2022 appears to be the year when most businesses will prioritize growth and expansion.
Following a difficult two years as a result of the pandemic, businesses that have remained resilient are now looking for ways to scale up.
Whether shifting to online operations or transforming to eCommerce and online retailing, companies globally scrambled to stay in business.
Now, with 2022 looming, brands are refocussing on growth and expansion and looking into ways of achieving that.
With this in mind, we took a look at the key ways that successful brands have managed to scale their operations.
We are going to look particularly at how a knowledge base will work, and how you can use it to scale your business. Let’s get stuck straight in.
Create Educational Content to Empower Your Customer
One of the most effective ways of creating a sense of trust with your customer is by providing them with educational and informative content on your site. There are several approaches to this.
First, you can create a customer service knowledge base. This is a collection of articles arranged categorically focussing on your product and how to use it.
It could cover, for instance, everything from the basic setup process to advanced power-user techniques.
So, instead of your customer calling into your contact center for troubleshooting and guidance, they can be guided to this knowledge base to answer all of their questions.
Make it as comprehensive and informative as possible. Work through everything from set-up all the way to day-to-day use.
In many cases, companies that have not undertaken this, face their customers searching for answers and assistance on other user-generated platforms like Reddit and similar.
This could potentially damage a brand’s reputation as inaccurate information can be posted with many user opinions.
Rather take control of this and provide your customer with the answers yourself.
This will also assist with creating a sense of trust with this customer. Not only will they know to come straight to your site to learn more about your services, but you will also establish yourself as an authority figure in the industry.
The more content you create around the topic, the more the visitor will come back to your site and convert to a customer.
Provide Access to Your Employees
The more knowledge you can provide employees with, the more successful your company will be.
You can effectively increase employee productivity by creating an internal knowledge base. Look at it this way.
All training materials and onboarding documentation will be in one centralized place for employees.
They will be able to access it and get to know everything about how the company works, the ins and outs of the products or services, and how your processes work.
From there, they can gain access to the knowledge hub for continuous training and development.
Customer-facing employees will also have access to real-time information instantly to assist with questions or troubleshooting, reducing overall time and resource management in managing clients and customers.
A great knowledge base will also help to streamline HR processes. Training, upskilling, and employee development can all be managed from one central hub.
With this, career trajectories can be carefully mapped out, and employees will be able to constantly work on their career development with easy access to information.
Use It to Heighten Your SEO
The great thing about vast amounts of content on your site is that it helps you rank higher on the search engines.
Just make sure that the pages are public and indexed so that Google can find you. Let’s explain how this works.
Essentially, Google will crawl your site to pick out keywords that appear on your site several times.
Using this, they know where to categorize you on the search results and how far up on the rankings to place you.
So, it is important to do continuous keyword research to know what your customers are searching for so that you can include that content in the knowledge base.
Once your customers search for key terms, if you have done your SEO correctly, and if you are even putting money behind certain words, or taking out paid ads, they should be able to easily find you.
Luckily, there are some great tools for you to use to help you along with your SEO on each page.
If you are running a WordPress site, for example, Yoast is a great tool to integrate on the backend.
Here you will be able to indicate what the keyword is on the page, complete a meta description, and check how many times that keyword appears throughout the content.
Share It With Affiliates to Broaden Your Audience
The great thing about educational and informative content is that everyone wants it. Partnerships are a great way to heighten your own SEO and get more eyes on your content.
Here is how it works. By sharing an article, blog, or educational post with a partner, not only are you getting their audience to read about your company, but you are creating link-building opportunities.
Google determines your rankings based on the links going to and from your site. So, if you start linking to an authoritative site, and even better, them linking back to you, Google will know that you are on the same level as that site.
So, look for really prominent news and educational sites to link to. If you are in car insurance, for example, look for financial, automotive, and general news sources to link to.
But keep an eye on the quality of the site. Don’t just link to anyone, be particular about who you link to.
Those great educational pieces will also be great to educate their audiences about your services and products.
So, let’s say for example you are a tech company and have just launched a new product. The content you will write about the various ways your product can be used on a daily basis will not only educate the reader but introduce them to your brand.
Or, a how-to piece can be shared across various platforms for those who are searching for troubleshooting assistance.
You want your knowledge base to be as informative and educational as possible. But you also need to remember to regularly update it.
Not only will this benefit your employees and customers, increasing revenue and productivity, but it will also make you so much easier to find in search results and allow people to become familiar with your brand, and start trusting you.