New customers are always a sought after goal for every business as you look to grow.
However, the wisest brands understand that customer success runs deeper than this.
Loyalty and retention are major keys to a successful business.
Often, in this age of information and technology, content managers seek their strategies and directions from articles rather than online advertising.
Customer success involves creating a community around your brand for customers to feel like they’re a part of something bigger.
This makes them feel as though they have a purposeful relationship with your brand.
Content is a powerful tool that, when used right, can build relationships with your audience that last.
These are some of the best ways to use content marketing to up your customer success.
Table of Contents
Make your content relevant to the platforms you are working with
Platform relevance is very important.
Forget the idea that you should promote the same thing everywhere. Consistency is key in content marketing, and that’s not what consistency is about.
Consistency is making customers in different online spaces feel like you’ve put thought and effort into your marketing.
- People who read blogs want lengthy material upwards of 1500 words. Maximize SEO as much as possible, share your blogs on multiple platforms and include various media such as images and videos, or even audio recordings as these boost engagement.
- On Facebook, consumers appreciate images and videos more. Live videos are particularly effective.
- Emails engage customers and non-customers. Incorporate weekly reminder emails of ongoing deals and monthly newsletters to maintain engagement.
- Texting should focus on short messages (160 characters is a good rule of thumb). Keep text messages succinct.
Recognizing the success gap
Recognizing the success gap refers to when your customer functionally finishes what’s needed for your product to do what they want or need it to do, though the product could still fail to deliver it.
This is where you as a brand owner can’t make guarantees of success.
You must cover the success gap with your content in powerful mobile marketing campaigns.
Become known to your customers as a helpful and relevant content resource.
Interactivity and reputability are cornerstones to this – you need your customers to know you are reliable and trustworthy. Otherwise they will source their information from elsewhere.
“The reason why interactivity is so important as well, is that psychologists discuss how feeling part of something increases the feeling of trustworthiness. This is how you create satisfied customers out of readers,” Says Daniel Simpson, project manager at Lia Help and Assignment Help.
If you know exactly what kind of customer demographic you have, targeting them will be a lot easier.
Define your ideal customer and your company will become more about customer success than sales success, facilitating higher brand growth.
Without knowing your ideal customer, you will not be able to personalize everything you create and promote to them. So, keep the profiles few and detailed.
Imagine specific scenarios where the customer has a problem that you are able to rectify with your product and your product alone.
You must have both the ability and authority to help the customer and they must be willing to accept the help.
Acknowledging the different stages of the customer journey
“Customers don’t simply have an issue then jump straight to the cart of your store.
There are separate and important parts to the customer journey that ultimately leads to them purchasing from your brand.
First, customers show interest. They conduct research to ensure they are interested and that there’s a solution that can truly improve their situation.
Provide your target with information in the form of podcasts, blog articles, and eBooks.
Then, incorporate case studies and more accurate literature to grab their attention and show social proof for while they’re considering working with your brand.
Free trials and FAQs are great for when your customers are at the purchase stage.
Finally, emails, forums and push notifications increase customer loyalty after purchase.
Maintain this recipe for customer success and you will see increases in your response rate and a rise in sales success too.
- Five Ways Content Marketing Can Increase Your Customer Success - July 12, 2022