The secret to repeat visits and customer advocacy? Have a reputation for giving your customers what they want. There are a number of ways of discovering this, including polls, surveys, existing customer feedback. In this post I want to give you 3 additional sources of insight into your customers’ needs and wants. All are online and will give you plenty of fodder to inform your marketing and website strategy.
Question and Answer sites
Two particularly good places to start with are Yahoo Answers and Quora. You can register foe free for both. Connect via Facebook or Twitter with Quora, and the site will automatically follow your friends and interests to help you get started. You can also personalise your feed further by following some items from the list of suggestions given. Once you have followed some topics or people you will see questions and answers:
Yahoo! Answers provides a very intuitive interface; simply pick your category and browse or answer questions posed.
My favourite in this space is Google’s keyword Tool. Once again, you will need to enter your keyword and then click on the Phrase Match. I also rate Wordtracker’s Keyword Questions tool which gives you a good idea of the needs of your customers around various topics. To use the Wordtracker tool you will need to register for a free account.
Search engines such as Google are a great way to find out how people are searching online. Simply enter your keyword into the search box, and as you begin typing you will see suggestions appear below.
By understanding how people are searching for what you have, you will be able to modify, tweak or generate content that matches more accurately what they are searching for. Your content can be repurposed in various ways, from slideshares to videos to podcasts, to accommodate the different preferences of your readers. Add value to your content to by doing some further research on the subject and really delivering practical and relevant, easy to apply information that reflects different stages of the buying process. But don’t stop there. Develop an editorial calendar for the next six months (there’s a WordPress plugin to help you with this) and you’ll find yourself well on the way to becoming a highly effective, high quality content generator!
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