May 22, 2014
Boosting Search Traffic by Answering the Common Questions
Customers today are out there looking for their own answers and solutions. They search online, often extensively, to find information and answer questions that they may have before they make a purchase. Identifying specific topics and creating content for your company blog is a great way to capture that search traffic, and expose your company to potential customers who are conducting online research. Brand exposure early in the search process is important for building trust with online customers before they buy.
The Trending Customer
According to the CEB, today’s customers complete 57% of purchase research before ever talking to a company rep or sales team. With the available technology and information online, consumers are now spending more time doing their own research, price point checking, and product comparison before they buy. Companies can best make themselves customer-friendly by providing the information that will answer common questions and provide desired information, prior to directing them to their products.
The Importance of Blogging
The key element of your blog’s content is providing information that explains the value of your company and proves the expertise you have. A good company blog will offer in-depth articles covering topics that are relevant and beneficial for your target audience.
According to Ignite Spot’s infographic on blogging statistics in 2013:
- 77% of those on the internet read blogs
- 81% of internet users trust advice and information read on blogs
- 61% of consumers have based a previous purchase decision on a blog post
- Marketers who blog, generate 67% more B2B leads than those who don’t
A company should invest time and resources into their blog in order to provide the customer with answers as they search. With a variety of blog posts, numerous keywords are covered with topics spanning the subjects relevant to potential consumers. Additionally, you should consider looking into keyword research tools to help you determine which specific keywords users enter when they search online.
Working With Your Sales Team
Now, with customers doing much of their own research, sales and customer service teams are a great resource in order to figure out how to answer the questions customers have before making a purchase decision. Work with your sales and customer service teams to understand commonly asked questions from prospective and new customers.
What is most often the first question asked when your sales team is called? This could lend itself to an in-depth blog post you’ll want to have on your site. As customers search online for the questions they have, they will find your blog posts among the top results. Even if your products are difficult to price and customers frequently ask, “What is the price of ____?” blog posts can define the different options that affect price, answering questions without giving specific numbers.
Generating New Customers
A company blog will provide a stationary tool that works like a magnet for drawing in new potential customers. When customers seek solutions for their problems, the blog will pull in curious viewers and nudge them towards a purchase decision. Your company magnet could either draw customers in and keep them within your website, or be overpowered by other company marketing magnets.
