BUYER'S PERSONA
OBJECTIVES • Understand what buyer persona is. • Importance of buyer persona • Learn how to create a buyer persona
WHAT IS A BUYER'S PERSONA? Buyer personas are fictional, generalized representations of yourideal customers. They help you understand your customers (and prospective customers) better and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different types of buyers
Have Focus, Clear Targetting & Messaging
Why Persona's Matter to Marketing Buyer personas allow you to map out and create highly targeted content Allows you to personalize or target your marketing for different segments of your audience.
How well do you really know your ideal customers?
You won't be able to position what you're selling to meet customers' (and potential customers') needs without knowing who they are.
How well do you understand their interests and needs? How well do you really know your ideal customers. Do you know how old they are?
Where they went to school? Whether they have kids? What a day-in-the life looks like?
BUYER'S PERSONA
WHO?
You'll fill out your personal background, demographics and identifiers.
WHAT?
Fill in your persona's goals and challenges, followed by what your business can do to help them achieve their goals and overcome their challenges.
HOW?
Finally, you can fill in the marketing messaging you want to use for this particular buyer. How should you describe your offering to this persona? What's the elevator speech?
COURSE OBJECTIVE BRANDING AND NICHING
Understand what branding and brand Understand how branding can benefit professionals Introduction to Fascinate Using the Brand Fascination assessment Creating a tagline for brand Using the marketing pillars
What worries you as a
FRELANCER?
THE COMMON CHALLENGES OF FREELANCERS
Employment despite of the college degree Competition from other freelancers Not enough online experience Not enough skills Job stability or security Employee Protection Losing a client Time Difference Personal Challenges
START FROM YOUR COMPANY NAME AND LOGO
Keep it short . Example:rumplestiltskin.com Preferrably the "name" of your product or message Use keywords ( Use keyword plannerfor competitor check)
DO NOT MAKE THESE MISTAKES.
Choose among other company logo concepts If you are not confident in creating visuals, hire a good graphics designer. You can create a TEXT-based logo with your branding
LOGO DOESNOT EXPLAIN..
Simple does it
IT IDENTIFIES
Be consistent in all your materials
Use your brand/Logo Color Hex Code Communicate the mood you want your clients to feel
Learn the Psychology ofColors
FREELANCER BRAND VOICE Character |Persona
TONE
Friendly,Warm, Inspiring,Playful, Authoritative,Professional
Personal, Humble,Clinical, Honest, Direct, Scientific
Language
PURPOSE
Complex ,Savvy, Insider, Serious, Simple, Jargon-Filled, Fun, Whimsical
Engage, Educate, Inform, Enable, Entertain, Delight, Sell, Amplify
A brand's tone of voice should be distinctive, recognisable and unique
WHY IS TONE OF VOICE IMPORTANT? It’s an expression ofthe people behind the brand
It sets you apartfrom the rest
It builds trust
It can be used to influence and persuade
THE GOLDEN CIRCLE by Simon Sinek
WHAT?
The products and services you provide
HOW?
What stands you apart from your competion
WHY?
Your core purpose or belief
In one or two sentence, give me an idea about your freelancer service.
What makes you different?
I am Mary Rose. I help businesses grow by managing their social media presence and promoting their business on social media platforms like Facebook, Instagram, Twitter, and LinkedIn to generate leads and sales.
STAND OUT
or Don’t Bother
Are you FASCINATING when you
COMMUNICATE?
"The more you intelligently observe people's online style, the more quickly you can fascinate them with your own. "
THE SEVEN FASCINATION ADVANTAGE
By Sally Hogshead
WHAT MAKES YOU FASCINATING? How the world sees you?
WHAT IS YOUR HIGHEST VALUE?
WHAT MAKES YOU DIFFERENT?
"Earn your audience’s attention, and you’ll earn their respect."
Your Personality Brand THE ADJECTIVE
Your Highest Value THE NOUN
How are you DIFFERENT?
What you do BEST?
HIGHEST: The pinnacle of who you are and what makes you exceptional. DISTINCT:How you are different. VALUE: Your specialized ability to deliver above and beyond what is expected.
CRAFTING YOUR BRAND ANTHEM Brand Anthem: Adjective + Noun of Your Highest Value
I am [NAME]. I am an e-commerce advocate and a social media marketer and advertiser. At my highest value, I provide expressive digital marketing campaigns that will trigger your audience's sensory responses, making them warm customers and loyal to your products or services. I am optimistic about our results as I make sure that your brand will become socially relevant to your customers' needs
When someone reads your message, they should “hear” your voice.
Why do certain messages captivates, while seemingly equivalent deserving ones never get the attention?
Hallmarks of a Fascinating Brand Becomes "Cultural Shorthand" for a specific set of Actions or Values
Creates Advocates
Incites Conversation
FASCINATING BRAND Provokes strong &immediate motional reactions
Forces competitors to realignaround it
PROVOKES STRONG & IMMEDIATE EMOTIONAL REACTIONS
CREATES ADVOCATES
Do we provoke strong and immediate emotional reactions?
What would it take to make someone want to pay for a T-shirt bearing our logo?
What types of reactions do we want to incite?
What would it take for people to be willing to stand in line for hours to purchase our product? What would it take for our product to become so beloved that it never, ever went on sale?
Provokes strong& immediate emotional reactions
BECOMES CULTURALLY SHORTHAND
INCITES CONVERSATION
Are we inciting conversations? Do we embody a specific set of values, or actions?
How could we turn our unique attributes into emblems of our beliefs?
What opportunities do you create for people to connect with one another?
Does your message create debate?
FORCES COMPETITORS TO REALIGN AROUND IT. Could people describe themselves by comparing you to your competition How could you become irreplaceable for the audience, impossible to exactly replace or duplicate?
Will your services be Fascinating or forgotten? "In a competitive environment, the most fascinating option always wins" - Sally Hogshead
Your Brand's Advantage is
PASSION
EXPRESSIVE OPTISMISTIC
SOCIAL WARM
SENSORY
Are you looking for someone consistent, meticulous, and efficient to manage your Social Media business profiles, then I can help. Hello there! I am Arquelle. I help businesses grow by generating leads and sales through proper management of their social media channels and promoting brand awareness. I provide expressive visual content in digital marketing campaigns that will trigger your audience's sensory responses, making them warm customers and loyal to your products or services. I am optimistic about my results as I make sure that your brand will become socially relevant to your customers' needs. As a Social Media Manager, I can do the following: Manage and grow various social media platforms like Facebook, Instagram, Twitter, and LinkedIn Creates marketing and social media campaigns and marketing strategies Content creation Brand management Boosting brand awareness Analyze key metrics and adjust strategy I am familiar with the following tools/Apps/Softwares: Sprout Social, Buffer, Canva, Crello, Adobe Photoshop, Adobe Illustrator, Adobe Premiere, Camtasia, Mailchimp, MailerLite, WordPress Squarespace, Many Chat and Chat Hero Besides being a social media manager, I am artistic and creative. I've been a graphics designer for four years now. I can create beautiful graphics, do photo and video editing at your request. I am a continuous learner; As a matter of fact, I just graduated from six-week of Intensive training provided by the Department of Information and Communications Technology. I attended the advanced Social Media Marketing and Advertising and Chatbot Development and Marketing. During the training, I learned basic Facebook advertising and how to set up a conversational Messenger bot. I learned how to automate customer support, plan and create a process flow, improve customer experience and increase sales. I am competent in following instructions and value confidentiality. I am observant of the client's needs and willing to undergo training if needed, and take deadlines seriously. Hire me and let me help you achieve your goals.
PASSION BRANDS USE THESE FOUR PILLARS TO SUPPORT EVERY ACTION IN THEIR BUSINESS AND MARKETING: 1 WOO WITH WOW
2 USETHE FIVE SENSES
3
4
PUT LUST BEFORE LOGIC
CREATE A STRONG AND IMMEDIATE RESPONSE
The Seven Fascination Advantage
Innovation
Adjectives: Forward-Thinking, Entrepreneurial, Bold, Surprising, Visionary
INVENT SURPRISING SOLUTIONS
TURN SOMETHING OLD INTO SOMETHING NEW
Attract new customers to your business by providing innovative solutions
Reinvent time-tested solutions to turn outdated products into modern necessities
DO THE OPPOSITE
Step outside of the norm to produce creative results that uncover better opportunities for success
Sample Tagline: Providing Bold Digital Innovation
INFUSE A DOSE OF VICE
Stimulate higher audience engagement by pushing the boundaries of acceptable norms
Innovation
Adjectives: Forward-Thinking, Entrepreneurial, Bold, Surprising, Visionary
INVENT SURPRISING SOLUTIONS
TURN SOMETHING OLD INTO SOMETHING NEW
Attract new customers to your business by providing innovative solutions
Reinvent time-tested solutions to turn outdated products into modern necessities
DO THE OPPOSITE
Step outside of the norm to produce creative results that uncover better opportunities for success
Sample Tagline: Providing Bold Digital Innovation
INFUSE A DOSE OF VICE
Stimulate higher audience engagement by pushing the boundaries of acceptable norms
Passion
Adjectives: Expressive, Optimistic, Sensory, Warm, Social
WOO WITH WOW
USE THE FIVE SENSES
I provide captivating campaigns that captures the attention of our clients’ customers.
I analyze our clients audience’s behavior, emotions and interest to understand their needs.
PUT LUST BEFORE LOGIC
CREATE A STRONG AND IMMEDIATE EMOTIONAL RESPONSE
I anticipate what it might be like to fulfill a craving and use it to provide campaign messages that will most likely entice the target audience.
I inspire strong emotions that matches the interest of our audience.
Tagline: Creating Socially Expressive Solutions
Prestige
Adjectives: Ambitious, Results Oriented, Respected, Aspirational, Elite
INCREASE PERCEIVED VALUE
SET A NEW STANDARD
LIMIT AVAILABILITY
DEVELOP EMBLEMS
Enhancing the value of my client's brand by producing the right mix of tangible results.
Raising the bar by providing faster and better service that enhance customer experience
Promoting the perception of brand exclusivity by setting a maximum cap on service availability
Helping clients build a distinguished image that separates them from the competition by capturing your unique style and expertise
Sample Tagline: ArquiTech, Built for the Elite
Power
Adjectives: Assertive, Goal Oriented, Decisive, Purposeful, Opinionated
LEAD THE WAY
I work with government agencies in designing e commerce training programs aimed at training MSMEs and aspiring freelancers to become competitive. Helping them get online buyers or clients as a result.
TAKE CONTROL
We develop certification training programs that produce compelling evidence output attesting to the expertise gained by our students and graduates.
PURSUE SPECIFIC GOALS
VOICE YOUR OPINIONS OF AUTHORITY
We are one with the government in enabling 100,000 MSMEs (including professionals) to do ecommerece.
We focus our students to embark on projects that will help in enabling more people to embark in ecommerce
Sample Tagline: Providing Bold Digital Innovation
Trust
Adjectives: Stable, Dependable, Familiar, Comforting, Predictable
REPEAT AND RETELL
Fulfilling client expectations through dependable service ensuring positive word-of mouth
BE AUTHENTIC
Providing genuine and comforting campaign messages that attract audiences by anticipating their need for authenticity
ACCELERATE TRUST
USE FAMILIAR CUES
Assuring clients that we have their best interests at heart.
Turning audiences into loyal customers by giving them a constant feeling of connection to our brand.
Sample Tagline: Dependable Service that you can count on
Mystique
Adjectives: Observant, Calculated, Private, Curiosity Provoking, Substantive
PROTECT INFORMATION Providing reassurance to clients that their personal information are protected and used appropriately
SPARK CURIOSITY
Helping clients close deals by surrounding your brand with intrigue to pique the buyer's interest
ASK QUESTIONS BEFORE GIVING ANSWERS
Giving buyers the right solutions by obtaining accurate data gained from thorough research
Sample Tagline: Calculated. It works!
BUILD MYTHOLOGY
Giving customers a better reason for buying by building a brand that resonates emotionally
Alert
Adjectives: Organized, Detailed, Efficient, Precise, Methodical
SWEAT THE SMALL STUFF
CREATE URGENCY
DEFINE CONSEQUENCES AND DEADLINES
Taking note of all the client's details to make sure that they are satisfied with the services I provide.
I understand that the client's needs must be addressed in a timely manner so all work must be done ASAP.
I list all projects in order of urgency to ensure that deadlines are met with enough time for revisions.
USE RATIONAL FACTS
I turn factual details into captivating, feasible and possible ideas.
Sample Tagline: EFFICIENT SERVICE. DETAILED RESULTS.
MODULE 3 INTRODUCTION TO ONLINE OPPURTUNITIES
BRANDING & NICHING