Insights from the content and strategy quiz

Question 1

What is your company’s unique insight that makes your brand better than your competitors?

In today’s world, unique insights into your customers are a competitive advantage and can set you apart from your competitors. Look around you, go to the mall or a gym. Many stores sell identical items at a range of prices. Or go to the gym, most offer the same equipment. So what makes a brand unique if what they physically offer is nearly identical?

Developing truly unique insights is incredibly difficult. However, these insights are essential in sales and developing relationships with your customers. Unique insights allow you to explain why your brand is better than your competitors and why people should choose to work with you. At the heart of this concept is how you meet customer expectations better than your competitors. The following tips will help you to develop or strengthen your unique insights.

Observations

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Study your customers; every detail is important. Remember that your job is to understand the people that you serve to improve their lives.
What types of clothes do they wear?

What is the brand?

Brand choices will let you know how your customer wants to be perceived by others, and whether they are willing to spend money to create those perceptions?

Do the clothes highlight or hide a specific area of the body.

Ask questions about frustrations and preferences?

Is there any part of the experience with your company that frustrates your customers?

What do they need to access your product or service?

How do your customers find you?
What made your customers choose you?
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The following is a list of attributes that can make a company unique. If you think your company has one of these attributes, write out the actions your company takes to achieve that attribute. Also, include a customer’s experience that confirms your success in delivering that attribute. Be aware that your service or product may possess several qualities, focus on the most significant one.
Convenience:

Your product or service is intended to increase ease in accessibility, save resources, and decrease frustration.

Example

Our company allows customers to sign-up and pay for classes through our website. We follow-up with invites for the next class the following week. Then we offer all the supplies needed for the class as well as showers, soap, and towels.

Our clients have told us that they appreciate our attention to detail and know they won’t have problems signing up or attending classes.

Reliability or Dependability

The product or service will consistently deliver the same experience. This attribute is critical for developing trust with your customers.

Quality

What is the degree of excellence or superiority of your offering?

Superior Customer Service

Does your company offer assistance, advice, information, and education regarding your product or service?

Creativity

Is your company unique, or does it express a new idea? Also, do you change the way someone thinks by presenting a unique point of view?

Emotions

Whether online or in-person, what do your customers feel when they experience your product or service?

Question 2

Who is your biggest threat, and why?

In this question, we aren’t concerned with external threats like price increases for materials, or changes to the law. Instead, we are focused on your competitors. Maybe these competitors are local, or they might be on the other side of the world. Our focus is on understanding what the other company offers. Perhaps it is a unique resource they possess that threatens your business right now or could disrupt your strategy moving forward.

The more time you spend answering this question, the better your company will be able to plan and adapt for the future successfully. This planning is also helpful in improving the delivery of your customer experience.

After you have identified your advantage, write about how your competitors may do it better, or how their resource is a threat if they decide to use it.

Finally, consider the actions you can take or the resources you will need to remain competitive. If your competitor renders you obsolete, find other opportunities to gain an advantage or improve your offering.

Question 3

What do you think your clients search for online, and why?

Understanding what your customers search for is the key to creating an online relationship. When we think about what our customers search for, we are trying to identify the relationship between our customers’ interests, concerns, issues, or frustrations and what our company offers. It is also a critical factor in sales.

At the heart of sales is understanding your customer’s problems and how you can solve those problems. The insights from this question can inform the strategy for your company as you continue to create products or services for your clients.

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Identifying what your customers search for requires research and curiosity. We suggest the following steps:

In-person interviews with your customers asking about the content they consume, including blogs, influencers, magazines, youtube videos, educators, and articles.

Several online tools can help you understand keyword and search preferences. To use these tools, think about the keywords your customers may use to search for solutions or information. Here are a few examples:

Question 4

How do you currently create online relationships with customers and leads?

The purpose of online content, whether it is on your website, socials, or other platforms, is to build a relationship with your client. Online relationships create a low-cost opportunity to introduce your company as an expert, educator, and service provider.

The core of any customer relationship is understanding your customer’s issue and providing them with a solution to their problem. Great online relationships do not focus on the sale of the product; instead, as the customer is educated, the customer will initiate the sales process. 

Creating online relationships that turn customers into brand loyalists and evangelists, requires the ability to understand customer interests and generating content related to those interests.

Question 5

Do you measure the relationship between your content and conversions?

Although this question is relatively straightforward, the results are essential for analyzing whether your investments in marketing and developing an online presence are paying off.

Online content, when properly designed and distributed, should translate into sales. This is true for both online and in-person sales.

One way to measure conversions during in-person sales is to ask customers how they found your business. For digital engagements, it should easy to measure conversions by analyzing the customer journey through your website.

When planning your website and content strategy, you should consider how your customers will navigate the content from the point of search through the actual sale. By planning this journey, it is possible to analyze what content creates conversions, and more importantly, you will be able to identify your client’s interests and issues.

Question 6

How do you measure engagement with your content and your website?

Measuring engagement is slightly different from conversions. Engagement can be measured using several tools. These tools determine what pages are popular, where on the page customers stop, how long a customer spends on your page, and how your customer finds your site. Again, this type of analysis will inform you of your customer problems and their interests.

Question 7

When you engage with your customers, what are some common questions they ask?

The central theme throughout this document is using your understanding of your customers to create relationships that turn into sales. Customer questions are an excellent resource that should guide your content strategy.

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