Producing material that attracts users on the Internet is part of the job of those involved in the but then comes a perhaps more complex part and that is Create content to retain customers.
For an online business to achieve its objectives, it is essential to retain those users who have already tried part of the information that the brand shares on its website or blog.
At this stage it is about providing even more value and quality so that you find in your business, an indisputable source of authority on some subject.
For this reason, in this article we are going to tell you how to produce content to retain your customers, what are the best types and the advantages of retaining your buyers through valuable material. Let us begin!
The method fly wheel and customer retention from content
Keeping your consumers updated and responding to their needs and concerns may seem very complicated if there are many of them, but there are ways such as the methodology fly wheel that can make this task easier.
This technique was able to bring together marketing, sales and loyalty in a single strategy which, instead of taking the user through a “funnel” (referring to ), invites him to a wheel, that is, it provides him with a ccycle that has no end.
The methodology fly wheel It is made up of the union of engagement (interaction) and the user experience, and it works as follows: you attract your client, establish a direct interaction with him and give him an experience that he will not be able to forget so that, in turn, this attracts other users and the cycle repeats itself.
When we talk about customer life cyclethe fly wheel allows this to become a continuous and sustainable process over time. Provides the tools to accompany users from the first time they come across the brand, to giving them reasons to continue being consumers of the products you offer.
The impact that the fly wheel for him is undeniable, providing positive changes for those of us who use this technique. We share the main ones:
- there is no end: when the customer makes the purchase, a new cycle begins, which favors the enrichment of the relationship with that customer and the formation of new relationships.
- aggressive loyalty: Using this technique, more aggressive customer retention habits are acquired, worrying and interacting with them much more in the post-purchase stage, to generate more commercial exchanges.
- Retention is who turns the wheel: The attraction of potential customers, the interaction and providing pleasant experiences are what generate the force that keeps the wheel turning.
Using this methodology content can be created to retain customers, that is to say, that each one of them is designed to generate a memorable experience for the user and that they return to you. Action that can cause higher levels of billing for your business and the attraction of new customers.
4 characteristics of content that retain customers
Providing content to the user so that they find a reliable information space in your business is not an easy task, but it is not impossible at all. Adopting some techniques and recommendations you can achieve it, look:
1) Target the right audience
Inbound Marketing strategies and well elaborated are those that directly impact the ideal audience.
This highlights the importance of quality over quantity because if an article, for example, is broadcast to the wrong audience, it will hardly fit into the definition of content to retain customers.
2) Encourage interaction
Before thinking about selling your product through content, you have to produce materials that solve the real problems of your consumers.
In this way, the public will feel more attracted to read other materials of yours and trust your recommendations. In addition, being interested in their opinions and doubts (and actively responding to them) is one of the best ways to build loyalty.
3) Give him what he needs
Inbound Marketing allows you to provide content to the client adapted to their needs and “pains”.
To precisely achieve this connection, it is necessary to develop content for each stage of the process. customer journey (customer journey) that is made up of attraction, consideration and decision.
In the consideration stage, for example, the user can “how to avoid cart abandonment in my virtual store”. If you produce content that directly answers this question, you will be giving him the information he needs to solve the problem he expressed in this same search.
The advice you provide can be very useful to the user, and this can generate more trust in your brand and help it stick in their minds. And the same principle applies to customers that you have already conquered and that you want to retain.
4) I produced after-sales content
Making the customer understand the true value of the product or service with didactic and easy-to-understand content is your obligation after the sale is closed.
This process can help many consumers feel engaged with your brand, making them come back to you.
Now, surely you are wondering how all this applies to practice, and that is precisely what we are going to tell you next!
What content formats can I produce to retain customers?
With information about your audience or the buyer person (ideal client) well defined, it is time to develop some content that attracts and retains users at the same time.
Videos
The videos are currently the most consumed format in the world. Through them you can transmit messages in an optimal and simple way, as well as answer questions or give advice.
For example, in the case of electronic commerce, you can answer direct questions about the products or services you offer, talk about the brand and its history, show the production process, tutorials and more, with the intention that the user becomes familiar with the whole company.
blog posts
The articles of a blog are the main basis of a Content Marketing strategy, and one of the most used content to retain customers within Digital Marketing.
To adapt them to your type of business, it is necessary to think what are the usual problems that your customers face in their daily lives and what specific terms they use to find answers on the web.
It is also very important that the articles you publish are linked to the main topics that revolve around your business. For example, your brand sells clothing, a good idea is to prepare a complete material of widely recognized events in that universe, such as New York Fashion Week. This way you will be able to attract people whose interests have points of convergence with your segment.
Emails
Keeping your customers updated and nourished with information is an excellent way to retain them.
This is a direct channel with them, where you can capture their full attention while reading. To achieve this, create content that is easy to read and of great value.
Take the opportunity to send them special offers and exclusive content for those who have already left you their information in a form or made a purchase.
What advantages will you obtain by retaining customers with content?
The advantages can be many! But let’s mention the main ones:
1. They will think of you when appropriate
Valuable content, published and disseminated frequently, helps customers think of you as one of the first options during a time of need or renewal.
2. Solve the needs of users
It is not about selling just to sell, it is about providing a real and quality solution so that they prefer you over your competition. This is only possible once you acknowledge their “pains” and help them resolve them.
3. Improve your reputation
Once the user knows you and trusts your content and recommendations, he will have a positive opinion of you. Something that can undoubtedly strengthen your online reputation and your authority on a specific topic or problem.
4. Discover other “pains” and interests
Within the work of building loyalty and strengthening relationships, you will learn more about your customers and about other problems and interests they have.
Take advantage of the comments left on your content or responses to emails to find new business ideas for your brand, this can also make you retain them.
Are you ready to turn your brand into a reference?
conclusion
Methodologies designed with the intention of creating content to retain customers are a strategy that works very well and many companies implement them.
Offer your customers content that contributes to the solution of your doubts, problems and/or needs It is the most personal and direct way to establish a relationship that can generate multiple commercial exchanges and valuable information for your next plans and products.
We hope that this content has been to your liking and that from now on you can focus on developing targeted content to build loyalty and retain your company’s customers.
Facebook Comments
Disqus