Now that you have a good idea of what your WHY is and WHO you selling to, consider the following concepts to help better define who your audience is.
This is super important because the INTENT behind a search query is more important today than ever before. Content is not king, Language is KING and the search engines bow down to the use of entities and language in your website.
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) Product Name:
- How much does your product cost?
- Top 3 Competitors, Positioning and Price (do google search)
- #1 –
- #2 –
- #3 –
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
- Create Reader Personas
- Conduct User Surveys Regularly
- Use Google Analytics
- Find Your Target Audience On Facebook With Facebook Insights
- Start by visiting your Facebook page. Click the Insights tab: > Next, click People:
- Find Your Target Audience On Twitter By Connecting To Your Twitter Followers Dashboard
- Run An Annual Audience Survey
- Monitor Your Social Activity
- Monitor Your Best (And Worst) Content
- 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
So from the above list you can see there are hundreds of ways to find your audience as well as figuring out what they want.
What you have learnt is that in order to digital marketing effectively. By using these questions you unlock the language your market uses.
So you have Looked at Your Model & started to Define who you selling to. In the image below you can get an overview of the stages of the digital marketing framework Network Empire has developed.
Part of the second step in DEFINE is understanding what language your audience uses to search for the solutions to the problems they have.