The Power of an Online Knowledge Base

RedHat Marketing Knowledge Base Definition.PNG
  • Decrease Your Support Load

  • Inform Clients About New Features and Solutions

  • Increase Search Ranking Driving In New Clients

There is no question a blog, when done correctly, can increase website traffic dramatically. What can get looked over at times is the power and versatility of an online knowledge base.

A well run knowledge base can not only be informative to your current clients, it can also drive new traffic to your site when prospects are looking for solutions that fit the subject of your posts. When one works in conjunction with a blog and email engine, the click rate and page ranking can increase drastically.

So what are the top benefits of a public knowledge base?

Less Support Calls

The first, and most obvious, benefit of an online knowledge base is the information it provides your current clients. But, when done correctly, it can also help your company’s support load.

  • A knowledge base can decrease the amount of support calls you receive. Trends have shown that people want information and they are more inclined to find it online or over chat support. A knowledge base done correctly can offer solutions to your clients’ issues and questions without the need to pick up the phone.

  • A knowledge base being used means more clicks and more traffic from current clients on your site...and that’s a good thing. As mentioned in our previous blog, Four Keys to Starting and Maintaining a Strong Content Marketing Strategy, a knowledge base with clicks can boost your ratings on Google making your site easier to find. It can also turn your website into a powerful resource for your customers.

Inform Your Clients About New Features and Services

A knowledge base can be a great way to get the word out to your clients about new features and services, but, for the biggest impact, it must work in conjunction with your email and social media. Consider this workflow for a new solution you decide to offer:

  1. Announcement day. Your staff is excited. Now you just need to get the word out.

  2. The first step is to craft a post for your knowledge base detailing the solution and how to use it.

  3. The next step is to create a blog post detailing the benefits to the general public about your new solution. The most important part is to tie the two posts together through the use of internal linking. You can even go as far as announcing your solution on your home page and link the announcement to your blog of knowledge base. Google looks for internal links that point to main pages on our site when they build rankings.

  4. The final step is to announce your new solution to your clients through the use of email campaigns and social media. This drives clicks to your site which can be beneficial in a number of ways described below.

Prospects Are Also Looking for New Solutions and Services

Your announcement is going great, and the clicks are piling up on your new page. What you don’t see happening is what Google is doing on the backend. Search engines recognize the age of the page/post, the importance that you have tied it to your homepage, the traffic coming from outside sources (social media and email), and the number of clicks it is receiving. The result is that your page is driving to the top of the page rankings. As prospects look for a similar solution to the one you are offering, your page should be in good shape when it comes to how easy it is to locate.

The versatility of an online knowledge base can not be overlooked. Thankfully, there are various solutions that can host your knowledge base in many different price points (depending on the functionality you are looking for). For many companies, a solution is readily available in their current Customer Relationship Management Software (CRM) or email management solution.