Time flies so soon, a few weeks back I was facing a dilemma to join this Internship or not (thankfully, I joined) & now it’s over one week since class 1 of Internship where we had learned about various basics of marketing from Deepak sir. In case you want to check out learnings from Class 1. Check out the following link.
This article is about learnings from DigitalDeepak Internship Batch 3 Class 2. I am very much excited to share my learnings with you guys. So, as you can make out from the heading the main crux of this article is customer avatar. Let’s dive into the learning of this class in the way as given by Deepak sir.
Class 2 started with very important learning which sounds a little bit harsh but it is very true that distractions are very harmful even more than drugs. Sir also mentioned a positive fact that Class 1 had very high assignment submissions which are very great as it shows the success of this internship program. In this class, I have learned that communication is extremely important for succeeding in the marketing process, and for proper communication, you need to know to whom you are talking. Imagine for e.g. How you need to talk to the following individuals.
> A 28-year-old individual
> A 45-year-old individual
> A 60-year-old individual
Obviously, If we don’t know our customers than our communication will fail. In our class, the following points were discussed in order to be a good communicator and marketer.
1. Golden triangle
In order to be good at anything in life whenever we will follow the above-mentioned steps of Learn,>Do>Teach only than we will be able to improve our learnings in a drastic way. Also one should not be afraid of mistakes. You are thinking Why we should not be afraid of mistakes. Right? it is because mistakes are future benefits the value of which is yet to be realized.
2. Good Marketer
So again here a basic question arises that what is marketing? In one sentence it is a process of building trust. If we further dig in than the next question which arises is how can trust be established?
Simple by having conversations thus marketing is also about good conversations. Initially, we can start by practicing 1:1 conversation which is also extremely important because if we are good at 1:1 only than we are able to converse with 1:many.
The next point in being a good marketer is being authentic because no one like fake person/ brand. people are attracted to real(authentic) personalities only. And as such anyway fakeness is only temporary. It can only give you short term benefits.
As a marketer one should always try to have more experience in various facets of life. Be it learning a new language, or a sport, music instruments, etc because people who connect to different things and then connect different things together can be a good marketer. One should also try to challenge his / her assumptions by doing things in another way. By doing this we can go deep and depth is needed to be successful. Deepak sir mentioned “Awkwardness is an indicator of learning. By challenging what is established, new beliefs & ways of thinking can be discovered”
3. Who is your audience?
It is said that if everyone is your audience then no one is your audience. Imagine this statement with one e.g. Let’s say there are a few people gathered at a place & if we need to address our target audience than what will be the response in the following scenarios:
If we address the gathering by saying “Hey everybody…..” &
If we address the gathering by saying “Hey Mr. X or Hey engineers/ Doctors Etc…..”
Here the second scenario will attract more responses because it is addressed to a specific individual or a specific set of individuals.
Now the question arises that how to define your audience? & How to know their demographics & psychographics? It can be done with the help of digital tools like Facebook insights & google keyword planner etc and most importantly through 1:1 conversation with your target customer. 1:1 conversation is extremely powerful even than to 1:many. That’s why email marketing is very much powerful than social media marketing. Deepak sir also quoted this reference that focusing on your center (target customer) is a must because as you move away from the center your marketing efforts gets diluted.
As you have seen conversation is extremely important in marketing here are a few tips by Deepak sir.
-The marketing language should always be as simple as possible.
-Any type of content has the following sequence:
Headline>First sentence>Second sentence etc
so a marketer should always write content in a way that the headline attracts customers and leads them to the first sentence then from first to second and so on.
-Surveys help a marketer to have a direct conversation with the target customer. It is a very important tool.
As a part of my assignment here I have developed my survey. Please feel free to check my survey questions.
Now out of my survey, three important customer avatar which I have made for my digital marketing coaching is as follows:
1. Mr. S., a 34 years old male residing in Vadodara is an engineer by profession & having an average annual income of Rs.1 lakh. He is interested in digital marketing because he is excited by the opportunity, he wants to start his own digital marketing agency/ a freelancer and also wants to be an affiliate marketer
2. Mr. R. a 57 years old male residing in Ahmedabad is salaried, having an average annual income of Rs. 5 lakhs. He is interested in digital marketing because he is excited by the opportunity, he wants to start his own digital marketing agency/ a freelancer and also wants to be an affiliate marketer
3.Mr. M. a 42 years old male residing in Chennai is a business consultant & having an average annual income of Rs. 10 lakhs. He is interested in digital marketing because he is excited by the opportunity, he wants to start his own digital marketing agency/ a freelancer and also wants to be an affiliate marketer