When you think about content marketing, do you automatically assume the audience is potential customers and clients? If so, you’re missing a trick. Because post-purchase content marketing can be a very powerful way to engage with your current customers and clients and maximise those relationships to boost brand loyalty.
The benefits of post-purchase content marketing
Why does brand loyalty matter? For a start, if someone is loyal to your business they’re much more likely to keep working with you or make repeat purchases, which increases their lifetime value to you.
People who are loyal are also more likely to refer friends, family and colleagues, acting as your brand ambassadors and providing a free lead generation service. This reduces your customer acquisition cost.
The other good thing about post-purchase content is that it tends to be evergreen, meaning that you invest once and then continue to get value from it. Whereas content designed to raise awareness and generate engagement – while it is essential and can be repurposed – requires you to produce that content consistently on an ongoing basis.
Using content during the onboarding process
The moment you make a sale or win a new client you start building loyalty through your onboarding process and content can play an important part. Your first step might be something as simple as a welcome email but why stop there? Are there any blog posts or videos you can link that email to, which would be relevant and helpful at this stage?
For example, we have a blog post about how to prepare for a briefing with your copywriter. By sending this to a new client before their first briefing, we’ve provided genuine value that will make their client experience that much smoother.
Or if you’ve sold someone a product, perhaps there’s a handy user guide you could send them to make sure that their immediate post-purchase experience is a positive one. Think about the way that you often find recipes printed on the packaging of food items. It’s small things like this that help one brand stand out from the others.
Follow-up content to improve user experience
Imagine you bought a mattress three months ago and you get a letter in the post with a reminder that it’s time to turn your mattress and a guide to keeping your mattress clean. Wouldn’t you feel well looked after?
Post-purchase content marketing is just like pre-purchase content marketing in that it’s all about adding value. But there’s value to the business too. In the example above, the brand will stick in the buyer’s mind, their reputation for being helpful will be secured and the buyer is far more likely to return to that shop to buy their next mattress when the time comes.
You can use the same approach with services. For example, we want to give our blogging clients every chance of success, which is one of the reasons we wrote a blog post on how to maximise the ROI of your business blog.
By sharing this content directly with them, we demonstrate that we’re committed to their success by directly responding to a challenge we know they are likely to be facing.
Improving customer services with content
If you’ve got a customer or client services department, you’ll know how important it is to be able to solve a problem or answer a query quickly so that you don’t interrupt your customer or client’s enjoyment of your product or service for too long.
Content can be extremely powerful here too. If you’re regularly asked the same questions, writing blog posts, filming videos or creating animations to answer them means you can save time having to repeat yourself. And your customer or client has something they can take away with them and refer back to.
You might also consider developing training packs, tools and even programmes from this content, which you can provide either free of charge or as an upsell.
The great thing about this customer or client care content is that you can repurpose it as pre-purchase content. This will boost SEO and can be shared on social to help you raise awareness and create engagement with potential customers. Because if your current customers are asking these questions, you can be pretty sure your potential ones are too.
These are just a few ideas to get you started with post-purchase content marketing. To really be as effective as possible in this area, you need to look at your own customer or client journey and invest time and effort in understanding where you can add value after the point that someone begins doing business with you.
Do that and you’ll see your customer loyalty, your customer lifetime value and your referrals increase.
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