A lot of brands miss out on a golden opportunity that stems from what they already know. Leveraging knowledge to deliver value to people.
It’s easy to claim you’re an expert and then stick to complex ways of explaining things that resonate well with customers who already have a certain degree of knowledge. Yes, some brands are targeting particularly savvy crowds, but many others don’t want to exclude anyone yet that is exactly what they are doing.
This is an issue in any category. One example is consumer electronics, which is cluttered by unnecessarily complex terminology and brands risk losing substantial amounts of business by not making prospects comfortable enough to understand and know how to navigate their offering. A consumer electronics brand has a lot to gain by making sure that customer segments such as non-tech-savvy seniors and women respectively feel properly taken care of by making it easy to grasp what the wide plethora of features and technologies are all about.
It’s astonishing how poorly this is handled. Luckily, a lot of answers consumers have can be found by Googling, but that does take energy and time and can be a source of frustration. Especially since it’s hard to evaluate the reliability of various web sources and anonymous user posts. If brands were better at applying empathy and making people feel on top of things, consumers would feel more comfortable and more compelled to make a purchase.
Part of this is about communicating complex concepts in simpler ways. Part of it is also about understanding what knowledge people are looking for and packaging it in an easy-to-digest format.
There’s a simple web tool called the FAQ (an abbreviation for Frequently Asked Questions) that has been around for years and is used on a large number of websites.
Despite the prevalence of the FAQ, there are still many brands that severely underperform and don’t utilize it the way they should. Instead, they make their customers and prospects frustrated by having to go elsewhere to chase the answers to seemingly obvious questions.
Smart brands view an online FAQ – or whatever you wish to label it – as an essential business- and brand-building tool. Besides being a driver of sales, there are a multitude of reasons why it is great brand sense to be generous about providing a rich knowledge base…
- Helps you position your brand, especially if you want to be perceived as an expert and knowledge leader.
- Can be used to demonstrate what you stand for – your vision, your beliefs etc.
- Allows you to communicate with your distinctive brand tone of voice.
- Enables you to demonstrate and make your knowledge and expertise more visible and apparent.
- Enables you to be inclusive and make people comfortable regardless of their current degree of knowledge. The last thing you want is to make people feel insecure.
- Provides a great opportunity to demonstrate that no question is too simple or dumb to ask.
- Gives you the opportunity to make it fun to seek and obtain knowledge in your field.
- Is an effective method to engage people and gain brand ambassadors.
It’s time to get your FAQ on!
Making Knowledge Available and Digestable
Have you realized that you are currently not making good use of the vast amounts of knowledge and expertise that sits within your organization? Do customers ask you the same questions over and over again, since they can’t find the answers on your website? Are customers having problems understanding the ins and outs around what you’re offering which puts you at risk of losing their business to a competitor or an alternative product or service?
If any of the above holds true, please get in touch and let’s discuss how you could put in place a fast-track initiative to capture and package your knowledge in a way that provides value to customers and prospects. This is both great brand and business sense.