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Update 79: Bottom of the funnel thought leadershp

Update 79: Bottom of the funnel thought leadership content

Happy Monday, Indie Hackers!

We're changing the format of our Monday weekly update to be a bit more productive and to allow us to reflect on our goals.

We're going to answer 3 questions:

  1. What we worked on last week and how well did we achieve our goals?

My goal for last week was to create our new customer personas and flesh them out using a set of attributes and questions. The last time we worked on our personas was more than 8 months ago — and they were all over the place. Now with a few months of data and a few new customers, we have more clearance on who we want to target — early-stage SaaS founders and CMOs.

I spent time going through all current customer list, listening to the recorded conversations, and reviewing our communication with them. I fleshed out our personas based on that information — https://share.getcloudapp.com/X6uz2Kq4

I'm sure these will as we get even more data, but I believe that's a good starting point.

With the personas fleshed out, I created a new content strategy, based on the idea of "bottom of the funnel though leadership." For which you can read more here - https://www.animalz.co/blog/bottom-of-the-funnel-thought-leadership/ In a nutshell, it's a content strategy that's purely sales-driven, instead of SEO/keyword-driven which is the typical approach.

It might take some time to be able to evaluate the effectiveness of this strategy, as we don't measure it in traffic, but bottom-line impact.

Apart from that, we spent a lot of time providing customer success and support. There's a lot of work involved in onboarding new customers and providing value to leads in a complex product such as ours.

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  1. What we're working on this week, and what are our goals?

My goal for this week is to list as many blog post topics as possible, grouped in the clusters that I created last week as a part of the bottom of the funnel though leadership strategy. And start executing on them, i.e. writing posts. I aim for 4k words for the week.

On the tech side, Slav is working on building a new user-merging and identification/attribution infrastructure that would solve some problems we have and level up our software.

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  1. Anything important we have learned or anything we are struggling with?

For the last 2 weeks, we've been promoting our "free onboarding review" campaign, and we've been getting some good amount of leads. We learned that email onboarding is definitely something that we need to focus more on and provide more value on how SaaS companies can convert more free/trial users to customers.

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That's a long update, but there was plenty of info to share. I'll keep future updates shorter, I promise!

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