Digital Marketing Customer Workbook

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Gilbert Rice
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1 Digital Marketing Customer Workbook Your First Step in Digital Marketing Success!

2 Table of Contents: Introduction 3 Why Target My Audience 4 Questions to Answer 6 Business Goals 8 Customer Descriptions 10 Behaviors 12 Sales Funnel 15 Website (& Text) 17 Client Profiles 19 Wrap up 26 About The Fresh Idea Group 27

3 Introduction Most companies start because someone sees a need in their industry which they can fulfil with various products and services. With the creation of your business, it s important to really think about your ideal customer(s) and cater to their needs. You want to find uniqueness not only in your business, but your customers. Understanding these facts will not only make your business more successful, but your digital marketing strategy (and content) will flourish and have purpose. Targeted marketing is become more widely used, more effective, and more cost effective for any business owner. Don t waste money sending out marketing messages to the masses, target your ideal client to gain a higher ROI on your marketing efforts. In this workbook, we are going to figure out the questions you need be asking to set up detailed customer profiles so your marketing message is found by that customer. You all know why you should be more focused in your marketing, so lets figure out the HOW!!

4 Start Targeting Your Ideal Customers: Condense your marketing efforts & dollars by knowing your audience and where they are.

5 Digital Marketing has changed the ways we market and advertise. The communication is 2-way and as a business owner, you have access to data points allowing you to find your ideal customer online. This translates to focused marketing dollars spent generating warm leads from just one click. We all want to have successful marketing campaigns that are focused and not wasteful. Digital Marketing & Social Media gives you that option if you set up the foundation. You now need to know who that customers is with a lot more detail. Traditional advertising didn t require the need to know so many details about your customers. Your business has a customer base or you wouldn t have a business. You are helping them with a particular pain point they experience in their life. Your products/services should have specific customers and marketing efforts. This work all translates to less effort on your part growing your business.

6 Audience Questions: What you need to be asking to find your ideal customers.

7 Start Asking... Your Answer: -Who is your ideal customer? You can have multiple. You might also have different customers for different products/services. -What are your customers looking for? -Do they have the money to spend? Ex: I want to help business owner who are in business and have social media, but aren t effective.

Start Asking... -What do those customers need? -How are you fulfilling that needs? -Can they get your product/service from someone else? If so, why is yours better?

8 Start Asking... -What do those customers need? -How are you fulfilling that needs? -Can they get your product/service from someone else? If so, why is yours better? Your Answer: Ex: My customers need advice on effective and time saving social media tactics to grow their business. I work to teach my clients those tactics by consulting with the business.

9 Start Asking... -Why should they trust you? -What picture is painted from my online reviews? -Do past clients refer your services? -How do they perceive you and your business? Your Answer: Ex: All of my past clients have painted my services in such a glowing light that it makes the sales process smooth sailing for their referrals. I value and encourage peer recommendations.

10 Start Asking... -How are they interacting with your brand? -How are your customers getting to your website? -Do they engage you online, offline, or both? Your Answer: Ex: I actively engage prospective clients on LinkedIn & Twitter by offering value and answering questions.

11 Start Asking... -When does your customer have time to not only view your content and information but also take action? Your Answer: -What hobbies and non-work related activities do they enjoy? Ex: My customers are usually effective at time management, so they block time as needed to review content I m providing. Most of my customers like their vacations to involve travel both domestic & international.

12 Got all the questions answered? A few more things to consider before we build your customer profiles

13 Customer behaviors As we have talked about, pain points are a big factor in customer buying behaviors. Those points drive their buying behavior and create stop points in your sales funnel. Any customer is going to do their research, shop around, and look for key factors along the sales funnel to turn from prospective to paying customer. These points along your sales funnel play a key role to focus on your ideal customer and help formulate how your marketing message sounds, what your website looks like, and what the text on your website says. You have to take the information from your customer profiles and translate it across your business. If you are unsure, look back at previous data points you have on past customers. Even ask your former customers questions that will help define the answer you are looking for.

14 Customer Profiles Now we take all the information and create customers

15 Blank Customer Profile Template Name: male female Age: Job Title: Location: Income: Marital Status: Kids: Birthday: Social Profiles: How do they communicate: Where do they get their news: 3 Hobbies: Vacation Destination: Purchase Power: Other People involved: Previously Purchased from you: Where do they find business advice: Challenges they face professionally: Challenges they face personally: If they could have one problem solved (in relation to your business) what would that be?:

16 Customer Profile Details Social Profiles: Name: male female Age: Job Title: Location: Income: Marital Status: Kids: Birthday: -Personal information allows you to have a conversation in your marketing messages -Personal information allows you to find ways to add value to those details through your business -What social channels are they on and using? Join them in the conversation. -Give them a face so you know who you are talking to.

17 Customer Profile Details -Don t add friction in the communication process -Can you provide them with content they will add to their reading list? -How can you integrate their hobbies into your marketing message and provide them with added value? -It s about staying top of mind with valuable content they want. How do they communicate: Where do they get their news: 3 Hobbies: Vacation Destination:

18 Customer Profile Details -It was asked earlier if they can pay for your services. Well are they the one who would make the decision? -If someone already bought, what else can you provide them? -These points will be beneficial to your sales funnel. Purchase Power: Other People involved: Previously Purchased from you: Where do they find business advice:

19 Customer Profile Details -These questions can help shape your products and services. -They may also help to create additional products and services to further assist your customers. -While you might not be able to solve their one problem, you probably know someone who does. Challenges they face professionally: Challenges they face personally: If they could have one problem solved (in relation to your business) what would that be?:

20 By now, you might be thinking of multiple customers, which is great! Don t combine them in your marketing. Create multiple profiles based on all of them. You can be more focused and effective by having each one clearly defined. How Many?

21 Go Forth! Your are now better equipped to handle and understand your ideal customers.

22 About The Fresh Idea Group The Fresh Idea Group provides our clients with Social Media & Digital Marketing Strategies. We come in and help you understand a valuable member of your team (Marketing) while showing you the tools for success. Your unique business needs to stand out among your competition, so don t waste time trying to figure it out on your own. We spend countless hours staying on top of all the changes so you get up to date information. From initial meeting thru to the end of your contract, we make sure you understand the process and what s happening. If you don t know something, we will make sure you do. Let The Fresh Idea Group take your Digital Marketing Strategy to the next level. Cheers! Jason Freshly jason@thefreshideagroup.com

23 Digital Marketing Customer Workbook Your First Step in Digital Marketing Success!

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