How To Utilise Content Marketing For Customer Retention And Loyalty

DSM Digital School of Marketing - content

You possibly already know how effective customer retention can be for your business. Fostering new leads and clients can be far costlier and more time consuming as opposed to retaining or upselling current ones.

However, in today’s world, where we can use predictive analytics tools in order to create extremely personalized experiences for customers, it’s crucial to concentrate on delivering value as opposed to making a sale or focusing too much on cost.

Offering real value today and constantly into the future will help you connect with customers on a deeper level. They’ll be far more likely to keep you in mind, admire you, trust you, and work with your business long term. So how can you create consistent, long-term value for prospects and loyal customers? With content marketing.

Publish High-Quality Content Regularly

Your website needs to be a living, breathing entity. Every update which you make to your website plays a role in its interaction with both search engines as well as customers.

The newer content which you offer, the more value you attach to your users’ experience, which in turn, will keep them returning for more. Fortunately, frequent content updates don’t need have to come in the format of blog posts and newsletters.

Feel free to vary your content offerings with FAQs, product demos, how-to guides, vlogs as well as podcasts.

Send Attention-Grabbing Onboarding Emails

A lot of attention to detail needs to be put into making a decision about how to onboard customers in order to reduce churn. This is the first time they will utilise your product and it is a very important milestone in your customer success.

It has been found that 23% of user churn is owing to bad onboarding. It’s very important to send onboarding emails early and make them interesting. Make sure that you’re proactive about using your onboarding in order to create customer engagement. No one wants to read emails with merely blocks of text. This means that you need to incorporate images, animations, and links, maybe even offer a discount.

Your welcome email establishes the tone for the type of customer relationship which you will establish with your members. You can utilise your customer data to personalise onboarding emails. For instance, follow up with an email when a member:

  • Hasn’t logged in for a particular amount of time.
  • Has reached a particular feature and logged off.
  • Has begun a task but hasn’t completed it. They could be unsure of how to proceed. An email sent at that point can assist them through the process.

Utilise Customer Intelligence In A Smart Way

Your membership content creation needs to be driven by the information you have already. Your marketing automation needs to make good use of your data and you’ll be in a good position in order to know precisely what your current users want.

Even though data is a treasure trove for membership as well as subscription-based businesses with a number of customers demonstrating trends, a study says that only 0.5% of data accumulated will be used by a business. Why collect all these data if you won’t utilise it? If you take a more concentrated approach to using your CRM data correctly, you’ll be well ahead of most of your competitors in terms of increasing your customer lifetime value.

When creating content for members, concentrate on content that provides an “aha” moment — a wow factor. You can utilise customer analytic tools in your email or website platform to create segments and analyse data on member behaviour. Keep the information you uncover at the centre of your retention efforts to lower membership churn.

Get in touch with the Digital School of Marketing

Do you want to become a content marketer? If you do then you need to do our Content Marketing Course. Follow this link to find out more.