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Imagine being on your way to work and craving a cup of coffee.
What would you do if you saw a sign for a pop-up coffee truck on the street corner?
You’d be there quicker than you could say, “one black Americano please”! Why? Because you had a problem and that business owner offered you a solution.
Enter the power of identifying peoples’ pain points.
If you can do something similar in your content marketing, then get ready for better engagement and a higher ROI every time. Sound good?
Here’s how to find and solve your customer’s pain points in your content.
What Are Customer Pain Points?
Customer pain points are basically just problems in the marketplace that your customers (and potential customers) are experiencing.
By identifying and solving them in your content, you’ll:
- Deliver genuine value
- Improve the user experience
- Demonstrate your expertise
- Generate brand loyalty
Ultimately, you showcase your understanding of the market and the people you’re trying to serve. Expect higher rankings, more traffic, and more leads coming through your door.
Common Types of Pain Points
Like all problems, pain points come in different shapes and sizes. Here are the four main categories they fall into:
Support Pain Points
Your customer requires more support throughout the buying process or overall customer journey than they’re currently receiving.
Productivity Pain Points
Time is of the essence, and your customer’s current solution to their problem is too inefficient. They want to improve the situation and stop wasting so much time.
Financial Pain Points
Your customer isn’t made of money and spends more than they wish to on their current provider/solution. They want to find a more affordable option.
Process Pain Points
Specific processes in the business are creating friction and dissatisfaction in the customer journey. They’re desperate for a convenient solution.
How to Identify Your Customer Pain Points
Understanding your target customer is the real key to success here. But don’t fall into the trap of assuming you know everything already! Here’s a selection of effective ways to find out about your customers’ key pain points:
Finding the keywords people search for online can be hugely revealing. Whether you type a relevant query into a keyword research tool like Ubersuggest or check the “People also ask” box on Google, you’ll see the exact questions they want to be answered.
If you don’t know, ask. Why not set up a survey for new subscribers and site visitors? With open-ended questions (e.g., “What’s stopping you from enhancing [insert method here]?), you can glean invaluable details to target in your content.
Everything from Quora and Reddit to specialist forums can be a goldmine of information too. You can log in, browse topics, and see what people have been asking about, including the problems they’ve been having.
Consult Your Customer Service Team
If anyone’s familiar with customer pain points, then it’s your customer service team. They’re on the phone every day handling complaints and dealing with questions! Speak to them to find out the most common issues that come up.
Resolve Your Customer Pain Points
You can begin creating content that solves whatever problems you unearthed with the research done!
Don’t rush straight into filming videos and writing blog posts, though. It pays to do some preparatory work first.
Start by putting together a content matrix.
A useful tool for any content marketer, it’ll help you map particular pain points to specific solutions and formulate content ideas within the context of your wider business objectives.
Ultimately, though, the goal is to settle upon a content format that delivers the best solution to your customers’ problems. For example, a slideshow deck could better break down a complex business topic than a single blog post.
If you can then personalize your content to make it relevant and write (or record) in a relatable manner, then you’re onto a winner.
Need help identifying your customer’s pain points? Check out the Visibility Insiders Place Membership today! You’ll get support every week as you create a content strategy that converts.