How to Create Sales Enablement Content using VoC Pain Points

1 in 2 prospects read at least 3-5 pieces of content before speaking with your sales team.

To make a good first impression, ensure your content acknowledges and addresses pain points related to the topic your prospect is researching. 

This type of content 

  • Empowers prospects to decide or ask relevant questions during sales calls
  • Enables your sales team to answer questions and objections raised
  • Reduces friction in the sales process 
  • (Ultimately) increases close won leads

This guide breaks down how to create sales enablement content into six easy steps. We cover everything from uncovering pain points your customers have to creating content that addresses them and ensuring they find it easily.

Step 1: Find out specific pain points your customers have

Customer pain points are genuine concerns and frustrations your ideal clients have 

  • Before hiring your services (from past experiences or their own needs)
  • While interacting with different touch points (customer service reps, technicians…)
  • After using your services

Customers today want to be understood and valued, so they’re more likely to hire brands they feel understand their needs than those who don’t. 

Knowing the pain points customers have on their buyer journey helps you empathize with them and create content that directly speaks to their challenges.

How to uncover pain points your home service customers have

Use a combination of these channels: 

  • Direct VoC channels: using surveys, one-on-one interviews, and sales call recordings to directly receive feedback from prospects and customers
  • Indirect VoC channels: monitoring social media, review platforms, and support tickets to get feedback from your target audience (who may not be your clients)
How to Find Pain Points for Content Infographic

Using direct VoC channels to uncover customer pain points

1. Choose the group of customers you want to hear from

This could be 

  • Inactive clients: to hear why they discontinued your services
  • Recent clients: to find out what made them hire your company
  • Those using a specific service: to know how well you meet their needs
  • Visitors leaving without taking action: to identify content gaps on your site
  • Long-term clients: to uncover what you’re doing right or need to improve on

Use your CRM tool (ServiceTitan, Jobber, Housecall Pro) to filter customers based on their service history, purchase behavior, etc. 

Then create custom lists or apply tags to group customers.

This way, you ask questions that match their own experiences, get helpful responses, and create content (and make changes) that resonate with each segment.

2. Choose your VoC channel

If you opt for surveys, use tools like SurveyMonkey, Typeform, or Hotjar Surveys to gather insights. Then place your surveys at critical parts of the customer journey.

For example, at the decision (inquiry or booking) stage, offer a survey to uncover

  • Specific heating or cooling issues the prospect has
  • Past experiences they’ve had with other companies
  • Expectations they have about the upcoming service

Or email a customer satisfaction survey immediately after completing a job. 

Triggering surveys in these moments lets you capture feedback as it’s happening or while it’s still fresh in their memories.

Tip! Ask customers close – and open-ended questions.

Say you want to learn about specific furnace issues clients have.

You could ask, “Is your furnace currently producing enough heat to keep your home or building comfortable?” and include options like “Yes / No”

The close-ended question helps you determine if they have this issue, so you can decide the pain points to prioritize and create content around.

But to get more context, ask a follow-up question like, “Could you describe any specific issues you’ve noticed with your furnace’s performance recently?”

Both questions give you the full picture of the client’s problem, so you can identify common issues and why it’s that way.

For one-on-one customer interviews, choose the interview type you want. 

Three Customer Interviews

Since the goal here is to uncover customer pain points, a semi-structured interview is your best bet, as it offers flexibility.

To get helpful, detailed responses, brainstorm a set of open-ended questions.

For example, instead of asking, “Is your air conditioning working well?” ask, “Can you share any specific instances where it didn’t meet your expectations?”

The open-ended question lets them share unfiltered information, which is a win for you. 

(You can see the emotions behind their words and tell when something is really a pain point vs. not much of a priority.)

Using indirect VoC channels to uncover customer pain points

1. Choose your channel

To go over interactions from customer support, use platforms like Zendesk, Freshdesk, or Salesforce Service Cloud; they make it easy to collect and organize the data.

You can gather data from various sources, such as call logs, emails, chat transcripts, and support tickets.

For social media, use social listening tools like Brandwatch, Sprout Social, or Hootsuite to track relevant hashtags like #HeatingAndCooling or mentions of your brand name.

Alternatively, check review platforms on popular platforms like Yelp or Google — customers describe the problems they have (or had) in their own words.

Quickfix Google Review

Whichever method you choose, gather the data in a spreadsheet or CRM, so you can categorize and quantify occurrences easily.

Step 2: Analyze your VoC data to identify recurring issues

Now you have your VoC data, you likely have a ton of responses to sort through. 

Sorting through them helps you

  • Pinpoint issues multiple prospects and customers are facing
  • Prioritize pressing concerns that need the most attention
  • Group them into themes to take targeted action

How to analyze VoC data

There are two ways to do this: 

  • Using a spreadsheet to manually review and process customer feedback
  • Using tools to automatically analyze the survey results

(We recommend using tools, as it is quicker and less prone to error. Spreadsheets are time-consuming and not suitable for analyzing large volumes of survey responses).

Analyzing results from direct VoC channels

1. For surveys

Use your survey tool to sort through responses.

For example, say you used SurveyMonkey to survey users.

Its sentiment analysis feature gives you a quick summary of how respondents feel. 

The tool analyzes responses to open-ended questions and classifies them into positive, negative, and neutral sentiments.

To dig deeper, filter specific questions by sentiment (positive, neutral, negative…) to spot similarities in the responses.

If you used Hotjar, you can filter responses by complete, incomplete, and all.

Hotjar filter responses

Selecting “complete responses” removes incomplete answers from your analysis, ensuring your results aren’t skewed in any way. Hotjar AI for Surveys also analyzes answers to open-ended questions on your behalf and generates a summary that outlines key findings, quotes, and actionable next steps.

2. For one-on-one interviews and sales call recordings

Transcribe the conversation using tools like Rilla Voice, Otter.ai, or Rev.com to save time and avoid listening to the audio recordings over and over again.

Rilla Otter Rev Logos

Using any of these tools, you and your team can 

  • Process large amounts of audio data in a relatively short time
  • Search using keywords to locate specific sections of the interview or sales call
  • Look for patterns (recurring issues or common emotions) customers expressed 
  • Identify and extract key themes and quotes from the transcript.

Otter summarizes the main points from your recordings on your behalf. 

You’ll have to double-check the transcript against the audio to ensure the software didn’t misspell or miss critical details.

Analyzing results from indirect VoC channels

1. For social media

Set up alerts for brand mentions and specific keywords using social media monitoring tools like Mention or Hootsuite

This way, you’ll get notified whenever these phrases come up in social media conversations. 

Dig deep into comments and replies on your social media posts and those of competitors. For example, check for recurring issues, specifically those that highlight specific HVAC-related challenges, frustrations, or suggestions.

Also, observe the emotional tone of customer comments. 

Are they expressing frustration, satisfaction, confusion, or excitement?

Use Brandwatch to analyze the sentiment of social media mentions. The results make it easy for you to quantify positive, neutral, and negative tones in your customer responses.

Brandwatch dashboard

2. For customer reviews

Visit each review platform (Yelp, Google Business, Nextdoor…) to extract customer testimonials related to your home service business. 

There are three ways to do this:

  • Copy and paste the text of each review in Google Sheets or Excel, 
  • Take screenshots, or 
  • Use tools that allow you to download or export reviews

Tools are definitely the fastest way to go. 

If you’re looking to extract reviews from Google Business, use Google Takeout to download them.

Scroll down until you find Google Business, then check the box beside it. Uncheck other boxes so only your Google Business data gets exported.

Google Takeout Export Data

The files are exported in JSON format; to convert them to Excel, follow the steps here.

Use text analysis tools like MonkeyLearn to visualize the most mentioned words. The larger the word, the more frequently it appears in the reviews.

Once you identify them, copy and paste common issues into a spreadsheet.

3. For customer support

Export your customer support tickets into spreadsheet software (Microsoft Excel or Google Sheets). 

For example, if you use Zendesk to collect customer complaints, click on the Views icon in the “Support” sidebar, select a view, and then click Actions > Export as CSV in the upper right of the screen.

You’ll receive a notification in your registered email containing a link to download your CSV file. Once downloaded, create tables for categories based on common issues.

categorized customer complaints spreedsheet

Use the search feature in any of these software to count the number of occurrences to identify the most frequently reported issues. 

Then pull them into a different sheet to form the basis for your keyword research.

Step 3: Generate a list of keywords from the most common pain points

Pain point-based keywords directly relate to the most common frustrations identified from the VoC data. They attract more high-intent leads than regular SEO. 

That’s because those with these pain points are already aware of the problems they have and are actively looking for a solution. 

So turning these pain points into SEO content ideas increases your chances of 

  • Attracting people who are ready to take action vs capturing generic traffic
  • Converting these leads to customers

That’s the advantage pain point SEO has over traditional SEO.

Traditional vs Pain Point Seo Infographic

1. Compile a list of identified pain points

Make a list of the recurring pain points you’ve identified on a spreadsheet.

These should be issues related to your core services — heating, ventilation, air conditioning, maintenance, repairs, and more.

2. Extract keywords from your pain points with keyword research tools

Use SEMrush to dig deeper into these pain points.For example, if a common customer pain point was “poor indoor air quality,” type it verbatim into SEMrush’s keyword magic tool and click on “Search.”

Sem Rush Keyword Magic Tool Pain Point

The tool will generate a list of long-tail keyword ideas related to your main keyword. Look for the most relevant keywords and add them to a new list on your spreadsheet.

To find more long tail keywords, head terms, and questions prospects are searching for, sort the list using “Related.”

Smrush Keyword Search List Related

Filter the results to narrow down results based on criteria such as search volume, keyword difficulty, intent, and more. This helps you decide the keywords to prioritize.

Smrush Keyword Search List Filtering

Rinse and repeat for each pain point on your list.

We recommend you prioritize long-tail keywords. 

They have lower search volume, but they’re also easier to rank for and attract those who are more likely to hire your services. 

Once you have these keywords, export them to your spreadsheet and group them into topic clusters. 

These clusters help you organize your content for search engines and users.

  • Search engines rank your content higher, as they believe it is relevant to the topic
  • Searchers can easily find and click to read your content
  • Visitors can easily find the information they need (and other related info) to solve the specific problem themselves (or likely hire you to do it for them)

Need ideas for your list? Here are 100+ HVAC SEO keywords to get you started.

Step 4: Map pain points keywords to the customer journey stages

Mapping your customer pain points helps you 

  • Understand where your audience is in their journey 
  • Create the most helpful content at each stage 
  • Position yourself as a solution provider

Offering the right content at the right time reduces friction throughout the journey, making it as delightful as possible for your audience.

This way, you build trust with them, making prospects more likely to choose you when they’re ready to convert.

How to map pain points keywords to the customer journey stages

1. Understand the typical stages your customers go through, from start to finish

There are three main stages:

  • Awareness: visitors need information on a specific issue
  • Consideration: prospects looking for possible solutions to their problem
  • Decision: prospects are looking to hire a contractor right away
Buyers Journey Map

2. Categorize keywords by search intent for each stage of the customer journey

Next, group the identified keywords into categories based on their intent.

categorize keywords by search intent table

SEMrush already has intent automatically assigned for each keyword (you’ll see them when doing your research). Add intent to each keyword while making the list.

This segmentation will help you understand which pain points are most relevant at different stages of the buying process.

Use a spreadsheet with different color codes to identify the keywords that fall into different stages of the buyer journey. 

For example, consider using red for awareness stage keywords, yellow for consideration keywords, and green for decision keywords.

pain point keyword org

This will help you and your team differentiate between content ideas and create with the right intent in mind.

Ready to Transform Your Sales Process? Discover How Our Custom Sales Enablement Solutions Can Help You.

Step 5: Choose the right content type and channel for each stage

Different stages of the funnel require content that meets the specific needs and preferences of your audience. Choosing the right type lets you connect better with your audience at each stage.

For example, educational “how to” guides resonate more with those in the awareness stage than other stages. That’s because they’re often searching for DIY solutions.

But someone searching for ‘HVAC companies near me‘ is looking to compare options. The best way to get on their radar is to optimize your Google Business profile, not through a blog post.

How to choose the right content type and channel for each stage

1. Match content types to your audience needs

Choose content formats that align with the information your audience needs at that stage of their journey.

content types audience graphic

Content like this helps build trust with them and establish yourself as an authority they can rely on when they decide to hire professional help.

2. Select channels that let you reach your audience

Consider where your audience spends their time online and which channels are best suited for each content format. 

Common channels include:

  • Social media (Facebook, Instagram…)
  • Google Business
  • Website
  • Blog

To find out where your audience spends time most, use SimilarWeb or Audiense (for social).

Tip! Repurpose to deliver content in the most impactful way possible

Say your audience prefers using social media to find DIY tips. 

In this case, repurpose your blog content into bite-sized videos for Instagram, carousels for LinkedIn or Pinterest, or tweets for Twitter. Much like we do on our social handles. In this Facebook post, for example, we’ve repurposed a part of our Facebook Ads examples post.

Repurpose Content

Diversifying your content increases the likelihood of reaching and engaging a broader audience.

Step 6: Create remarkable content that inspires action

Truly remarkable content that grabs your audience’s attention checks all four boxes:

  • Shares only information your audience needs
  • Shows your audience understand exactly what you mean
  • Explore a novel angle your audience finds interesting and relatable
  • Tell them exactly what they need to do, the tools they need, and the results they’ll get

This type of content gives your audience a clear picture of their transformation and what they need to do to achieve those results. 

How to create remarkable content

Use the LEMA framework to create this type of content.

The framework, in a nutshell, lets you create content your audience relies on as a go-to guide. It leaves nothing up to guesswork — the piece contains contextual examples, step-by-step instructions, and clear writing. 

(Much like this article ☺️)

To create content like this,

  • Share only the information that directly addresses the pain point in question
  • Back up claims with evidence (quantitative or qualitative data) to validate them
  • Use simple language your audience can understand (at their knowledge level)
  • Share case studies or real-life examples that resonate with your audience and make the content more relatable and memorable
  • Add visual elements such as images, hand-drawn diagrams, or videos to make complex concepts easier to comprehend
  • Clearly instruct your audience on the actions to take after consuming the content
  • Be specific about the tools, resources, or steps needed to see results

Optimizing your content helps Google see your webpage as helpful and display it higher on the search results page.

How Google Discovers Pages

Incorporate your target keywords naturally into key on-page elements such as:

  • Page titles
  • Headings and subheadings (H1, H2, etc.)
  • Meta descriptions
  • URL structures
  • Image alt tags
  • Throughout the body of the content

Aim for a keyword density that feels natural and doesn’t compromise the readability or quality of your content. 

Also, link related pages to each other, as it boosts your site’s relevance in the eyes of search engines. Here’s a checklist from Semrush to ensure your on-page SEO game is tight.

Semrush on Page SEO Checklist

Make your sales enablement content visible

Creating sales enablement content is only half the battle

You have to make it visible and accessible to your customers, sales, and support team. This way,

  • Potential buyers can use them to solve issues on their own (or hire you instead)
  • Sales team can rely on them during calls to address objections and close deals
  • Support team can answer customer queries better and regain customer trust

To make the content visible, 

  • Use clear labels like “Resources,” “Guides,” or “Knowledge Base” in your site’s navigation menu to make it easy for visitors to find relevant content
  • Optimize your content for search using relevant keywords in places such as headings, meta title and description, and URL slugs
  • Repurpose and distribute your content on social media sites your audience uses (Facebook, Instagram, YouTube…)
  • Feature links to your most valuable content on your homepage and high-traffic pages. Use banners, pop-ups, or sidebar widgets to draw attention to them
  • Develop dedicated landing pages for each location you serve, and feature relevant blog posts, case studies, and other related content
  • Use PPC advertising on search engines like Google or Bing or social media ads on platforms like Facebook Ads to promote sales enablement content

Need an SEO partner to help you create an HVAC SEO strategy that attracts more clients? It’s what we do!

FAQs about Sales Enablement Content

What is one way to make sales enablement content effective?

Center your sales enablement content around the customer’s needs at different stages of their journey. Then, use a centralized repository, like Google Drive, so sales reps can quickly search and access the content they need, whether it’s during prospecting, nurturing, or closing deals.

What is the importance of content in sales enablement?

Sales enablement content equips sales reps to engage with prospects, establish credibility and trust, and increase their chances of closing more deals. This includes educational blog posts, FAQs & troubleshooting guides, service area pages, and reviews.

How do you create sales enablement content?

Uncover and use the voice of customers’ pain points using these steps:

– Find out specific pain points your customers have
– Analyze your VoC data to identify recurring issues
– Map recurring pain points to the customer journey stages
– Choose the right content type(s) for each stage of their journey
– Create remarkable content that reads like your customer’s story 
– Optimize your content for search
– Repurpose and distribute your content on social media sites your audience uses (Facebook, Instagram, YouTube…)

Free 30-second Digital Marketing
Assessment

Back to top