Have you ever considered a purchase but you were put off because there simply weren’t answers to your burning questions? It’s a definite yes for me. I recently moved house and my list of questions over the period of buying, selling, moving and settling in has been never-ending.
Imagine that you are dealing with a company that seemed to read your mind. They know the questions you have before you ask them. Even better – they ‘ve answered them!
When creating content for your customers, it is great to give them new information, tips and tricks. But what could be amazing content, is content that answers the questions they have. The questions differ depending on where they are in their buying cycle. Here are 3 steps to help you to create amazing content based on customers frequently asked questions.
Create Amazing Content: List possible questions
Get a piece of paper, a blank excel page or post-its – however you roll – make a list of questions that customers have asked you before. Stand in their shoes and write down the questions you’d have if you had never met your company or product. Don’t forget to write down questions that potential customers might ask. This is very important because answering these questions properly could increase your sales enquiries. Customers read hundreds of pieces of content before they get in touch with the company. Make sure they find the answer they need.
Create Amazing Content: Segment questions for before, during and after a purchase
You have a bunch of questions now. Make a note of whether these questions are likely to come up before, during or after a purchase. This could help you personalise the content, and make it relevant. Questions asked after a purchase are often ignored so if you do this well, your customers will love you even more. Think about customer care and how you can keep providing crucial answers to questions that come up after the deal is closed – this builds customer loyalty.
Create Amazing Content: Answer the questions
So now, you have to answer the questions. Seek help from your front line support team or technical experts if you need to but ensure you give clear responses to the questions. There are many ways to answer questions. You could provide a simple one-word response if that’s all it requires. For instance,
Q. How long will my subscription last if I do not renew it?
A. 12 months.
Some questions might require one sentence. For example,
Q. Do you also offer social media support?
A. Yes, we do offer support for Facebook and Twitter only.
But really amazing content gives deeper responses to more complex questions. Such content requires more thought. Here are ways that you might answer frequently asked questions to create amazing content:
Providing real-life examples of how your product or service was used is powerful. If you have willing existing customers, ask their permission for a case study. As you write the case study i.e. how a customer used your product, you will be answering many questions about how the product works, what problem it was solving and what the outcome was. You might even be able to use the case study to answer questions around pricing, particularly if you have a complex pricing model or a tailored one that depends on individual customer cases.
Audio listening is a personal favourite of mine. It is growing among busy entrepreneurs and business people so it is a good way to provide content to that audience. This is also a great ‘after purchase’ content that existing customers can subscribe to and tune in regularly. Podcasts help you to talk to your customers as you answer their questions. You could invite guest speakers to support your podcasts, tackling questions that might be outside your area of expertise.
If you sell a product, you can do a demo to put online. Make the demo short and focused on a particular feature of your product. It might make sense to create a series of videos for each key feature, depending on what you have listed as frequently asked questions. You don’t need much gear to do these videos. Create software videos with Camtasia for instance. If it’s not software, a good camera phone, microphone and tripod can be all you need to show your product in action.
Encourage customer-generated content
Customer-generated content has been used successfully for campaigns. But this idea can also be used to answer questions posed by your customers. Companies like IBM and Intel created online forums were customers, partners and vendors can ask and answer questions. Other public sites that do this well are Yahoo and Quora, where users can ask questions that other users answer. There are several benefits to customer-generated content such as increased engagement, authenticity and credibility.
Content marketing works best when it is actually solving a problem and answering questions. These are just some ways that you can answer your customers’ questions and create amazing content while doing it.
Have you tried something that really worked? Let us know in the comments. Did you enjoy reading this article and think it is worth sharing? Then share on social media using the buttons below.