three customer acquisition channels that actually with timestamps YoutubeScribe.com

[0:00] Part 2: Three main customer acquisition channels.
[0:03] Let's take a moment to step back and look
at the big picture.
[0:06] How do people discover products and services
to buy online?
[0:09] First of all, nothing beats a recommendation
from a friend or someone you respect.
[0:13] Great products generate a lot of buzz on social
networks and this drives sales like a charm.
[0:18] That's called word of mouth.
[0:19] Then there's search.
[0:20] Whenever you're facing a problem or
have any kind of question, the first place
[0:23] you go to is Google.
[0:25] And if there's a product or service that
can solve your problem, it is very likely
[0:28] that it will pop up in Google's search results.
[0:30] And finally, advertising is a very old and proven way
to get a product in front of prospective customers.
[0:36] We see hundreds, if not thousands of ads
every single day.
[0:39] Which actually dilutes their ROI quite a bit.
[0:42] But this channel is still quite effective nevertheless.
[0:45] OK, so do you even need a blog in order to tap into
these three main customer acquisition channels?
[0:50] Well, Not really.
[0:52] Let me explain it with a real example.
[0:54] Let's say you own an e-commerce store that
sells shoe-laces like lacesout.net.
[0:59] Once someone buys new laces from them, the
chances are, this person is going to brag about this
[1:04] to his friends and recommend lacesout.net website.
[1:07] That is, if that customer had a positive experience
with that online shop.
[1:11] Pleasing your customers is all you need in
order to generate the word of mouth.
[1:15] Now, let's talk about search.
[1:16] If I plug lacesout.net website into Ahrefs'
Site Explorer tool, I will see that they rank
[1:20] in organic search results for quite a few
keywords, related to their products.
[1:24] They rank at position #3 for the keyword "sneaker
laces," at position #7 for the keyword "laces,"
[1:30] and at position #5 for "sneaker shoe laces."
[1:33] And a ton of other relevant keywords, of course.
[1:35] In other words, people who search in Google
for shoe laces will inevitably discover lacesout.net
[1:40] because it ranks quite well.
[1:42] And these people are the best customers you may
hope for, because they express their direct intent
[1:47] when searching in Google for these things.
[1:49] So search as a customer acquisition channel
seems to work very well for lacesout.net.
[1:54] And finally, advertising.
[1:55] Looks like Ahrefs doesn't see any ads for
lacesout.net in Google's search results.
[2:00] PPC keywords says 0.
[2:01] But there's another great tool called Similarweb,
where you can check for other forms of advertising,
[2:06] besides Google pay-per-click.
[2:07] But it looks like lacesout.net is not doing any
advertising even according to Similarweb.
[2:12] So they must be quite happy with how the other
two customer acquisition channels work.
[2:16] But still they can pour some money into advertising
anytime they want.
[2:20] So let's check this customer acquisition
channel for them anyways.
[2:23] Now, given that this online store can successfully
leverage all three major customer acquisition channels,
[2:28] why are they running a blog then?
[2:30] Well, let's take a look at this article from their
blog that teaches different lacing styles.
[2:35] According to Ahrefs, this single article ranks
in Google for over 600 related search queries.
[2:41] Here are some of them: "how to lace nikes," "how to
lace nike shoes," "how to lace air max 90," etc, etc, etc.
[2:48] So people search for these kinds of things in
Google, they find this article at Lacesout blog,
[2:53] they enjoy it, they dig deeper into lacesout.net
website, and eventually they buy laces from it.
[2:58] This is a nearly perfect example of how content
marketing can drive customers to your business
[3:03] from Google.
[3:04] So let's put blog next to "Search" customer
acquisition channel.
[3:07] What about the word of mouth?
[3:09] Well, this article teaches you some cool and
unique ways to tie your sneakers.
[3:13] Guess what people will do once they learn
a new way to tie their laces?
[3:16] Post it on social media, of course.
[3:18] There's even a hashtag #shoelaceart on
Instagram for that.
[3:21] And once their friends and followers ask them for
a tutorial where they learned to tie laces like that,
[3:26] they will give them a link to this article.
[3:28] See where I'm going with this?
[3:29] It's not just the positive experience with your
company and your product that can generate
[3:33] the word of mouth.
[3:34] You can also generate a lot of buzz with your content.
[3:37] So let's put blog next to word of mouth too.
[3:40] And finally, you can spend money to promote
the content, that talks about your product
[3:44] instead of promoting the actual product directly.
[3:47] It may sound counterintuitive, but quite
often the content that promotes your product
[3:50] will have a much higher conversion rate than
a sales page for that product.
[3:55] But we'll talk more about it later in this course.
[3:57] For now, let's just put blog next to advertising.
[4:00] So all-in-all, as you can see, creating a blog
can massively expand your reach on all three
[4:05] major customer acquisition channels.
[4:07] This is why the interest in content marketing
only keeps growing.
[4:11] Just look at the Google Trends for the keyword
"content marketing," it goes up!

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