Most of the content marketing metrics lay out the success of gaining new customers and traffic. Although they are important, some business neglect to ensure that the customers they are having are well taken care of. According to Socially, 68% of customers find a new place to get services and products once they feel they are neglected by the brand they purchase from. Once customers start to feel that they can get a better deal somewhere else, then it can lead to a high customer churn rate and loss of profits.
In a B2B content marketing, one of the major factors to consider is the reduction of churn. As a business, you have to understand that it will cost you more to get a new customer than to retain the one you have. If you take the time to think about this statement, the customers you have know your brand. So, it is important to market your content to your customers than to a prospect. Now, once you come up with a way to engage your customers, you will not only reduce the customer churn rates, but you might also end up creating more leads.
In most cases, businesses tend to have concrete content marketing strategies, but most do not use them effectively. When you make small changes, it can lead to significant impacts. It can be a change in the display of content or the frequency of delivering the content. Let us look at four ways you can reduce churn by changing your content marketing strategy.
Produce insightful and valuable content
The internet provides viewers with a lot of information, and now, people look for content on their own. When you have valuable and insightful content, it will keep your viewers visiting your website if they realize that you are solving a problem they have. You can decide on having a regular newsletter, an email marketing campaign, or a new blog post each week. Whichever platform you choose, you have to ensure that the content has value for your customers.
Be proactive when it comes to customer retention
Customers want the companies they are engaging with to be proactive; so take advantage and make it happen using our content. To demonstrate proactivity, you need to create personalized content. You can use different inbound marketing tools to analyze data and get more details on your cost to create customized content.
Personalized content can greatly reduce the churn rate of your customers because they feel they belong as a customer. Maintaining a conversation with your customer is also another way of being proactive. Do not email your customer to the point they get annoyed, email them enough to ensure that they are informed.
Use different forms of media
Customers need different kinds of information to ensure that they are confident when making a decision. When you create blogs, eBooks, and guides, you can create credibility so that the customer knows that they are working with experts. Use case studies to indicated how your services and/or products are impacting another company. You can also use videos to offer a personal way to develop relationships and reach customers.
Anticipate questions from customers
To reduce churn, you can prepare answers to questions from customers before they ask them. Customers want already answered questions about their queries online. So, if you do not provide answers immediately, they will look for them elsewhere. This can make you churn customers. To know the questions that your customer want to be answered, perform a keyword search as the first step.
Once you discover the popular ones, it will help you with content marketing strategy. Ask your sales team because they know the queries customers ask about your products. Also listen to sales calls, webinars, and demos to understand what potential customers want to learn about your product.
Use the keywords you collected to write a blog post about providing information or solving a problem. When you answer several questions, and your content has the right keywords, your SEO will be high, and you will provide customers with the information they need.
Oh well. These are very good points I’ll need to note down and always remember. It’s really not easy getting and retaining customers and I bet every tip would definitely come in handy!
Getting keywords for blog posts is a very great idea and I’m willing to try it out, especially as a lot of people now only search for what they want and nothing more unless it’s really interesting and thumb stopping.