The clock struck 12.00 midnight & crackers started to burst near my house, my Facebook, Whatsapp, Instagram notifications were increasing with each passing moment.
Yeah !!! You got it correct it was Christmas.
I prayed to Jesus and wished for a Happy & wealthy 2020.
My mother scolded me, please shut down your laptop and go to sleep.
I listened to her like an obedient child and closed my lappy and switched off the lights.
But, I was not in the mood of sleeping, I took my phone and covered myself under a blanket so that my mother thinks I am sleeping.
I started scrolling my Instagram news feed when suddenly I saw the ad
“ Server Kharido aur daily $ 1000- 2000 banao”
It made me remember the biggest mistake of my life.
It was April 2019, just after my graduation exams were over, I saw this ad probably.
I messaged that person and asked him for details, he created a sense of hurry in my mind,
The more time I waste, the more money will I loose
I purchased the server. Basically , it was all about increasing fake likes & fake followers
I called my friend Souptik and requested him to share his profile link for increasing Instagram followers.
He agreed to share the link.
Boom !!!! His followers increased from 1200 to 1395 within 30 mins.
I was feeling “out of the world”.
Souptik called me after 30 mins, “ How could you do man ?”
Digital Marketing, Buddy , I replied.
I requested him to share this screenshot in his Whatsapp Status.
The next morning, I received a call from Swastik.
He is the chief editor of the SWAEZY.
Hey, Anuran, “Can you please increase my page followers from 1000 to 10000?
I was overwhelmed, I immediately responded: “Yes Sir “.
And, the deal was closed for Rs. 3000
I was completely unaware of the fact that they were increasing page likes to convince a foreign client, whose minimum requirement is 10 k Facebook Page likes.
I increased there Fb page likes to 10k within the next 2 days. He was very happy and paid me the amount.
But, destiny had some different plans.
I was unaware of the fact that it was bot likes and the page likes will decrease within 48 hrs.
The page likes reduced drastically to 989. I was completely shocked.
Swastik was calling me insanely, as he had a meeting with the foreign clients in the afternoon.
I had no clue what to do.
I switched off my mobile phone.
Just to make sure, he is unable to connect me.
At, 9 p.m I switched on my phone to check my Whatsapp,
I received a message:-
“Immediately refund me the amount you cheater or I will complain to the police.”
I, was worried, although I had no faults, I was tagged a “ cheater “.
I took a loan from one of my friend and refunded him the money.
I remembered, “How big a mistake I did?”
Suddenly, my phone beeped and I checked, I received an mail from Deepak Kanakraju.
Here is your 2nd assignment Slide Deck.
Slowly, the flashback started to erase from my mind and I decided to download the slide deck.
While downloading the slide deck I remembered the greatest tip of the night :
“ MISTAKES ARE FUTURE BENEFITS “
It’s true in my case due to the awkward incident when I got a job, I invested my money to learn Digital Marketing and finally landed into Digital Marketing Internship by Deepak Kanakaraju.
Honestly, I am happy that I performed the mistake to go through this beautiful journey of getting myself skilled.
So, the topic for the 2nd session was:-
“CUSTOMER SURVEY ”- HOW TO BUILD BUYER PERSONAS?
Definitely , I wanted to know this topic.
As I have gone through, Philip Kotler Marketing Book but I was unable to understand customer survey.
So, I always ignored the topic as I thought, “ It’s not my cup of cake “.
But, I decided to try again and learn the practical use of buyer personas.
The class started as usual at 9:05 p.m.
The real boss, Deepak Sir was in front of our screen. But before diving deep into the session he told us to thank god for whatever we have.
Deepak Sir told us today’s class is all about a practical demonstration on a customer survey. But before the survey, he would like to share some key insights which every person should be aware of.
DISTRACTION IS MORE HARMFUL TO BRAIN THAN DRUGS
He politely requested to silent our phone so that we focus only on the internship program and not on any Whatsapp or Facebook notification.
Then came the best quote of the session:-
LEARN – DO – TEACH – THE GOLDEN TRIANGLE
The best way to remember something is to first learn it from all resources then apply it and then teach it.
Our mind can only remember 20 % of what we learn , 60 % what we do & 90% of what you teach.
It kind of motivated me and I made a New Year Resolution to turn my table by applying these learn – do – teach mindset.
MISTAKES ARE FUTURE BENEFITS
It’s good to do mistakes, said Deepak Sir. No one is perfect the more mistakes you make the more you learn from the lessons of failure and more skills you develop.
He also exclaimed that it’s marketing Digital is just a medium, so you need to become a good communicator first.
With every session, we will have a writing assignment and the more we write, the more we will learn to improve from our previous written copy and in turn, benefit us to become a good communicator.
HOW TO BECOME A GREAT MARKETER?
BETTER COMMUNICATOR = BETTER MARKETER
He focused on 1-1 communication with customers. He revealed, talk to your customers like you talk to your friend. The better they feel attached to you, the more they feel it’s written for them, the higher your chance to succeed.
He asked us, “ When I mail you don’t you feel like I am talking to you “
Within, few minutes the chatbox was filled with “ YES “.
“THE SECRET TO SUCCESS IS MY CUSTOMER AVATAR “
– If everyone is your audience then no one is your audience.Deepak Kanakaraju
The next topic for the day was,
WHY DO YOU NEED TO BE AUTHENTIC?
Deepak Sir made us realize that people are fed up with negative people and their fake promises to change a life.
Marketing depends on trust.
The more trust you gather the better marketer you become.
In this journey of authenticity, many people will dislike you or like you ,but it’s okay to be what you are. At, the end of the day you have to build a personal attractive character and that will only come if you are authentic.
Basically , I understood I should have my own voice rather than borrowing someone else’s voice and making fake promises.
WHO IS A GOOD MARKETER?
People with greater life experiences become better marketers.
The more experiences you go through you become a better communicator.
Tips:- Watch movies, hear podcats, travel solo.
Finally, we came to the climax of the day:-
HOW TO BUILD A CUSTOMER AVATAR?
The best entrepreneurs in the world treat their customers like they treat their wife. But, how can they serve their customers so well?
Have you ever imagined when you see a blog or see a facebook ad, it feels that the ad is written for us only?
But, how could they figure out our pain points, dreams, desires & buying motivation. This is a million-dollar question.
Deepak Sir revealed us, the million-dollar answer, it’s because they have a customer avatar.
WHAT IS A CUSTOMER AVATAR?
Customer Avatar is basically audience research to know our exact target audience.
It’s a process of identifying the needs, desires, pain points of the customers and make a market fit product accordingly. So, the product sells automatically.
To build a Customer Avatar, first, you need to uncover the interests, desires, dreams, and goals of my target audience.
Deepak Sir showed us the exact method of finding out these interests is to run a survey.
The survey should consist of the following questions:-
Demographics & Psychographics :-
- Education Level
- Sources of Information
- Preferred Communication Channels
- Job Title
- Income Level
- KPI’s of their job
- Goals & Objectives
- Buying Concerns
- Buying Motivation
Deepak Sir showed a sample of how to run a survey and analyze the data to find out the exact target audience and provided us with an assignment to replicate the same with whatever niche you want to go with.
But, while analyzing. always remember
“ FOCUS ON THE CENTER NOT ON THE BORDER “Deepak Kanakraju
Deepak Sir, tried to make it clear that while analyzing the data we have to come up with a perfect customer and always focus on that customer.
It will help us in conversing 1:1 communication well and help us to market him better.
He, further added that he likes to E-Mail and SMS people as it is a very personal space for the customer.
He ended the session with an assignment to find out our customer avatar.
It was a long session but worthy as we received a lot of value.
Finally, I am here with my customer avatar.
I have a deep interest in travel.
So, I tried every possible way to collect data from various sources.
I am very happy to share that I collected lots of data.
Here, are some snaps of it.
This data remembers me of my old school days when I used to analyze data for statistics. Finally, I am very glad to say that I have successfully analyzed my data.
Here, is my perfect customer.
- NAME – KARTIK DAS
- AGE- 25-34
- GENDER – MALE
- ANNUAL INCOME – Rs. 1-2 lakhs
- Education Level – Post Graduate
- Marital Status – Single
- Hobbies:- Reading, Painting, Gardening
- Personality: Fun-loving
- Job Position:- In a job
- Preferred mode of Communication:- Whatsapp
- Goal:- To travel as much as possible and to be a successful entrepreneur.
- Favorite Travel Destination:- Shimla
- Travel preference:- North
- Travel partner: Family
- Travel Like: Sea
- Best 4 travel packages:- Andaman & Nicobar Islands, Shimla, Kashmir, Leh & Ladakh
- Expenditure amount – Below than 25,000
- Major problems faced while traveling alone – Security, Hotel booking, Company & safety
- Major problems faced while traveling with a travel agency – Commitments are not fulfilled, failing to provide good food and hotel sometimes, restrictions & communication
- Ideal Travel Package – Below 25,000
- Services expected from Travel Agency:- Customer support 24×7, Healthy food, good and comfort transport, good hotel & good tour plan
Finally, I am up with my customer avatar.
WHAT WILL BE A MARKET- FIT PRODUCT FOR MY CUSTOMER?
Any travel package below 25,000 with proper food, accommodations, bus facility, and a good tour plan will satisfy them.
Top Destinations for conducting tour will be Andaman & Nicobar Islands, Shimla, Kashmir, Leh & Ladakh
The best way to communicate with them will be Whatsapp and Mail.
Although, I may be wrong but honestly speaking at this moment, I am having fantastic positive vibes.
I am feeling like to shout to everyone in the world and scream my happiness of knowing my customers.
It feels great to know customers so well.
Customer is our god. He will only stick with us, if we encourage their dreams, be in their ups & downs, understand their interests, feel their pains & make an amazing product experience according to them at the cheapest price.
Trust me, if you can make a product accordingly, money will follow you.
Thanks for your patience !!!!
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