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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
Empathy Mapping
So let's talk about feelings. One feeling in particular, which is at the core of all great marketing empathy. The ability to put yourself in someone else's shoes. Great marketers understand their customers at a deep level. One of the best frameworks to help you better understand your customers to really understand their thoughts and feelings is empathy mapping. Empathy maps help you uncover what your target customer is thinking, seeing doing or feeling. This information is typically displayed in a quadrant, such as this one. You can see here that it contains two additional elements, pains and gains. These should become obvious. Once you filled out the four quadrants above, let's practice doing this with Carla, the college student you'd first ask yourself, Okay, what do we think she's saying? Well, She's probably saying that she's really busy and that she needs more time to do it all. 24 hours is just not enough. How about what she's thinking? She's probably afraid she might not get tha...
t internship in new york. She's also afraid that she might not be able to get everything done overall. She's afraid of failure, So on and so forth. Until you fill out the four quadrants in the Empathy Map. Once you've done this, you can use this information to crystallize her pains and gains. Understanding these at a deep level is critical in coming up with content that can resonate with her. For example, we know one of her primary pains is fear of failure. So maybe a part of your content strategy can be around inspiration and motivation. We'll talk a little bit more about that later. You might have noticed that this empathy map is designed with stickies. This is because empathy mapping is often a group exercise. I suggest taking the time to go through this exercise with your team. You could even include a couple of customers in there if you can source them whatever you do when it comes to understanding your customer and developing customer personas, make sure you always follow the golden rule. Don't make stuff up. Do as much research as you can with the tools that are available to you, Whether it be facebook audience insights, surveymonkey empathy mapping or just picking up the phone and calling a customer. Take time to understand who they are, Trust me. It'll be worth it before we move on. Take a couple of minutes to fill out the first part of our social media content strategy, document our persona and her pains and gains. I've gone ahead and done this for our Starbucks case study but feel free to do so for a brand of your choosing, whether it be your own or one of your clients.
Class Materials
Bonus Materials with Purchase
Ratings and Reviews
Carolina Sosa
Es una excelente clase, muy didáctica interesante y amena.