Marketing teams have endless theories on what the company’ s content should do, and what value it might supply to its customers.
But if you’ ve been in content marketing for a while, you may have noticed that most companies are usually focused on how they can use content for customer acquisition.
They measure their particular content program’ s success based on how well it brings in new customers and certified leads.
But , content marketing doesn’ big t stop being useful every customer makes their very first purchase.
Far fewer companies are focused on exactly how their content engages clients after they’ ve made their initial purchase. Articles marketing can support all types of initiatives across the customer lifecycle, such as onboarding, how to use the product, understanding of new features, creative uses of the product, inspiration for the customers, and more.
Today we’ re discussing content marketing for preservation, and how your content can provide worth to your existing customers in ways that drive up life time value.
Precisely why Customer Retention Strategies Are extremely Valuable
Every great company knows that retention is one of those indicators that symbolize the overall health of the business. If you’ ve ever been through an acquisition or even a key round of financing within a SaaS company, companies will inevitably want to know more about how current customers act.
How long do customers stay at each program level you offer? The reason why do the highest paying customers stick with us the longest? Is there any way that we can provide more value to clients at lower subscription amounts or incentivize them to buy the premium version of our software?
Here are a number of the key reasons why everyone inside your company should be focused on improving retention, including your content marketing department.
It Reduces the Costs Associated With Churn
Customer churn tells you a lot about the present customer success process that will you’ re implementing at your company. If customers seem like something is too difficult, requires too much work, doesn’ t give them the results, or that will another brand can give them what they want because their services is better, cheaper, or quicker, it will show up in your churn data.
Instead of only is a high churn rate a frustrating encounter for the morale at your business, but it’ s furthermore expensive.
As you can imagine, the math on churn can be as simple as knowing basic ARR. If your product costs $10, 000 per year for a customer and you lose 10 customers, then you’ ve lost out on any of $100, 000 this year – not to mention the years of future subscriptions and the recommendations and word-of-mouth potential of those customers.
But business isn’ t that straightforward. You’ ll also want to consider how much it costs your company to make a new customer vs . keeping and selling more for an existing customer.
According to invesp , it costs companies 5 times as much in order to attract a new customer since it does to keep an existing 1. And, the probability associated with selling to an already existing consumer is at 60 percent to 70 percent vs the 5 percent to 20 % average chance of selling to the first-time customer.
It Forces Your Company to Align On the Entire Customer Success Process
Additionally , an emphasis on client retention will require aligning cross-functional team goals and create an emphasis on the importance of a customer-centric success process. This means that all the teams required to support a customer lifecycle will need to communicate and understand the part they as well as the other departments play to keep customers happy.
Believe it or not, customer retention begins as early as the customer onboarding procedure. And the most successful onboarding requires that your sales team not only is closing deals yet has accurately set up anticipations about your service.
And after the sale, the salesperson should be equally invested in the productive handoff to Customer Achievement as they get them integrated into a new platform, signed up for an account, plus trained on user experience and user interface of your product.
Recommended Reading: The Hourglass Sales Funnel (in this post we talk about how you needs to be looking at retention as a development opportunity in your funnel)
Affects Lifetime Value (LTV), Churn, Time to Churn, and Other Key Performance Metrics
Retention is the holistic measurement of both customer satisfaction plus company health. These include essential KPIs like the expected or even average LTV of a customer, churn, time to churn, and so forth
It might be apparent, but the fewer people churning, the more valuable the company will be. The longer the time to churn, the longer a customer pays you, the more valuable your organization will be. The longer a customer sticks with you, the higher their particular average lifetime value will be, and, you guessed this, the more valuable your company is going to be.
6 Forms of Content That Are Effective for Customer Retention
Now let’ s get back to the role that content marketing is going to play in the success of customer retention.
1) Weblog Content That’ s Focused on Your Customers’ Goals
That’ s right, blog content is not just with regard to customer acquisition. You can use your blog for more than simply answering top-of-funnel questions they might have about topics related to things that your company does.
This might mean creating beneficial “ how-to” style content material that teaches existing clients exactly how to accomplish tasks plus achieve their goals by using your product.
Additionally , use a jobs-to-be-done theory to focus on creating weblog content that is related to your customer’ s goals that will aren’ t about your product at all.
For example , if you sell the photography service for e-commerce platforms, then you know that your clients are trying to run a successful eCommerce business. Create articles that makes you a worthwhile specialist for any eCommerce company. Producing your blog posts so useful that it’ s like you’ re a paid consultant for them will have your clients coming back again and again.
Blogs are also great due to the fact they’ re a flexible content type. That means that you could package your blogs straight into eBooks, guides, how-tos, and have announcements that can be shared inside your email marketing automation after a buy is made. I particularly love the Powered By Search method of using educational blog posts instead of traditional function announcements .
Blog posts are also easily shareable on social media. They make for great sales-enablement content that your sales force can distribute and reference point during calls with your clients. Additionally , a descriptive “ how-to” can help your consumer success team explain methods to customers.
2) Whitepapers and eBooks designed for Trust and Authority Creating
Whitepapers plus eBooks are another way to boost customer retention via the specialist and trust that they can build for your brand. Customers enjoy knowing that the company they do business with exists at the front of the field.
Your investment into performing top-shelf research, data intended for industry trends and insights, and providing recommendations based on those, help develop deep-rooted loyalty to your brand.
Recommended Reading: Build a Reputation For Making use of Data
3) Webinars, Video, and Podcasts for Visual images and Entertainment
More and more companies understand the associated with building engaging forms of media. Some of the most effective versions of such are webinars, video how-tos, having a video series on the channel like YouTube, and producing podcasts for the audio-inclined customers.
That seem to have two retention impacts.
Initial, videos are an amazing visual way to show someone exactly how to do something. That means long-form webinars on how to use your product, quick how-tos that might enhance the onboarding experience, or even how you can troubleshoot common challenges that the customers might face.
Second, this type of content can position you as part of the entertainment industry. And brands that can become amusement companies often find methods to continue selling products for their most loyal fans aka loyal customers.
4) Social Media Posts meant for Community Building
Social media posts also lead to great retention content. Social media marketing marketers can share fast tips, videos, product sales plus deals, product releases, brand new feature releases, blog posts, and more that focus on keeping current customers engaged.
In addition , they can run contests, ask direct questions, perform surveys, share survey outcomes, and utilize other community-building techniques via groups and forum-like channels (Think Reddit, Facebook Groups, Discord, LinkedIn, Twitter). If your brand seems to be the place where everyone is having the best conversations and adding one of the most value, customers are likely to remain happily subscribed and committed to your products.
5) Emails for Submission and Data Tied Straight to Your Customers
Getting email marketing right is one of the best ways to retain customers. If you think about this, in order for you to have their current email address, they likely gave it to you willingly.
It’ s your own responsibility to not abuse the particular access they gave a person by providing emails that contain great offers, interesting advice, and sharing resources, whether a person created them or not, that you know they’ ll enjoy.
Best of all, you’ ll receive data around open rates, clicks, and transactions that will allow you to continuously optimize email content — and inform other content marketing strategies – like which types of blog content material your current customers really like reading about based on what they click into.
6) User-Generated Content (UGC) That will Celebrates and Rewards Your own Customer
Managed UGC can generate high quality content and contribute to retention by making customers feel essential. Most of us will participate in brand advocacy if they feature us, comment on our posts, request us to be on shows, or reward us with special access to content or even deals related to their products.
The biggest concern with UGC is usually quality-related. You’ lmost all want to find a way to help your present customers produce content for you so that you ultimately get sufficient at a high enough quality level. That might mean splicing together multiple customer testimonials into one video, inviting them on your shows, selectively welcoming specific customers to participate, or giving everyone quite specific content creation instructions.
Tips for Improving Customer Retention Rates With Articles Marketing
Gather Up Any Data You Currently Have About Your Spending Customers
When you’ re lucky enough to have a pile of data kept across different platforms, collect your sales, marketing, plus customer success leaders to start analyzing who your customers really are .
What devices do they such as using to consume content? Which usually channel is each of your own target audiences most involved with? Where else on the web do they hang out if they’ re not reading or watching your content? Are you currently selling to businesses or straight to consumers or both?
Additionally , create surveys and have engaged conversations with your customers about what they love and hate about being your customer or exactly how your product works. And ask them where you could improve or even how you could be more useful to them.
All of this data will help you better understand exactly what type of content will probably generate the most positive encounter and ultimately retain your customers.
Implement Enhancements to Process Quickly and Announce Those Changes with Content
Becoming responsive to customer feedback in a timely manner will probably help your company in several ways.
Very first, you’ re displaying which you understand their pain factors. Just providing empathy goes a long way with customer retention. Second, you come off being a company that listens well. Third, you come off being a company that takes action.
Most importantly, you get to use content to disperse how awesome and receptive you are to your customers and your competitors’ customers via all your marketing channels.
Understand Where To Use Automation
Content advertising can sometimes feel like a manual process of uploading content, posting content, emailing content, writing content, filming content, repeat.
Getting effective ways to automate the information distribution process can each help with customer retention and relieve your team from hours of work.
But what can a person automate?
Email is one of the most effective ways to handle the distribution of retention content. If a customer just made a purchase, create that confirmation button result in an email with the best next steps and ideas content. Segmenting your current customers depending on their subscription level and time since their final purchase can also be an effective way to make effective retention automation that will feels personal to their purchasing experience.
Layer in different content marketing experiences with that normal product messaging and you’ lmost all start to deliver a customer experience that feels more valuable.
In case customers hang out for a substantial amount of time on certain product pages, additional automation like a chatbot can also serve content material that targets the intention of that page.
Build Your Website to Be a Retention Resource and Machine
Your website should contain valuable resources that make the client experience a delight. That will doesn’ t only indicate having a blog full of helpful content.
Customers enjoy resources like well-organized knowledge foundation content that walks all of them through solving their issues without interacting with a customer achievement representative. In addition , it should home whitepapers, guides, links in order to social media, FAQ pages, additional contact information, PDF instructions downloads for each product or service, and related case studies.
Utilize your website with PPC retargeting efficiency. If your customers keep interesting with your website’ s content, serving them more related content might encourage them to remain a customer or even increase to some premium plan.
Like PPC concentrating on for retention, some businesses will opt to utilize mobile messaging and push notifications for content distribution, important reminders, and even discounts or deals. This can certainly be effective, but there is a fine line between being helpful using these types of retention techniques plus coming off as too invasive or pushy. Continue with caution and constantly try to establish a way for clients to opt-in voluntarily to these types of communication channels.
Think Bigger Regarding Building Customer Loyalty and Retention via Content
Finally, think bigger about ways to create and design customer loyalty through content access and distribution.
Try offering premium articles for free to your most devoted and invested customers. Regularly give them early access to brand new features, let them participate in the beta and test variations so they feel engaged in the product development process.
Engage their own inner ego by permitting your customers to create user-generated content material (UGC), that prioritizes new referrals, but also rewards all of them for their efforts. Does revealing content enter them right into a drawing for a big prize, or do they obtain a percentage off if they send someone else?
If you have industry experts that are your customers, would they be ready to share your content or occur your podcast to be a guest?
Recommended Reading: Should Your Company Start a Podcast?
Develop KPIs to Understand How Content Happens to be Contributing to Retention
Content that is focused on improving retention rates is much more challenging to measure than content material focused on acquisition. And we continually recommend that developing a process by which you’ ll measure the success be done with the assistance of a data scientist.
You’ ll want to concentrate on those big numbers about churn and LTV once we mentioned above, but you’ ll additionally need to decide what metrics are a good signal that the right content has been produced and that value could be assigned to it.
Frustratingly, you’ ll be unable to assign the true associated with something like a knowledge base until you have metrics around churn and customer satisfaction before an understanding base was implemented and since the implementation of a knowledge base.
You are able to, however , find attribution versions that reward higher wedding metrics on social and email, assisted conversion data for very specific types of conversions that are typical of retained customers. You might even develop a weighted attribution program for understanding when a specific resource was used in a sales call. Did it have an effect when it was included versus when it was not, and what percent of the monetary value should be designated to it, if it is helping close up deals?
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