Three main customer acquisition channels, let’s take a moment to step back and look at the big picture. How do people discover products and services to buy online? First of all, nothing beats a recommendation from a friend or someone you respect. Great products generate a lot of buzz on social networks. And this drives sales like a charm. That’s called word of mouth. Then their search. Whenever you’re facing a problem or have any kind of question, the first place you go to is Google. And if there is a product or service that can solve your problem, it is very likely that it will pop up in Google search results. And finally, advertising is a very old and proven way to get a product in front of prospective customers.
We see hundreds, if not thousands of ads every single day, which actually dilutes their air away quite a bit. But this channel is still quite effective nevertheless. OK, so do you even need a blog in order to tap into these three main customer acquisition channels? Well, not really. Let me explain it with a real example. Let’s say you own an ecommerce store that sells shoelaces like laces out that net. When someone buys new laces from them, the chances are this person is going to brag about this to his friends and recommend laces out on that website. That is, you, the customer had a positive experience with that online shop. Pleasing your customers is all you need in order to generate the word of mouth. Now, let’s talk about search. If we plug releases our dot net website into its Web site, Explorer Tool, I will see that the rankings are getting search results for quite a few keywords related to their products. They ranked position number three for the keyword sneaker laces it position number seven for the keyword laces and that position number five for sneaker shoe laces and a ton of other relevant keywords, of course. In other words, people who search in Google for shoelaces will inevitably discover laces out that net because it ranks quite well. And these people are the best customers you may hope for because they express their direct intent when searching in Google for these things. So search as a customer acquisition channel seems to work very well for laces out dot net. And finally, advertising looks like a Trev’s doesn’t see any ads for laces out at night. And Google search results skewered says zero. But there is another great tool called similar web where you can check for other forms of advertising besides Google Pay per click. But it looks like laces out. That Net is not doing any advertising, even according to similar Web. So they must be quite happy with how the other two customer acquisition channels work. But still they can pour some money into advertising anytime they want. So let’s check this customer acquisition channel for them anyways. Now, given that this online store can successfully leverage all three major customer acquisition channels, why are they running a blog then? Well, let’s take a look at this article from their blog that teaches different lasing styles. According to address, this single article ranks in Google for over six hundred related search queries. Here are some of them, how do snakes, how to snake shoes, how to place earmarks, 90, etc., etc., etc. So people search for these kinds of things. In Google, they find this article, it lays out blog, they enjoy it. They dig deeper into places on the Net website and eventually they buy a from it. This is a nearly perfect example of how content marketing can drive customers to your business from Google. So let’s put blog next to Search Customer Acquisition Channel. What about the word of mouth? Well, this article teaches you some cool and unique ways to tie your sneakers. Guess what people will do once they learn a new way to tie their laces posted on social media? Of course, there is even a hashtag actually start on Instagram for that. And once their friends and followers ask them for a tutorial where they learn to dialysis places like that, they will give them a link to this article. See where I’m going with this. It’s not just the positive experience with your company and your product that can generate the word of mouth. You can also generate a lot of buzz with your content. So let’s put blog next to word of mouth, too. And finally, you can spend money to promote the content that talks about your product instead of promoting the actual product directly. It may sound counterintuitive, but quite often the content that promotes your product will have a much higher conversion rate than a sales page for the product. But we’ll talk more about it later in this course. For now, let’s just put a blog next to advertising. So all in all, as you can see, creating a blog can massively expand your reach on all three major customer acquisition channels.
This is why the interest in content marketing only keeps growing. Just look at the Google Trends for the keyword marketing. It goes up.