When Customers Have Questions, Content Must Have Answers
August 3, 2017
By: Cathie Ericson
Today’s customers literally have a world of information at their fingertips, and that breeds an expectation that they’ll have their questions answered by small businesses quickly through compelling content and a comprehensive website.
So what happens when a customer can’t find necessary information as soon as they need it? Chances are, they'll go elsewhere.
Here are some tips on how to be the perfect resource for your customers, no matter their needs.
Have the most basic information available and easy to find
Believe it or not, just over half of small businesses reported having a website, even though without one, they are basically invisible. And even small businesses that have a website make the error of “clumsy contact options” as internet marketing specialist and Forbes All Business contributor, Brad Shorr, calls it.
When you’re out and about looking for information, where do you turn first? If you said your smartphone, you’re not alone. In fact, mobile digital media time now surpasses desktop usage — at 51 percent compared to 42 percent.
That’s why it’s vital your website and content be designed for “mobile first.” Wondering if your website is mobile friendly? Check out this handy Google tool that will test it; if not, your web designer can make some relatively simple tweaks that will fix it.
More than 80 percent of customers go online for information before they ever make a purchase. That’s where great content comes in: To inform and educate consumers about your product or service and establish you as the authority by aligning your content with your customers’ needs.
“Too many people skimp on content, but it's one of the major anchors that tether you to Google's relevancy algorithms,” says blogger and software engineer R. L. Adams. “Thin content with errors, or duplicate content and spun content can really hurt you. Instead, the content has to be well-written, keyword-centric and highly engaging where readers are spending a good amount of time digesting and consuming that content.”
By creating a user-friendly online presence and engaging, easily searchable content, you can establish yourself as the go-to resource for a specific product or service and give your business an edge over your competition.
About the Author
Cathie Ericson is a freelance writer covering business and consumer topics. She creates branded content for Fortune 500 companies, and her work has appeared in LearnVest, Costco Magazine, Forbes, TheGlassHammer.com and IDEA Fitness. Follow her @cathieericson.
All content provided herein is for educational purposes only. It is provided “as is” and neither the author nor Office Depot, Inc. warrant the accuracy of the information provided, nor do they assume any responsibility for errors, omissions or contrary interpretation of the subject matter herein.
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