Digital Marketing Internship Program by Digital Deepak- Class 2
The second class started with a positive note as Deepak did announce that the assignment completion rate was pretty impressive i.e 87%. Deepak attributed this credit to the positive pressure of completing the tasks created through rewarding and fear of missing out on the benefits aspect. He is delighted that this is going in the right direction.
The FaceBook group for Interns was engaged with a lot of articles as everyone posted their respective assignments.
Deepak made us alert and vigilant by starting the session with a quote “Distraction is more harmful to the brain than drugs”. He mentioned the importance of teaching what we learned by saying “By teaching, we will understand things in better way”. He put it in a simple order that LEARN, DO, TEACH and REPEAT. In this process mistakes are inevitable and they are blessings in disguise that can offer future benefits that we fail to recognize more often.
Marketing is all about good Conversations. If someone can’t converse 1 to 1, it is difficult to converse 1 to many. Authenticity plays a major role in building trust. So be genuine, don’t exaggerate or over-promise. He urged us to have more Life experiences by traveling, learning new languages, trying new things, interacting with strangers and experiencing new ventures etc.. as these things helps in making us a better marketer. When all started focussing on his presentation, keeping the gadgets away he slowly manifested the topic for the session “Customer Avatar”. If you are everything to everyone then you are no one to anyone. The irony is if your audience is everyone then your audience is no one. So it is very important to define your target audience. If you don’t know your target then you can’t hit the Bull’s Eye.
To define the target customer we need to focus on 2 important parameters, namely Demographics & Psychographics.
Some guidelines were shared during the session such as
Write as if you were writing to one single customer at a time. Though we have a big audience, everyone is alone with their device. Connect with them with 1:1 communication.
Join mental conversations like you were part of their discussion. That’s why Email or Messaging is more powerful than social media.
Highlight the Headline and the same in the first sentence. Talk about the core of the First sentence in the Second Sentence and so on. In other words, keep the relevance as a flow. Address people by their first name, write emails as you write to a friend, join the conversation in their mind [Ex: How do I achieve Financial freedom]. Email marketing is the primary method of communication when it comes to Digital Marketing. How can you become good at writing?, simple know your target audience well through Interactions, calls, surveys etc..
Focus on the center, not on the border. As you move away from the centre, it will get diluted and loses its intensity. Then Deepak showed us a live Demo of identifying a target customer by sharing some form to fill among our Interns. This survey helped him define his Customer Avatar. And he interacted live in the session with one of the interns who qualified as his Customer Avatar. Then we all got a clear idea about Customer Avatar and how to define it.
He encouraged all of us to define our own target audience and precise Customer Avatar by sharing the questionnaire as part of a survey or by interacting with potential customers or friends to take opinions etc.. In this process we may feel a little awkward. But awkwardness is an indicator of learning which challenges what we already know and creates new beliefs and perceptions.
My Customer Avatar: Abhinav
As I did my research by interacting with different people whom I found to be my potential customers, I come up with my Customer Avatar “Abhinav”. Abhinav is running an apparel store called “VStylish” in Hyderabad near Hi-Tech City. He is 35 years old and his primary focus is on the clothing styles of the youth more particularly 18 to 26 age group. He is planning to take his business online targeting the youth in nearby colleges. He is expecting a website that can cater to an Apparel online store with a payment system incorporated in it with online delivery. I promised him a compelling offer with a moderate price range providing the services of Website building that has the features of E-Commerce store with Logo, Online Payment feature, All required Plug-ins installation, Basic SEO, Indexing the site in various platforms, Facebook Ad campaign for traffic which in turn can convert more leads.
Finally, we got a clear idea about our Customer Avatar and now we can write our articles targeting our Customer Avatar that can increase the conversion rate. looking forward to the next class eagerly.
