How Are You Providing Answers to Target Customers’ Questions?
People want answers. Consumers want answers. You want answers. Everyone is searching for answers to their questions. And they’re looking to brands to satisfy that need. Your targets are looking for you to satisfy those needs! But there’s two parts to answering target customers’ questions. There’s general questions, and then there’s direct questions. Here’s what you need to know about each.
Generally speaking, when someone has a random question like “Why did Prince die?” or “How many times do people check their phones everyday?” they turn to Google. They type in that question, and look for a piece of content that will probably provide a quick answer. In this case, you and your brand need to do two things.
You need to know what your target customers’ questions are. Maybe it’s “How do you fix a leaky faucet?” Maybe it’s “How much should I pay for a maid service?” Maybe it’s “Is texting good for business?” Use Google Analytics. Use a keyword search tool. Even directly ask a handful of your targets what questions they’re asking. Before you can provide the appropriate answers, you have to know what the questions are.
Second, you need to provide answers to those questions (obviously). There’s mixed reviews on how you should do that. Do you just answer the question as concisely as possible? Do you give a several thousand word elaboration on the answer, covering everything a consumer might want to know? There’s pros and cons to both, but think of the consumer.
What does the consumer want? If someone searches for “How much should I pay for a maid service?” what they really want to know is the going rate and what services are included in that rate. In this case you just need to point out industry standards, and explain briefly why some brands might charge more or less.
If someone searches “How do I improve my SEO?” this is going to require a much more in depth answer, because there are so many facets to SEO. A several thousand word post and/or infographic is warranted. Someone who’s looking to improve SEO probably knows very little about it, and so it’s good to give a solid overview of all the ways SEO could be improved.
Generally speaking, people are searching for answers. The brand who provides the best answers to the most questions is who will have the most people trusting them and wanting to work with them. The best answers could be simple how-to’s or elaborate and in-depth works. What’s necessary for target customers’ questions will depend on the question’s intent. Once you know what questions they’re asking, you need to determine whether it warrants a simple or complex answer, and provide accordingly.
All of this “answering questions” business involves being quick. People joke that the best place to hide a dead body is on page 2 of Google search results, because no one wants to spend time looking for answers. This need to be quick applies to the content you create, and, more importantly, to all direct communication prospects and customers have with your brand.
When somebody comes to you with questions, they expect you to answer quickly. Not only that, if there’s anyone else they could go to — any competitors — they will. It’s a necessity to provide instant, or at least near instant, responses. Thankfully, you’ve options.
If you really want people to call you, you’d better answer the phone immediately, every time, and be able to provide answers without placing someone on hold or sending them to some other rep. Email can be great. Except that in the 6+hour average it takes for a business to respond, your prospect could have already reached out to a dozen other places. And since50% of sales go to the vendor who responds first, it’s kind of important for you to be on the ball. It’s okay, though, there’s still two more options.
Live chat can be a great option for desktop users. It’s instant. It’s convenient. It works really well for a lot of people. The problem, though, is that anyone asking you questions via live chat has to stay on your site. If something comes up, you’re not quick enough, or they get bored, you’re out of luck. And have you ever tried live chatting on a mobile device? It’s terrible!
Text, however, brings it all together. If customers can text you, they’re not sitting and waiting for answers. They can go do whatever they want or need while you respond. Texting is real-time communication, so your brand can easily provide the instant answers people are searching for. It also works as a great lead generation tool. Plus, it’s how the majority prefer to communicate already. You need to be first to respond every time. Texting lets you do that.
Answering target customers’ questions is about providing the answers they’re searching for quickly. Every brand needs to be doing this in two ways: You need to be providing content that answer target customers’ questions, and the intent behind those questions. And you need to be quick — more like instant — to direct questions by prospects and customers. If you’re not quick, someone else will be.