When people are looking for something online, it’s to solve a problem they are having. Even if I am searching for cheese, it’s because I have a problem: I don’t have any cheese and I want some more.
But, if you’re not an online cheese purveyor, your business should cater toward the solving of your target audience’s problems. Here’s some areas that customers are looking for more information or reassurance when it comes to solving the problem or missing piece they may have.
That You Care About Them
In any type of customer service situation, no matter what is happening, it’s important to show that you actually care about the customer and their business (if you’re B2B). Just taking the time to identify their specific needs and what they are looking for goes a long way over suggesting a templated service that isn’t going to give them the level of service or products that they really need.
Whether you are working with a new client, or working with one you’ve had for years, don’t let a commitment to actually listening to what they are saying go by the wayside just because you’re more focused on getting the deal done or continuing the partnership. Ironically, listening and showing you actually care about their happiness and success will make all the difference.
That You Know Your Stuff
It’s one thing to say that you’re an “expert” or “guru” in your industry. It’s quite another to prove your success with case studies, proven results, or actual happy customers. In addition to showing customers your past work, you can also share your expertise by writing about topics on your website or on other industry publications (this also helps with lead generation).
Then, you can share these pieces with your customers or potential clients on a Sample or Resources page or your About page so your audience can get some insight into what you know.
When someone is paying money for a service or product, they want to know that the company they are purchasing from is high quality and worth the cost. Proving your know-how with thought pieces or examples of past happy clients is a great way to let them know you’re worth the cost.
That You Know How to Help Them
Even if you see examples of the ways a brand has been successful with others, it doesn’t necessarily mean they will be successful with you. That’s why customers are looking for reassurance that you understand their problem (which goes back to the importance of listening) and are going to solve their problem.
For instance, you may sell cheese that has high reviews, but it could not be the type of cheese I’m looking for. Or maybe you don’t ship to Kansas, so I can’t buy cheese from you.
Make it clear what you can offer each individual client through the relationship-building process, as well as through content addressing specific scenarios. If you only ship to specific areas, outline that in your content pages. Or, if you don’t offer a certain product or service, it might be a worth a blog post explaining why you only focus on cheddar cheese instead of adding colby jack.
Adding that angle to your content and interactions with the client will make them sure that you’re right for them.
That You’re Forward-Thinking
It’s not enough to know what’s working now. You have to be able to look forward as well. While certain industries and services change more than others, you need to be able to anticipate what is going to work for the client in the future.
You can stay on top of industry changes by reading new blogs, research, and books in your industry, but a lot of the prediction of future needs comes from experience. If you’re i an industry long enough, you can tell when it’s going to change.
Customers like knowing that you are handling their future needs by investing time into looking into what is coming next. Invest in going conferences, new research, and reading material. Customers, in any industry, like knowing that they are working with someone who is on the cutting edge.