions using the chat box at bottom of your screen Diploma in Digital Marketing Target Audience - Who is Your Customer Lesson 2 Course Educator: Richard Hegarty

2 Lesson 1 Recap Course Agenda W.H.C.P The 4Ps Case Study Course Interaction Q & A

3 Today s Lesson Learn who is your Buyer? We will show you how to profile the customer We will discuss Customers Persona You will gain an understanding of unit economics We will teach you A.R.P.L, CPL and PPM Summary Course Interaction Next Steps Q & A

4

5 Goal -Generate a Revenue Online Success is simple. Do what's right, the right way, at the right time.

6 Let s Begin

7 Who is your buyer Who is your buyer

8 Question Who do you think the customer is for digital marketing

9 Who is your buyer Country Gender Age

10 Who is your buyer Country

11 Who is your buyer Age Gender years Equal split

12 Who is Your Buyer Country Gender Age

13 Who is your buyer Personas

14 Question What do we mean when we say customer persona

15 Who is your buyer Build a profile of customer What do they look like How do they behave What do they like What motivates them

16 Personas The Passion Vegan Fitness Promoter The Early Tech Adaptor D.I.Y Mom Retired Handyman

17 Personas The Passion Vegan Fitness Promoter Age Career Single/ Married Motivation Important Life style

18 Personas

19 Who is Your Buyer What is more important a lead or buyers?

20 Who is Your Buyer Leads Buyers Leads pay or Buyers the bills? Buyers

21 Who is Your Buyer Country Gender Age

22 Who is your buyer 70% Female 100 Customers free trial 70% female 50% over 35 years 70% female - 95% professionals 30 % Male 70% female 70% European

23 Who is your buyer Who converted into buyers Female 50% Male 2%

24 Who is your buyer Get to know your customer Interact with them Every customers post is information Have a conversation Run a competition

25 Who is Your Buyer Market research Know Your industry

26 Who is your buyer Trial and Test to find your buyer Examine per product & Per Lead source

27 Who is your buyer The 4 Hour Workweek What Factors Influence Buying Decisions

28 Who is your buyer UK 15% 50 years 15% 45 Male 15% Spain 1% 50 years 15% 31 Male 15%

29 Target Audience Who needs your product/ Service? What problem you can solve?

30 Target Audience Use the network you have to investigate

31 Target Audience Ask your customers what they want? Carry out reviews Ask on social media Be part of the conversation Send an Ask on your site

32 Target Audience What's trending

33 Target Audience What's trending

34 Target Audience Do a competitor analysis

35 Conclusion Country Demographics Personas Age Gender

36 Unit Economics Unit Economics

37 Definition Unit economics are the direct revenues and costs associated with a particular business model expressed on a per unit basis

38 Return on marketing investment (ROMI) Knowing Your Numbers ARPL, ARPA and PPM Defining - Average Revenue Per Lead [ARPL] The total revenue divided by the number of leads. A must for CPL deals. Defining - Average Revenue Per Acquisition/Account [ARPA] The total revenue divided by the number of PAYING customers. A must for CPA deals. Defining Percentage Profit Margin [PPM] The total percentage of all revenue that results in gross profit. A must for all deals.

39 C.P.L C.P.L

40 C.P.L What is C.P.L

41 C.P.L C.P.L Cost Per Lead

42 C.P.L C.P.L. Facebook Advertising

43 C.P.L - Cost per lead 1000 Spent on Campaign 100 New Customers What is the cost per lead? 1000 Spent on Campaign / 100 New Customers CPL = 10 Dollars

44 A.R.P.U. What is A.R.P.L.

45 A.R.P.U. A.R.P.L.

46 A.R.P.L. A.R.P.L. Average Revenue Per Lead

47 A.R.P.L. - Average Revenue Per Lead 100,000 in sales 1,000 leads What is your average revenue per lead? $100,000 in sales / 1000 leads = $100 A.R.P.L. = $ A must for CPL decisions

48 W.H.C.P Profit PPM Percentage profit margin = ROI $15,000 - $10,000 = $5,000 / $10,000 = 0.5 x 100 = 50% Profit Cost Net cost ROI

49 Conclusion Know our numbers in precise way Know exactly who your customer is Think of personas profiling Test and measure everything

50 Social Media Interaction

51 How to take part in weekly challenges 1 Go to Shaw Academy Facebook Create a post 2 Class Interaction Facebook Type the # given to you from your educator 3 After you type the # enter your class interaction

52 We covered who is your Buyer? We showed you how to profile the customer Summary We covered customer Persona You gained an understanding of unit economics We explained, A.R.P.L, CPL and PPM Keep up the hard work. o o Attend all of the lessons live to ask Questions in real time and benefit the most We re here to help, so contact us anytime!

53 To expand upon the subjects covered in todays lesson: How to build a social presence for your brand Semester 3 UDM Further Learning How to create social content that converts Semester 3 Lesson 9 practical How to turn followers into customers Lesson 10 practical UDM Facebook for social media marketing Lesson 3 Social Advanced Advanced Social media management Week 11 Social Advanced

54 The next session is Google PPC & SEO Your Next Lesson Lesson 3 Learn how to set up Google ads You will gain an understanding of keywords Develop an understanding of remarketing Gain and understanding of SEO Understand how to use Google search console How to optimise your website Attend all of the lessons LIVE and your knowledge will grow Shaw Academy 12 Month Membership Prize during Lesson 6

55 QUESTION TIME See you back for Lesson 3 Google PPC & SEO richardhegarty@shawacademy.com