How to solve customer pain points with super useful content.Click To Tweet
Download Your Own Content Matrix TemplateWe understand that mapping out the pain points of your customers can be a hassle. With this content matrix template, all you have to do is place customers in their respective stage of the customer journey and list out their needs in the columns to follow. It’s super simple to use, and it’s great for keeping the wants and needs of your customers in line. Download it now, and then we can talk about customer pain points.
What Are Customer Pain Points?Customer pain points are issues or challenges faced by your target audience during the customer lifecycle. Knowing what these pain points are allows you to establish your brand as the authority that can help them solve their problems.
Why Solve Customer Pain Points With Content?Here’s why you should use content backed up with some interesting data to solve customer pain points:
- Better Ranking – Google rewards useful content that meets user needs. Social algorithms also reward content that users engage with or is most relevant.
- Drive Traffic – Two of the top content marketing challenges are creating content that attracts more traffic and developing content that resonates with [their] target audience. Your audience is more likely to click on content that solves their problems than some kind of sales pitch.
- Prove That You Care – 73% of customers expect companies to understand their needs and expectations. Customer-centric content proves you value customer needs over making a sale.
- Nurture Customers – Content professionals say the number one factor contributing to the success of their content strategy is their “ability to understand and connect with the audience’s values, interests, and/or pain points.” Through useful content, you can build trust and loyalty.
The Four Types of Customer Pain PointsWhen it’s time to identify customer pain points, it’ll help to understand the kind of things to keep an eye out for:
1. FinancesA product or solution is too expensive, you don’t have the budget to succeed, or you aren’t getting enough value for your money. Examples: “I can’t afford to pay for a stack of different marketing tools,” or “I’d like to go organic, but it’s too expensive.”
2. ProductivityYour current situation or solution is inefficient. You feel they are wasting time. Examples: “Posting on every single social media channel takes forever,” or “A complete skincare routine takes too much time and effort.”
3. ProcessYour current systems or processes aren’t good enough, have issues, or are ineffective. Examples: “I’m failing to get new clients,” or “I don’t know how to cook nutritious meals.”
4. SupportCustomers are not receiving the support they need at important stages of their journey. Examples: “I don’t know how to get started with this solution/product,” or “I can’t find answers to my questions.” Though not exclusive to these four categories, the most common customer pain points tend to relate to the above.
How to Find Customer Pain PointsHere’s how we suggest you conduct your pain point research:
1. Carry Out Customer SurveysAsk new subscribers and existing customers to take part in a survey. Use open-ended questions to get in-depth answers, like:
- What’s the first change/purchase you’d make if you had a bigger budget?
- What frustrates you about your current method of [strategy]?
- What are the most time-consuming aspects of your job?
- What’s holding you back from improving [method]?
2. Do Keyword ResearchThe kind of things people search for, in relation to your niche, are good indicators of where their problems lie. This is particularly true for informational or question-based queries. Go to Google, type in your main keyword, and see what questions come up in the “People also ask” box: You can also find question-based search queries at AnswerThePublic: You could also use your chosen SEO tool to generate related keywords and be on the lookout for information queries. Here’s an example from Ubersuggest: These related keywords suggest that getting enough protein and finding alternatives for foods they love (i.e. honey) are major challenges. Don’t worry too much if these queries seem to be less popular (i.e. long-tail queries). The thing is, it’s better to have fewer people that need your company’s help for their specific challenges visit your site. They are more likely to become customers in the future.
3. Visit Specialist Forums and Q&A SitesFind frequently asked questions and trending topics on specialist forums. Simply type your keyword/industry + “forum” into Google: Similarly, you can find relevant subreddits where people talk about their challenges or ask questions. This is from the subreddit r/Haircare, for example: You can also browse topics, spaces, and questions on Quora. Here are the questions that pop up when you search “find a job”: In relation to all of the above, focus on recent posts or questions to ensure pain points are still relevant to your audience.
4. Monitor Comments and MentionsCustomers talk about their challenges on many channels. For instance, they may ask further questions related to your existing content in your blog’s comment section. Here’s an example from Yoast’s blog: You can also employ social listening to monitor conversations related to your brand or industry. Social media is a great place to see what customers really think and what they talk about. People love using social media to air their grievances and ask questions of their peers. Reviews and testimonials may also contain pain points that you have helped customers to overcome. Here’s a review for a cybersecurity consultant: Source: https://clutch.co/profile/underdefense#reviews In the highlighted section, you can see that the consultant prevented their client from losing customers due to cybersecurity violations. This is a pain point they could help with for future potential customers. The trick with all of these monitoring tactics is to make note of what comes up time and again. Then you’ll know which pain points matter most to customers.
5. Speak to Your Customer Support and SalespeopleFind out from your teams or colleagues what kind of pain points arise when they communicate with customers or leads.
Find out from your teams or colleagues what kind of pain points arise when they communicate with customers or leads.Click To Tweet
How to Map Customer Pain Points to Content IdeasPut together a list of all the pain points you found in your research. It makes sense to order that list according to the level of importance. In its raw form, this list will give you an idea of the most significant pain points you need to solve. The next step is to take your list of pain points and carefully translate them into content ideas.
1. Create Detailed Customer PersonasThe first thing you need to do is present your findings clearly in the form of customer personas. Here are the details a customer persona should include:
- Demographic information
- Psychographic information
- Challenges/pain points
- Preferred channels/content formats
- How your solution/product helps
- Possible objections
2. Create a Content MatrixA content matrix is a useful way to map pain points to solutions, content ideas, content goals, and wider business objectives. Here’s a template you can use: As you can see, the table is divided into four audience sections that span the customer lifecycle. The reason for this is that different content formats work for different stages of the customer journey. Source: https://www.pointvisible.com/blog/b2b-customer-lifecycle-marketing/ You’ll work across the matrix and list pain points, possible solutions to those pain points, how those solutions translate into a content idea, and how you’ll use that content asset to move the user into the next stage of the customer lifecycle. Let’s give it a try and see what this might look like in practice. Let’s say you want to create awareness-stage content for a meditation app: See how you move from pain point, to solution, to asset, to the next step? As you move on to each stage of the customer lifecycle, the pain points remain the same, but the solution/content format may be different. For instance, in the consideration stage, somebody who worries a lot may already be familiar with mindfulness, or maybe they’ve already read your beginner’s guide. Thus, they don’t need an introduction; they need a more in-depth solution. Furthermore, in most cases, the CTA will move the audience segment to the content asset for the next stage of the life cycle. In this instance, the next, more in-depth content asset is the “free mindfulness meditation course”. All in all, it’s a logical way to mindmap ideas, step by step. Furthermore, it allows you to relate each idea to the bigger picture (i.e. your wider content marketing strategy).
3. Create Topic ClustersTo map pain points to content ideas for your blog, another option is to create pillar posts and topic clusters. It’s one of the best content marketing strategies for improving SEO while meeting audience needs.
Create pillar posts and topic clusters to map customer pain points.Click To Tweet
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