This is part 2 of a 4 part series on Marketing Strategies for Customer Retention. 

Part 1- Email Marketing -56% 

Part 2- Content Marketing – 37% 

Part 3- Social Media Marketing- 32%

Part 4- Referral Marketing- 26%

Harvard Business Review:

• It’s 5-25x more expensive to acquire a new customer than to keep an existing one. 
• Increasing Customer retention rates by 5% increase profits by 25% to 95% 

What is Content Marketing? 

• Creating and distributing relevant and valuable content for a specific audience

• Different Audiences:

• • • Attracting and acquiring new customers in your target audience
      • Based on the idea that people looking for information will find you
      • You will establish yourself as an authority on the topic, (Know, like, trust)

• Continuing to engage with your current customers

• • • Staying top of mind with them
    • Consistently adding value to them
    • Reinforcing positive relationship with your brand 

Can you give us an example of Content?

• Blog posts
• Educational Articles
• Videos
• Webinars
• Newsletters

How does it help with customer retention? 

• • Reduces Returns and non-use
  • Encourage additional & repeat purchases 
  • Build Loyalty and referrals

• Reinforce Value of the Brand – Showing people more ways to get value out of the product or service they have already purchased from you

Best Practices? 

Create Content sequences 

• Integrate your content with Drip Campaigns 

• • • When Customers buy, create a journey/ next steps for them to take
    • Trigger a drip campaign that links to content on the website. 

• Post on your website

• • Link to your social media/ sharing
  • Email clients with a teaser and a link to the website
  • Share the post on social media 

Practical Examples? 

• Jumpstart the use of your products and services 

• • • Reinforce the positive experience of their buying decision
    • Assembly guides
    • Onboarding for software or services
    • If services, create expectations for your process (Tell them what they can expect when working with you)

• Use Blog posts and videos to show how your product works

• • Especially important if there’s education required in the use of your product or service. 
  • Also, a great way to show the benefits of your product or service compared to competitors.
  • Share new ways of using your product or service
  • Share customer testimonials of how it helped them 

How do you do it right? 

• Consistent Content

• • • This is not something that you can be hit or miss

• Great Content

• • • Not just page filler
    • Should not be “salesy”
    • Informative, relevant 
    • Answer common questions people have about your product

• Shareable Content

• • Branded Graphics that can be shared 
  • Infographics

Additional Resources and links mentioned in the podcast:

Most Effective Digital Marketing Tactics for Customer Retention:

https://www.marketingcharts.com/digital-44110/attachment/gigaom-most-effective-digital-tactics-customer-retention-july2014