So you’ve successfully sealed the deal with a client from your marketing campaign. But don’t pop the champagne just yet, because converting prospects into clients is just the tip of the massive iceberg. The battle continues as you turn these first-time clients into loyal customers who will keep coming back to your brand.
Many content marketers focus on getting new customers. What they don’t know is that developing and retaining a loyal customer base is more important. In fact, attracting new customers costs five times more than keeping and satisfying an existing one. This is beside the fact that retaining customers can have a huge impact on improving your bottom line.
Excellent customer experience is key to a successful post-sales relationship. If this is part of your content marketing strategy, you have better chances of succeeding in client interactions. If they don’t immediately engage with the content you provide them, you risk losing them and the sale. There’s nothing more frustrating than this, so the question is: How can content marketers keep their clients coming back and convert first-timers into regular, loyal clients?
Below are valuable marketing tips you need to remember.
Give Your Clients A Reason to Come Back
Plan smartly and maximize each sale. The longer they stay on your website, the higher the chance for them to come back soon. Make your website user-friendly and easy to navigate, and make useful information easily accessible. Add a FAQs section to your site where clients can quickly find answers to commonly asked questions.
Another way to entice your clients to return is to provide incentives by offering special discounts on their next purchase. You can also design a loyalty program that’s sure to drive customer retention.
One other way to stay relevant to your clients is to turn your website into a one-stop destination for all news and updates related to your industry. Be in the know with the latest trends and update your clients with new and exciting things to look forward to in your field.
Additionally, you must have the right people in your team. Sure, you might have the best product in the market, but things could easily go downhill if the people your clients interact with are not engaging and are simply unpleasant to deal with. The main reason clients switch from one product or service to another, is that they feel unappreciated.
Therefore, your team should know how to make them feel important. Teach your customer support representatives to connect with your clients in a friendly and personalized manner, all while still providing expert, professional service.
Remember: Customer service is one of the things that immediately stand out to prospects and clients.
Post Fresh, High-Quality Content Regularly
One of the most vital content marketing best practices for customer retention is to constantly publish fresh content on your website. Not only will this keep your site up-to-date, it will also add value to the overall user experience, which will prompt your audience to come back for more.
Publishing new content regularly often comes in the form of blog posts, but there are many other creative ways for you to entice clients. IHateWritingEssays founder, David Anderson, for example, says, “It’s better to take on a slightly different route by publishing FAQs, how-to’s, product reviews, and announcements aimed towards the target audience and to give people reason to return for more updates”.
Sometimes, however, things are easier said than done. Posting new content is no exception. If you find yourself having a hard time keeping your website fresh, simply follow these proven-and-tested strategies:
- Set a routine. Spare an hour or two of your time each week to create new content. Likewise, make it a habit to think up a minimum of 30 topics even before writing new content so that you can start right away without wasting your time brainstorming.
- Invite guest bloggers. Consider inviting industry authorities to post content on your website. People who share the same views as yours can help add more credibility to your brand. What’s more, you can greatly benefit from their authority.
- Make the most out of a viral post. Did one post attract more prospects and clients than usual? Try repurposing and creating new content out of it. Recap your discussion or research, share surprising new findings, or break down statistics. Squeezing out everything you could get from this huge asset can go a long way
Keep Track of Your Clients
Your relationship with clients doesn’t just end after the sale or the next transaction. Keep in touch with them and take advantage of relationship-building opportunities like being active on social media platforms or sending special discounts and promo codes that they can use on their next purchase. And to further boost your chances of retaining clients, you can communicate with them by sending relevant emails and newsletters.
For instance, if your client recently purchased a smartphone, you can send them emails on available discounts or newsletters about the latest mobile apps. Relevance is key and you can maximize this through email campaigns.
Just remember that there’s a thin wall between building a relationship with your clients and becoming a plain nuisance. Communication must not only be meaningful, but should also have a purpose.
At the same time, you need to keep track of client behavior. This can be done by gathering information via web analytics and cookies. A heatmap or lead-generating tool can help you get a better picture of your clients’ behavior, telling you what they’re interested in. Armed with this valuable information, you can plan and maximize your content marketing strategy.
For instance, if a client orders every last week of each month, you can send them emails or newsletters around the same time. Nowadays, this type of marketing campaign is underused but if done the right way and at the right time, it could provide promising return of investment as much as 4,300%.
If you don’t have a concrete post-sales content marketing plan, you could potentially lose your clients’ trust in your brand. If worse comes to worst, they’ll turn to the competition. The key strategy to retaining clients is to provide value at every marketing phase. And by following the tips above, you will be well on your way to fostering a loyal client base and a successful business that grows itself.
Carol Duke is very keen on teaching students new, effective ways of learning. When not freelancing and blogging on marketing-related matters, Carol enjoys traveling, taking immense pleasure from visiting new countries.