Everyday, I go online to find out the lastest news, trends, innovative ideas. I ask questions online and see if I can find some content that best answers my question. When I find information that helps answer a question of mine, I really get excited and add it it to my knowledge box. (I’m looking for some information to service my needs)
When I post a blog, I need to answer someone’s questions or present information in such a way that it gives someone some insight into a particular topic. (I look at content marketing as a way to reach people and service their needs)
Take this a step further and look at your company. Do you value your customer service team? These people are the life-blood of your company. Each day they interact with people and they ask questions for clarification and ultimately try to answer questions presented to them. Are you tracking how many clients are asking questions? I started doing this two years ago and the stats are really telling. You can see the following information:
- How many questions were asked?
- How many questions were resolved?
- How many client complaints were there?
- What additional feedback did you gain?
- How many online inquiries were received?
If people have questions, wouldn’t it be nice if they would ask us. This information is so valuable and can be very valuable in gaining clients as well as documenting client needs and requests. It is probably one of the areas that is least tracked.
Now, the challenge of integrating this process more and more into marketing. The best advice I have is to make it easy for your people to connect. A few years ago, we simplified our contact us page to three questions and the result was actually more people willing to ask questions. It sounds a bit counterintuitive in this age of “big data”, but think about it a bit. How many times have you went to a contact us page and have been asked to provide all your personal contact information? It can be a turn off. Back off a bit and let people leave their name, an email or phone number and a message and see if you see more results from this simple change.
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