META SOCIAL MEDIA MARKETING PROFESSIONAL CERTIFICATE

Course 1 – Introduction to Social Media Marketing

Week 4: Understanding Your Audience

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TABLE OF CONTENT

This week, you’ll turn your focus to developing a target audience persona and a customer journey. This foundation to any marketing campaign builds off of what you learned last week on goals and key performance indicators. You’ll end the week with a project in which you will build your own target audience persona and customer journey.

Learning Objectives

  • Define the target audience for a business
  • Define the customer journey in a real-world scenario

DEFINE YOUR TARGET AUDIENCE PRACTICE QUIZ

1. True or False: Your target audience is the group of people you want to reach with your marketing message. 

  • True (CORRECT)
  • False

Correct: Correct! Your target audience will be the most likely to take action as a result of seeing your marketing message.

2. True or False: A secondary target audience can help you structure your marketing efforts if you sell more than one product or service, or if you feel your products or services may appeal to distinctly different groups of people.

  • True (CORRECT)
  • False

Correct: Correct! It is possible for a company to have more than one target audience.

3. True or False: Meta Business Suite Insights can precisely determine who’s interacting with your page and give you real-time data when you test different marketing strategies.

  • True (CORRECT)
  • False

Correct: Correct! Meta Business Suite Insights will be the most powerful tool you use to identify your target audience.

4. Some steps you can take to get a better picture of your target audience include which of the following? (Select all that apply)

  • Monitor the competition and its target audience (CORRECT)
  • Pay a large company to do research for you
  • Talk to customers, friends or strangers (CORRECT)
  • Describe current customer (CORRECT)

Correct: Correct! Get a sense of how they communicate and where they are talking. Are there particular social channels they are active in? Do they seem to target certain audiences?

Correct: Correct! Talk to customers, friends or even strangers that may be interested in your product.

Correct: Correct! Think about those that buy the products or services your marketing efforts are most focused on. Think about the characteristics they have in common, and brainstorm with your team to describe them.

5. When defining your target audience, you should think about which of the following criteria?

  • Their interests
  • Their age
  • Their location
  • All of the above (CORRECT)

Correct: Correct! There are many criteria for you to consider, including their interests, age, and location.

CUSTOMER JOURNEY WORKSHEET

Phase Response to question 
Awareness Fleur is most receptive to purchasing the subscription we are offering when it is on sale so we want to make sure we bring it to light a couple of weeks before launch.
InterestWe want to emphasize imagery – make sure all images are bright and light, we want to emphasize that we are local and providing sustainable flowers. Also want to emphasize the subscription is fun and designed for all levels so it can take very little work or a lot of work depending on what Fleur wants and what fits in her life style.
Desire We want to show some stories of individuals with similar backgrounds and needs to Fleur as part of our ad so she can see that our product fits in her life.
Conversion We want to emphasize the initial sale of the subscription, perhaps an opportunity to test it out before committing so she has the flexibility but can enjoy the fun of the subscription.
AdvocacyWe want to provide the best possible customer service, reach out for testimonials after Fleur starts using the subscription and provide opportunities for her engagement via Instagram in the form of posts she can like and share and questions she can answer and respond to. Also want to give her an opportunity to share sales and codes with her friends.

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UNDERSTAND YOUR AUDIENCE QUIZ

1. True or False: Demographic information such as age, geographic location, and prior purchasing history is a key factor to consider when determining your target audience.

  • False
  • True (CORRECT)

2. Which of the following are stages in the typical customer journey? (Select all that apply)

  • Awareness (CORRECT)
  • Envy
  • Conversion (CORRECT)
  • Advocacy (CORRECT)

Correct: Correct! The stages are Awareness, Interest, Desire, Conversion, Advocacy.

3. When outlining your target audience, you should consider all of the following except:

  • Your target audience’s interests
  • Your target audience’s eating habits (CORRECT)
  • Key demographic data that describes your target audience
  • Your target audience’s needs

Correct: Correct! You should consider interests, needs, geographic location, and other key demographic data when determining your target audience.

4. Will just saw an Instagram ad for a sweatshirt claiming to be the comfiest sweatshirt ever. In which stage of the customer journey is Will?

  • Awareness (CORRECT)
  • Conversion
  • Desire
  • Advocacy

5. Harry was recently promoted at work and wanted to buy himself something to celebrate. He sees a suit in a magazine ad and really wants to buy it. In which stage of the customer journey is Harry?

  • Advocacy
  • Conversion
  • Desire (CORRECT)
  • Awareness

Correct: Correct! Since Harry wants the new suit he saw in the magazine, he is now in the third stage of the customer journey when the customer would really like to have your product or service.

6. True or False: The process of moving people through the customer journey results in what marketers refer to as a marketing funnel.

  • True (CORRECT)
  • False

Correct: Correct! The marketing funnel symbolizes the fact that not all consumers at a certain stage will move on to the next stage. Of the people who would really like your product, not everyone ends up buying, and the people who buy don’t all become advocates.

7. True or False: A customer journey refers to the process a user goes through when purchasing a product.

  • False
  • True (CORRECT)

Correct: Correct! The customer journey is split into 5 stages: awareness, interest, desire, conversion, and advocacy.

8. Which of the following research tools lets you track the keywords your followers are searching for, their online posting behavior, and the devices they use? 

  • Twitter Business Analytics (CORRECT)
  • Meta Business Suite Insights (WRONG)
  • LinkedIn Audience Insights
  • Google Analytics (WRONG)

9. Can you put the different stages of the typical customer journey in order?

  • Awareness – Interest – Desire – Conversion – Advocacy (CORRECT)
  • Interest – Awareness – Desire – Advocacy – Conversion
  • Advocacy – Awareness – Interest – Desire – Conversion

Correct: That is correct!  People go through different stages before buying a product.  After they become aware of a product or service they may become interested in it, then they may desire it and convert to buying, after which they may become advocates

10. Things you should consider when outlining your target audience include which of the following? Select all that apply.

  • Your target audience’s eating habits
  • Key demographic data that describes your target audience (CORRECT)
  • Your target audience’s interests (CORRECT)
  • Your target audience’s needs (CORRECT)

Correct: Correct! Demographic information is important to consider when defining your target audience.

Correct: Correct! You should always consider what your target audience is interested in.

Correct: Correct! Your target audience’s needs are one of the first things you should consider.

11. After months of thinking about the new laptop she heard about from a friend, Anna finally decides it’s time to buy it. In what stage of the customer journey is Anna?

  • Desire
  • Conversion (CORRECT)
  • Advocacy
  • Awareness

Correct: Correct! Since Anna has decided to take action and buy the new laptop, she is now in the fourth stage of the customer journey where she has become a buyer.

12. True or False: Depending on the stage a person is in, different types of messages will work better than others.

  • False
  • True (CORRECT)

Correct: Correct! At every stage of the journey, you want to get a message in front of the people in that stage to persuade them to move on to the next stage. This will require different messages and approaches for the various stages.

13. What do marketers use to represent the process of moving people through the customer journey?

  • The awareness funnel
  • The interest process
  • The marketing funnel (CORRECT)
  • The customer process

Correct: Correct! Marketers use funnels as a representation of marketing reality, where the funnel symbolizes the fact that not all consumers at a certain stage will move on to the next stage, and each stage requires a different approach.

14. True or False: It’s possible for a company to have more than one target audience.

  • True (CORRECT)
  • False

Correct: Correct! Your business may have primary and secondary audiences you want to target.

15. True or False: Envy is a stage in the typical customer journey.

  • False (CORRECT)
  • True

Correct: Correct! Envy is not a stage in the typical consumer journey. However, conversion, awareness, and advocacy are.

16. Leonard receives an email about a new Bluetooth headphone brand. At first he isn’t totally interested, but a week later his headphones break and he decides to look into the product’s features. In which stage of the customer journey is Leonard?

  • Conversion
  • Advocacy
  • Desire
  • Interest (CORRECT)

Correct: Correct! The interest stage is where the customer becomes interested in what you have to offer.

17. Which of the following research tools lets you track what industries people are interacting with your business from? 

  • Twitter Business Analytics
  • LinkedIn Audience Insights (CORRECT)
  • Google Analytics
  • Meta Business Suite Insights

Correct: Correct!  LinkedIn Audience Insights is for business-to-business marketing, comprising 50% of B2B interactions in 2019, and it can track the industries people are interacting with your business from. 

18. Which of the following research tools allows you to view insights about your audience for multiple social media platforms?  (Choose all that apply)

  • Google Analytics (CORRECT)
  • LinkedIn Audience Insights
  • Meta Business Suite Insights (CORRECT)
  • Twitter Business Analytics

Correct: Correct!  Google Analytics allows you to compare traffic and metrics for various social media accounts, all in one place.

Correct: Correct!  Meta owns WhatsApp and Instagram, so Business Suite Insights will include data from those platforms as well as Facebook.

19. Will just saw an Instagram ad for a sweatshirt claiming to be the comfiest sweatshirt ever. In which stage of the customer journey is Will?

  • Advocacy
  • Awareness (CORRECT)
  • Desire
  • Conversion

Correct: Correct! Since Will just saw the ad, he is in the first stage of the customer journey, in which he has become aware of the product.

20. True or False: The customer journey is always equally explicit or linear.

  • True
  • False (CORRECT)

Correct: Correct! The customer journey is not always equally explicitly or linear. Customers can jump a stage, or they may go back and forth a bit through the different stages.

21. All the following social media data can help you determine your target audience except:

  • Page visitors’ geographic location
  • Page visitors’ prior purchasing habits (WRONG)
  • Page visitors’ age
  • Page visitors’ social security numbers
Next – Week 3
Next – Week 5

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