Aaron Agius is the Co-Founder and Managing Director of the award-winning global marketing agency Louder.Online.
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In the B2B marketing arena, content marketing has been recognized as a key component of the customer acquisition sales funnel. To begin the cycle, quality content is an effective lead generation mechanism, and in my experience, it’s also extremely affordable compared to other methods.
Once potential customers are on a company’s website, carefully constructed content can provide valuable information and enable them to make an informed purchasing decision. At the same time, useful content helps build brand awareness and trust with this defined target market.
Popular content forms include articles, blog posts, white papers, e-books, podcasts and videos. Depending on the sales funnel stage, one content type may prove more effective than others.
Not surprisingly, content marketing can set the stage for successful reader-to-customer conversions. In fact, I’ve found that content marketing leads to considerably higher conversion rates than other digital marketing techniques.
The Big Misconception About Content Marketing
Before you and your team break out the champagne, realize that effective content marketing doesn’t stop when the sales prospect converts to a customer. That might surprise many B2B marketers, who devote all their resources to bringing a new customer into the fold.
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Once that customer signs on the dotted line, however, the steady flow of valuable content usually stops. After a boilerplate “Welcome, New Customer!” email, the customers are often left to fend for themselves.
Essentially, customers often drift along in a communications vacuum, opening the door for competitors’ outreach efforts. At the same time, this lack of post-purchase reinforcement can decrease the chances of referral business. And in the long term, customers may be increasingly likely to jump ship when making their next buying decision.
How Content Can Also Support Post-Purchase Goals
By continuing to provide customers with value after the sale, you can avoid this unpleasant scenario. Here, value comes in the form of quality content that helps strengthen the relationships you worked hard to build during the sales cycle. This is particularly important when working with first-time buyers.
Over time, better customer relationships can foster brand loyalty and repeat sales. And satisfied customers often make highly effective brand ambassadors who are happy to provide referrals.
Three Goals Of Post-Purchase Content
Keep three goals in mind when creating after-the-sale content. Businesses of all types and sizes can realize benefits from achieving these objectives.
1. Make your content integral to the customer onboarding process. This can also help decrease returns and minimize customer churn.
2. Encourage repeat sales. Content should set the stage for upselling and cross-selling opportunities.
3. Foster strong brand loyalty. This dedication to a favored brand often leads to increased referral business.
Long-Term Retention Marketing Benefits
Over the long term, sustained retention marketing can result in reduced content creation and distribution expenses. You can save money by repurposing existing content rather than generating new content. And remember that it often costs less to keep a current customer than to nurture and acquire a new one.
Over time, effective retention marketing often results in key performance indicator enhancements. For example, a satisfied customer can be a good source of repeat sales, which helps to increase that customer’s lifetime value to your business.
How To Make Optimal Use Of Post-Purchase Content
To use after-the-sale content most effectively, begin with a well-defined goal. Then, use a group of well-coordinated tactics to achieve it.
Goal: Onboard Your New Customers
Begin your post-purchase content marketing efforts during the sale. Provide applicable product links, along with an FAQ page link, on the customer’s receipt.
Add other support-related content via videos, webinars and in-person customer service. Obtain timely purchase feedback via a simple survey, and correct any problems immediately.
Tried-and-true user manuals still have significance in the 21st century. Update the publication as needed, and recruit a skilled editor to ensure quality and accuracy. A well-coordinated product use content sequence will complement the manual’s information and offer an extra contact opportunity.
Don’t forget those good old-fashioned handwritten thank-you notes. In this fast-moving technological age, many customers still appreciate that personal touch. As an added bonus, sending a personal note can help your business stand out from the crowd.
Goal: Keep The Business Top-Of-Mind And Generate Sales
After the purchase, implement several strategies designed to hold your customers’ interest. Educate them about product attributes via videos, webinars and in-person training.
Send periodic updates as product offerings change. Customer-focused email newsletters can also be effective, but stay away from marketing hype and sales promotions.
Create interactive vignettes by interviewing your customers about their product experiences. Ask each customer to produce a short video that shows them using your product (if applicable). Consider using these materials in your prospect outreach efforts.
Introduce cross-selling and upselling opportunities where they make sense. However, avoid pushy sales tactics that will alienate customers and potentially drive them away from your products.
Goal: Obtain Desirable B2B Referral Business
By consistently engaging with your B2B customers, you can increase the chances that they’ll refer their colleagues to your company. Former employees may also be a good source of referrals.
To encourage consistent referral business, offer current customers a reward for every referral that results in a predetermined outcome. Promote the referral program often, and consider periodic contests with desirable rewards. Examples include special access or other sought-after perks.
Refining Your Post-Purchase Content Marketing Strategies
Changing market conditions often require a business owner to refine their financial frameworks and operations. Marketing strategies also require periodic fine-tuning in response to one or more changing variables.
Naturally, you’d also like to get the most benefit from your post-purchase content marketing efforts. To accomplish that goal, monitor the content types for effectiveness and note if a new variety comes to the forefront.
Then, adjust your strategy to create the optimal value for your customers. Over time, their brand loyalty will likely result in mutually beneficial relationships and desirable business growth.
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Author: Aaron Agius, Forbes Councils Member
