Most marketers are missing the boat. Are you?
They just use Content Marketing campaigns to attract new prospects to their product or service and to convert them into customers. Once the customer makes the purchase, they don’t remain in touch.
This is a Mistake and is Costing You Money
After a purchase is the ideal time to make sure the customer is happy and satisfied.
- You want them to turn them into a customer for life.
- Any time they need a new product or service your company offers, you want them to buy it from you.
The best way to make sure each customer becomes a customer for life to keep in touch with them and make sure they are getting everything out of the product or service they bought from your company. The best way to do this through ongoing Content Marketing campaigns.
Here is an example.
You Use Word Processing Software, Like Microsoft Word, Regularly, Don’t You?
When you first started using it, you probably learned about the features you needed to do your work. You may have attended a class. However, that was probably at your company, a college or at some other organization. That class wasn’t put on by the company you purchased the software from.
Over the years newer versions of the software have come out. You have upgraded to each of these. However, you continue to use only those features which you used when you first started years ago.
With the various updates new features have been added. These might be valuable for you to enhance your documents, do your work more quickly or have a greater impact on your audience.
No one told you about them. You may have learned about some by exploring and learning about them on your own.
Wouldn’t You Be More Loyal to the Company That Sold You the Program . . .
. . . if they told you about these additional features and how to use them?
Very few companies do anything like this with the product or service they offer. Yet any company that did would get a leg up on their competitors. Your company can be one.
You can accomplish this with ongoing Content Marketing campaigns.
Sit down with the people in your company or supplier who know everything about your product or service. Have them tell you about each feature and how it can help the customer save time, be more productive or look better.
Then Build a Content Marketing Campaign Around Those Features and Benefits
Write an article or do a video about each. You might have 4 to 6 articles or videos in your campaign. You may have more.
Write separate emails for each. Send an email with a link to an article or attachment for a video out to each new customer at appropriate times after the purchase. This may be weekly, biweekly or monthly. The product or service you sold and how quickly the customer will start using it will help you determine the frequency.
One Caution – Don’t Send Emails More Frequently Than Once a Week
If you do, they will lose their value. You risk having those receiving them may just delete them rather than opening them.
The people receiving the articles or videos may not have any use for the feature discussed at the time they get the email. However, they’ll probably save each one and refer back to it in the future when they are ready to use it.
Place all your emails in an autoresponder campaign. All that you have to do is enter a customer’s information after the purchase. From that point on each email will go out like clockwork.
When the last email in the campaign is sent out, have another campaign where you follow up with each customer monthly. In these emails give them any new information which you may have received or learned about the product or service. You can also find out how each one is doing and answer any common questions other customers have had.
One Thing You Should Not Overlook is . . .
. . . when each customer may need to update the product or service they have purchased. At the time of their purchase, your company knows how long it will last. Build a new Content Marketing campaign introducing them to the new product replacing the current one. In this campaign, talk about the replacement they’ll need and its new benefits and features.
Typically, you would want to start this campaign before they realize they will need a replacement soon. If you start this campaign one year in advance, send an email out monthly for the first 4 months, increase it to one every two weeks for the second 4 months. Finally start to email them weekly about 4 months before they need the replacement.
If you have a new product or service they need, automatically include them in any new Content Marketing campaigns you create for prospects for that product or service. Remember – Don’t send them any materials which tell them about your company. Since they’re already a customer, they are familiar with your company.
By the Way . . .
. . . If you look at what I am suggesting here, you will see that you don’t stop marketing to people or companies when they become customers. You continue to market to the regularly. You will be separating yourself from your competitors and will be building your relationship with your customers so that it will be very difficult to buy from anyone else in the future.
