B2B marketers emphasize customer retention and loyalty for many reasons. You can sell to repeat customers easily since they already know your brand, and they bring more business through referrals. Besides buying more over time, a loyal client can make high-cost purchases more confidently than a new customer.
Studies have shown that most companies get 65 percent of their business from previous clients. Further, customer acquisition is about five times costlier than retention. Therefore, your business should employ astute customer retention strategies to maximize ROI.
Content marketing is an excellent way to onboard prospects and convert them into buying customers. However, if you’re creating content exclusively to attract prospective clients, you’re missing out! Investing in the satisfaction of the current customer is essential. You can achieve a 25 to 95 percent profit increase by improving customer retention by only five percent. Don’t forget: your customer success team needs to know what content is available to them, so they can provide it to customers!
This guide will walk you through different content marketing ideas to gain and clients and reduce customer churn.
Optimize Your Customer Onboarding Process
You may be offering exceptional products and services but face customer attrition due to poor onboarding. Improving the onboarding process is especially vital for complex software solutions that require continuous learning.
Evaluate how customers interact with your software soon after purchase and provide solutions to their pain points. Consider opening a portal that answers your subscribers’ frequently asked questions (FAQs). You may also prepare educational content about your offerings and broadcast it to our users via email.
Regardless of content type, be sure to address the entry barriers that might repel prospects or give your customers an awful experience. If you ask for feedback about your software, users are often happy to provide it. Know how to use data in your marketing strategy to unearth onboarding bottlenecks to improve user experience and build customer loyalty.
Publish Useful Content Regularly
Another best practice for attracting and retaining customers is frequently updating your website with quality content. By so doing, you continuously provide value for your existing customers and stand out as an authority in your niche. It builds trust in your brand and entices clients to extend their subscriptions or purchase more of your solutions.
There are limitless ways of presenting valuable content to your clients and prospects. Starting a blog and generating engaging posts, product descriptions, reviews, FAQs, curated lists, and guides is an amazing option. You can also create podcasts, vlogs, video announcements, and demos for your products.
Set some time aside per week for brainstorming topics and creating content. If you can’t do all the writing, hire a website content writer, or invite guest bloggers to publish on your site. Consider content repurposing into different forms, such as blog posts, infographics, and podcasts.
Target Customers with Customized Emails
With more than 3.9 billion email users, your company cannot afford to ignore the potential of email marketing. It’s an efficient way to reach out to prospective customers and develop relationships with current clients. Email marketing helps you to keep in touch with specific customers.
It’s common practice for businesses to request prospects to join their email lists via subscription forms. Unfortunately, many companies send similar generic emails to both new leads and existing customers. Such messages are often irrelevant and annoying to many clients.
To maintain a personal touch with your clients, take your email marketing campaigns a notch higher with email segmentation. It begins with dividing your customers into categories based on attributes that affect their buying decisions. These can be age, gender, place of residence, and so on.
After splitting up your customer base, target each group with emails that resonate with their interests. Personalized emails show your current customers that you understand and care about them. They inspire clients to buy again from your business.
Learning Centers – The Customer Retention Strategy Goldmine
Given the chance, most clients prefer self-service instead of calling help desks whenever they have issues. A help center with plenty of customer-centric information is essential for companies offering software products. It enables users to get the most from your solutions, reducing their chances of looking for alternatives.
For your resource center to be useful, it should contain detailed product documentation and how-to guides. You must update it regularly to keep your clients abreast of any developments in your services.
Involve your customer service team when developing a help center since they know the most common queries from users. Be sure to provide comprehensive solutions to questions in your resource center.
Your help center should provide intuitive user experience, or your customers will not use it. A user-friendly interface with a search box guides the user on where to get answers. Providing quick self-service solutions about your offerings can encourage your clients to renew their subscriptions.
Promote Customer Success with Webinars
Webinars are some of the most successful customer retention strategies, with 60 percent of them converting prospects into loyal customers. If you sell relatively complicated software solutions, run live webinars to educate your users on how best to utilize the available features.
Webinars can help your customers to overcome their challenges and discover software functionalities they never knew about. Through customer research, you can learn where your users get stuck. Providing solutions through webinars increases value for your customers, ultimately contributing to retention.
Engage with Your Customers
Creating content for your audience is not enough. You should constantly engage with clients to make them feel appreciated. Ensure there is a way for customers to respond. It can be as simple as comments on your blog posts and social media channels.
Reply to every remark on your posts, and address complaints professionally and on time. How you respond to negative feedback can determine whether the client will do business with you again. Additionally, it can influence the buying decisions of others who come across the conversation.
Revamp Your Customer Retention Strategies
One tactic that drives success in content marketing is content customization. Your approach to an existing customer should be different from nurturing a new lead.
Customer retention requires keeping contact with your clients and assisting them to achieve the best value from your products. Provide them with easy solutions for their pain points for the best user experience.
Contact us to learn more about the customer retention strategies that work best in your niche.