Ask your customers more questions to boost your lead generation

There’s a range of benefits to asking your customers more questions. For example, you can use feedback to further improve your customer experience and product development. But you can also ask your customers questions online and monitor their feedback, to improve your lead generation.

How do you ask your customer questions?

If you have a brick-and-mortar presence, then you’re having customer conversations every day that can uncover great insight. In-store questioning can help you gain even more insight.

There are also plenty of opportunities to ask your customers questions online. For example, you can monitor social media conversations and ask questions. Or you can create a survey and email it your customers.

Here are three benefits of asking your customers more questions.

  1. Web development and website copy

The traditional web development process (particularly for small business) involves a business owner/marketer preparing a brief for a web developer. The site then gets built and is launched. The customer or end-user usually doesn’t have any influence on the site’s development and the experience it delivers. You could engage a UX professional and conduct usability testing, but perhaps more important is asking your customers what they want to achieve from visiting your site.

Website copy is also critical to achieving your online objectives. Great copy can instill trust, improve your customer experience and ultimately convert more leads. Take what you learn from your customers to help guide your copywriter.

  1. Blog post ideas and FAQs

If your customers are frequently asking you questions, whether face-to-face or via social media, then you can guarantee that they’re searching for these very answers both on your website and through Google. So, create an FAQ page on your site and continue to build its list of questions by monitoring the what you’re often being asked. That will make your site experience better for your customers and it should also help you to attract more visits from search engines.

Small businesses often struggle with what content to write for their sites. Take the frequent questions that you’re being asked and (where appropriate) write a blog post that covers the question in detail.

  1. Search Engine Optimisation (SEO)

Understanding what your customers are looking for when visiting your website will help you craft your SEO copy. For example, think about your meta titles and descriptions. When potential customers are searching for your product or service, this copy will be the difference between them clicking through to your site or your competitor’s. If you understand what your potential customer wants, then this copy should address those needs, wants and objectives to earn you the click.

Bonus: Google’s new Q&A feature

Google has recently launched a Questions & Answers feature that integrates with your Google My Business presence. Take it for a test by grabbing your smartphone and searching for your business. You should see your standard business listing including a map, your address, trading times and reviews. You should also see the new “Questions & Answers” feature.

It provides the searcher with the opportunity to ask a question of your business and community. For example, one of your customers can answer the question of another potential customer. What I’d suggest though is that you get on the front-foot and post the best (and most relevant) questions and answers so that your potential customers can get an answer to their query immediately – direct from Google, without even having to ask. This could be the factor that makes them choose your business over your competitors!

Quentin Aisbett, Digital Strategist, OnQ Marketing

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