How-To Content: The Customer Service Secret Weapon

Publisher Channel Content by
Nextiva



how-to content

Is how-to content part of your small business’s content marketing strategy? If you aren’t creating content that shows customers how to do something, you’re missing out on a big opportunity to provide customer service in a format that customers increasingly want.

Suppose you own a company that sells kits to remove the “haze” that develops on the headlight lenses of cars over time, decreasing visibility. If you sell your kits wholesale to retailers, you want to make sure customers are satisfied with the product—otherwise, they might return it and retailers will stop carrying it. But a product like this can be tricky to use. The answer? How-to content that expands on the directions packaged with the product.

You can—and should—create how-to content in a variety of formats. Some people learn better by reading, others by looking at photos and others by watching a video that talks them through it, so offering options covers all your bases. In the example above, you could write blogs about how to use the product, make one blog photo-based showing each step with captions below, and finally create a video showing the product in use with a voice-over giving directions.

Once you’ve got your how-to content, share it in a variety of places. Of course, your business website is the number-one place to host it. Include it as part of your customer service page. Also put videos on your YouTube channel and share links to the content on social media.

Expand on your basic how-to content by:

  • Creating new content to deal with common problems or questions customers have with your product.
  • Developing content that shares creative ideas for using the product. For example, can the headlight kit also be used for other purposes?
  • Upsell additional products. If there’s a complementary add-on that goes with the headlight kit, include it at the end of the headlight-kit content.
  • Take it to a general audience. You might create a video about car care in general (like how to maintain a car’s like-new look, or get a car ready for a car show) and include your product as part of the process.
  • As a bonus, how-to content not only answers customer service questions, but also serves to drive traffic to your website and build your business’s reputation. Using keywords that potential customers are likely to search for, such as car care, car repair, etc., will help attract online searchers to your content and spread awareness of your business.

Done right, how-to content keeps existing customers happy and attracts new ones, too.

Owner/Customer Photo via Shutterstock


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Rieva Lesonsky Rieva Lesonsky is a Columnist for Small Business Trends covering employment, retail trends and women in business. She is CEO of GrowBiz Media, a media company that helps entrepreneurs start and grow their businesses. Follow her on Google+ and visit her blog, SmallBizDaily, to get the scoop on business trends and free TrendCast reports.

3 Reactions
  1. I am trying to change careers from retail into residential services (anything with in a home cleaning ,lawns, services like shopping small painting etc)

    Any ideas about this type of small biz

    Yes I realize this says comments just giving it a shot for info

    Kevin

  2. Creating value-added “how to” content endears a customer to the company. It doesn’t matter what type of business you’re in, share ideas to enhance the experience of using your products and/or services. Provide ideas that show how your products and services can save money, make life easier, save time, and more. If you’re not already providing content to your customers, your missing a great opportunity to deliver more value.

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