Your company blog should be a place your customers and potential customers can come for information, answers to questions, and maybe a little entertainment.
Making your blog a customer service channel is easier than you think – all you have to do is create content that answers specific questions your customers might have about using your service or product.
Sure, a well-written FAQ page can cover most of these questions in reasonable depth, but not in the way a blog post can. When you make your blog a customer service channel, you create content about your product or service that is both detailed and easy to digest.
Making your blog a customer service channel starts with finding out which questions your customers have about using or making the most of your product.
What do your customers want to know about your product?
Before you can design content to answer questions, you have to know what questions are already on the minds of your customers. Your past customer service inquiries are a great place to start. Check past emails, website form submissions, and social media messages and mentions to see which questions your customers most commonly have about using your product.
Make sure you cover the basics
Then, go a little deeper. Think about your product or service as a new prospect might. Write down all the questions you’d have – even the ones that seem trivial or basic.
Answering these questions in blog post form can drive considerable traffic to your website and help you become an online authority on that topic in addition to providing your existing customers with an additional channel to get help or answers.
This approach can be really helpful on days when content creation is difficult – there’s always a basic how-to or feature description to write!
Provide easy avenues to additional support
While making your blog a customer service channel covers many of the questions a customer might have about using your service or product, there will always be scenarios where a customer will need additional support from a live human being instead of a blog post. You should provide easy avenues to additional support in your blog posts and throughout your website to make it simple for customers to get the help they need without searching around or losing interest and leaving.
You can add live chat support pop-out options on the edges of your page to provide an additional customer service channel. Make sure your company phone number, help desk (if applicable) number, address, email address, and FAQ page are easily reached from every part of your website.
Making your blog a customer service channel is a smart technique that not only helps customers get answers without having to directly contact customer service, but also helps you improve your site’s SEO and drive new, targeted traffic to your blog. Start turning your readers into customers by answering both in-depth and basic questions about your product, service, and industry on your blog!