Why FAQs should be your go-to marketing tool

Who, what, when, why and how? Journalism students learn to answer these questions to ensure that the most important information is conveyed first in the article.

Depending on their education, traders may not be familiar with this structure. Even as someone who studied journalism, I am guilty of forgetting my roots. We are all busy promoting this product or that service. And in all that noise, with different voices expressing their opinions about what needs to be said, focus can be lost.

But working as a marketing consultant for the past few years has reminded me of the importance of questions — especially an FAQ document. It is a strategic asset, the starting point for many, if not all, projects. Let’s take a look at some frequently asked questions to help you use this tool to your advantage.

Why are FAQs so important?

Frequently asked questions are essential in developing key messages that will guide internal and external communication. Think of the FAQ as a master guide. They make all the key points and explain what the company wants to say and why it’s important. They create alignment and consistency among the executive team. This should then be extended to every department in the organization. T

When should a FAQ be created?

FAQs can be incorporated into any communications or marketing plan to help develop and/or reinforce key messages. They are key management tools:

• Mergers and acquisitions.
• Crisis, from cyber attack to dismissal.
• Company news/press releases.
• Launch of new products or services.
• Corporate rebrand.

Dig deeper: What is the role of marketing in a crisis?

Should the FAQ be shared with all audiences?

Not. FAQ is a strategic tool for ensuring alignment between communications and/or marketing and executive functions regarding a specific project or situation. It should only be shared with appropriate groups.

Here are some you could use around M&A activities:

• General FAQs for any audience, including the media.
• Frequently asked questions for employees of the acquiring company.
• Frequently Asked Questions for Target Company Employees.
• Frequently asked questions for customers of the acquiring company.
• Frequently Asked Questions for Target Company Buyers.
• Frequently Asked Questions for Acquiring Company Partners.
• Frequently Asked Questions for Target Company Partners.

Managers and department heads usually receive a master document with each set of frequently asked questions. This prepares them to handle questions from any internal or external audience.

Employees of the acquiring and target companies are asked general questions and questions that touch on what they need to know. FAQs should be as transparent as possible in answering questions and reflect the unique nuances of each audience.

Who should be involved in the development of the FAQ?

The project or situation will dictate who creates the FAQ. Someone in communications or marketing usually serves as the document owner and includes appropriate internal subject matter experts.

• In M&A, HR is heavily involved.
• When launching a product, we rely on the product manager.
• In crisis situations, law enforcement must review all information before it is disseminated within or outside the organization.

Dig deeper: 4 secrets of effective communication

How do you ensure proper collaboration when writing FAQs?

When developing an FAQ document, you should determine:

• Deadline for gathering relevant information for the first draft.
• Which SMEs should be involved by providing information through existing documentation, internal discussions or both.
• How you will collect feedback on the initial draft so that SMEs can see each other’s comments/edits (eg Google Docs).
• How will you resolve comments or disagreements about specific answers?
• If necessary, involve external stakeholders (eg legal entities or investors).
• The deadline for creating the final document.
• Which SME and/or manager is responsible for final approval.
• Who will have access to the final document and how it will be used.

How should the FAQ be used?

The FAQ document is a useful tool for creating different types of communication and marketing materials. It helps with specific situations, like a merger or crisis, and is also great for writing press releases, product fact sheets, brochures, videos, customer communications, and more.

The main goal is to understand the story you want to tell. You should also document the facts. This helps ensure accuracy and consistency, regardless of medium.

In the event of an M&A or crisis situation, the FAQ document can only be shared with a specific audience, such as employees or your support team. While specific responses may be written and approved for sharing via phone calls and email with clients or partners, the document should not be shared outside of the company.

Be sure to include appropriate instructions or classifications, such as “confidential” or “internal use only,” and also allow time to train your designated spokespersons, front-line managers, and support staff on approved talking points and frequently asked questions.

FAQs continue to appear frequently on B2C and B2B websites. They support customer service and are used for search engine optimization (SEO).

Dig deeper: 7 Marketing Strategies to Overcome Decision Paralysis

What are the key questions to include in an FAQ document?

The topic or situation will dictate the questions to focus on. You can always query ChatGPT to cover your bases. Here is a list of simple questions to think about when creating your business announcement FAQ.

• What are we announcing?
• Why is it important for the organization?
• How does this affect our employees?
• Why does it matter to customers?
• How will this affect our partners (including investors)?
• How might competitors try to pass on the information?
• Is there a call to action?

The Chinese philosopher Confucius said: “A man who asks a question is a fool for a moment, a man who does not ask is a fool for life.” This sums up the importance of questions and the power they hold.

As marketers, we can use FAQs to help us focus – or refocus – our messages and empathize with our audience to ensure we consider their perspectives and anticipate their information needs.

Dig deeper: Why startups need more than just press releases