Ta da! We are now living in a world of endless information. Whether you find yourself surfing Pinterest or lost in a Wikipedia hole users are still distributing a great deal of their time looking at search results. Google, its country cousin Yahoo and city boy step brother Bing are all happy to keep us marketers, entrepreneurs, Grandma’s, lady-with-broken-sink, or person-looking-for-a-dog-sitter hunting for just the right link, just the right answer.
What Questions Do Customers Ask You?
Sitting down with a friend of mine who decided to join the ranks of entrepreneurs, he was puzzled by how to compete with the Goliath’s of his industry. It wasn’t service, products, or even price he was confused about; it was search.
To make it simple: what answers do you have that the web doesn’t? Can you position yourself as best-in-show when it comes to expertise?
By taking commonly asked questions to your blog and using the content for social networks you are in a prime position to win over ready-to-buy-leads.
Here is an example:
So Fido needs to be watched for a couple days and my first search is casual. I have a few weeks until I need to make a decision and my neighbor next door might be able to watch the furry beast. However, getting closer to the vacation date, I still need to choose a sitter. This time I have a dollar figure in mind so I search for:
Once again, I get three ads. Yet, what is different about this search? Some of you search savvy folks might jump up and say, “OH OH! Long tail, long tail, pick me! LONG TAIL!”. Yes, you would be right, but my conversion optimization folks would probably say this kind of search is a step beyond research: I am a user that is closer to being interesting in buying. So, dog sitters and dog sitting websites, I am a person in need of your services; I am your prey. Yet, when I was vulnerable at the watering hole only one lion was there with a result that was close to relevant. Take this as an opportunity to go back to your writing desks with a strategy to provide valuable information that will attract visitors looking to convert to customers.
Publish Both Questions AND the Answers
Writing content, good content, is going to take time. Yet, if you can imagine yourself behind the counter and a customer walks up to you asking the most common questions, how do you respond? If it helps, record yourself and type out your responses to be used in blog posts, pages and on your social media channels.
Content Dipped in Gold
Make a template: Add to your blog post or page content by making sure you answer these three questions –
- Understand Needs: What are my customer’s needs and am I communicating that I understand what they are?
- Meeting Needs: Am I clearly communicating and demonstrating that I can meet the customer’s needs?
- Qualified to Meet Needs: Is it clear that I have expertise in this matter and that I am qualified to meet my customer’s needs?
Last but Not Least …
While you might think a simple FAQ page will cover your bases, it won’t. Not only does it give a poor experience to your user of having to hunt through a giant page for information, but you will also only have one page of content. Feel free to create a FAQ page that links to all your fantastic blog posts and pages to help both your users and search engines better understand what your site has to offer.