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People are innately obsessed with problems. Don’t believe me? Turn on the six o’clock news and what do you hear? Were there any feel-good stories? Maybe one, if you’re lucky—after all it is the holidays. Researchers call this obsession a “negative bias,” and studies reveal the human brain reacts more strongly to negative stimuli (e.g. a picture of a dead animal) than positive (e.g. a picture of a puppy) or neutral stimuli (e.g. a fork).
When it comes to the web, negative stimuli drives the majority of search queries—users looking for a solution to whatever problem they need answered. This is what we in the online marketing biz call an “informational search query.”
Their problem can be anything from “How late is Domino’s open?” to “Why is my furnace making noise?” As a business owner, your website’s content needs to solve a customer’s problem and naturally guide the user through a sales funnel. One way to do this is by frustrating your customers and using problem-solution content marketing.
Problem-Solution Content Marketing: Who Does It Well
Now I know what you’re thinking, “Why would I want to frustrate my customers?” And the answer is…negative bias! Take a look at how Amazon solves some potentially frustrating problems for parents purchasing an Xbox One for their children this holiday season:
In this example, Amazon solves two problems:
Problem #1: If children want to play their new Xbox One with a friend, they need a second controller.
Problem #2: If children want to play video games online, they need an Xbox Live subscription.
Solution #2: Amazon recommends purchasing a 12-month Xbox Live subscription.
Now let’s look at how you can use a problem-solution method as part of your home service company. Not only did Amazon provide the user with what they were looking for—an Xbox One—but also solved two other problems customers may encounter throughout their purchasing process.
Problem-Solution Content Marketing for the Home Services Industry
There are many ways for your website’s content to utilize a problem-solution method for your home services company. Consider the following:
Create Real Problems & Offer Real Solutions
In order to frustrate potential customers, there must first be a real problem. Start with realistic situations in your content, then provide a solution. For example:
“Have you ever plugged a toaster into an outlet, only for your kitchen lights to shut off? You may have blown a circuit. XYZ Electrical provides electrical repairs in Maryland. Schedule your repair today!”
Problem: Kitchen lights shut off when the toaster was plugged in.
Solution: Schedule electrical repairs from XYZ Electrical to repair the blown circuit!
Landing Pages & Blog Posts Targeting Industry Problems
Use landing pages and blog posts to solve/answer specific industry problems or questions. For example, if you own an electrical company, consider creating the following pages:
- Blog post – Why does my outlet not work?
- Blog post – What causes the lights in my home to flicker?
- Landing Page – Breaker Panel Troubleshooting
Recommend Other Products & Services
Similar to Amazon, recommend other products and services that may be useful to the user based on their current search. For example, if you own an HVAC company and install furnaces, direct users looking for furnace installation to your furnace maintenance or furnace repair pages. Or link to branded pages for the user to learn about what brand furnaces your company installs in their area. Other solutions include suggesting a “Maintenance Protection Plan,” to protect their new furnace, or “Financing Options Available,” for customers looking to finance their in-home project.
Having trouble wrapping your head around all of this? Don’t sweat it! Blue Corona can help take your business to the next level in 2015. Contact us today.or fill out the form below for a FREE SEO analysis of your website!
About The Author: Brandon works in Blue Corona's small business division, Rank First Local. Outside of SEO and analytics, Brandon’s interests include NBA and college basketball, tweeting, and playing with his dogs, Jax and Kona. Twitter: @doylestweet
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