The header part of this document contains information about your company
Company Mission Statement & Purpose;
“Why” this creates the market positioning / motto / goal:
Company Target Location:
Local, multi-locale, national or international
Keyword Qualification Matrix: ©
This way to do this is very simple and efficient.
When you understand the core words that hold a conversation together. You can use these words throughout all your media to target a specific audience.
The method is simple.
You have 4 properties to a keyword,
- purchase intent
the combination of these words create targeted phrases.
Here is an example. Pay attention to bolded word at at each section
- Description keyword: Searchers specify what they looking for
- Type keyword: Searchers will specify the object type.
- Purchase Intent keyword: Searcher specifies what type of transaction looking for
- Location keyword: Searchers specify where they looking for object
The audience we after are folks who are looking for “ BEST APARTMENTS FOR SALE IN NEW York “
Typically any keyword tool will give you a TYPE (2) keyword.
Your goal is to identify the words the target audience uses.
Product(s) or service(s) section - the remainder of this document is a section regarding products and services; this section should be copied and completed for each product or service - if there are too many products / services to make this feasible then there should be a section for each group or category of products / services
1. The Product:
How much does your product cost?
Top 3 Competitors, Positioning and Price (do google search)
What does the product or service do? (elevator pitch) (i.e. What are you selling?)
Compare your price with competitors price; elaborate on the why behind any substantial price differentiation:
2. What problem(s) does the product or service solve for customers?
What benefit(s) does it give customers? (i.e. What’s in it for me?)
Why should I believe you?
Collect Benefits Keywords:
3. Features (consider components, qualities, technical specifications, and manufacturing process)
4. What (if any) is the USP/positioning of product or service?
- What benefits differentiate the product/service from everything else on the market?
- Which features differentiates make it unique on the market?
- What consumer pains does this product or service solve?
- Is there an irresistible offer?
Collect Positioning Keywords:
5. Find The Pain Questions Being Asked
Use the keywords discovered in https://www.digitalmarketingtoolbox.app/ Questions:
6. Every Question Needs A Solution
- Pains that need solutions:
- Customer Preferences
- Customer Caveats / distaste
- Questions for further reference:
7. Personify the ideal customer for this product:
The purpose of this section is to actually draw a picture of the person that represents your target market.
Things to consider are:
- Desired Lifestyle
- Degree of Achievement
- Market Life Cycle Status / Recurring Trend - If your market has a life cycle that people travel through; at what point is your target market in for this product; example - debt market: no credit; good credit; abused credit; credit repair; etc
How to Create a Marketing Persona
Who Is the customer/prospect?
Online Research: How does the customer/prospect buy?
Create your Customer Persona / Avatar
The following section is a resource to assist you in thinking from different perspectives.
You do not need to answer all the questions! Haha.
- What is your name?
- What is your age?
- What is your gender?
- Where do you live?
- What is your racial/ethnic heritage?
- What is your annual income?
- What is your highest level of education?
- What is your occupation?
- What is your birthplace?
- Where did you grow up?
- Was it a rural, suburban, or urban area?
- What kind of house did you grow up in?
- Who raised you?
- What did your parents (or primary caregivers) do for a living?
- Are your parents still married?
- Did your parents have a permissive or authoritarian parenting style?
- Do you have any siblings?
- What is your birth order?
- What are your favorite childhood memories?
- What were your favorite childhood activities?
- What was your favorite subject in school?
- What was your least favorite subject?
- What grades did you get in school?
- Do you enjoy learning new things?
- Did you have a lot of friends, a few close friends, or no friends?
- Did you get in trouble at school?
- Did you attend college?
- If so, what did you major in?
- What college did you attend?
- Did you enjoy your college experience?
- What did you do after high school if you didn’t attend college?
- What stopped you from going to college?
- What was your first job?
- What is your marital status?
- Are you happy about your current marital status?
- Do you have any children?
- If so, how many and how old are they?
- Are they boys or girls?
- Do your children live with you?
- If you don’t have children, do you want to have children in the future?
- Are you likely to have children in the future?
- Do you have any pets?
- If yes, how many and what are they?
- What type of housing do you currently live in?
- Who lives in the house with you?
- Are you happy with your current situation, or do you wish it was different?
- How close are you to your extended family?
- Do you currently have many friends, a few friends, or no friends at all?
- Do you see your friends often?
- Who are the most important people in your life?
- Are you religious?
- What is your political orientation?
- Are you actively involved in politics?
- Do you make an effort to stay fit and healthy?
- What type of exercise do you do?
- If you don’t exercise, why not?
- Do you play any sports?
- Do you care about your personal appearance?
- What hobbies do you currently pursue?
- What do you like to do in your free time?
- What social groups/activities do you participate in?
- Are you environmentally conscious?
- What is your favorite TV show?
- What is your favorite movie?
- What type of music do you listen to?
- Do you enjoy reading?
- Are you a morning person or a night owl?
- What do you do first thing in the morning?
- Do you cook at home or eat out?
- Are you a neat freak, or are you OK with messes?
- How much time do you spend at work and at home?
- How do you spend your weekends?
- Where do you shop?
- What do you read for fun?
- Do you drink?
- Do you smoke?
- Do you experiment with recreational substances?
- What do you wish was different about your weekly routine?
- Are you tech-savvy?
- What news sources do you read?
- Do you enjoy traveling?
- Do you regularly go on vacations?
- If so, where do you go?
- Have you ever been backpacking?
- What is your current literacy level?
- Do you prefer baths or showers?
- What is your industry?
- What is your job title?
- What are your responsibilities?
- Who do you report to?
- What is the size of your company?
- What skills are required for your job?
- What metrics are you responsible for/how is your job measured?
- What does a typical work day look like?
- What knowledge and tools do you use in your job?
- What are your challenges at work?
- How do you learn new information for your job?
- How do you prefer to interact with vendors?
- How did you arrive at your current position?
- What is your salary?
- Do you feel like you are compensated fairly?
- Do you like your boss?
- Do you like your coworkers?
- Do you like the work you are assigned to?
- What would you change about your job, if you could?
- What does your career path look like?
- Are you considering a career change?
- What is your dream job?
- Do you have plans to pursue your dream job?
- What work-related associations do you participate in?
- When do you plan to retire?
- How would you describe your personality?
- Are you an introvert or an extrovert?
- Are you optimistic or pessimistic?
- Are you more right-brained or left-brained?
- Are you quiet or boisterous?
- Are you practical or prone to flights of fancy?
- Do you prefer to follow the rules or challenge boundaries?
- Do you like to take risks or play it safe?
- Are you an innovator, or someone who tends to go with the flow?
- Are you flexible or rigid in your thought patterns?
- Are you spontaneous or do you prefer pre-determined plans?
- Are you motivated by your own achievements or by what others think of your efforts?
- How affected are you emotionally by other people’s judgments?
- What would it take for you to deem your life a success?
- What would make you think your life was a failure?
- What social media sites do you use?
- How do you use the internet to search for products or vendors?
- Could you describe a recent purchase?
- How do you prefer to make online payments?
- Are you concerned about online privacy?
- How adept are you at using technology?
- Do you tend to embrace new technologies or prefer to stick with systems you know?
- Are you a fluent internet user?
- What operating system do you use?
- What internet browser do you use?
- What mobile devices do you use?
- What is your preferred search engine?
- What is your preferred method of communication?
- What sites do you usually shop on?
- Do you use your cell phone to make purchases?
- Where do you go to learn about a product or service?
- How important is it for you to get a good deal?
- What indulgent or luxurious purchases do you make?
- What is your net worth?
- Do you have debt?
- If so, what type?
- Do you make purchase decisions carefully, or are you loose with your money?
- How do you feel about your current spending habits?
- What factors drive you to make a purchase?
- Are you the main breadwinner in your household?
- Are you the financial/purchase decision-maker?
Goals, Challenges & Pain Points
- What are your goals in life?
- What are your career goals?
- What do you hope to gain from using our product?
- What accomplishments are you the most proud of?
- What are the top three things on your bucket list?
- What is the most frustrating part of your day?
- What regular activities do you find stressful?
- What makes you nervous?
- What do you worry about?
- What makes you feel scared?
- What is the fastest way for someone to make you angry?
- What is the least favorite part of your job?
- What is the worst job you can imagine?
- What is the worst customer service experience you’ve ever had?
- What purchase did you most regret?
Product Insight/Objections to the Sale
- What objections do you have to our product?
- What factors might make you choose a competitor’s product over ours?
- How can we help you to solve your unique challenges?
- How does our product help you become your ideal self?
- How do you prefer to communicate?
- How can we meet your needs through onboarding?
- What questions would you ask yourself before buying a product?
- What is your number one concern when deciding whether or not to make a purchase?
- How do you prefer to make a purchase (online, over the phone, or in person)?
- When making a purchase online, what is your preferred payment method?
Questions to Ask Your Marketing & Sales Teams
- What technical and demographic information do you have about our website visitors?
- How are you currently marketing to our target customers?
- What marketing campaigns have been the most successful?
- What marketing campaigns have been the least successful?
- Which blog posts have received the most traffic/social shares/comments/etc.?
- What are the most frequently asked questions on the blog or from customers?
- Which pages on our website receive the most impressions?
- What types of customers do you typically meet?
- Why do different types of customers typically make a purchase?
- What reasons do customers cite for selecting us over our competitors?
- What are the most common objections you hear?
Ways to Find Your Audience Online
Why Define Your Target Audience?
- Connect your content to your product.
- Buy your product because of your content.
- Ensure you are creating the right content for the right people
- Better understand how to create content that connects benefits to the readers needs
- Increase conversions (thanks to items 1 and 2)
Creating Your Target Audience Definition
- An audience definition should ideally connect these three things:
- Your product or service
- Your main audience demographic
- Your content's mission
- "[INSERT YOUR BRAND] creates content to help and inform [INSERT DEMOGRAPHIC] so they can [INSERT ACTION] better."
Tactics To Find Your Target Audience
- Ask for Audience Feedback With An Automated Email
- Talk To Your Social Followers
- Analyze Your Competitors' Twitter Followers
- Analyze Your Customer Data
- Use Social Listening Tools
- Use buzzsumo to get deeper insights into the content that gets shared