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2 Ways to Delight Your Customers with After-Sales Content Marketing

Business.com / Marketing Strategy / Last Modified: February 22, 2017

Contact with customers shouldn't stop once they've made a purchase. Delight your customers with after-sales content.

Sales are the bread and butter of any business. It's important to remember that your relationship with a customer does not end simply because money has changed hands. If you work in sales, then you know how difficult it is to acquire and build a relationship with a new customer.

Research has discovered that 44 percent of companies have a greater focus on customer acquisition versus 18 percent that focuses on retention.That's crazy when you consider it costs five times as much to attract a new customer than to keep an existing one!

Help them to better use your products

When someone buys a product or service from you, your customer base increases which is cause for celebration. You shouldn't celebrate too soon, you need to make sure that customers are happy with their purchase.

If customers don't like what they buy, this could result in bad news for your business. Unhappy customers return products. And, when it can cost almost double the amount to return a product into the supply chain as it does to deliver it, returns are something you're going to want to avoid. Unhappy customers also leave bad reviews. The internet is a place where everyone's voice can be heard, and with 72 percent of millennials researching stores online before making a purchase, you're going to want to avoid any bad press. With a number of online stores growing daily, even an average three-star review could damage your reputation.

Here are a couple of things you can create to help your customers out and reduce your chances of receiving bad reviews or returns:

1. Guides

By creating a comprehensive guide that tells customers all they need to know about your product, you can ensure they get the best out of it. But it's important to bear in mind that text doesn't always capture the attention of people. To make sure your guide is attractive to customers, focus on beautiful design — with lots of white space so that it's not overbearing and cool graphics to keep your readers' attention.

And guides aren't just for after-sales. You can use them to encourage customers to buy from you. Especially if you post your guide on popular content marketing curation sites.

2. Blog posts

Blog posts act in a similar way to guides. Your blog should not just be a source of information for new prospects and leads, you should also create content that would benefit your current customers. For example, if you run a travel company, don't just create articles that encourage customers to buy a holiday from you, write pieces that will get current customers excited for the adventure they have already planned.

3. Videos

Video is fast becoming the dominant player in content marketing. So it goes without saying that videos are a great way to educate viewers while keeping them engaged. There are a couple of different types of videos you can create to delight your customers:

  • Tutorial videos are great for showing customers around your website. Particularly if you have a range of in-depth features. By showing your customers how to use these, they can get more out of your website and thus be happier with what they have paid for/signed up for.
  • How To videos show customers how to use your products rather than your website or service. How To videos are great for practically any product — from toys and games consoles to make-up and homeware products.

4. Stay in touch

Customers need to know that they are special all the time. The fortunate thing is, you can do this pretty effortlessly with some after-sales content.

Here are two great ways to keep in touch with your customers.

Email marketing is still a great way to keep in touch with your customers — if you do it right.

  • Don't email your customers without a reason. The first time you send them a pointless email is the last time they will open a message from you.
  • Make sure your emails include offers and add value for your customers.
  • Always make your email subject lines as catchy as possible so that your emails actually get opened!

The biggest sites on the internet, behind search engines, are social networking sites — so it's worth having a presence there. Get your customers involved — actively ask them about the experiences with your company. One successful example of this is the #PutACanOnIt campaign from Red Bull which earned them an award for 'Best Use of a Hashtag'. 

Final Thoughts

Don't waste all of that time and effort you spent converting a lead into a customer. It doesn't take much to keep your current customers happy, just a little after-sales content every now and then will delight them enough to become fans of your brand.

Plus, keeping in touch keeps you at the top of their mind. So, if they ever need a product or service again and they know you sell it, you'll be their first port of call.


Photo credit: Pachai Leknettip/Shutterstock

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