How Are You Answering Your Target Customers' Questions?
People are always searching for answers, and it's up to you - the brand - to provide answers to your target customers' questions. How are you doing this?
Answering Target Customers' Questions Through Search
Generally, when someone has a question like "Why did Prince die?" or "How many texts do people send every day?" they turn to Google.
They type their question, and look for a quick answer. In this case, you and your brand need to do two things.
1. You need to know what your target customers' questions are.
Maybe it's "How do you fix a leaky faucet?" Or maybe it's "How much should I pay for a maid service?" What questions would be relevant to your business and to your targets?
Before you can provide the appropriate answers to your target customers' questions, you have to know what the questions are.
2. You need to answer those questions.
Do you just answer the question as concisely as possible? Do you give a several-thousand-word elaboration on the answer?
There are pros and cons to both, but think about what your target customers would want.
If someone searches for "How much should I pay for a maid service?" they really want to know the going rate and what's included in that price.
In this case, it's helpful to point out industry standards, and to explain briefly why some brands might charge more or less.
If someone searches "How do I improve my SEO?" the customer is probably going to want more in depth answer, because SEO is a very complex animal. A several-thousand-word post broken down into easily digestible sections would be helpful.
People are always searching for answers. And whoever provides the best answers to the most questions at the end of the day will be the winner.
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.
Are they simply looking for a number? A yes or no? Or would they also like some context and an explanation? It varies between audience, so it will be up to you to figure out.
Answering Target Customers' Questions Directly
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 all the content you create (customers need to be able to find it quickly and easily), and, more importantly, to all direct communication with your brand.
When somebody comes to you with questions, they expect you to answer quickly. And since 50% of sales go to the vendor who responds first, it's kind of important for you to be on the ball.
Common Methods of Communication
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. Who would that be good for?
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.
Live chat is a good option for desktop users. It's instant. It's convenient, and 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 they navigate away, something comes up, or if you're not quick enough, they're gone. And have you ever tried live chatting on a mobile device? It's terrible!
What should you do?
Online texting brings everything 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 of people 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 - instant - to respond to direct questions. If you're not quick, someone else will be.