📝 Module 1: Submit Course Book Responses

Think about what you want digital marketing to accomplish for your business. Clarify and write down your key goals.

List key demographics of your overall target audience. If you have conducted target audience research in the past, refer to it now. Please include age, sex, location, income level, marital status, profession and any other relevant demographics.

1. List key psychographics of your overall target audience. If you have conducted target audience research in the past, refer to it now. Please include values, pain points, problems, issues, behaviors and personality.

1. Keeping your digital marketing goals in mind, expand on the target market information you currently have. Choose one indirect data collection method (e.g., visiting social profiles of followers) and research your audience. What indirect data collection method will you use?

Choose one direct data collection method (e.g., survey) and research your audience. Which direct data collection method will you use?

With the information you have gathered from the above steps, create an Ideal Customer Profile for your digital marketing strategy. Think of an individual as you put it together – you can even name them!

Brand Vision

What do you hope to achieve for your audience and yourself? Make sure it resonates with, and inspires, your audience.

Brand Mission

What are your brand’s objectives? How will they serve your audience? Use action words. A mission is more hands-on and practical than a vision.

Brand Beliefs

Why does your company and brand exist? What are your core beliefs?

Emotional Benefits

What are the emotional benefits your clients/customers receive when interacting with your brand? How do you make them feel?

Functional Benefits

What are the hands-on benefits clients/customers receive when interacting with your brand? What problems do you solve?

Core Offering

Beyond your list of products and services, what do you offer clients?

Identify your competition. Review any competitor information you have gathered in the past and/or do some research now. List 2 examples and what sets you apart from them. 

What sets you apart from competitor number 1?

Identify your competition. Review any competitor information you have gathered in the past and/or do some research now. List 2 examples and what sets you apart from them. 

What sets you apart from competitor number 2?