Knowing Your Customer

Lesson 8 Chapter 2 Module 1

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Video Transcript

Hello, I'm Neil Morecraft and this is Autom8, and in this module, we're going to look at some online research. We're going to see who's competing for the same keywords we are. We're going to have a look at those searches online. So we're going to pay attention to the top three natural results and the top three paid results for that given search terms. And then we're going to look at creating our customer avatar, who our ideal client is. There's a worksheet that I'll share with you and the more about this that you know, the better.

So we're going to dive into Asana and we think about dive into Asana. We're going to see where we are on this task here. And as I say, there's notes contained in here, just to give you an idea of exactly what it is we're doing. But we're going to conduct some online research. So we look at Google and again, for the particular project that I'm sharing with you, as an example, I've done this search for unified communications. I'm interested in these top three or four results to see who else is bidding. So this is interesting because this particular company here we're affiliated with, so this is a partner of ours, and that's important to know because we don't necessarily want to bid against the same key terms as them equally there's some new providers up here. And of course, if we change this marginally, we're going to find that those search terms probably change and those results change. Televox we can see again at the top. So I know that they've got, probably got fairly deep pockets in this example. But there's a couple of customers in there, or a couple of competitors in there that are worthy and some that have maybe not quite as good a fit, but what we want to do is take that information and pop it into Uber Suggest. And we did take a much better look at that.

So I've come back into the Uber Suggest I've now signed in. You can do that with your Google account. It's still a free plan, but that allows you to set up a project within Uber Suggest, that also allows you to get access to a few more features. So I've typed in, Ring Central as an examples so we can see what their traffic is like in particular if I do that is going to give me these competitor domains. So I don't necessarily need to go to Google to have a look at those, but I can see from here. And I can see how many keywords they're ranking for and their estimated traffic and that kind of stuff. And to say, that's really good information for me at this point, because I want to research some of these companies to find out what's good and what's not.

So if I go back here, for example, I click on this link. What I'm doing is instinctively just looking at this and saying, yeah, what do I like about this site? And what do I not like about this site? And I did it at this point, if you can, I can't do it because I'm effectively doing it already, but that is to fire up quick time or something like that, and record yourself going through this process. So you can whiz through these sites. You don't necessarily have to make notes. You could just talk to yourself and say, well, actually, yeah, this is a competitor. And do they, do they have a good landing page? Do they have a good lead magnet? If they do, you might want to subscribe into some of their products or download their resources, opt into their funnel, that kind of stuff.

And ideally just get a really good, clear picture of who it is you're competing with. And I see what we're looking for here is some nuggets of information where we can say, actually, maybe we want to try and incorporate some of that into our own landing page. So this particular one doesn't strike me as great, but you know, he's got a clear call to action at the top. Here will be, that's just contact sales. I thought this was a video, but it's not. So that doesn't do a lot or maybe it is. So, yeah, we'll watch that video. You get an idea. Right? So I'm going to come out of that, go back into a Google and have a look at the next one. And as I say, what you want to do here really is make a, either a video of this and make a note of the things that you like and you don't like, or ideally perhaps create a little spreadsheet and put these URLs and stuff in there.

So you can refer back to it later. That's going to be important when we start building our customer over time. In particular, we start to do some competitive analysis because we're looking for the terminology that you're using. We're looking for things that work. And ultimately we want to try and improve upon that. And if we dive back into Uber Suggest, you'll see that we've got all of these competitors down here, but we've also got these keyword ideas and content ideas. Now, content ideas is really great because what we can do is have a look at one of our competitors or one of our partners do a search. And not only is it going to give us the information that is interesting as far as organic searches and domain score and that type of thing. But if we scroll down, it's also going to give us their top pages.

Now, these are great, obviously for content ideas, because we can see here that maybe there's a couple of articles that we could effectively say, well, actually, that's, if that's clear to getting a lot of traffic on there, that's a popular article. We could use them that as a basis for our own article and write something better and incorporate that into our content strategy. So that's kind of the point of what we're doing. And as I say, I'm not going to continue doing this and this over and over again, but I would advise you to at least look at the top three natural results and also the top three paid results. So you can get a really good idea of who you're competing against. Now, when you look at these natural results, it's very unlikely, of course, that initially you're going to rank anywhere near, as well as these guys, because they've been doing it for a long time. And again, if I take that domain name, pop it into Uber Suggest and have a look at the the history behind that and get rid of that slug there. So we can just look at their main domain.

We can see that as I say, a huge amount of backlinks, a very popular site, that's why that's ranking predominantly, and you can see just, you know, thousands of keywords. But what's good about this of course, is that might not be a competitor site as such, it might be a blog or something or a forum. And if it is when we move on to our content strategy later on in the program and we create some social accounts, it may be that we go back and we start commenting on some of their posts and interacting with their content. And that will give us a back link to our own content. So that's kind of what we're doing. We're looking for sites that not necessarily our direct competitors, but maybe some of those forums, Wikipedia bound to find at the top, there, there are ways that you can get your site listed on Wikipedia, but it's not easy.

But as I say, some of these are gonna be direct competitors. Other ones of these are going to be bigger brands where you might be able to say lead posts or comments on that site, and that's going to give us some LinkedIn juice. So that's a really good process to go through. And as I say, what you want to do is record this, make some notes, maybe spend half an hour or so, and just look at the top three or the top four and, and know what's good and what's not. And then move on to the next bit. So with that in mind, we're going to talk now a little bit about creating your customer avatar and what an avatar is. So on the main site, you'll find I'm going to pop to the main site.

Now, this is the Tobie site, at the bottom here there's a link to these resources. And in there, you're going to find this particular article that I've written all about, what a client avatar is and how to find them. Now, I focused on LinkedIn mainly because LinkedIn is just such a good source. And it's really easy to get a really granular level of detail and target your ideal clients when you know who they are. So I'm not going to read through this now, but again, it's worth following the link below this video, having a look at this and really understanding what a client avatar is. And then when you've done that there's a form that we can use. I'll just open up my Dropbox folder and show you what I mean, of course this resource is contained in your in your link, in your Asana workspace. If you go in here and click into resources, you'll see that there's a client avatar worksheet. So just open that up and show you what it's like. 

So once you've read that article you just want to come in here and ideally try and fill this out as best you can. Now it's interesting when I talk to customers about this, because they say typically, oh, well, we deal with small businesses or we deal with such and such. And I don't really think much more than that, but ideally what you want to try and do is not just think about the type of company that you're targeting that you want to work with with a person within that company. And the reason we want to do that is that what we understand about that individual the easier it is for us to start to target them on social platforms like LinkedIn, Google, and Facebook, because say, when we go into that part of the program, you'll see that we can really get quite granular with a level of detail in terms of what they liked, what their interests are, where they live, their relationship status, that kind of stuff.

So you might think that that's irrelevant, but it isn't because you really want to get good idea and ideally give the the avatar, a name calling Bob or Fred or Doris or whatever it might be and start to really get into that person. So we can start to think what sites they go on. What's their job title, how long have they been with the company, all that kind of stuff. So, as I say, you can use this brief template just to do that. And it might be that you end up with more than one avatar, but ideally what we want to do to start with is just try and pick that perfect client, focus on that one person, really get to understand them properly. And then as I say, I'm going to show you how we can then use that data to set up some targeting and even some automated outreach.

So you can do a lot of this in your sleep, and that will start to build the top of your funnel. So that's a really important process, and this might take you in itself perhaps an hour or two. But it's definitely worth doing and it's time well spent. So the more you understand about your customers the better. So let's just dive back into Chrome and have a look at Uber Suggest again. So as I say, you might want to come down here and spend a bit of time in these content ideas and the top pages. And even this competitive view, as I say, is a really handy tool now for you to get an absolute good grip on who it is you're targeting and why you're targeting them. And when you've done that, you might think, well, this is all great, but I don't have enough time to perhaps spend on really putting together some proper competitor analysis.

I'm in the same boat. I don't want to spend hours and hours doing this. So I've taken the liberty of going back into fiverr sorry, I'm doing a quick search for competitor analysis. And then using the methodology that I said before, having a look, whether or not there's somebody for a reasonable amount of money that will do some of that donkey work for me. So I've actually gone off already, found this guy looked at his his, his his basic plan thought, you know what? Yeah, he'll give me some information that I probably would be able to get myself, but it's too time consuming. And for the sake of 40 quid, it's definitely worth me doing that. So by the time I get to the next module and I start to think about how I can use that content, he would have gone away, done that work for me.

And again, if you give them a really good, clear brief, then that, in this instance is absolutely worth spending 40 quid. So he's going to look at the price points and the terminology and the competitors and the landing pages and all that kind of stuff. And giving me a really good, clear indication of, of what my customer avatar is all about. And then I've got to use that as I say, strategically in the next module. So that's it for this module. I will see you. In fact, this is the end of, nope, it's not the end of week one, you've got one more module to go. But then after that we should be in really good shape to move swiftly into week two and start to set up some other accounts where we can start to really link these things together and use them in our business. So hopefully you've enjoyed that. I'll see you in the next module.