in the last lecture you learnt the steps
to create a buyer persona up for your
business. we covered what is the
buyer persona the advantages of using
this excercise and also i gave you the
example of my buyer persona that i
created for this course
now what I want to do in this lecture is
give you eight more ways to gather buyer
persona data eight ways that you can
really find your audience online and the
purpose of this is if you're having a
little bit of trouble answering these
questions
this lecture is really going to help you
i will run through these eight different
ways i'll give you real life examples
for every single one of these you can
really know how to use these together
buyer persona data. For the first four
you don't need time a single
customer in order to do this and the
second half here are if you do have
customers and you do have an existing
site and some online presence set up
these 4 techniques that you can use to
and mine the data that you already have
so got four and four here so let's start
offered Quora.com this is a fantastic
question and answers website you're going to
be learning later on the course how to
market your business on this platform
but for now we really want to look at it
and figure out how to use it to find out
who your buyer personas are and what
problems they're really struggling with
so we can use the defining most common
questions in your niche so all we have to do
is come in to quora.com go to
search bar on the top here you're going
to type in something like a keyword for
your business or the topic that you are
so "marketing" what I can see here is just
like come in I can see some of the topics
to this and some of the questions that
include this keyword so let's just come
into the topic itself and look here
we've got some of the questions that
people are really asking you know how do
i generate website traffic with zero
marketing budget and what ways can you
drive traffic to your website for free
so what is the best email you've ever received
these are all questions that your
potential customers are asking they're
struggling with these points so you can
we just go in here and this is just a fantastic
resource to
see what we people are struggling
people are showing you they are
asking questions so that is a great way
to really see what people need help with
now another thing that you can do is
look at some facebook groups so if we
come into facebook it's very easy to
find groups you can just come in and say
type in something like your keyword once
again i'm you can see all the
search results here you can even narrow
this then if you want and look at groups
only and you can start to find groups of
people who are have really got
together to discuss the particular topic
that you have. so you can come into these
groups and really review people's
profiles and get a sense of who they are
now one group that I'm in here is the
Youtube estudio this is a group on
facebook for instructors on you to me
you can see there's 42 thousand members
in it and everybody's got a profile here
so if i see people talking about a
particular product of topic and they're
struggling with this now i can just come
in and have a look at their profile
little bit more to understand you know
where they are where they're coming from
maybe some of their friends are some of
the pages that they like so there's
really a huge amount of information that
people just offer up the facebook and
you can use that information to
understand
really who these people are and to get a
sense of you know all of the
demographics their age what they look
like they're struggling with very very
easy to do it takes does take a little
bit of work to dig through but it's just
a fantastic way to try to start putting
those faces to the to the actual
customers now another thing that you can
do is come into the online marketplaces
and review sites and this can be amazon,
yelp, udemy, the app store whatever it
is you can really do the exact same
thing so for example let's come into
amazon here let's say we're looking at
this
amazon echo this is just one of the
products here at that I found so you can
come in here to the customer reviews and
you can just click on anybody who
submitted a review
and start to see you know who these
people really are you can see the 52
year old male enjoy things all Apple
technology etc so you can get a sense
okay if this 52 year old guy is buying
this product or maybe if i'm developing
a very similar product
well maybe you know he's going to be in
the target market as well so it's the
same idea just looking at the profiles
and really having a look at it
here's another example just coming into
yelp.com is a fantastic review site
for restaurants and what i can do is
just come into someone's profile again
have a look at we you know where they're
from get a sense of their age look at
maybe some other places that they have
reviewed so maybe come down to somebody else
here let's look at this girl she could
you can see like other places that she's
reviewed so she's staying in this type
of hotel she's a student she's probably
not got a huge amount of money so that
gives you an idea of who be a clientele
are for this restaurant and if you want
to compete with them that's the type of
people that you want to attract
as well moving on then to the fourth way
that you can gather buyer persona data
is to use typeform and just ask
simply what is your biggest fear of
frustration with topic X now we'll be
looking at this in more detail in the
next lecture but I are in the next
section of the course but I didn't want
to bring it up because you can really
ask anything you want in these online
surveys and so if you're struggling to
get that information you can include
questions on that as well now looking at
the four ways that you can really use
and gather buyer persona data if
you do have existing customers well the
first one is google analytics so what
you need to do is come into the google
analytics for your website if you got
set up come that audience come down to
demographics overview here inside and
you can see here 25 - 34 for the
completedigitalmarketingcourse.com where
the bulk the age group that bolt the
people visit the site you can see that
is close to you know the age range that
I said here 29 ok and you can see
predominantly male as well over 70%
so that is trying and pretty
well with my buyer persona now as well
as google analytics you can also come
into facebook analytics for facebook
Insights they also have a section here
so you can come into the facebook into
the page come into insights once again
you can see the demographics and in
terms of age and gender there as well so
you can use that data to help fill out
your buyer persona or if you're doing
this for a company or a client you can
just request access to these things are
just asking show you screenshots you can
fill this as for them now another thing
that you can do is the same thing
essentially in YouTube analytics it will
be for every single video but you'll get
a very good sense of the demographics
the final thing that you can do is just
simply ask ask people what are they
trying to achieve and you may have
remember that i did this in lecture 3
when I asked people to introduce
themselves
I really gave them the option to to
introduce themselves here and one of the
questions was really you know why are
you taking this course what you want to
achieve and to be honest that sometimes
some of the best insights that you can
guess to build up your buyer persona and
you may not have a course like I do in
order to ISIL but you can ask you when
you meet in person or the phone in
emails you know even on your Facebook
page acceptance so asking that continue
in his funnily enough can just be the
easiest way to get the best information
that is eight ways that you can gather
more information if you're having
trouble to fill out this information is a
ways that you can do i gave you all the
examples so you really should have no
issue filling that out so take a minute
filled out remember that this can just be a
starting point to get anything down on
paper this can change over time and once
you've got that done I'll see in the next
lecture we're I'll show you how to
identify your unique selling proposition
and how i did it for this course as well