CONTENT MARKETING FOR RETENTION
Defining the Customer Funnel: Retention
The marketing funnel doesn’t end once a customer’s purchase has been made. The steps that a company takes after a sale has been completed make a massive difference. This can make lead to securing a return customer that spreads the word about your brand. However, it can also turn to a customer that writes a bad review or is unsatisfied with the product they received.
Your goal at this stage is to convert customers in to raving fans that are eager to sing your praises to their peers. This is one of the best ways to take advantage of word-of-mouth. It can also increase the likelihood of
Say Thank You
Don’t underestimate the power of the simple “thank you.” After your customer completes a purchase, they should receive an email within the next few days. It doesn’t need to be elaborate, just thanking them for their service. Keep your messaging authentic, and demonstrate your gratitude for their business. Try to personalize this message as much as possible. You can do this either by mentioning the product they purchased or making a recommendation that will further improve their experience.
Continue Offering Content
There are certain types of content that help improve customer retention and continue to demonstrate the value of your brand. This content should provide helpful information that allows you to continue interacting with your audience and building loyalty. Some examples include customer support documents, FAQ content, and follow-up emails.
Offer Loyalty Incentives
Do your customers have a reason to tell others about your product? Starting an affiliate or loyalty program that offers customers incentives for referring you is essential. This can help spread the word about your brand and secure new customers that are already familiar with you. This could include receiving a discount on future services. Other options include access to specialized content like webinars and e-books.
Send a Survey
Feedback from recent customers is invaluable when it comes to shaping the experience of future prospects. Following their purchase, send customers an email with a survey to help you learn more about their experience. Ask for ways that you can improve your product or service, and what will make them likely to refer your service to a friend. The more you listen to your customers, the more you will learn about your target audience’s habits.
Engage with Them
Continue to interact with past customers and show that you value their feedback. Respond to their social media posts and share them with your own followers, and provide swift action to criticisms or complaints. Offer special discounts or exclusive content. Don’t be afraid to ask for a review or testimonial, or if they would mind referring your business to their peers.
There are dozens of brands out there that were competing for your customer’s business – don’t let them forget why they decided to go with you. Simple moves like sending a thank you email or retweeting their content on social media will keep you top-of-mind and make a customer more likely to recommend you to others.
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The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.