Summary of the session

If you are like me, impatient in watching videos, this summary may help. It indicates minutes of each section in the video .

Getting to know your audience
1. Who your customer is? (00:26)
(If you are not familiar with the niche, even is lucrative, you don't get the money.)

2. New niche start a bit broad as we don't know much about the niche. then can narrow it down. common theme among the customers.

3. Market funnel (02:21)
Sweet spot is the lower, bottom of funnel

4. Create customer personas (03:20)
three groups using ultra portable notebook

5. understand customer motivations (06:28)
why want the product? what need (or want) does it fill?

6. Demographic vs psychographics (08:00)

demographic
age, location, occupation, income, gender

psychographic data
buying habits, hobbies, attitudes, interest, lifestyles choices

find out a few customer personas.

7. how to identify your customer? (09:36)
8 ways
a. product advertisements (09:47)
- what benefits do they tout/ demo? who does the product appeal to? common characteristics of models (common theme on the focus of customer group) the advertisers already done the research
b. product websites (12:41)
- who are they selling to? what needs/ wants do they address? (the company already know the features that matters) look at the imagery to find target demographic. how do they show the product being used? c. company reports (16:16)
- reveal customers demographics & psychographics, trends impacting customers
- use yahoo finance to subscribe to the company news, research report on the co, usually write about the customers
d. community sites (join top 3 -4 community sites) (18:43)
- what products do they speak highly about? critical of? common question? join the community
e. consumer review sites (21:25)
focus on user ratings not the editors (editor only use for a short while), common words from the story of users review (pick up clues like buy it during vacation, etc.) not just opinion, look for common pros and cons, do the users talk about how they use it (be active and contribute), commonalities between users (general review like amazon, epinion) (Industry review like cnet)
f. magazines/ newsletters (24:25)
- review cover headlines for hot content (top kits window xp, top ten ways to avoid virus), criteria used in reviews and comparisons, bonus contact the publication for rate sheet and info/ web sites.
g. books (27:27)
- product selection guides and tips, understand common needs, understand common uses, great niche and customer education
(dummies/ idiots, product selection criteria kits. find niche and customer research)
h. be the customer (29:19)
- walk in the shoes, go through the buying process, gain credibility and expertise with your audience

7. Segment and target your audience (30:44)
- ultra portable notebooks lenovo and toshiba as second machines, etc.

8. Keyword research (32:02)
- start wide then go deep, (search related keywords, as broad as you can, then found some personas,
- demographic search http://adlab.msn.com
- use competitive keyword research tools google/ yahoo url search
- use keyword spytools to see the keywords harvest new keywords (word tracker & discovery with good related keywords features)

9. Keyword buying cycle (38:30)
browse, compare, buy. Go trial. Don't need to subscribe.

10. Customer matchmaking (40:05)
- assign keywords to one or more personas (a bit difficult)
- assign landing pages to one or more personas
- identify negative personas (support, driver, free, service, maintain, etc.)
- setup survey when started

Q&A (44:36)
"keyword funnel"
Alexa traffic, spyfu.com, quantcast.com
Is facebook advertising ok? Jeremy not making money from it yet.
One goal in landing page. no more. So don't add survey at landing page.