Dynamic Digital Marketing

Chapter 1Create your customer avatar

‘Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.’

Steve Jobs, Apple co-founder

A crucial digital marketing fact to remember is that it is all about matching demand with content. If you know who your ideal customer is and what problem they want to solve, then you can create content based on demand which will always get engagement.

Successful digital marketing is about using digital channels to reach your audience and generate leads; but don’t lose sight of the end game. There is only one goal for a business and that's conversion. This can take different forms for different companies – it could be profitable customers or, for other organisations who don't sell traditional products or services, it could be utilising online marketing to share content to educate or promote awareness etc. But regardless of what your organisation does, there is always an objective. And whatever that objective is, is where your conversion success lies.

Your conversion success

So, you need to find out who you are marketing to, where your target audience hang out, and the best channels to use to reach them.

The first step is to create a ‘customer avatar’, which is your ideal customer. This activity will help you identify what their aims are, their sources of information (and channels they use), the problem they want to solve, and any objections to purchasing your solution. This is one of ...