Many companies spend over a quarter of their marketing budget solely on content marketing. The actual number is around 26%. That’s a lot of money to devote to content! If you fit into that category, it’s also likely that your content marketing strategy is probably devoted to the gaining of new customers. This is not a bad strategy by any means, but what happens after you’ve made the sale?
If you’re creating good content, you can be sure that your clients are going to like it. One study shows that around 61% of consumers find that custom content is useful. The same study shows that 78% of consumers feel that companies with custom content are interested in building a good relationship with them. These statistics are useful in understanding why content marketing is important in gaining clients, but they can also show how it helps to keep them around.
If you’re gaining and retaining customers, you’ve likely got a great content marketing strategy. If you’re only doing well at the first part, you might want to reevaluate how you are reaching out to your existing customer base.
Focus on the Customer
While there are many different ways a company can improve retention, there should be one focus: the needs of the customer. Whether you create a blog for your customers or pay more attention to your social media presence, the progress you make should be based on feedback from the people who have purchased your product.
One of the ways you can create conversations and drive more engagement is by asking specifically what people want to hear about from you. No one wants to read about something that doesn’t interest them, and having content that doesn’t matter to your readers is the best way to drive them away.
Be the Expert
If you’re selling your product, you need to be the expert on it. Most customers understand and expect this of you. However, you also need to be an expert in the industry in order to build trust with your clients. While you may not have a part of every aspect of the industry in which you reside, you should aspire to know everything you can about it. This is mainly because you will get questions from your customers about everything. If you can become the expert, you will be able to build more trust and, in turn, encourage more customers to keep coming back.
Through focusing on the customer and becoming the expert in your field, you will build a better foundation off which you can springboard into some specific strategies. These different strategies may give you some ideas on how to start increasing the retention rates in your business.
- Blogs: Many companies seem to have blogs geared toward employees and the information about their industry. While these blogs are important to your employees or other industry experts, there needs to be a blog geared toward the customers.
Blogs can provide a close look at what’s going on inside the company. This is something that the customers want to know to ensure they are making a good choice by sticking with you.
- Social Media: It’s no secret that social media is the king of the Internet in this day and age. Everyone is browsing Facebook and Twitter at any given point of the day on their tablets and smartphones. What better way to reach out to your customers?
Social media is an interactive avenue that all customers can access to keep up to date with the comings and goings of the company. It’s also a great way to keep them engaged, which is something that helps with retention.
- Newsletter: In the digital age, companies typically use email to send out their newsletters instead of the traditional print form. A newsletter is a great way to reach out to your client base, but it should be something worth reading.
Try to make your newsletter matter to your customers by including information relevant to them. This information can include things such as product announcements, industry developments, and upcoming events.
- Videos: Why read when you can watch a video? Now that your clients have your products, make it easier to use them. How-to videos are a great way to keep the conversation going. You can even try making creative videos that show how to use your products in new or different ways.
Don’t confuse this with testimonial videos and product descriptions, though. That kind of video is strictly for gaining customers, not retaining them.
Put What Matters First
Putting your customer first is one of the most important ways to expand your business and keep it there. When you start to focus equally on gaining and retaining customers, your entire content marketing strategy will change for the better.