How to Turn Questions into Answers
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Hardly a day goes by in any business operation where a client or prospect doesn’t ask a question.
Questions and answers are great content for your website and they help to drive inbound traffic from others searching for answers to those same questions. It is a good bet that if one person asked, then others have that same question.
The added benefit is that these Q&A or FAQ sections on your website can contribute to helping you establish your company as a trusted source and even as an expert.
While the most common questions are “How much is it?” and “How fast can I get it?”, other questions are an opportunity to educate clients about how things work and how to select what works best for them. The question I’m most fond of is the one that they never ask, or at least haven’t asked since they were three years old: “Why?”
It is the questions themselves that deliver the marketing opportunity. The more helpful you are at educating, the more you begin building trust. My recommendation is that you poll your teams on a regular basis to discover what these questions are and how they are answering them. Gather the questions and document the best answers, and then:
1. Use these questions and answers to educate everyone in your company so that everyone is prepared to be helpful, and there is consistency throughout your organization in regards to delivering your brand message.
2. Use these questions for website content, maybe on a FAQ page, a blog topic for the week, or the opening for a new web page on that particular product or service—or all three.
3. Post the questions on Twitter, LinkedIn, Facebook, or wherever you are active online, and provide a link to the web page that has the answer.
4. Post the question and answer on sites such as answers.com, ask.com, answers.yahoo.com, or search for industry sites that might be providing questions and answers.
These questions and answers are great for building content for training and sales within your organization, and content for all of your marketing tactics. People always have doubts and questions, and most often are grateful for the answers.
What are you doing with your answers?
Mardy Sitzer is a Certified Inbound Marketing Professional, and President of Bumblebee Design & Marketing. Since 1993, Mardy has been delivering creative and innovative marketing solutions. An avid reader of all things internet and marketing, she also writes blogs, articles and web content for industry magazines as well as for Bumblebee’s clients. Follow her on Twitter (twitter.com/MardySitzer) or email her at firstname.lastname@example.org.