Content Marketing After the Sale

If the content you’re creating is aimed only at prospects and leads, you’re missing an important marketing opportunity. Content marketing to existing clients will help you increase revenue and ROI for your content marketing program.

How to Drive Your Customer's Lifecycle to Increase Revenue and RetentionIf the content you’re creating is aimed only at prospects and leads, you’re missing an important marketing opportunity. Content marketing to existing clients will help you increase revenue and ROI for your content marketing program.

First and foremost, paying attention to clients after the sale in ways that appear (to the client) to go above and beyond is one of the best ways to build the kind of emotional connection that creates raving fans and lifelong clients. (To say nothing of killer net promoter scores.)

Second, your prospects aren’t paying attention to what you tell them. Sad, true fact. So even though you know you’ve reviewed with them the full range of your services — and your breadth of expertise may even have influenced their decision to become a client — they don’t remember any of that. They just know they needed X and they hired you you did X, whatever X might be.

Post-sale content marketing is your opportunity to remind them that you also do Y and Z, and that Y and Z are valuable complements to the X already in place.

Finally, your content marketing to existing clients should subtly point out that you and they have both invested a lot in you learning enough about their business to service them well. There’s great value to be leveraged, and most clients recognize that even if their primary focus is on the path of least resistance: keeping your current vendor is almost always easier than vetting and on boarding a new one. The key is to make clear that there’s value beyond eliminating new-vendor hassles.

How? Here are a few ideas:

Research: Set up alerts to follow your client, their biggest competitors, and the industry. You can pass some of this information on as interesting items to be aware of. Better still is news they can use: news along with some insight related to their business.

Some portion of the info you provide should be related to your area of expertise, though you’ll want to be careful to stay well clear of the line between “news they can use” and “news which helps me sell them more stuff.” Out-and-out promotion wrapped in content marketing — or anything else — gets old fast. And don’t discount the fact that offering information completely unrelated to what your firm does makes it crystal clear that you’re paying attention to their company and their industry.

Post-sale content marketing should also be viewed as a long-term commitment, not only in it being an effort you’ll need to make over a long period of time, but in it being an opportunity to point out future possibilities rather than current needs. Again, this can help you show that you’re paying attention to their needs.

And that’s probably the key point to be made here, as in all content marketing: the client’s needs.

One last note that is often overlooked: Your champion at any given client isn’t always going to be there. So make sure your content marketing includes materials that he or she would be comfortable passing on to peers and superiors. You want to expand your reach and win more champions inside the firm, if not for increased sales today, then to maintain existing sales in the future.

You Know Your Mobile Customers Better Than You Think

Consumers are generally very attached to their smartphones and only connect with those they trust. This very reason is why mobile marketing is perceived as a “friendlier” way to engage with consumers. Research shows 95 percent of mobile users read their text messages within three minutes. Now, imagine the impact your mobile marketing will have if you deliver relevant offers, mobile coupons and discounts to your customers-they are almost guaranteed to be read and are more than likely to be acted upon if the message is targeted based on the what you already know about the customer.

Consumers are generally very attached to their smartphones and only connect with those they trust. This very reason is why mobile marketing is perceived as a “friendlier” way to engage with consumers. Research shows 95 percent of mobile users read their text messages within three minutes. Now, imagine the impact your mobile marketing will have if you deliver relevant offers, mobile coupons and discounts to your customers—they are almost guaranteed to be read and are more than likely to be acted upon if the message is targeted based on the what you already know about the customer.

Over the last couple years, mobile marketing has proven itself as an effective way to acquire and maintain customer data. This is true because people generally keep their phone numbers forever compared to their email addresses. Therefore having strong persistent personal IDs, such as a phone number, enables brands to track, evaluate, and optimize their mobile marketing campaigns to determine overall effectiveness.

Leverage What You Already Know
There are major benefits from using mobile messaging as part of a brands overall marketing campaign. Now brands and organizations are tracking and segmenting the users who are in their marketing databases. Information that has been collected through loyalty programs, incentive based marketing and opt-in’s which enables brands to better understand their customers interests and what they will respond to.

Turn Loyalty Programs Into Customize Incentives
Connecting a consumer’s phone number to their loyalty program ID can turn generic SMS offers into customized incentives. If you know what your customers are buying, and more importantly, what incentives bring them into your stores, you can use this information to make offers more dynamic and personal. Which in turn will drive a higher return rate and increase on-going customer loyalty.

CRM and Triggered Messaging
Most CRM systems track events throughout the customer lifecycle. Many of these events represent an opportunity to sell more product and service. These events can be used to trigger personalized messages to your customers that facilitate the sales process. Include a click to call, or drive them to your e-commerce enabled website to move them to purchase faster. Make sure your website is mobile ready!

Extend Your Knowledge of Your Customers
Using Mobile Messaging in your retention marketing doesn’t have to be a one-way conversation. In addition to tying in what you already know about your customers within your CRM or loyalty databases, you can gain insight from the SMS interactions as well. An integration between your back-office systems and your SMS provider can push new data points into your database that round out your customer profiles and lead to additional re-marketing opportunities.

There is a lot that can be done with the information that is collected about customers within a CRM system. While this data can be a great resource for things like consumer segmentation and establishing marketing strategy, it can also be leveraged real-time on a very personal level. Leveraging this data via SMS or other mobile engagements can lead to greater results through right-time, right device, and the right-message that walk the customer down the path to purchase.

As brands continue to evolve their mobile marketing strategies through more personalized interactions, they will be able to build stronger relationships, increase engagement and drive loyalty.