Answering Customer Questions the Right Way
Answers to some of your customers' frequently asked questions are the perfect source of content for your business blog. Addressing your customer's queries makes you seem smart and personable. 78% of Internet Users conduct product research online, so make sure you're first in line to answer their questions. By providing keyword-rich answers, your company will be optimally positioned in search results to answer their questions and convert them into leads.
Find the Questions
Traditionally, company sales and customer service teams have known exactly which questions customers need to know before they make a purchase. Ask your front-line representatives for insight, but keep Hubspot's concept of a funnel in mind. As many as 95% of customers just aren't ready to buy the first time they visit your company website. Look at the eBooks that are being downloaded and what people are talking about on social media. If the chatter on Facebook indicates that one of the top customer questions is if your businesses glassware is microwave safe, answer the question. Writing content that answers customer questions will drive traffic and help you initiate relationships with leads.
Answering small questions thoroughly is always better when it comes to business blogs. Write answers in a way that will make your customers feel like experts after they've read it. 600-800 words really isn't much when you're talking about something that you're really passionate and smart about. Choosing small topics also allows you to go above and beyond in your answers to customer questions, including surprising statistics and eye-catching images.
Personal, Conversational, Humorous
Just because sales and customer service representatives have been replaced by the business blog doesn't mean your content should resemble a textbook. Write your content like a conversation with your potential clients, being as charming, funny and helpful as possible. Use descriptive language and write answers to customer questions in first-person, making your readers feel like they're engaged with the best sales representative they've ever met.
Business blogs are the perfect location for establishing thought leadership, but this doesn't give you permission to use every industry-specific buzzword and acronym you can think of. Write smart, hard-hitting content that doesn't include more than one or two carefully-defined industry terms. Your readers should feel empowered after reading the content, so include cited data to educate potential clients and establish your smarts. Standing on your soapbox to answer customer questions should never put your readers into a deep sleep.
Metaphors have long been a beloved trick of good writers. If the concept is a little heady, use familiar comparisons to really drive it home. Humorous or familiar metaphors can even be necessary to keep readers engaged while you're answering tough questions or detailing boring topics. Blogging really isn't so different than the good writing technique that you learned in Freshman English, so use every available tool to keep the content fresh and interesting while answering customer questions.
Drive it home
Finish your copy with an irresistable call to action. Make sure your readers don't bounce and run to Amazon to buy the same products by maximizing their opportunity to become leads. Remember, they wouldn't be on your business blog if they weren't in need of solutions or answers. Position your company optimally to receive their business by making the lead conversion process as apparent and attractive as possible.
The perfect business blog content is smart, customer-focused and offers real value. Keeping a close eye on common customer questions is the perfect way to use your business blog for information that matters. Remember that establishing yourself as an expert doesn't require writing like a Professor. Use great writing practices and a conversational tone to make your readers feel smart, too.
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