In the final article of this series, we’re covering one of the easiest and most powerful ways sales people can help increase online leads – the Frequently Asked Question (FAQ). Unlike building a case study or writing Challenge-Solution content, producing FAQ content is a much faster way to bring in new leads and opportunities. In this article we’ll discuss why, and share some ideas for you to quickly and efficiently create FAQ content.
How FAQ’s Work
You’ve seen this a million times … a LinkedIn post, direct email, or blog article asks a question and provides an answer behind a gate: “What carbs are good to eat? Click here to read our list of top ten carb-loaded foods are good for you.”
Why FAQ Content Works for Lead Generation
Content marketing is the process of providing useful and relevant content to address the problems of your customers and prospects. This process includes blogs, case studies, e-books, and infographics. No matter what form you produce, the goal is to become the authority in your space by answering specific questions people have. That’s exactly why posting and answering a list of commonly asked questions is a great way to generate leads. FAQs act as shortcuts for your customers in their search to find solutions to their problems.
What are the best Questions to ask (and answer) for Lead Generation?
The best FAQ content for lead generation really depends on the type of customers you are working with, where they are in the buying process, and how often others in their position ask the question. However, there are two FAQ content categories you should pull from to generate leads:
Cost/Price Questions. Most businesses struggle discussing price, but cost questions happen to be what customers are searching for when they are ready to buy. Instead of giving an absolute cost, create an FAQ that deals with the range of costs and factors that drive cost.
For example, “How much should I be paying for a Managed Security Solution?” Posting a question like this with an answer available via a downloadable document is a slam dunk for generating leads.
Comparison Questions. Just like Cost/Price Questions, when prospects are comparing products or services, they are in buyer decision mode. This is your opportunity to write down a list of questions with answers that helps guide them into making an informed and educated decision by comparing your product or service to a competitor.
For example, “What security solution is best for me? – On-Premise, Hosted, or Fully Managed? Click here to download this free report.”
So that’s it, ask the questions your customers are thinking, and provide answers for them to read about. Use these FAQs to position your company as the trusted expert in your space and the leads will start pouring in.
Does your team need help with content production and online lead generation? We can help! Schedule a Discovery call with Vector Firm today.
