5Digital

Marketing Mistakes

(And How To Fix Them!)

Part 1

Content creates marketing

that helps.

Content marketing is a marketing program that centers on the creation,

publication, and distribution of information (usually online) with the

goal of gaining new customers.

Simply put, content is information, and when we apply it to marketing, we create a type of marketing that is helpful and not actually viewed as

marketing.

Content creates marketing

that helps.● Content can come in forms ranging from

blogs to eBooks or videos to podcasts.● In traditional marketing, content was a

tool: ads, signage, and brochures.● Due to the changes in communication

brought about by the internet and social media, content is the substance of marketing.

● When you create relevant content that matters to your customer, you create a type of marketing that they love, and they don’t recognize that it is marketing.

Mistake #1 Not Knowing Your Customer

Mistake: Not knowing your

customer.● Most businesses understand a few

things about their buyer. What they lack is an in-depth understanding that allows them to create on-going content and information that helps their customer and moves them through the buyer’s journey.

● Giving out information that your client needs helps to create a two-way conversation.

Define Your Buyer

Fix

Create a Buyer

Persona

Tip

Create aBuyer Persona

● HR Manager Hal is an example of a buyer persona

● Buyer personas are representations of your target audience created off of a list of questions that help your better understand your buyer.

● The questions can include: ○ What roles do you have (personal and

professional)? ○ Where do you go to find information? ○ What does your typical day look like?

● A buyer persona is a fictional person based off of real people. Once these questions are answered, create a story

● The best buyer personas are based off of market research, information gathered directly from your customer as well as from employees who work closest with them

Now that you’ve learned how to create a buyer persona, we can show you how to use it.

Parts 2-5 coming soon.