There are endless theories out there on how a company’s content should perform and how much value it should provide.
We get so caught up in doing things to increase sales and attract new customers that we often forget about our existing customers. They are the reason for our initial success. Those are the people who are already interested in your product and want to buy from you.
Customer retention can be very powerful for your business. Acquiring new leads and customers is much costlier and more time-consuming than retaining the old ones.
What is customer retention?
Customer retention is a metric that business use to measure customer loyalty towards your brand. In other words, it determines how many loyal fans your business has created.
One of the end goals of every organization should be to retain as many customers as possible, through customer loyalty and brand loyalty initiatives.
Retaining your customers can make your profits jump by 5x and a Digital marketing agency in Kalyan can help you achieve that.
According to a report by Fred Reichheld, A 5% increase in customer retention produces more than a 25% increase in profits.
How to calculate the customer retention rate?
The formula of customer retention is calculated by diving the Total number of customers at the end minus new customers from the number of customers acquired at the beginning of the period.
[ (Total no. of customers at the end of the period – New customers acquired) / Customers at the end of the period = Customer retention rate]
( Source: Hubspot)
How To Retain Customers Using Content Marketing?
- Create a strong onboarding experience
First Impression is the last impression. You have probably heard this a thousand times. This is the opportunity you can use to your undue advantage.
When making a repurchase, customers are less likely to recall how satisfied they were with your products/services. But they surely recall how you made them feel. Like their initial onboarding, having a person they can contact to hold their hand at the beginning, their experience, etc. Although these mistakes can be rectified by your business in no time, it can still leave a bitter taste in the customer’s mouth.
To leave your marks on the customer’s mind, a smooth onboarding process is necessary. This is how it should look like:
- Answering the questions you know your customers are likely to have
- A step-by-step video guide that walks them through the setup process
- Having a live chat function on your website where your team can answer questions and address the customers’ queries promptly.
- Email triggers to welcome, thank your customers, and provide them with offers in the future to your customers. This will help you in building a strong relationship with your customers.
- Content is the king
Treat your content publishing platforms like a living, breathing entity. Every content you put out plays a vital role in interacting with search engines and your customers.
You have to provide such value through your content that customers should feel like they can’t get enough of you. And they should keep coming back for more.
Luckily, content doesn’t mean just publishing long blog posts and newsletters to provide as much information as you can. It can be how-to videos, vlogs, podcasts, an interactive carousel, etc. Feel free to diversify and focus more on what works for you.
Consider involving your customer service and sales support team to brainstorm some ideas. They can provide some insights on what is your customers’ pain points and concerns and it will be easier for you to give your customers what they want/expect from you. A content marketing agency will make this process a lot easier for you.
- Make your customer’s life easy
Every strategy, every content, and every action of yours should be towards providing value to your customers and making their life easy. Did you notice the theme for this blog? Everything so far is to provide value.
One tap logins instead of typing a long password, browser plug-ins instead of downloading and installing an app. These are all examples of making a customer’s life easier.
Study your target audience, and know their desires and fears. Then build tools and resources that help them achieve their desires in the easiest way possible. You will create the most loyal audience who will love you and buys from you.
- Clarify your message
Make sure not to make it complicated for your audience to understand what you want to convey. Your message should be clear and easy to understand.
Our brain has to burn calories if the information given is hard to process. The harder the information is to understand, the more likely customers are to move on and go somewhere else. They don’t want to use their brains while purchasing something from you. It should be a no-brainer for them.
Make your message easy to understand, combined with some storytelling and no customer will ever feel a need to leave your side.
- Listen to your customers
Remember why you started your business. No! It’s not for the money! It’s to help your customers. To solve their problems, and of course, money.
It’s hard to bring changes to your business and give customers what they want if you don’t listen to what they have to say. The customer retention process will start with obtaining customer feedback.
There are so many ways to obtain customer feedback. You can share customer service email and phone number and study the concerns they have. You can also share polls where you can ask your customers to rate their experience with your brand. Also, there are comments and reviews.
Analyse the data and listen to your customers. Share this information with your teams as well. They should also know what is exactly lacking.
These were some practical tips for using content as your undue advantage to retain customers and make them loyal to your brand. This can sound overwhelming but once you understand the process, you won’t feel the same way.
If you still want to automate this process and need someone who can help you retain your customers and take care of the content, we are just an email away. We run a Digital Marketing agency in Kalyan and we can help you achieve all your content goals and create loyal fans for your business in no time!