How to Find Your Ideal Customer with Market Research | Robin & Jesper ✓ | Skillshare

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How to Find Your Ideal Customer with Market Research

teacher avatar Robin & Jesper ✓, Teaches Digital Marketing & Social Media

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Taught by industry leaders & working professionals
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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

7 Lessons (35m)
    • 1. Market Research Introduction

    • 2. Find Your Target Audience

    • 3. Buyer Persona

    • 4. Find Your Target Platforms

    • 5. Exercise - Find Your Target Platforms

    • 6. Find Your Target Competitors

    • 7. Exercise - Find Your Target Competitors

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About This Class

Hi and Welcome to the Market Research Training to Understand Your Customers Better Course with Robin & Jesper. This course is aimed at people who want to understand:

Who Their Customers Are.
Where They Hang out Online.
How to Target Them Better. 

If this fits your description. See you inside the course!

Robin & Jesper

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Robin & Jesper ✓

Teaches Digital Marketing & Social Media


We're passionate about teaching! There's no greater joy than watching beautiful testimonials of people achieving their goals and dreams. That's why we STRONGLY believe in full and constant support. With ALL of our courses you can expect:

If you're interested in learning Digital Marketing - Social Media Marketing or Creating a Something Awesome..

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1. Market Research Introduction: hi and welcome to the section on market research, where you will learn everything you need to know about your audience, even if you're starting completely from scratch in three simple steps. And the first step is finding out who your audience actually is. When we're talking about who your audiences, we're talking about who your target audience is, and we're going to start gathering information about them now. Your target audience is the audience were interested in buying your products and services. That's the first step. Now. The second step is figuring out where and that is. Where do you find your target audience? So even if you know who your audience is, if you don't know where they are, you won't be able to reach them with your marketing. So the second step is learning where your audience is. And then finally, the third step is understanding why, and that is asking the question. Why should people by what did you have to sell and not from your competitors? Instead, To properly understand your audience, you need to understand what they want. You also need to understand what your competitors are offering so that you can offer something that is better so that your audience will buy from you instead of your competitors. So if you're ready, we're gonna die right into the first step. And that is finding your targeted audience in the next lecture. See in the next lecture. 2. Find Your Target Audience: welcome back. So in this lecture, you're gonna learn how to find your targeted audience. I hope you're excited. Let's dive into it now in order to understand how to find are targeted audience and just how important it is, let me show you how most people do their marketing. Okay, so most people have a product or service to sell, and in this example, we're going to use a gym membership. So we're looking to sell a gym membership to as many people as we can. So what most people will do in this situation is that they will market to everyone because they think that more people they market to the better results they're going to have. So they're put in their time and money and energy into marketing everywhere. Now the problem with that is that not everyone is interested in your product or service. So, for example, here selling our gym membership on Lee, two people are actually interested in buying that gym membership, and that is Mark. And that is Lisa. Because they are the only people out of these five who are actually working out. So that means that Onley two out of five people are being properly marketed to. You're wasting your time, money and energy here, and that is the biggest problem that people do in their marketing. Now. What we need to do instead is find more people like Marc and Lisa. We need to look at market Lisa and understand their demographics, demographics, meaning that we have to understand what is the gender that is most interested in your product or service? What are the age band or the 18 to 24 years old? What, maybe 30 to 40 years old, 50 to 60 years old? Whether they're family status is what are their income status is when we understand this, we can understand who our audience actually is. So with this information, we can create something known as a buyer persona. Now it, by your persona, is your ideal customer. That is, the customer that is most likely to buy your product or service is it contains all of the information, such as the most represented gender, age, family status and income status. So with this information, that means that instead off marketing to everyone, like most people do, we now have a buyer persona a ideal customer which means that instead of hitting two out of five people, we cannot market to five out of five people because we understand who our target that audience is. And that is one of the biggest secrets to effective marketing. So in the next lecture, you're gonna learn how to create your buyer persona in order to take your marketing to the next level, see in the next lecture. 3. Buyer Persona: Welcome back to the course, guys. In this video, we are going to create our buyer persona, which is our typical targeted customers. So we better understand on how to speak to our potential customer. How to market to our potential customer and how to create adds to our potential customer mawr targeted. Okay, so let's dive into it now. This is what a buyer persona looks like. This is Lisa Marshall. You can see your gender age location relationship started. A lot of information that we have collected through our social media platforms through our website and maybe through our ads and why we would like to have a buyer persona is to be more targeted towards our customer. Lisa Marshall is not real. She is made up based on statistics and also based on assumptions. In the beginning, when you don't have enough data on your potential customer, you need to made one up, and you need to make some assumptions. So just know that the buyer persona is a fiction person that resembles that look like your potential customer. So the first step to creating and buyer persona that resembles that looks like your potential customer is to put yourself into your customers shoes. Howard. They're thinking, What other interest? What are their behaviors at set up? Then the second step is to use the free template that we have provided inside off this video. I'm going to show you step by step on how to build out this buyer persona. So let's start. So, first of all, for this video, let's take the example of we wanting to sell this digital marketing agency course that you see on the screen right now. Okay, so we have something that we would like to sell. Either you're having a product. Maybe you're having a service. Maybe you are a marketer or a freelancer. It doesn't really matter. Just try to follow along step by step in this video, and you will get a better understanding on how to create a buyer persona. This could be also, if you're having several different products for several different audiences, you have to start by creating one buyer persona, and then you can build out mawr by a personas, right? So let's start. So this is the gold guys on the left hand side. We're having a story where we're answering three different questions, pain points, goals and how we or I can help this potential customer. And then on the right hand side, you can see that we're having information and picture, and we're gonna paint this blank canvas right now. So let's start off with the first point in this video, which is Do your customer research. You need to understand your customer who are your customer. Where do they live? What h duty have? What gender do? Do you have etcetera? How can you get this information? Let me show you three different ways. First off by Google analytics. If you're having a website and you have that connected with Google analytics, you can read out some information. If you look on the screen right now, you can read out information like the H and also they gender. And you can just write that down, go into your Google analytics if you're having it connected to your website. If you don't just follow along in this video, and then if you're having a Facebook page, for example, you can go to that Facebook page, go into the insights, click on insights and then go down and click on the left hand side on people. And then you can read outside the information, like genders, also the age group and the country off the people that are following your Facebook page so you can write that down as well, and then you can go in. If you're having a YouTube channel, for example, you can go in and read out the gender, the age and the top countries from the people who are watching your videos. Now, social media platforms like Instagram also have this installed. So if you're having instagram account and you have switch that to a business account, you can basically just go into your settings and go down all the way to that insight information around your accountancy who are liking your post who are seeing your post and where do they come from in the age group at set up, which is valuable information. If you don't have any social media platforms, that's cool. We will build them up step by step, then the second thing we need to do to build out our buyer persona is to identify our customers pain point with similar services or product that we're providing what kind of problem do they have if you were to by a pair of sneakers? What are the most common pain points With buying sneakers, you can go to forums like ready dot com typing whichever topic yet your products or services is about, and you can read out Ah, lot off answers and questions within this good forums already dot com is one website, and then you can go to quarrel dot com. This is more like an question and answer platform social media platform, which is really, really helpful. You can just type in your question there and then when, within a couple of days you would have a lot off answers so you can do some proper research here around your product or service. You can also go to Amazon. If you're selling a physical product like a shirt, for example, you can go in here and you can go down all the way to customer reviews and see what type of pain points they have. You can also do the same with Google. Let's say that you're selling a service, then what type of pain points do your customer normally have with services maybe within your area? If you're selling a service that is location based and go in there and read other people's reviews and then stick to the bad review. So by reading the Brad reviews, you can basically see what types of pain points your potential customers are having. And then the third thing before we are building out our by persona would be toe identify our customers goals. What are our customers? Biggest goals. You can go to reddit dot com and, yes, typing any question here, you can go to court and do the same. You can goto Amazon, which is a great website, and just to read out the bad reviews and the good reviews. What types of goals you have to do some digging here to understand your potential customers . If you already haven't sent out a survey with questions to your customers and you don't understand their goals, then you can also do that with Google's forms. But this is also good way to just see what other people are writing about other people's products and services, and you can also go to Google. As I said before, let's say that somebody is searching for a plum, bring New York, then you can just go and search for that. And then you can tap on see reviews where the arrow is pointing it right now, and then you can just read out that reviews. What types of goals do are my potential customer half, and then we would like to identify on how you can help them. How can you help your potential customers with your product or with your services? Now this could be apostle in its own. But by doing your customer research by identifying your customers pain point identifying their goals and understand on how you can help them, we can now start building out our buyer personas. So let's do that now. We would like to collect things like information, and we would also like to put up a picture off our potential customer. Now off course. We don't know how they are looking, so we have to make that up in our mind. We have to be a little bit creative because if we are having a picture and some information , good information about this customer, where how are having some kind of background story? We know exactly on how to speak to this potential customers in our ads in our blawg post, in our content, on our social media platforms, etcetera. So let's start. First off, we know by the stats that we had in the beginning on our social media platforms, that we were gender neutral. What we're meaning with that is some platforms showed that there were more male than female , and the other platforms showed the other way around. That's why this course is targeted both two females and males. That's why we're making this gender neutral. Then we would like to actually give this buyer persona a name. So we're giving them a name off Robin with a why, which is gender neutral. And then we would like to see what age groups are this person in and the most of the people that are visiting our YouTube channel or Facebook page. And our website is actually between the age 25 to 34 these types of information that I will put out here is actually pretty aligned to Facebook ad. So if we were to go in and create some Facebook ads later on inside of this course, then you will understand that this will be much easier for you to then target those people because you have all the statistics already, which is a little short cut to success. And then we have the location. The location is from Pakistan, mostly because of YouTube Channel is targeting Pakistan, and then we're having the relationship status. We don't have any information around this at all, and then we're skipping it for now. And then we're having the work. What kind of work door you your potential customers have we put in small business owner because we think that our potential customers are pretty driven. Want to build a digital marketing agency? So that's why I hear you just put in whatever work based on the statistics that you've got . Maybe you have run some Facebook ads before something like that. If you don't have any clue you can use, try to assume something for now. So you're typing anything there? What type of work do they have already studying etcetera, And then we're having the interest. This is interesting. So this person is interested in online education and the marketing. They have to be interested in those two topics in order for us to be able to sell these like course to them. And then we're having the behaviors. What types of behaviors do they have? Our potential customer are running Facebook business page admin groups. They are really, really driven. And then we're having website history. This is very good. If we would like, for example, to target people with Google ads to understand the website history on how their browsing around and the same goes for this search terms, If we're creating Google ads, this is essential to understand on how they're searching on Google in order for us to target those exact terms in order for us to make more money. So, for example, the search term here would be start marketing agency or business start up steps. How to get marketing clients Now. Maybe you don't have a clue on the search terms for your potential customers, but just put yourself in their shoes. What would you search for in Google if you were looking for that exact product or service and just type them down? You can post this view at any time and then left. We have that picture. Okay, so I choose a female, even though our product is gender neutral issues a female, and you can just go to pick sabei dot com. I can have it in the resource is for you, and you can use go there and you can pick any picture there that you feel like fitting your by your persona. So now it's time for this story, guys. Okay, so the story in the left hand side. As you can see, we still do want to sell our digital marketing agency course, and there's a tree step process in order to write this story to understand on how we are going to talk to this customer, whether we are creating ads were creating content on our blogger on our social media channels and so on. So there's three steps to this pain points. We already talked about it. Then we're having the goals, and then we're having how I can help. So we are going to create a little story, and this will make it so much easier for us later on when we're going out there creating content and are creating our ads because if we knowing how to speak to this person instead of just writing random things online, we will get better results. So the pain points. If you're looking on the left hand side just underneath pain points. I have written a little story, so it goes like this. Robin doesn't get the number off clients, and Robin needs to build and maintain the business. Robin want. Robin has taken other only courses. Watched numerous YouTube videos without finding the right information to get the business going the way Robin Vicious. So this is the pain point. Robin has taken other online courses, watched numerous off YouTube videos trying to find the right information online, maybe went to Google numerous of times trying to find the right information in order to start building this agency and to keep it going. But Robin hasn't find the right information yet. So what are Robin's goal? Robin's goal is to find enough clients to start and run his or her's own digital marketing agency to support his or her own family. Didn't see what I did here. I told the goal, and I told the why The goal is to start and run his or her own digital marketing agency, and the UAE is to support his or her family, and I would like you to build out your story the same way. And then how can I help you with this? Well, we are confident in helping robbing with his or hers gold by selling Robin our digital marketing ages, of course, and answering all the questions along the way till he or she meets their goal. All right, so now we have a story. We have information, we have a picture. We basically have our potential customer right in front of us. Now, I can take a screenshot off this, and I can print it out, and I can put it up on my wall. And now it's time for you to build out your buyer persona. And I'm not just gonna leave you here. I'm gonna give you a template. So let me show you the template in order for you to build out your own buyer personas before you do your marketing and adds, Okay, guys. So this is the buyer persona template. This is what you are going to use once you are ready to build out your buyer persona. Just go to the resource is off this video. Click that link and they will be downloaded to your computer or to your mobile phone, and then you can go into this document and just customize it just the way you want to. And one thing that I haven't mentioned already is you were having or your building out a buyer personas. Based on the information that you're having today, maybe you don't even have that much information. Or maybe you have tons of information. Maybe you're already are having a business product and service to sell. Well, then it's good for you. But along the way, the more ads that you running them or content that you're creating them, or information you will get inside off your social media platforms inside of your website inside off your ads account. And therefore you always would like to go into your buyer persona and edit that persona based on the new information that you're getting. So, for example, the gender here we have neutral, but maybe for you. It's also gender neutral products that you're selling, but you see that it's 80% men that's actually buying this type of product. Then it's better for you to target Onley men and the H groups, for example, as well. Maybe your figure out? Well, I'm creating a YouTube channel and I'm selling stuff on the YouTube channel, and I think that my buyers will be between 25 34. And maybe that's true to the beginning, because you're thinking that. And maybe then you see that this actually false It's actually an older age group that are interested in my products and services and the same with all these type of the information . But for now, yes. Go in here and fill out this. Find a photo, create a story about your potential customers based on the pain points they're having the ghost they're having and how you can help them. And always have in mind that you would like to go in and edit this. The more information that you're getting within your ads within your content and so on. Okay, guys. So good luck with your by a persona El si unit Next video 4. Find Your Target Platforms: welcome back. So in this lecture, you're gonna learn where to find your audience by finding your target platforms. Let's dive into it. So in order to understand where to find our audience, we need to take it from the very beginning. Now, great marketers, or just like great fisherman. We're basically doing the same thing. Great fishermen. They have a bait and they're trying to attract fish. Great marketers use their marketing trying to attract an audience. We're doing very similar things now. When it comes to attracting our audience, there are, ah, lot off different platform set available to us. The question is, of course, where is our audience now? Similarly to the fishermen, Not all platforms are created equal, and all of these different platforms are like lakes. Now in the great fisherman knows that you don't waste your time fishing in a lake that doesn't have any fish for us marketers is the very same thing. We need to understand where the fish is. In other words, which off the platforms our audience actually using. And once we know this, we know exactly where to spend our time and money. And once we know this, we have taken our marketing to the next level. That means we know exactly where to spend our time on. Once we have these platforms, we know where we're gonna do our ads. We know where we're going to be posting content. We know where we're going to be building up our audience. And we know where we're going to be focusing or bringing out our offers because this will be the platform where audiences spending time. So this would be the platform where we are spending time. This is how you same time on money and being truly effective in your marketing. In the next lecture, you're gonna learn exactly how to find your target platforms where your audiences see in the next lecture. 5. Exercise - Find Your Target Platforms: Welcome back now in this lecture we're gonna do on exercise so that you can find your target and platforms, and it is as easy as three steps. So prepare yourself. Follow along with me on the screen and let's go. So the first step in finding your target platforms is simply to find your biggest NICHD competitors. Now your knees competitors are selling the same products and services asked. You are so that means that they have the same audience as you do, which means it seems they are already selling the products and services to that audience that we're looking for. They know what the target platforms are, so that means that our competitors can show us exactly what platforms that we need to target. So the first step in order to accomplish that is simply to understand who are biggest NICHD competitors are, and there's a simple way to do that, and that is using our friend Google. Now, if we are a local business and we were selling a gym membership, we might write something like Jim's near Meat, and then we're gonna get results based on Jim's that are near me. Then I could shake them out and add dozing as my competitors. Now, if you're selling online and more globally, you don't want to use words such as near meat. So let's say, for example, that you are in the niche where you are selling Viking jewelry. So what we want to do in order to find our biggest niche competitors is to make sure that these competitors are truly NICHD. So what we're gonna do is scroll down and find all of those needs competitors. Here we have Viking, the jewelry dot com. That sounds very needs to me. I'm going to right click and open in new tab Scroll down. We have green for us dot com I'm gonna open that up as well, nor spirit that come I'm gonna open. This s well scrolling down. We have more. I'm gonna open this a swell and scrolling down. Now, once we see competitors such as amazon dot com or etc dot com, we are not going to use those as competitors even though they're selling the same thing. Because these are not nichd websites. We need to have NICHD website neech competitors in order to make sure that these websites are truly selling to the same audience that we're looking to sell to. So I wanted to find five needs competitors, simply right, click on them and click on openly in Utah, and that is the first step. Now, once we have our competitors, we've moved on to the second step, and that is to use similar Web to find competitors. Most popular platforms, right? Our needs. Competitors are already selling to the audience we're looking for now we can spy on them to see what are the platforms they're using, because those are the platforms that we need to be using. That is how we save ourselves so much time on energy. So we are going to go to similar web dot com. This will be in the resource is as well. And then we're going to grab one off these niche websites. We're going to click here. So now what I'm going to do is that I'm going to use this year l but I'm only going to be using the name this part of the euro viking Juliet dot com. I'm going to right click Coupet, not the double used on Lee. This part of the name and dot com. I'm going to go back, go in here. I'm going to pace the same and then I'm going to click on Search. Now I'm going to be getting a ton off information all super valuable. But we are looking for our target platforms. So what I'm going to do, it's scroll all the way down until we find social here and now we can see that they're getting 13.61% off all their traffic from social media platforms, and we can see that the most popular platform that they're targeting that they're finding their audience is on YouTube. Now, this is how we find our target platforms. I want you to do the very same thing with the other, your ills as well. And once we have done this, we move on to step three, and step number three is very simple. It is decide on the most popular platforms that you want to use, so simply look at your biggest needs competitors. You similar web to see what are the platforms that they are targeting and getting the most traffic from, and then decide which platforms that you are going to use now if you're getting a ton off different platforms and don't know which to choose from. Simply going grab more competitors and run more through similar Web. Until the data shows you which are the most popular platforms to use, it might be one platform. It might be three, it might be five. Let the numbers speak for themselves, and then you know where your audience is and you know what platforms to focus on. Fantastic. In the next lecture, we're going to look at the why, in other words, we're going to spy on our target competitors see in the next lecture. 6. Find Your Target Competitors: Welcome back in this lecture is you're gonna learn the final step off successful market research, and that is the why why should your audience by from you instead of your competitors? The answer is simple, because you will offer more value than your competitors. Now, in order to offer more value than your competitors, you first need to understand who your target competitors are. Let's dive in now. To be successful in your marketing, you need to give your audience a good reason to buy from you instead off your competitors. And that means finding out who your target competitors are and then doing something known as modeling success. That means looking at what your competitors are doing and then being better than them. Now, before we go ahead and do this, we need to understand that there are two different types of competitors out there, and it's very important that we target the correct competitors. Let me show you what I mean. So let's say that we were selling a gym membership. Well, then they're going to be two different types of competitors out there. They're going to be direct competitors who are also selling gym membership. They're selling the same product or service as you are. And then there's going to be your in direct competitors who are selling workout related products. That is not a gym membership. It might be on online program. It might be gym equipment. It could be anything that is not the same product. Ask you, but that shares the same audience with you now. In order for you to be successful in your marketing, it's very important that you beat your direct competitors. And to do that, you need to understand who your direct competitors are because you're in direct competitors . They haven't indirect audience. And if your marketing is targeted towards an indirect audience, you will not be successful with your marketing. That is why, in the next lecture, you're gonna learn to find exactly who you targeted. Competitors are in order for you to find out how they are selling to the same audience that you are looking to sell to so that you can offer more value than them. See you in the next lecture 7. Exercise - Find Your Target Competitors: Welcome back. Now in this lecture, you're going to get to do an exercise in order to find and most importantly, learn how to be your target competitors. Let's dive in. Finding and beating your target competitors works in a simple three step matter. Step Number one is to find your biggest direct competitors just the same way we did when we were looking for a target platforms. We need to understand who are direct competitors are by Googling them, looking at their website and making sure that they are not only selling the same product or service that we are selling, but also making sure that they are not selling a bunch off more things. In other words, you need to Google your competitors, go through their websites very carefully and make sure that you are selling as similarly products and services as possible. Step number two is to analyze everything they're doing. That means going to their website. Look at how are they communicating with their audience? In what language are they using? What content are they using? What products are the selling, how they're writing their product descriptions, everything analysed, how they are successful at what they're doing? Remember, they are already selling to the target, that audience that you are looking to sell to. They are ahead of you. Learn from them in order to get ahead off them. And then finally step number three, which is co pay and improve what they're doing. So now when we understand them and we're learning from them, we need to cope it what they're doing because they are already successful and then improve what they're doing. So in order for you to understand what to look for and how to improve that to beat your competitors, we have created a template for you. You will find this template in the resource is and in the upper part. You will learn what to look for when analyzing your competitors. So that means going into their website and looking at their website text. What kind of language are they using? How are they riding their website? This sign, their lead man is the product descriptions, their social media posts, email marketing, Google ranking ads, the values of their company, etcetera, etcetera, analyzed everything and look for especially these things. And then finally, how to improve your marketing. So, for example, If you want better website takes or better lead magnets or better Social Media Post, for example, then go down in this course to the Copa arriving section. Well, you will learn how to be better than your competitors in that. Similarly, if you're looking to improve your product descriptions in order to beat your competitors, then go on to the stale psychologist section. In this course, If you're looking to increase product price and improve your company values, go to the branding section. You want an effective website? The sign. Go to the set up your website section and finally, if you're looking to beat your competitors in advertising and PPC, move on to the Google ads and Facebook ads section off the course. Use this template in order to understand what to look for in your competitors and then finally, how to improve and be buried than your competitors. This is a massive course, and every reference that you need in order to be successful in your marketing and beat your competitors already exists in this course, and this is the guide on what to look for and how to be better. Good luck with your market research And remember, if you have any questions, we will be in the Q and A. Please enjoy, and I'll see you in the next section and lecture off this course.