Don’t waste your time and money — market to the consumers who really matter.
Here’s a fascinating statistic: it costs 5 times as much to sign a new customer as it does to retain an existing one. So, as important as it is to generate new leads, keeping current customers coming back for more is key to any company’s long-term success.
Luckily, creating relevant content is an easy (and mutually beneficial!) way to convert one-time buyers into loyal patrons. That being said, here are 5 simple ways you can increase consumer loyalty while staying true to your brand:
1. Customer-Only Content
As we’ve noted previously, creating a paywall on content is a great way to monetize your brand. But writing exclusive content isn’t just a good way to make some extra cash — it’s also a great way to keep consumers invested in your brand.
Think about it this way: by creating an exclusive experience, you’re giving customers the opportunity to invest in your brand — literally. Whether that gated content takes the form of special discounts or thoughtfully written articles, buyers are more likely to stick around if you provide them with incentives only available to loyal customers.
2. Subscription-Based Content
Like customer-only content, subscription-based content requires consumers to invest their time, money, or both. In other words, they’re already at least a little bit interested in what you have to say!
No matter what form your subscription-based content takes (hint: email newsletters are surprisingly effective!), make sure it’s consistent, well-researched, and demonstrates a nuanced knowledge of your field. If you’re constantly providing consumers with something valuable, they’re much more likely to be in it for the long haul.
3. Soliciting Customer Feedback
If you want your customers to invest in you, you have to make them feel like you’re investing in them, too. That’s why soliciting customer feedback is such an essential means of keeping patrons happy! By making sure the people who invest in your product or services feel that they can communicate their satisfaction (or dissatisfaction), you open up a constructive dialogue, thereby creating a much deeper connection with your consumer base.
4. Troubleshooting Content
Your content can be as well-researched, complex, and eloquently written as you like, but unless your audience feels like it’s helping them in a tangible way, it’s not going to do much in the way of increasing brand loyalty.
With that in mind, including a little “self-help” as one component in a varied content marketing calendar is a surefire way to attract a consistent audience. From how-to articles to more nuanced discussions of the ins and outs of your industry, content that speaks to your consumers’ needs can only further cement your status as a thought leader.
5. Creating a Loyalty Program
This age-old sales trick is a great way to boost consumer retention. In fact, loyalty programs can increase a brand’s market share by as much as 20%. After all, there are few things buyers like more than the feeling of snagging a great deal — and if they know they’ll be on the receiving end of more bargains if they stick around, chances are they’ll happily do so.
Longneck and Thunderfoot offer content marketing services and strategies to transform your company blog into an authoritative trade publication. Click to learn more about how to produce great content and prove ROI on your marketing efforts.