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How people will find your product

Defining of how people will get in touch with your product is something every startup should do very early on. This is essential, because you need to know how you'll communicate with your potential customers and how your marketing and content strategy will look like.

There are many different ways people can get in touch with your product. They all have a different level of knowledge about the market, they all have different ways of describing their problems and different ways on looking for a solution for their problem. But they are all potential customers and you need a strategy of how you'll get in touch with them.

🏆 Four kinds of potential customers

To acquire customers you need to know what they are looking for. Not all your customers understand and describe their problem in the same way, therefore you need to understand which content or marketing strategy will lead them to you. This can start from a very broad interest in the market itself up to precise questions about specific features.

These are four examples of potential customers we can acquire along their journey to use our product:

🔎 I want to find out more about this market

These people basically have no idea about the market or the kind of product you offer, but are eager to find out more about it.
Very likely they don't have an intend to buy your product in the first place, nevertheless it's very important that these potential users have an early touch point with your product. This is often the starting point of your customers' journey.

Behaviors: Searching "What are bots?", looking for articles, blog posts and eBooks, asking for content recommendations on Social Media, ...
Channels: Search engines, PR, blogs, eBooks, conferences & meetups, ...
Content & Actions: Educational blog posts & articles, eBooks, slides, executive summaries, Social Media ads, ...

⚠ I have a problem but I don't know how to solve it

These people describe they pain or problem they face and they look for possibilities to solve it. At this point you have a wide range of competitors, even indirect competitors can play a significant role here because the description of the problem is often very generic and could fit to a variety of different products. Your job is it to educate the user and show them the solution to their problem.

Behaviors: Searching "How to reach my customers", asking for help in forums, Social Media or Slack channels, ...
Channels: Search engines, blogs, forums, Q&A Sites (e.g. Quora), Slack channels, word of mouth, ...
Content & Actions: Problem highlighting landing pages, search engine ads, problem focused and educational blog posts, case studies, success stories, forum & Quora posts, ...

💡 I know what to do, but I don't know how

These people already know the solution to their underlying problem. They know about the market, they know about their problem but they don't know about the tools they need. At this point the customer already know the category of your product and you need to convince them why your product is better than the ones from your direct competitors.

Behaviors: Searching "I need to talk to my customers on messengers", searching "Top 5 tools for customer communication on messengers", looking for products on Product Hunt, asking for recommendations in Facebook groups, Social Media, Slack channels ...
Channels: Search engines, blog, Q&A Sites (e.g. Quora), forums, Slack channels, word of mouth, ...
Content & Actions: Landing pages with product overview, benefits and features, search engine ads, How To blog posts, ...

💬 I know the kind of product I need

People who already have a product or a brand in mind are the people who are most aware about the market and what they need. They either know the exact product they are going to use or at least know a similar product that doesn't solve their exact need and therefore they are looking for alternative products. These people have a high intent to purchase and the ones you can acquire the "easiest", but you need to show and convince them why your product is the best solution.

Behaviors: Signing up for your product, checking pricing site, searching for alternative tools, asking for alternative products on social media, forums or Slack channels, ...
Channels: Search engines, alternative listing sites (e.g. alternativeto.net, BotList, Product Hunt), forums, Q&A Sites (e.g. Quora), Slack channels, Facebook Groups, Word of mouth, ...
Content & Actions: Pricing page, alternative landing pages, search engine ads for competitors, listing on listing websites, Social Media alerts (e.g. competitor name + "alternative"), ...


Your customer's journey starts either at the very beginning or somewhere along the way. Regardless where you pick them up, it's important that all roads lead to you, that's why you should have a strategy in place.