Most content management strategies focus on attracting new clients, driving traffic, and
conversion. However, customer retention is critical to the long term success of a business (Forbes). Customers who have done business with you before are likely to return to do business again.
"It is really important to make sure that your content strategy includes keeping your current customers engaged with your brand; informing them of new developments; and encouraging them to continue doing business with you."
As a result, it’s vitally important that you consider customer retention when developing your larger content management strategy.
Customer retention requires a different content approach
Your existing customers already know about your brand and have experienced your product and service quality first hand, so unlike with potential customers, you don’t need to target them with brand awareness campaigns. Instead, you need to build on top of what they already know about your brand. Focus on informing them about how to get the most out of their product or service; what other products and services your company offers; and upcoming sales; offers; and discounts. Incorporating these strategies into your content marketing plan will help you keep the clients you have, while you work to expand your client base.
Content strategies to help keep your best customers
At ALHAUS, we understand the importance of customer retention so we have put together a short list of some effective ways to incorporate customer retention into your current content strategy. Here are some great ways to keep your current customers engaged:
1. Follow up with surveys for feedback about their experience or ask them to write reviews or be a featured testimonial
2. Send out email newsletters to keep them informed of anything new
3. Offer a help center with up-to-date information
4. Communicate latest product and service improvements through blogs, social media posts, and email marketing
5. Invite them to be brand ambassadors with referral discounts
You also want to make sure that all the content you create also incorporates topics relevant to returning customers.
Despite its importance, customer retention is often overlooked in content management strategies. At ALHAUS we can help you build a comprehensive content management strategy that not only attracts new customers but helps you foster strong relationships with your existing customers. Contact us today to learn more!