Why Our Blog Doesn't Aim for Immediate Sales

The article addresses a common question: why does a blog about entrepreneurship exist if the primary goal is to sell customer support software? The author explains that the blog aims to build a long-term relationship with readers, eventually leading them to become customers through a progressive user acquisition funnel.

Understanding the User Acquisition Funnel

The article explains the concept of the user acquisition funnel, which is a way of visualizing the journey a potential customer takes before becoming a paying customer.

• Visitor: A visitor arrives on the blog through a referral or search engine.
• Contact: The visitor subscribes to the email list to receive updates about new content.
• Prospect: The contact starts showing interest in customer support software or actively reads the support blog.
• Trial User: The prospect signs up for a free trial of the customer support software.
• Customer: The trial user upgrades to a paid account.

The Importance of the Top of the Funnel

The author argues that while it is important to target people who are already interested in customer support software, it is also essential to cast a wider net and reach people at the top of the funnel.

• Reach a wider audience: The blog can reach more people who might not be ready to purchase the software right now but could become customers in the future.
• Fuel word-of-mouth referrals: By providing valuable content to a broad audience, the blog encourages readers to recommend the company to their networks.
• Build brand legitimacy: The consistent delivery of high-quality content establishes the company as a trusted authority in the industry, enhancing its reputation and increasing credibility.

How to Apply This Strategy to Your Business

The author recommends that businesses implement a dual strategy that focuses on both the top and middle of the funnel.

• Fill the top of the funnel: Create content that addresses the needs and interests of a broad audience, even if they are not yet ready to purchase the product.
• Drive people into the middle of the funnel: Target people who are actively searching for solutions to specific customer support problems.
• Deliver value for free: Both strategies rely on providing valuable content and resources that benefit the target audience.

Conclusion

The article concludes by emphasizing the importance of playing the long game in content marketing. By building relationships with readers and providing them with valuable content, businesses can create a loyal following that eventually converts into paying customers.

• Build a strong brand: Providing valuable content strengthens brand awareness and legitimacy.
• Drive user acquisition: The blog serves as a valuable tool for user acquisition, nurturing leads through the funnel.
• Boost business growth: A long-term content marketing strategy leads to sustainable business growth and customer loyalty.