Internet Marketing Digital_marketing_for_dummies | Page 24

Advertising: How can you describe these offers in your ads and sales copy?
Content marketing: What blog posts, podcasts, newsletters, and other content vehicles
might your avatar respond to?
Email marketing: How can you tailor your email subject lines and body copy to be
consistent with the avatar ’s goals?
At DigitalMarketer, our Agency Eric avatar owns a digital marketing agency and manages
a team of marketers providing services to clients. One of Agency Eric’s goals (shown in
Figure 1-2) is to increase the capabilities of his team. Agency Eric knows that a more
capable team will result in satisfied customers.
FIGURE 1-2: Understanding the goals and values of your avatar is important.
Because Agency Eric has this goal, he is likely to open and respond to an email that
promotes our company’s Content Marketing Certification with the following subject line:
Need Content Marketing training?
Finding sources of information and entertainment
This section of the customer avatar worksheet is critical to determining where your
customer avatar is spending his time on and offline. What books does he read? What
celebrities does he follow? What blogs does he read? This is vital information when
considering where you will advertise and how you will target those advertisements. We
cover digital advertising and ad targeting in Chapter 10 of this book.