In addition to helping to attract the target audience and make your company a reference in the market, the methodology can also be used with the customers won.
Content Marketing is a strategy known for helping companies attract their ideal customers, as well as becoming a reference in the market in which they operate.
But after attracting your target audience, driving them through each of the stages of the Buying Journey and closing the sale, the methodology should not be abandoned.
It is also possible to use content to train, retain and retain the customers you have won. And the best, with little effort, because you can take advantage of the materials that your company already has and create some others to complement.
Advantages of using Content Marketing for those who are already customers
Investing in a content strategy brings many benefits to the company and some of them can be clearly noticed.
Remember that by producing your own content your company creates a marketing asset that will perpetuate for years in your strategy.
One of the benefits of content for customers is the saving of time of its sellers, consultants and support. Having quality content available for consultation, your customer can trigger your employees less often and increasingly resolve their doubts on their own. Moreover, your company will always be present, creating a proximity and developing a relationship of trust.
Be sure that the content really adds value to your customer, because if this is true, he will think that the content can also add value to other people. And then will recommend it and share it with your contacts, extending the reach of the material.
Educating your customers and being close to them to solve their doubts both in relation to your product and in relation to the business strategy. Your product supports is a great way to retain customers and promote new sales or upgrades.
The benefits are clear, right? Now check out some tips on how to make it happen.
Content to train your customer
To train your customer it is important to provide content that facilitates the use and remove more technical questions about your product or service. There are different formats that can fulfill this objective:
Help Center articles
Technical content and answers to frequently asked questions need to be on hand for your customers. Create a repository consistent with this type of content and make sure your customers have easy access to this page.
Manuals, tutorials, and checklists
Step-by-step content in more visual formats, such as videos and infographics, is great for fast learning and to ensure that your customer really learns how to use your product alone.
Training Day
New customers who enter also receive this type of content in the first two months. Thus, we get closer to our customers and teach them everything we know so that they can extract the best result with our product.
Content for customer retention
Training the client is one way to keep him, but that’s not enough. Sometimes, if we don’t have a presence, it is difficult to keep the clients with us. It’s essential to have a content strategy with the objective of retaining the clients, because it is much cheaper to keep a client happy and satisfied than to win new ones all the time.
Some materials that meet this goal:
Materials that answer specific questions:
Your customer often wants to find answers quickly and that solve their problem, so more objective content that goes straight to the point in a given theme facilitate the use of your product or service strategically for your customer and ensure that he sees value in what you bought and continue using, without giving up.
Segmented content
One way to add even more value is to deliver specific content to your customers’ business. Because it attracts much more attention from the specific audience and makes the customer notice that your company speaks the same language as him. We launched, for example, a special kit for agencies, showing the integrated services they can offer.
Live training on business topics
Webinars on topics related to your market help your customer better understand the value of your product in a specific strategy and learn ways to take more advantage of your product to achieve your goals and objectives.
Institutional contents that present the solidity of your business
Launching releases and sending by email whenever something important happens in your company enables the customer to trust even more and know better the values of your company.
Now you know how to use Content Marketing to train and retain your customers. But it is still possible to expand the strategy and reap even better results.
Content for upgrades and new sales to customers
As we said, it’s easier to keep a customer than to work full-time to win new ones, and a good way to be even more successful. Is to make recurring and larger sales for those who are already your customers.
To do this, prepare the following contents:
- Launching new products, services or features: post on your blog, send it by email and advertise it on your social networks. Your client will only know about your new offers if they are effectively publicised. You should do in order to attract attention, interest and desire until the client takes action and buys them. The more your customer knows and trusts your company, the more they will continue to buy.
- Case studies: Making tangible what your company can deliver is essential as a sales tool both to win new customers and to sell again to current customers. Present how other customers are succeeding with your products and services. This tip is essential especially for complex sales.
Prepare this content with quality in a way that really adds value for your customers. Make sure they know that these materials are available. After you tell us what the result was, this is certainly a good way to keep your customers loyal.