Internet Marketing Digital_marketing_for_dummies | Page 23

The marketing agency owner: Wants to add to the services he can offer his clients and
to sharpen the marketing skills of his employees.
The employee: Wants to distinguish himself at his place of employment or to secure a
new job or promotion within his existing job.
The business owner: Wants to sharpen her own marketing skills and the skills of her
internal marketing team members.
From the buyer personas, four new customer avatars were born. We call one of these new
avatars, pictured in Figure 1-1, Agency Eric.
FIGURE 1-1: Agency Eric is a customer avatar who purchases the certification product from DigitalMarketer.
The next section describes the approach to filling out each section of the customer avatar
worksheet so that you can define your customer avatars.
Getting clear on goals and values
The customer avatar creation process begins with identifying the goals and values of one
of your ideal customers. Make note of the goals and values that are relevant to the products
and services you offer.
Being aware of your customer avatar ’s goals and values drives decisions that you make
about
Product creation: What products or services can you develop to assist the avatar in
meeting his or her goals?