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Lessons
Course Introduction
1Welcome
01:19Setting Objectives
2Marketing Funnel
02:50 3Key Performance Indicators
00:47 4Quiz: Setting Objectives
Identifying your Target Audience
5Marketing Personas
03:36Customer Research
01:44 7Facebook Audience Insights
06:45 8Survey Monkey
05:55 9Empathy Mapping
02:34 10Quiz: Identifying your Target Audience
Defining your content strategy
11Content Mission Statement
02:23 12Researching Competitors
08:47 13Content Pillars
04:52 14Identifying Post Types
04:50 15Quiz: Defining your content strategy
Executing on your content strategy
16Executing on your Content Strategy
00:38 17Planning your Posts
07:57 18Selecting Visuals
03:34 19Writing Copy
02:33 20Quiz: Executing on your content strategy
Creating an efficient process
21Creating an Efficient Process
00:16 22Reusing content
02:19 23Getting Help
10:11 24Quiz: Creating an efficient process
Measuring and Optimizing
25Measuring Performance
00:29 26Facebook and Instagram Analytics & Insights
02:14 27Multi-channel content strategy
00:40 28Quiz: Measuring and Optimizing
Conclusion
29What we learned
01:26Final Quiz
30Final Quiz
Lesson Info
Customer Research
ah demographic information. So good to have so hard to find sometimes. Now let's go back to our Starbucks case study. They hired you to help them increase sales of their coffee drinks to college students. You're excited to jump on a call with them and get started immediately. And one of the first things you ask is could these guys send me your college student persona please. Here's what they send you introducing Carla, the college student, our new client Starbucks has already given us a ton of valuable information to get us started on the right track. We know that Carla is ambitious. She wants to do well in school and secure an internship in new york city but she struggles to find time for it. All. What we provide is a quiet, calm space for her to study and a drink to keep her energized and motivated. Let me remind you one more time that this is a fun but totally made up case study. But if it wasn't, if this really was a Starbucks buyer persona, how would they have come up with all thi...
s information about Carla, the college student, the answer research. There are multiple ways to get information about your customers. You can leverage internal data. You can conduct market research via surveys or focus groups for example or you could leverage third party data sources. If you're a freelancer, not all clients you work with will have customer personas. If you own your own business, you might not have a persona either. So what do you do in this case? Thankfully there are several free online tools you can use to get to know your customer better. The first one I'll walk you through is facebook audience insights, Though this tool was originally built by facebook to help build better targeting groups and adds, it can be used to conduct demographic research for free. Let's take a look.
Class Materials
Bonus Materials with Purchase
Ratings and Reviews
Carolina Sosa
Es una excelente clase, muy didáctica interesante y amena.