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Who is your target audience? Defining customer avatar for Digital Marketing

The education system in India will teach us how to study and clear the papers. If we fail to submit the work then the teachers use negative “Punishment” method which bad and create negative pressure on students mind.

I enrolled for a Digital marketing internship with Digital Deepak and he follows some unique method. The internship is Learn — Do — Teach (paid and refund method) where a person who is interested to enroll for the course he has to pay initially and will get a refund by the time he finishes the course. The funda is clear. Deepak wants to educate and train people with his knowledge and course but he is not following the old school of taught were students will pay and omit in the exam and fail in life. His method will help us to take action by submitting the assignment. His punishment is simple, if I fail to submit the assignment I will not get my refund for the particular assignment and if I successfully submitted the assignment I will get a refund.

Instead of negative punishment and negative results, the system creates positive pressure on us and we will take the action. We need such an education system where instead of only negative punishment for kids there be a positive appreciation as well.

Golden rule: Learn — Do- Teach:

It is simply the method of education where students will first learn from the mentor and take action by implementing the tasks and later he will teach others to create an impact and spread the knowledge.

Mistakes are future benefits:

When we learn for the first time, we do commit a lot of mistakes. But those mistakes teach us a lot of lessons.

Nobody is perfect, but the mistake a person does teach him a lesson so that he will not repeat the same mistake in the future. So Mistake is the future benefits because we may not repeat and may not cause any loss.

What is marketing?

If we do Google research or run through some college text books on “Marketing Management” we see a lot of definitions. But they are all theoretical and don’t come in handy for most of us.

Basically Marketing is all about Communication.

Being a Marketer, you should know how to communicate with your customer and create conversation. Marketing is a One on One communication method where you converse with another person and try to influence him to buy the product/service. Later you can influence many people through your communication skills.

In simple: if you want to become a better marketer then you need to become better at 1 to 1 conversation first so that people can understand what you want to say and then you can become better at 1 to many conversations.

It means that if you cannot converse well 1:1, you cannot converse well 1: many.

How can we improve our communication?

Many of us have a common problem i.e. we cannot communicate properly. Because their people are afraid to communicate with others and they may even get nervous.

What is the solution to improve communication?

The simple method to over the problem is Writing and reading. The first time attempt will not be successful, many of us even felt it when we write or communicate. The only process is to iterate the process and repeat it till we get a satisfactory result.

Be authentic when you communicate.

A good conversation can be done by being authentic. People don’t like fake people with social personas. Everyone is attracted to someone real. We can see we have a different approach to speaking with different people.

With close friends, we are used to be more authentic or real than other people because we have nothing to hide from them and we enjoy conversations with them.

Who is a better marketer?

Marketer tries to come up with an angle of communicator that is attractive to people. In order to do that, one needs to draw things from their own experiences. People with more life experiences are better marketers. Solo travels are best. Explore yourself. Learn new languages, skills. Go exposed to a variety of cultures, traditions.

If you want to communicate effectively to your customers, then you need to understand who your audience is. If everyone is your audience, then no one is your audience.

Who is the Target Audience?

If everyone is your audience, then no one is your audience

Being a marketer we need to identify our target audience. Unless we identify who is our target audience we cannot communicate and converse with them. We cannot treat the entire population as our audience as their taste and preference and needs are different. So it is essential to understand the target audience to communicate.

The response rate will be more if we are able to identify the target audience.

How do we identify the target audience?

To do this first of all we need to focus on the Centre and not on the border. Then we should look after the demographics and psychographics of the target audience.

In demographics customer’s age, gender, location, etc. comes and in psychographics their likes, fear, interests, dislikes, etc. comes.

The target customer always searches for the products or services to cure or fulfill their problem or needs respectively. It means a conversation in their minds already runs so what we have to do is finding pain points and join their conversation in their mind.

Once we are able to identify the target audience we need to start communicating with them and start having regular conversations. The conversation will lead to engaging them throughout and we can monetize the process.

Tips to follow:

· Write to one single customer at a time.

· Though you have a big audience, everyone is alone with their device, connect with them one-to-one communication

· Join mental conversations

· That is why email messaging is more powerful than social media

· Follow a proper structure in writing.

· Try to capture the attention of readers.

I rolled out the questionnaire to identify the target audience for the Business Coach Service and I was able to identify my target audience. I was able to get the response from 10 people and here I am going to share the three profiles for the reference.

Here is the list:

Sample 1

· Veer Verma is Male and he is around a 46-year-old person.

· He has completed his post-graduation education and now he draws nearly 20 lakhs p a

· His hobbies are sports, travel, and reading books and magazines.’

· He is an introvert person but is an Entrepreneur by profession.

· His day starts by preparing for the day's schedule and he is an action taker when it comes to the execution.

· He is introvert because he has a fear of ridicule

· He has a life to earn money and support others.

· He is not owing nay vehicle

· He has recently purchased one property and he thinks it is a waste investment.

· He gets angry when someone does not follow their words

Sample 2:

· Neeraj Gupta is a Male and he is around 35 years old.

· He has completed his post-graduation education and now he is a salaried person and draws more than Rs 25 Laksh p a

· He is married and has two kids.

· His hobbies are playing cricket, badminton, and he is a public speaker.

· He is extrovert and he checks social media once he wakeup

· He is an action taker and he is scared of failure.

· He own car and bike

· He regrets purchasing the cloth and he gets angry on those who breach the trust.

Sample 3:

· Sadesk Kumar Saxena is a Male is he around 37 years old.

· He has completed his post-graduation education and he is a salaried person and draws nearly 10 lakhs p a

· His hobbies are Listening to music/Reading technical books/Travelling

· He is an Ambivert person and he reads newspaper once he wakeup

· He is an action taker and he loves his family members and worried loss of them during COVID 19

· He wants to become an Entrepreneur in his life

· His biggest mistake of life is buying a flat in Moradabad

· He hates those people who like untruth

Conclusion

The second session of our Internship with Deepak helped me a lot to understand how to target the right audience by creating a customer avatar. And this session is a good experience for me. I am thankful to Deepak for helping me to improve my knowledge in terms of discovering the audience online for marketing my niche.

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