Businesses of all sizes face numerous challenges to attract and retain customers. The book "They Ask, You Answer" by Marcus Sheridan provides a groundbreaking approach to marketing and content creation that the Salt Marketing team has utilized for years. Published in 2017, the book remains relevant today, guiding businesses on transforming their marketing strategies by prioritizing customer needs and addressing their questions openly and honestly. By embracing "The Big Five" and actively listening to their customers, businesses can foster trust, credibility, and a competitive edge online. While we have discussed this topic in a recent Worth Your Salt podcast, we will delve further into the key concepts of "They Ask, You Answer," focusing on "The Big Five" and the significance of customer-centric content.
The Big Five: Empowering Customer-Centric Content
At the heart of "They Ask, You Answer" lies what is called "The Big Five," a concept that revolutionizes content marketing by focusing on customers' most pressing questions. These five subjects encompass customers' most common inquiries about a business or its products/services. "The Big Five" includes:
- Cost: Customers want transparency regarding the pricing of products or services. Embracing this concept means businesses should openly address the cost and potential factors that influence it. By providing clear pricing information, companies can build trust with their audience and avoid possible misunderstandings.
- Problems: Customers seek solutions to their pain points and challenges. Businesses that openly discuss common problems and provide valuable insights on overcoming them establish themselves as industry experts, creating a strong bond of trust with their audience.
- Comparisons: Prospective customers often evaluate various options before making a purchase decision. By impartially comparing their offerings with competitors, businesses can demonstrate confidence in their products or services and build credibility among their target market.
- Reviews: Genuine customer reviews and testimonials carry immense weight in shaping purchase decisions. Companies that showcase honest feedback, both positive and negative, prove their commitment to transparency and customer satisfaction.
- Best in Class: Customers want to be assured that they are getting the best possible solution in the market. By highlighting their best products or services and explaining what makes them stand out, businesses can inspire confidence in potential buyers.
Listening to Customers: The Key to Effective Content Creation
Understanding customers' needs and preferences is the cornerstone of successful content marketing. To create valuable and engaging blog posts, businesses must actively listen to their audience and respond to their inquiries. Here are the basic concepts of a customer-centric focus when it comes to creating your content strategy:
- Keyword Research: We cannot stress enough the importance of keyword research when crafting your content strategy. Conduct thorough keyword research to identify customers' most common questions and concerns regarding your industry, products, or services. This insight will help shape your content strategy to address these queries effectively, set you apart from the competition, address potential keyword gaps, and position you as a thought leader in the industry.
- User Surveys and Feedback: Regularly seek customer feedback through surveys, reviews, or even on your social media channels. Pay attention to their suggestions, criticisms, and areas where improvement is needed. This not only helps in refining your content but also enhances your overall customer experience.
- Social Media Listening: Monitor social media platforms to understand the conversations surrounding your brand and industry. Engage with your audience, respond to their queries, and take note of trending topics to address in your content.
- Engage Customer-Facing Teams: Not all health & wellness businesses have large teams. In fact, it may just be you and a few others running your business and your website! However, if you do, you should collaborate with any customer support or sales teams that directly interact with customers. They can provide valuable insights into customer pain points and frequently asked questions that can serve as the basis for informative blog posts.
"They Ask, You Answer" Content Strategy for Health & Wellness
Now, you may be wondering how specifically health and wellness businesses can effectively utilize the "They Ask, You Answer" concept to enhance their marketing strategies and build stronger connections with their audience. Here's a more in-depth look at how to utilize "They Ask, You Answer" for health & wellness:
Identify "The Big Five" Questions in Health & Wellness:
Of course, first, health and wellness businesses need to identify the most common and critical questions that their target audience has. This could include queries about specific health conditions, ailments, dietary choices, fitness routines, and the effectiveness of various products or services. It depends on what services your organization has to offer. By understanding your potential audience's concerns, businesses can align their content with the "The Big Five" subjects of cost, problems, comparisons, reviews, and best in class.
Provide Transparent Pricing and Information:
Being transparent about the cost of services and products is vital for building trust with potential customers. Health and wellness businesses should openly discuss pricing treatments, programs, and products. By doing so, you can alleviate any apprehensions and show that you are committed to providing value for money.
Address Common Health Problems and Offer Solutions:
As you know, people typically seek health and wellness solutions to address specific issues or improve their overall well-being. By openly discussing common health problems and providing valuable insights and solutions, businesses position themselves as reliable sources of information. This fosters trust and positions you as industry authorities and thought leaders, encouraging potential customers to seek their expertise.
Compare Different Treatments and Approaches:
Customers often research and compare different treatment options before committing to any specific health or wellness plan or choosing a provider to serve their needs. By offering impartial comparisons between various treatments or approaches, businesses demonstrate their commitment to helping customers make informed decisions. This transparency sets them apart from competitors and positions them as trustworthy advisors.
Showcase Genuine Testimonials and Reviews:
We don't have to elaborate on this one much; customer testimonials and reviews are significant, particularly so in the health and wellness industry. Positive feedback from satisfied clients can greatly influence potential customers' decisions. Businesses should actively seek and share genuine reviews, both positive and negative, to showcase their dedication to customer satisfaction and authenticity. Share these on your website and any customer-facing social media possible.
Highlight Best-in-Class Products and Services:
Health and wellness businesses should spotlight their most effective and successful products/services. By explaining why these offerings are the best in their category and how they can benefit customers, businesses can instill confidence in potential buyers and motivate them to choose their offerings over others.
Create Customer-Centric Content:
Based on the questions and concerns of their audience, health and wellness businesses should craft content that directly addresses these issues. Blogs, articles, videos, free downloads, and infographics can serve as informative resources to help customers better understand their health options and make informed choices.
Engage and Respond to Customer Inquiries:
Health and wellness businesses must actively engage with their audience to embody the "They Ask, You Answer" approach. Responding promptly to customer inquiries, whether through social media, email, or website comments, demonstrates attentiveness and a willingness to provide assistance. This two-way communication fosters a positive customer experience and strengthens brand loyalty.
The "They Ask, You Answer" concept is highly relevant to health and wellness businesses seeking to thrive in a competitive market. By understanding their customers' needs and providing transparent, informative, and customer-centric content, your business can build credibility, trust, and lasting relationships with your audience. Embracing this approach not only positions you as industry authorities but also helps you stand out as a brand that genuinely cares about your customers' well-being. The good news is, you don't have to go it alone! Salt Marketing is here to help you craft the right content strategy for your health and wellness business, tailoring your message to the right audience. You can take a free assessment or contact us today grow@saltmarketing.co to get more information.