Why FAQ are efficient and drive engagement

 In Archive, Digital

Deal Card design templateFAQ save huge amounts of time in fielding repeat questions; provide great content for repurposing over prolonged periods; and try to prevent rumours and misunderstandings. They can also give a context to aid understanding. Please refer to the Deal Card website for the FAQ.

Back on 6th March I gave a breakfast presentation to about 26 people at the Astor as part of Deal Business Forum. 26 isn’t bad when you consider this is to present a new concept early on a cold March morning during term time when many people are on the school-run or staying in the warm. The presentation was reported thanks to the East Kent Mercury and BBC Radio Kent, and the slideshow has had about 250 views on Slideshare (here). I started tweeting as the Deal Card on Monday 10th March too, and sent the first newsletter to an opted-in list of supporters and stakeholders last Friday. So news is getting out.

They say that you can only explain something to somebody if you actually know it yourself, and that’s true with a concept like the Deal Card. It’s quite an innovative scheme and difficult for many people to imagine how they could use it or make it relevant to their own businesses. That’s understandable. To counter this and to try and save considerable repetition and duplication of effort – as well as trying to avoid any misunderstandings about this sensitive project – I’ve put together responses to 39 frequently-asked questions (FAQ). It’s really nice way of breaking a complex project into bitesize chunks. Some of the questions are real, but I’ve anticipated the vast majority by thinking about what I would probably like to know. Thankfully my training background comes in handy again!

Another great thing about FAQ is that I can repurpose each of the 39 as a Tweet over the next few weeks to add to the mix of content going out online. We can also encourage engagement by getting people to ask their own questions which we will (try to) answer and add to the list. Although these took about 6 hours to write and post, I look on it as a useful investment of time and resources.

By Mark Goldfinch

Case Study is an occasional series of blogs that explains real work we have done for our great clients, partners and stakeholders. This blog post is one of a series documenting aspects of the Deal Card project – a major community project I’m proud to be part of – as it goes from an idea in 2013 through planning and implementation to launch in May 2014 and execution.

Mark Goldfinch MA is a Kent-based strategic communications consultant and founder of digital services company Drive Your Marketing.

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3Deal Mark Goldfinch at Level 39 Canary Wharf for conference