One of the greatest things I saw when working in-house was the integration of the customer support team and the marketing team.
Each week, the marketing team would meet with members of the support team to discuss any new marketing initiatives that were launching, any testing that was occurring, and anything else the support team needed to be aware of.
The customer support team in turn would provide us insights into what people were calling about, what questions they had, what issues they had, and what problems may be occurring on site. The information was invaluable.
What I’ve found since then is that this integration of support and marketing isn’t common. And that’s a problem.
Your support team can be a key factor in both your overall marketing program and your SEO program in particular. Keeping an open line of communication between the two departments can result in better content, links, and more customers. Here’s how:
Content Needs & Ideas
One of the biggest challenges businesses often have is ensuring the content on the site gives buyers the information they are looking for. If the information isn’t there, people aren’t going to buy. In fact, according to data from the 2014 B2B Web Usability report, 83% of people (B2B buyers, at least) will leave a site if they can’t find the information they are looking for.
Enter customer support.
Between live chat, social media, support communities, and call center data, you can get a great feel for what is lacking on a site. Find out:
- What questions are people asking?
- What exactly are they looking for?
- Is the information on your site?
- If so, where? If not, where can it be added?
This data can also provide insights into site usability. If visitors are asking questions and the related content is already on the site, they likely can’t find it. How …read more