As marketers, we can become so focused on attracting new customers that we lose sight of what is right in front of us – an existing customer base that is already interested in our products and services.
In reality, we should be concentrating on keeping the customers we already have.
But how do you create a content marketing strategy that will allow you to connect with your customers on a deeper level?
Consistently publish high-quality content
Your website should be alive and breathing. Every change you make to your website affects how it interacts with search engines and customers.
The more new content you provide, the more value you add to your users’ experiences, which will keep them returning for more.
Fortunately, frequent content updates don’t always have to take the form of blog posts and newsletters.
Diversify your content offerings by including FAQs, product demos, how-to guides, vlogs, and podcasts.
Of course, it is easier said than done to publish content on a regular basis. If you want to keep your content fresh and up to date, consider the following strategies:
- Set aside sometime each week to create content. Following a schedule could make all the difference.
- Brainstorm 10-20 topics at a time so you can start writing without having to come up with new ideas every time you want to release new content.
- You should always repurpose your content into other popular formats whenever possible. In newsletters and videos, break down statistics, highlight unexpected findings, and summarise your research. You’ll be able to make a single asset go a long way this way.
Utilize Customer Intelligence
Customer data contains information about a customer’s activity at a specific time and touchpoint. Customer intelligence takes it to the next level. These are the insights gleaned from collecting and analyzing customer data at every stage of the customer journey.
For example, representatives at Xfinity customer service listen to the pain points of the customers before recommending them a right internet, mobile or TV plan according to their needs. Data and insights about the customers are really the key to the customer satisfaction.
How do you go about this step? To begin this process, you should create customer personas to segment groups. Then, examine each group.
User analytics provide a steady stream of data that helps guide your content marketing. Descriptive, interactive, behavioral, and attitude data, in particular, will assist you in quantifying, classifying, categorizing, and tracking the customer experience.
Every touchpoint provides an opportunity for businesses to better understand consumer needs and provide a more personalized experience.
Make a Calendar for Customer Communication
Even if your customers aren’t communicating with you directly, your content marketing team should be proactive in reaching out to them.
Consider creating a communication calendar to better manage upsell and cross-sell opportunities with customers.
A communication calendar’s core concept is straightforward: it’s a chart that keeps track of customer communication. It tells you when a customer last contacted you and alerts you when they haven’t interacted with your brand.
With this information readily available, it is simple to launch promotions and customer service features that remove obstacles long before customers are aware of their presence.
Posts on Social Media to Promote Community Building
Social media posts are great retention content.
Social media is a resource that can be used to connect with customers and keep them engaged, from quick tips and videos to new products and feature releases.
Relationships are a two-way street, which is why brands must listen to and communicate with their customers in order to cultivate meaningful relationships.
This can be accomplished through the use of contests, direct questions, surveys, and the dissemination of survey results.
Consider using other community-building techniques such as Facebook Groups, Reddit, Discord, LinkedIn, and Twitter through groups and forum-like channels.
Concentrate on the Customer Lifecycle
It is critical in the context of content marketing to attract and retain customers long after the initial impulse purchase.
That is why it is critical to creating content for each stage of the buyer journey.
Here are some key communication methods to consider for a comprehensive editorial plan:
Awareness
- Blogging.
- Public Relations.
- Social Media Marketing.
- Email Marketing.
- Advertising.
Consideration
- Blogs.
- Search Marketing.
- Advertising.
- Webinars.
- Product/Service Reviews.
- Social Media.
Purchase
- Website.
- Ecommerce Marketing.
Service
- Search Marketing.
- Social Media.
- Live Chat.
- Email Marketing.
Loyalty
- Email Newsletters.
- Webinars.
- Blog.
- Forum on Social Network
Send Interesting Onboarding Emails
The first time a customer uses your product or service is a critical step in the customer journey.
Determining how to onboard customers requires a great deal of attention to detail.
Keep in mind that your customers’ needs may change once they begin using your product or service.
Be proactive in incorporating images, links, animations, and discounts into each email to stay ahead of the curve. Whenever possible, modify your offerings.
The onboarding process takes place at the start of the journey. It establishes the foundation for your relationship with your customers.
Be Present Wherever Your Customers Are
There is no way around it. Businesses of all sizes are rushing headlong into the digital age.
Your customers, on the other hand, are already there. They learn about products through social media and leave reviews on their phones.
To get the most out of your marketing dollars, you must strive for omnipresence on platforms ranging from YouTube to LinkedIn.
The more mediums you use to spread your message, the greater your chances of capturing the attention of your target audience and converting them into repeat customers.
Personalization, Personalization, Personalization
The larger your company, the more difficult it is to portray your brand as authentic.
No two customer journeys are the same. Providing a personalized experience allows you to connect with your audience on a more personal level.
Customers can be addressed by their first name in emails, contact lists can be segmented, and comments on social media can be responded to.
Implement changes quickly and announce them with content.
Responding to customer feedback in a timely manner will help your brand grow in a variety of ways.
For starters, you’re demonstrating to your customers that you understand their concerns. Simply expressing empathy will go a long way toward retaining customers.
Second, you come across as a company that actively listens to its target audience and is equally open to positive and negative feedback.
Third, you establish yourself as a brand that acts.
Last Words on Content Marketing
Remember that your customers have the option to leave at any time.
Don’t let them go to one of your competitors.
Create and distribute high-quality content across all channels to build trust with your audience. Over time, you’ll build a fan base of brand loyalists who will stick with you for the long haul.
And you can thank your content marketing strategy for that.
