As marketers, sometimes we are so busy attracting new customers that we lose sight of what lies ahead: existing customers who are already interested in our products and services.
In reality, we should be focusing on retaining the customers we have.
But how do you craft a content marketing strategy that will help you connect more deeply with these customers?
Publish high quality content consistently
Your website should be a living, breathing entity. Every update you make to your site plays a role in how it interacts with search engines and customers.
The more new content you come up with, the more value you add to your users’ experience, which will keep them coming back.
Fortunately, frequent content updates don’t have to come in the form of blog posts and newsletters.
Feel free to diversify your content offerings with FAQs, product demos, how-to guides, vlogs and podcasts.
Of course, posting content on an ongoing basis is easier said than done. Here are some strategies to consider if you want to keep your content up to date:
- Set aside time each week to create content. Sticking to a schedule can make all the difference.
- Brainstorm 10 to 20 topics at a time so you can start writing without having to think about new topics every time you want to post other content.
- Whenever possible, you should always reuse your content in other popular formats. Break down statistics, present unexpected findings, and recap your research in newsletters and videos. This way you will be able to extend an asset very far.
Leverage customer intelligence
Customer data provides information about a customer’s activity that took place at a specific time and point of contact. Customer intelligence goes even further. This is the information that comes from collecting and analyzing customer data at every stage of the customer journey.
To start this process, you will need to create customer personas to segment groups. Then analyze each group.
User Analytics provides a constant flow of data that guides your content marketing. Descriptive, interactive, behavioral and attitudinal data, in particular, will help you quantify, categorize, categorize and track the customer experience.
Each touchpoint gives businesses the opportunity to better understand consumer needs and deliver a more personalized experience.
Create a customer communication calendar
Even if your customers don’t give you feedback, your content marketing team should be proactive in reaching out to them directly.
Consider creating a communications calendar to better manage customer engagement opportunities for upselling and cross-selling.
The basic concept of a communication calendar is quite simple – it is a graph that tracks communication with customers. It tells you the last time a customer contacted you and alerts you when they haven’t interacted with your brand.
Having this information at hand makes it easy to launch promotions and customer service features that remove barriers long before customers even know they’re there.
Social media posts to encourage community building
Social media posts are great retention content.
From quick tips and videos to new products and feature releases, social media is a resource that can be used to connect with and keep customers engaged.
Relationships are a two-way street, which is why brands need to both listen and communicate with their audience to have a meaningful relationship.
This can be achieved by running contests, asking direct questions, conducting polls, and sharing poll results.
Additionally, consider using other community building techniques through forum-like groups and channels such as Facebook, Reddit, Discord, LinkedIn, and Twitter groups.
Focus on the customer lifecycle
In the context of content marketing, it’s important to attract and retain customers well beyond the initial impulse purchase.
That’s why it’s important to create content around each step of the buying journey.
For a holistic editorial plan, here are some of the main communication methods to consider:
- Public relations.
- Social media marketing.
- Email advertising.
- Search Marketing.
- Social media.
- Product / Service Reviews.
- E-commerce marketing.
- Social media.
- Live Chat.
- Email advertising.
- Search Marketing.
- Newsletters by email.
- Forum on social networks.
Help + Resource Center + Customer Feedback
Asking for feedback is one of the best ways to keep your community at the center of everything you do.
After all, nothing resonates with customers like compelling stories about people like them who have encountered and solved similar, if not identical, problems.
If you want your customers to feel heard, show them that you care about them, not their business.
It’s also a good idea to turn your product or service into a real brand story. This will make it more attractive and more accessible.
To maximize the success of your brand story, you will need to solve your customers’ problems. Share social proof in the form of testimonials, case studies and press mentions.
Even organizing events such as webinars and online workshops for consumers can help prove expertise and build credibility.
Send engaging onboarding emails
The first time someone uses your product or service is a very important step in the customer journey.
Great attention to detail is given in determining how to onboard clients.
Keep in mind that the needs of your customers may change as soon as they start using your product or service.
To stay ahead of the game, be proactive and incorporate images, links, animations, and discounts into every email. Adapt your offers if necessary.
The integration process takes place at the start of the journey. It lays the foundation for the relationship with your customers.
Be wherever your customers are
There is no getting around it. Companies of all stripes are moving at full speed to digital.
However, your customers are already there. They discover products on social media and leave reviews on their phones.
From YouTube to LinkedIn, you need to aim for ubiquity to get the most out of your marketing investments.
The more media you spread your message, the more likely you are to grab the attention of your target audience and turn them into loyal customers.
Personalize, personalize, personalize
The bigger your business, the harder it is to present your brand as authentic.
No customer journey is the same. Providing a personalized experience can help you engage with your audience on a more personal level.
You can address customers by first name in an email, segment contact lists, and respond to comments on social media.
Quickly implement improvements and announce those changes with content
Responding to customer feedback in a timely manner will grow your brand in a number of ways.
First of all, you let your customers know that you understand their weak points. The simple act of sharing empathy will go a long way in building customer loyalty.
Second, you present yourself as a business that actively listens to its target audience and is just as receptive to positive comments as you are to reviews.
Third, you position yourself as a brand that acts.
Final thoughts on content marketing
Remember, your customers always have the option of getting off the ship.
Don’t pass them up to your competition.
Build the trust of your audience by creating and posting great content across all channels. Over time, you will build up brand loyalists who will stay with your business for the long haul.
And you have to thank your content marketing strategy for it.
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