Let's take a look at 5 factors that can help you retain a customer through content marketing, increase your customer base and, accordingly, your profit. You can borrow these tactics to create your own customer retention strategy.
Conquering modern shoppers requires more than coupons and bonus points - people crave value that goes beyond material benefits. Companies that know how to attract customers and provide them with unconditional value will be able to maintain long-term relationships with their customers.
This is why successful content marketing becomes a powerful weapon that cannot be ignored.
1. Create newsletters that let new customers know more about you
The sooner you introduce customers to your products / services, the faster people will appreciate and start using them. Keep in mind that customers who have difficulty understanding your product may leave you. Be sure to provide educational information content, conduct training. This is important if your products and services are difficult to use.
There is a direct link between reducing customer churn and trying to ease their adjustment period. To help buyers get to know your product, create a training newsletter.
As soon as the first campaign of a new customer starts, they automatically subscribe to the email campaign. Every day, he will receive letters in which you will step by step share information regarding your product.
How can you apply this?
Make sure you educate new customers about the importance of certain products and services to help them succeed. In testing, identify which features contribute to customer retention - and make sure to focus on them. If your customers succeed, they will come back to you again and again. This is beneficial for both parties.
2. Don't ignore the benefits of webinars
Hosting webinars is often recognized as a great tactic to attract new customers, but they can also help you connect your existing customers more closely. You can hardly tell a complex product better than your video.
It's best to update your webinar content from time to time based on customer feedback and questions people ask your support team.
Take the time to adapt the content you offer at these webinars, and you also need to accurately assess the impact of webinars on profit. If you know how to effectively explain the nuances and subtleties of using your products to customers, they will better appreciate its result and are more likely to return to you more than once.
Remember, webinars are part of your customer retention strategy with content marketing!
3. Always add content to the support section
There are not many content marketers who give due attention to improving support sections - although these sections are a vital part of communication with customers and help to retain customers.
Just like webinars and newsletters, support sections must continually work to improve the quality of service and increase customer satisfaction. What will help you determine what content needs to be created, improved or updated? Get information from customer support and sales.
All these measures help customers feel supported at every stage of communication with your company, and also allow them to better understand your product and realize its value. That way, you can retain customers through content marketing, and they will come back to you again and again.
4. Share improvements and new features of your product or service
When you combine the efforts of content marketing with product marketing, you can most effectively communicate new products to customers. The more informational content you create about new products, the more customers will get to know them, the more feedback you will receive on new products. Email newsletters and blog posts are two of the most effective channels for keeping customers informed of updates.
The idea is quite simple: the more customers know about new tools and features, the more likely they will want to use them.
5. Make your newsletters more personal at every stage of using the product
Email marketing continues to be the main way to retain customers through content marketing. Today, each of us has an overflowing inbox, so personalizing content based on individual product usage information is more important than ever.
This is where email personalization comes into play: you send emails to your customers at every stage of their interaction with your product and adjust the content according to their needs and experience.
To bring this technique to life, you need to use a marketing automation platform. There are many such platforms out there at the moment, but I will only highlight a few of them: Hubspot, Marketo, and ActiveCampaign.
Conclusion
If you are focusing on customer retention for business growth and profits, content management will be your foundation for success.
Let's take another quick walk through the tactics for retaining customers with content marketing:
- Create newsletters that let new customers know more about you
- Tell customers even more in webinars
- Always update the support section based on customer feedback and user behavior
- Create content about new products
- Make emails more personal for each category of customers
May the force be with you!