How could customer service with all the questions, complaints, and communication possibly aid content marketing strategies where you have to look for ways to turn people’s attention to certain content?
There’s one clear answer: self-service. This is an approach that combines customer service and content marketing. In fact, Forrester reports that around 70% of customers prefer to look for solutions to their problems on their own.
If your website doesn’t have enough information for them, this is a disaster. But if it does, this is both a self-service and a creative content marketing strategy.
To achieve maximum customer satisfaction and promote your content better, follow the recommendations below. You’ll have less load on the support team and more dopamine-boosted customers when they find solutions without anyone’s help.
Customer Service on Social Media
Using social media for connecting with your audience is one of the best decisions a business can make. You have it all there: the content and the direct communication; sounds like the best customer service website. There, you have a link to your website, relevant links to certain informational pages.
Let’s take Instagram as an example. This is one of the most popular social networking services that a lot of people use to check on certain businesses and bloggers to see if they are reliable and to get valuable information. You can use:
- Stories.
Make announcements, provide the information your potential customers should know to use the website properly, and purchase your goods and services. Talk about discounts, special offers, and much more. Show backstage, your life (a little bit), communicate with people. - Posts.
This is the place for the most important news, updates, etc. Promote publications in Stories, add links to your blog and encourage people to learn more there. An ideal picture is to write a snippet and upload it as a post, repost it to Stories and add a link (‘swipe-up type) to the original publication on your blog. - Direct messages.
If there’s a visitor that finds it easier to talk to a real person when on a quest for information, they will contact you via direct messages. Make sure there’s someone online at all times to reply quickly. The speed and quality of that reply may create a new lead! - Highlights.
Information for people who are new to your brand, location, websites, most important and interesting post snippets, etc. should be in highlights. This should be an equivalent of a menu on your website. When someone new visits the page, they should be able to get familiar with you and your blog, brand, project, etc. right away.
Customer Service using the FAQ Section
What is FAQ? This is a whole library with all the most popular customer support questions and answers to them.
In customer service marketing, especially if we’re talking about self-service, a proper Frequently Asked Questions section is vital. It has to be structured and well-detailed, easy to find and navigate. Usually, a link to the page is in the menu and on the main page somewhere in the middle or the end where you talk about helping with difficulties.
Add links to your articles there where people can find out more about your products and services. This will improve traffic metrics and interactions on the site and bring more attention to your content.
Get creative:
- Add automatic messages that will help visitors get where they need faster;
- Allow customers to use the Search feature so the users can find answers faster;
- Put media content where possible to make the page more entertaining.
Customer Service Using Chatbots
Customer service and marketing are evolving along with modern technology. One of the best innovations in the field is a chatbot. Did you know that one-third of all questions customer service gets is repeated almost every day?
The process is much simpler with a smart chatbot. There are many varieties and experts in this niche. You can get a bot in mere days that will talk to your customers and show them where the FAQ is, how to contact the company directly, how to resolve issues with accounts, etc.
This approach is a major money-saver as well! Imagine how much you would spend on human operators that would have to answer the same inquiries every day.
Improve On-Page and Off-Page SEO
How to make it easy for people to find your pages using search engines? Use proper keywords and try to rank for them.
How to make it easy for people to find information within your website? Use the same approach! Cxservice360.com shows how optimization positively impacts customer service very well.
Research keywords, assign a focus KW to every page, cater to search engines requirements, and rank higher in SERPs. This is on-page SEO.
Then, embrace guest blogging, write posts about your company and how it works, and provide people with valuable information and links to your pages. This is off-page SEO.
If you’re far from search engine optimization, hire a team that will create an exclusive strategy for you. In case you don’t know how to write engaging publications, use a guest posting service. Learn more by visiting this page and make a statement about your business as soon as possible.
Is This Approach Effective?
Is self-service effective? Yes, and there are many reasons why:
- ⅓ of the questions are the same.
How to make an order or how to create an account? How to choose the best product and service? Where do you ship? All these are some of the most popular questions. You can handle them with a handy chatbot and/or a detailed FAQ page with a couple of reminders that visitors can access all the answers anytime. - You’re saving money.
Hire fewer operators that will talk to people only when a non-standard question occurs. Don’t rent a whole office and choose remote workers instead. You will save a lot of money and spend it on the promotion and establishment of your brand. - More satisfied customers.
It brings more pleasure to resolve an issue yourself than to ask someone for help. By making your visitors feel like they are the kings and queens of the website, you’ll get more conversions and positive feedback.
Adopt this technique and get many more satisfied customers! Focus on proper content development, on-site and off-site SEO, feedback from grateful clients, and comments from readers a.k.a. potential buyers.
Customer service and content marketing go hand in hand. If you want people to pay more attention to certain publications, just guide them to that material during self-service. It will seem like they have found the info themselves, which will cause more positive attention and interest to everything you write.
You can use a service like Helpwise to manage customer support and turn it into a marketing strategy for your business. Book a demo call with the Helpwise team today!
