1
00:00:00,000 --> 00:00:02,429
in the last lecture you learnt the steps

2
00:00:02,429 --> 00:00:04,410
to create a buyer persona up for your

3
00:00:04,410 --> 00:00:06,720
business. we covered what is the

4
00:00:06,720 --> 00:00:08,820
buyer persona the advantages of using

5
00:00:08,820 --> 00:00:12,870
this excercise and also i gave you the

6
00:00:12,870 --> 00:00:14,790
example of my buyer persona that i

7
00:00:14,790 --> 00:00:16,560
created for this course

8
00:00:16,560 --> 00:00:18,270
now what I want to do in this lecture is

9
00:00:18,270 --> 00:00:21,180
give you eight more ways to gather buyer

10
00:00:21,180 --> 00:00:23,220
persona data eight ways that you can

11
00:00:23,220 --> 00:00:26,039
really find your audience online and the

12
00:00:26,039 --> 00:00:28,019
purpose of this is if you're having a

13
00:00:28,019 --> 00:00:29,550
little bit of trouble answering these

14
00:00:29,550 --> 00:00:30,750
questions

15
00:00:30,750 --> 00:00:32,340
this lecture is really going to help you

16
00:00:32,340 --> 00:00:34,170
i will run through these eight different

17
00:00:34,170 --> 00:00:36,149
ways i'll give you real life examples

18
00:00:36,149 --> 00:00:38,489
for every single one of these you can

19
00:00:38,489 --> 00:00:40,860
really know how to use these together

20
00:00:40,860 --> 00:00:42,989
buyer persona data. For the first four

21
00:00:42,989 --> 00:00:44,879
you don't need time a single

22
00:00:44,879 --> 00:00:48,300
customer in order to do this and the

23
00:00:48,300 --> 00:00:51,420
second half here are if you do have

24
00:00:51,420 --> 00:00:53,550
customers and you do have an existing

25
00:00:53,550 --> 00:00:56,039
site and some online presence set up

26
00:00:56,039 --> 00:00:58,590
these 4 techniques that you can use to

27
00:00:58,590 --> 00:01:01,680
and mine the data that you already have

28
00:01:01,680 --> 00:01:03,480
so got four and four here so let's start

29
00:01:03,480 --> 00:01:06,450
offered Quora.com this is a fantastic

30
00:01:06,450 --> 00:01:08,670
question and answers website you're going to

31
00:01:08,670 --> 00:01:10,200
be learning later on the course how to

32
00:01:10,200 --> 00:01:12,360
market your business on this platform

33
00:01:12,360 --> 00:01:14,970
but for now we really want to look at it

34
00:01:14,970 --> 00:01:17,340
and figure out how to use it to find out

35
00:01:17,340 --> 00:01:19,049
who your buyer personas are and what

36
00:01:19,049 --> 00:01:21,360
problems they're really struggling with

37
00:01:21,360 --> 00:01:23,430
so we can use the defining most common

38
00:01:23,430 --> 00:01:26,430
questions in your niche so all we have to do

39
00:01:26,430 --> 00:01:28,650
is come in to quora.com go to

40
00:01:28,650 --> 00:01:30,720
search bar on the top here you're going

41
00:01:30,720 --> 00:01:33,390
to type in something like a keyword for

42
00:01:33,390 --> 00:01:35,729
your business or the topic that you are

43
00:01:35,729 --> 00:01:38,850
so "marketing" what I can see here is just

44
00:01:38,850 --> 00:01:41,070
like come in I can see some of the topics

45
00:01:41,070 --> 00:01:43,229
to this and some of the questions that

46
00:01:43,229 --> 00:01:45,390
include this keyword so let's just come

47
00:01:45,390 --> 00:01:48,090
into the topic itself and look here

48
00:01:48,090 --> 00:01:49,409
we've got some of the questions that

49
00:01:49,409 --> 00:01:52,049
people are really asking you know how do

50
00:01:52,049 --> 00:01:53,970
i generate website traffic with zero

51
00:01:53,970 --> 00:01:57,600
marketing budget and what ways can you

52
00:01:57,600 --> 00:01:59,579
drive traffic to your website for free

53
00:01:59,579 --> 00:02:02,549
so what is the best email you've ever received

54
00:02:02,549 --> 00:02:05,130
these are all questions that your

55
00:02:05,130 --> 00:02:06,990
potential customers are asking they're

56
00:02:06,990 --> 00:02:09,629
struggling with these points so you can

57
00:02:09,629 --> 00:02:11,680
we just go in here and this is just a fantastic

58
00:02:11,680 --> 00:02:12,879
resource to

59
00:02:12,879 --> 00:02:15,879
see what we people are struggling

60
00:02:15,879 --> 00:02:17,739
people are showing you they are

61
00:02:17,739 --> 00:02:19,989
asking questions so that is a great way

62
00:02:19,989 --> 00:02:23,140
to really see what people need help with

63
00:02:23,140 --> 00:02:25,420
now another thing that you can do is

64
00:02:25,420 --> 00:02:28,450
look at some facebook groups so if we

65
00:02:28,450 --> 00:02:30,819
come into facebook it's very easy to

66
00:02:30,819 --> 00:02:33,040
find groups you can just come in and say

67
00:02:33,040 --> 00:02:35,500
type in something like your keyword once

68
00:02:35,500 --> 00:02:38,530
again i'm you can see all the

69
00:02:38,530 --> 00:02:41,049
search results here you can even narrow

70
00:02:41,049 --> 00:02:43,090
this then if you want and look at groups

71
00:02:43,090 --> 00:02:46,180
only and you can start to find groups of

72
00:02:46,180 --> 00:02:48,760
people who are have really got

73
00:02:48,760 --> 00:02:51,310
together to discuss the particular topic

74
00:02:51,310 --> 00:02:54,220
that you have. so you can come into these

75
00:02:54,220 --> 00:02:56,349
groups and really review people's

76
00:02:56,349 --> 00:02:58,060
profiles and get a sense of who they are

77
00:02:58,060 --> 00:03:00,939
now one group that I'm in here is the

78
00:03:00,939 --> 00:03:02,769
Youtube estudio this is a group on

79
00:03:02,769 --> 00:03:04,599
facebook for instructors on you to me

80
00:03:04,599 --> 00:03:07,750
you can see there's 42 thousand members

81
00:03:07,750 --> 00:03:10,540
in it and everybody's got a profile here

82
00:03:10,540 --> 00:03:12,549
so if i see people talking about a

83
00:03:12,549 --> 00:03:15,189
particular product of topic and they're

84
00:03:15,189 --> 00:03:17,199
struggling with this now i can just come

85
00:03:17,199 --> 00:03:18,760
in and have a look at their profile

86
00:03:18,760 --> 00:03:20,889
little bit more to understand you know

87
00:03:20,889 --> 00:03:22,750
where they are where they're coming from

88
00:03:22,750 --> 00:03:25,479
maybe some of their friends are some of

89
00:03:25,479 --> 00:03:27,579
the pages that they like so there's

90
00:03:27,579 --> 00:03:29,979
really a huge amount of information that

91
00:03:29,979 --> 00:03:32,769
people just offer up the facebook and

92
00:03:32,769 --> 00:03:34,269
you can use that information to

93
00:03:34,269 --> 00:03:35,709
understand

94
00:03:35,709 --> 00:03:38,049
really who these people are and to get a

95
00:03:38,049 --> 00:03:39,729
sense of you know all of the

96
00:03:39,729 --> 00:03:41,530
demographics their age what they look

97
00:03:41,530 --> 00:03:44,859
like they're struggling with very very

98
00:03:44,859 --> 00:03:47,650
easy to do it takes does take a little

99
00:03:47,650 --> 00:03:49,870
bit of work to dig through but it's just

100
00:03:49,870 --> 00:03:51,849
a fantastic way to try to start putting

101
00:03:51,849 --> 00:03:54,099
those faces to the to the actual

102
00:03:54,099 --> 00:03:56,349
customers now another thing that you can

103
00:03:56,349 --> 00:03:58,810
do is come into the online marketplaces

104
00:03:58,810 --> 00:04:01,930
and review sites and this can be amazon,

105
00:04:01,930 --> 00:04:04,540
yelp, udemy, the app store whatever it

106
00:04:04,540 --> 00:04:06,669
is you can really do the exact same

107
00:04:06,669 --> 00:04:08,919
thing so for example let's come into

108
00:04:08,919 --> 00:04:12,879
amazon here let's say we're looking at

109
00:04:12,879 --> 00:04:13,569
this

110
00:04:13,569 --> 00:04:16,090
amazon echo this is just one of the

111
00:04:16,090 --> 00:04:18,280
products here at that I found so you can

112
00:04:18,280 --> 00:04:20,859
come in here to the customer reviews and

113
00:04:20,859 --> 00:04:22,570
you can just click on anybody who

114
00:04:22,570 --> 00:04:24,290
submitted a review

115
00:04:24,290 --> 00:04:26,870
and start to see you know who these

116
00:04:26,870 --> 00:04:29,540
people really are you can see the 52

117
00:04:29,540 --> 00:04:31,550
year old male enjoy things all Apple

118
00:04:31,550 --> 00:04:34,490
technology etc so you can get a sense

119
00:04:34,490 --> 00:04:37,280
okay if this 52 year old guy is buying

120
00:04:37,280 --> 00:04:39,830
this product or maybe if i'm developing

121
00:04:39,830 --> 00:04:41,480
a very similar product

122
00:04:41,480 --> 00:04:42,920
well maybe you know he's going to be in

123
00:04:42,920 --> 00:04:45,020
the target market as well so it's the

124
00:04:45,020 --> 00:04:47,090
same idea just looking at the profiles

125
00:04:47,090 --> 00:04:49,610
and really having a look at it

126
00:04:49,610 --> 00:04:51,140
here's another example just coming into

127
00:04:51,140 --> 00:04:54,080
yelp.com is a fantastic review site

128
00:04:54,080 --> 00:04:57,230
for restaurants and what i can do is

129
00:04:57,230 --> 00:04:59,120
just come into someone's profile again

130
00:04:59,120 --> 00:05:01,850
have a look at we you know where they're

131
00:05:01,850 --> 00:05:04,490
from get a sense of their age look at

132
00:05:04,490 --> 00:05:06,320
maybe some other places that they have

133
00:05:06,320 --> 00:05:08,690
reviewed so maybe come down to somebody else

134
00:05:08,690 --> 00:05:12,080
here let's look at this girl she could

135
00:05:12,080 --> 00:05:14,450
you can see like other places that she's

136
00:05:14,450 --> 00:05:16,250
reviewed so she's staying in this type

137
00:05:16,250 --> 00:05:18,140
of hotel she's a student she's probably

138
00:05:18,140 --> 00:05:19,850
not got a huge amount of money so that

139
00:05:19,850 --> 00:05:23,600
gives you an idea of who be a clientele

140
00:05:23,600 --> 00:05:25,460
are for this restaurant and if you want

141
00:05:25,460 --> 00:05:27,080
to compete with them that's the type of

142
00:05:27,080 --> 00:05:29,960
people that you want to attract

143
00:05:29,960 --> 00:05:33,590
as well moving on then to the fourth way

144
00:05:33,590 --> 00:05:36,110
that you can gather buyer persona data

145
00:05:36,110 --> 00:05:39,410
is to use typeform and just ask

146
00:05:39,410 --> 00:05:41,330
simply what is your biggest fear of

147
00:05:41,330 --> 00:05:43,310
frustration with topic X now we'll be

148
00:05:43,310 --> 00:05:44,930
looking at this in more detail in the

149
00:05:44,930 --> 00:05:47,180
next lecture but I are in the next

150
00:05:47,180 --> 00:05:48,770
section of the course but I didn't want

151
00:05:48,770 --> 00:05:49,880
to bring it up because you can really

152
00:05:49,880 --> 00:05:51,950
ask anything you want in these online

153
00:05:51,950 --> 00:05:54,770
surveys and so if you're struggling to

154
00:05:54,770 --> 00:05:56,900
get that information you can include

155
00:05:56,900 --> 00:06:00,740
questions on that as well now looking at

156
00:06:00,740 --> 00:06:02,540
the four ways that you can really use

157
00:06:02,540 --> 00:06:05,210
and gather buyer persona data if

158
00:06:05,210 --> 00:06:07,100
you do have existing customers well the

159
00:06:07,100 --> 00:06:09,650
first one is google analytics so what

160
00:06:09,650 --> 00:06:11,600
you need to do is come into the google

161
00:06:11,600 --> 00:06:13,430
analytics for your website if you got

162
00:06:13,430 --> 00:06:15,560
set up come that audience come down to

163
00:06:15,560 --> 00:06:18,470
demographics overview here inside and

164
00:06:18,470 --> 00:06:21,740
you can see here 25 - 34 for the

165
00:06:21,740 --> 00:06:23,900
completedigitalmarketingcourse.com where

166
00:06:23,900 --> 00:06:26,300
the bulk the age group that bolt the

167
00:06:26,300 --> 00:06:28,610
people visit the site you can see that

168
00:06:28,610 --> 00:06:32,960
is close to you know the age range that

169
00:06:32,960 --> 00:06:35,960
I said here 29 ok and you can see

170
00:06:35,960 --> 00:06:37,830
predominantly male as well over 70%

171
00:06:37,830 --> 00:06:39,660
so that is trying and pretty

172
00:06:39,660 --> 00:06:42,330
well with my buyer persona now as well

173
00:06:42,330 --> 00:06:45,000
as google analytics you can also come

174
00:06:45,000 --> 00:06:47,850
into facebook analytics for facebook

175
00:06:47,850 --> 00:06:51,030
Insights they also have a section here

176
00:06:51,030 --> 00:06:53,130
so you can come into the facebook into

177
00:06:53,130 --> 00:06:55,740
the page come into insights once again

178
00:06:55,740 --> 00:06:58,350
you can see the demographics and in

179
00:06:58,350 --> 00:07:01,440
terms of age and gender there as well so

180
00:07:01,440 --> 00:07:03,510
you can use that data to help fill out

181
00:07:03,510 --> 00:07:06,120
your buyer persona or if you're doing

182
00:07:06,120 --> 00:07:07,920
this for a company or a client you can

183
00:07:07,920 --> 00:07:10,770
just request access to these things are

184
00:07:10,770 --> 00:07:12,720
just asking show you screenshots you can

185
00:07:12,720 --> 00:07:15,660
fill this as for them now another thing

186
00:07:15,660 --> 00:07:17,160
that you can do is the same thing

187
00:07:17,160 --> 00:07:19,470
essentially in YouTube analytics it will

188
00:07:19,470 --> 00:07:21,120
be for every single video but you'll get

189
00:07:21,120 --> 00:07:22,980
a very good sense of the demographics

190
00:07:22,980 --> 00:07:24,810
the final thing that you can do is just

191
00:07:24,810 --> 00:07:27,360
simply ask ask people what are they

192
00:07:27,360 --> 00:07:29,850
trying to achieve and you may have

193
00:07:29,850 --> 00:07:31,950
remember that i did this in lecture 3

194
00:07:31,950 --> 00:07:33,720
when I asked people to introduce

195
00:07:33,720 --> 00:07:35,490
themselves

196
00:07:35,490 --> 00:07:38,760
I really gave them the option to to

197
00:07:38,760 --> 00:07:40,290
introduce themselves here and one of the

198
00:07:40,290 --> 00:07:42,570
questions was really you know why are

199
00:07:42,570 --> 00:07:44,130
you taking this course what you want to

200
00:07:44,130 --> 00:07:46,020
achieve and to be honest that sometimes

201
00:07:46,020 --> 00:07:47,670
some of the best insights that you can

202
00:07:47,670 --> 00:07:51,330
guess to build up your buyer persona and

203
00:07:51,330 --> 00:07:53,520
you may not have a course like I do in

204
00:07:53,520 --> 00:07:56,010
order to ISIL but you can ask you when

205
00:07:56,010 --> 00:07:57,930
you meet in person or the phone in

206
00:07:57,930 --> 00:08:00,450
emails you know even on your Facebook

207
00:08:00,450 --> 00:08:04,080
page acceptance so asking that continue

208
00:08:04,080 --> 00:08:05,880
in his funnily enough can just be the

209
00:08:05,880 --> 00:08:08,010
easiest way to get the best information

210
00:08:08,010 --> 00:08:11,400
that is eight ways that you can gather

211
00:08:11,400 --> 00:08:12,930
more information if you're having

212
00:08:12,930 --> 00:08:15,900
trouble to fill out this information is a

213
00:08:15,900 --> 00:08:17,760
ways that you can do i gave you all the

214
00:08:17,760 --> 00:08:20,250
examples so you really should have no

215
00:08:20,250 --> 00:08:23,730
issue filling that out so take a minute

216
00:08:23,730 --> 00:08:26,190
filled out remember that this can just be a

217
00:08:26,190 --> 00:08:28,200
starting point to get anything down on

218
00:08:28,200 --> 00:08:30,750
paper this can change over time and once

219
00:08:30,750 --> 00:08:32,130
you've got that done I'll see in the next

220
00:08:32,130 --> 00:08:34,350
lecture we're I'll show you how to

221
00:08:34,350 --> 00:08:36,360
identify your unique selling proposition

222
00:08:36,360 --> 00:08:43,400
and how i did it for this course as well