After entering your topic there, you not only get questions consumers ask broken down with prepositions how, when, which, etc., you get the most common long-tail phrases that use your topic as a seed keyword, all alphabetically presented. The big daddy of all consumer question research, however is Answer the Public.
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Free searchable question and answer sites like and allow you to enter your topic (“broken toilet” / “constant fighting”) and see the questions the community has surrounding them. Where once, understanding a customer required research firms, focus groups and expensive surveys, today’s smallest businesses can uncover customer needs, pain points and goals on that great cocktail party in the sky: the internet. Understand Ideal Customers Via Inexpensive and Free Research Answering common questions before they know to ask them to engender loyalty and goodwill. Surprise your prospects with your knowledge of their everyday challenges and opportunities.
makes their better, as far as your product or service is concerned.makes them feel richer, better, happier, more attractive or intelligent, and /or.Companies must have a firm grasp of their ideal customers’ most pressing needs and hesitations about buying to deliver the content that: Step 1: Know Your Ideal Prospect’s Primary Needs and Pain PointsĪ couples’ counselor shouldn’t write about partners’ different ideas of the ideal vacation when the bigger problem is getting the husband to counseling in the first place. The prospect may even feel they’re getting to know the professional.Ĭreating meaningful, powerful content takes four key steps. Finally, when using a friendly, approachable tone, these professionals have revealed themselves as approachable.
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These reasons appeal to the reader/viewers rational mind, but in providing useful content, the professional has begun to build an emotional bond by giving away something for free. The counselor uses a few anecdotes in his or her blog post to demonstrate he or she has solved these problems once or a thousand times before.
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The plumber not only knows exactly how to change a flapper, he or she is kind enough to share all the steps with a stranger. But how does an 1,000-word blog post on changing a toilet flapper or fair fighting get sales for a plumber or couples’ counselor?įirst, it proves the authority and authenticity of the creator. The more pleasing the content, the more each touch empowers the next one to move the prospect down the buying funnel. A combination of lead magnets, social media posts, email content and blogs posts (text or video) synergize to win that conversion. More and more, content is the vehicle that’s providing those touches in today's online world. Marketers and business owners have come to accept that it takes 8 to 12 “touches” or interactions with a company before a prospect converts into a buyer.
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