When we’re browsing online, we’re not necessarily looking for a specific product or service. Rather, we’re often searching for an answer to a question or problem. The search results will tell which websites or businesses might have the answer, and as a business owner, this is an important way to generate prospects.
The companies that are able to provide the solutions their audience seeks are the success stories. You want to craft a targeted strategy that tells customers, “I have what you need” and share with them how precisely you can solve their problems.
Problem-solving resources like tutorials and tips are a good way to show your authority as an industry expert and prove to your prospects that you have what they need. Let’s explore how problem-solving content is effective in lead generation and how to incorporate it into your digital marketing arsenal today.
What kinds of content supports problem-solving?
Too many marketers put the emphasis on saying, “This is our product, don’t you just love it?” without really telling people why they should. In addition to telling your audience what your product is, you should show them how it will impact them in some specific way.
What need does it address, and how is your product different from the other solutions out there? Businesses who can do this are rewarded with repeat customers and long-term viability because they are generating social proof that their services are the best in the market by establishing themselves as industry experts.
Problems are not necessarily something negative in a marketing sense. When someone has a headache, they want a pain reliever. You set yourself apart from the competition by describing how your pain reliever is better than Brand B’s. Does it work faster? Is it long-lasting? These are more specific solutions that you need to relay to if you want to generate leads.
Problem-solving content is a subtle but surefire digital marketing strategy because it doesn’t have to hit the customer over the head with a solution. Often, it’s a supplementary component that adds value to the services you already provide. Any content that provides solutions that are related to your industry is problem-solving content, with the most common forms being blogs, how-to videos, FAQs, and tutorials.
For example, a lawn care company might publish a blog post that tells how to prevent weeds or create a video addressing different types of yard pests. A software company might offer a free trial and provide demos and best practices to show prospective clients why their product addresses their business needs. These types of marketing strategies are more subtle, but they get the job done.
Why incorporate problem-solving content?
Problem-solving content generates leads and promotes customer loyalty in many ways. Here are some of the top reasons why you should make the effort.
Establish industry authority
When searching for a product, customers want to know that the creator knows what they’re doing. You wouldn’t purchase a car from someone who knows nothing about vehicle engineering or safety, so why should someone buy your product unless they respect the knowledge and authority that went into creating it?
Problem-solving content is great for this because, when you get your website to the top of the results page for a query, you are proving to prospects that you have the solutions they need. An example of this type of content might be a before-and-after gallery of tips for a makeup artist or hairstylist. Someone looking for these types of services wants to know what kind of results they can expect for their patronage.
Save your customers time
While most of the tips in this article focus on converting prospective leads, you should also think about turning one-time purchases into loyal brand enthusiasts. One of the best ways to do this is by providing a seamless checkout and post-purchase experience.
The post-purchase experience extends from the moment the customer places an order to the time they are using and loving your product, so it’s important to keep the process simple and straightforward at every stage. Make sure your invoicing software comes with crucial features like accepting all major credit cards and offering recurring billing for repeat customers. Also, evaluate your shipping options and package tracking system to make sure your customers are confident they are getting what they ordered in a timely manner.
And if your product or service requires assembly or use instructions, make sure they are easy to find and follow. We’ve all had an experience where we bought a product and became immediately confused after unboxing it. Often, it’s only after typing “How to assemble…” that you encounter a webpage or video demonstrating how to do it step-by-step.
This type of problem-solving content will improve customer experience in comparison to a company that doesn’t offer such assistance, but you don’t want your customers to have to look too hard for it. Providing this content for existing customers is critical, but you can even provide “How to” content before they make a purchase so they realize your company knows what they’re talking about. This is a great way to both generate leads and increase loyalty among existing customers.
Demonstrate care and commitment
Which would you rather do business with, a company that releases a product and then disappears, or a company that lets you know they’re always there if you need them? No one wants to feel like a nameless, faceless number, even in the digital age.
Even though AI and chatbots are growing in popularity, you want your online presence to have a personal touch. You want to show customers you care about their well-being and satisfaction and that you want them to use your products without hassle. You can easily accomplish this mission by creating content that shows customers how to incorporate your product into their lives in a meaningful way.
Add value to your products
There are few things better than discovering unique uses for an everyday product. A good writer can make anything interesting and informative – even if it’s only 100 different uses for binder clips. Not every company is going to provide a trendy or earth-shattering product or service, but you should be able to show how yours fills a crucial need.
Are there ways that your product adds value, such as an alternative use? Create some content that highlights these unexpected benefits. This advice can be highly specific and localized to a target area or demographic. Know your target audience and think about how you can add value to their lives with your products.
Generate brand awareness online
How many times have you found a great article, video, or blog post and wanted to share it with others who have the same interests or concerns? For this reason, problem-solving resources are a good way to generate authentic content that will promote your business and get potential and existing customers looking at your website.
Blogs are a particularly good way to generate buzz and increase your reach online. A wider audience means greater awareness and more leads to convert, and people share blog articles all the time on Facebook, Twitter, and other platforms.
Blogs bring together people with common interests and needs, so this is a great way to generate leads by finding your target audience. If you want to create a blog to highlight your business offerings, it’s important to find a reputable and secure blogging platform for your content. As industry expert Gary Stevens of Hosting Canada notes, blogs should integrate with other media platforms for maximal reach.
“People turn to blogs to find a community that shares their same ideals, interests, hopes, and aspirations,” Stevens says. “You want the platform that you select to be easy to use, affordable, powerful, and to work seamlessly with social media.”
Why are you in business if not to solve problems? Whether the solution revolves around keeping people entertained, tidying their homes, or increasing their web traffic, your web content will attract more visitors if it addresses a specific pain point that needs relief. Problem-solving content is an ideal way to promote your expertise in your industry and show prospective clients how you can address their needs with your products and services.