How to use content marketing to retain customers
Content marketing can work wonders for storage, but only when used properly. Depending on your requirements, you can use three different types of content here:
- Presale content;
- Content for the onboarding period;
- Content for after the onboarding period.
If you want your customers to stay with you, you have to make them happy before they even buy from you. What does that mean?
Clarify any questions and objections to your product / service.
If you create helpful content, it will make the work of the customers considerably easier FAQs Here you enter all questions and objections that your sales team receives repeatedly. Not to mention helping your sales team do new business much faster.
If there are serious objections, you can address them separately by writing special articles or downloadable guides.
Here's the most important part: The main purpose of content before selling is not selling, but selling building up trustThis contributes significantly to establishing lasting business relationships with your customers.
This type of content isn't always suitable for offline businesses, but potential customers still have their curiosity and doubts, and addressing them will prove to be just as effective.
Content for the onboarding period
Once you've closed a customer, you should focus on making them successful as soon as possible. If they cannot see the value you are providing shortly after purchase, they will stop doing business with you.
Here, too, content marketing can provide you with the tools you need to involve new customers. Education is crucial at this stage detailed tutorials Where you explain your product / service should be a priority.
But don't just limit yourself to that. There are many other types of content that you can use to inform your customers:
- Videos with instructions
- User groups
- Knowledge bases
All of the content you are producing at this time should be in a variety of formats so customers can choose the one that works best for them. Diversity is the key.
Content for after the onboarding period
Once the onboarding phase is over, you should focus on getting your customers excited, offering continuous added value, and staying up to date.
In this phase, it is important to also take the customer history with you into account. If you have problems, you can actively offer a solution.
Segmentation also plays an important role because you want to provide relevant content and not just want to summarize all.
This is when customer success software can prove to be the most useful. By analyzing your customers and determining whether, when and how they use your product / service, you can get an idea the right content to help you keep them.
Let's look at an example. If you know that using a particular feature is critical for customers to continue using your product / service, but note that not all of them use it, you can create content that shows them how should use this feature and why they benefit from it.
If you help them understand the value of your product based on content, they are more likely to stay with you. Even unhappy customers can become lawyers with the right content.