Think of yourself as the ultimate knowledge resource like those concierges serving fine hotels such as the Ritz-Carlton or the Four Seasons—But Available 24/7.
When you find yourself in a new town but are blessed to be staying in a hotel with a knowledgeable and caring concierge, you’ve got it made. Any reasonable request you make for help–and perhaps even some not so reasonable or a bit off the wall requests –will be greeted with prompt and enthusiastic action by the concierge. The very best of the breed combine encyclopedic knowledge, extensive connections, and an innate desire to look after their customers.
Those hotels whose concierges solve their guests’ problems successfully time after time will be rewarded not only with return stays but with unbeatable word-of-mouth as stories are told about the unbelievable lengths to which the concierge went to solve a problem.
When your customers come to your website, they are similarly looking to you to solve their problems. If you can succeed at providing plenty of substantive information that addresses their biggest problems, you are beginning to play the role of content concierge in their lives. You have an advantage over a typical hotel. Your content is available 24 hours a day, seven days a week. And, like a hotel, you can provide round-the-clock telephone or chat support that takes your problem-solving to the next level.
Your biggest challenge will be to extract the in-depth knowledge that exists within your organization and to present it in an easily accessible way so that your visitors get answers to their questions with minimal effort. Here are some simple steps to take to put all that knowledge to work:
- To begin, explore with your team the questions that you are asked over and over again when prospects visit or call. Put the answers to those critical questions up on your website.
- Make sure that every major problem faced by your customers is matched by a critical mass of relevant content on your site. Don’t be coy and force them to call or e-mail in order to get meaningful answers. Nothing is more irritating to busy buyers than finding an information void which can be remedied only by having to get in touch with you.
- If there are big, complex issues that your customers face, help solve them by creating guides, white papers or e-books which they can download and share with their colleagues.
- Also, consider providing annotated links to resources that extend the knowledge existing within your organization. Don’t worry about sending visitors off to another site. As long as you have already provided extensive content which proves your expertise and trustworthiness, they will return to learn more.
When you think about how grateful you have been for those caring concierges who manage to solve your problems effortlessly and graciously, you can imagine how positively your prospects will begin to think about you. When you play the vital role of their online content concierge, they will likely do a lot better than giving you a tip, they will give you their business.