May 24th, 2021
Email Marketing Strategies for Client Retention
This is part 2 of a 4 part series on Marketing Strategies for Customer Retention.
Part 2- Content Marketing – 37%
Part 3- Social Media Marketing- 32%
Part 4- Referral Marketing- 26%
Harvard Business Review:
- It’s 5-25x more expensive to acquire a new customer than to keep an existing one.
- Increasing Customer retention rates by 5% increase profits by 25% to 95%
What is Content Marketing?
- Creating and distributing relevant and valuable content for a specific audience
- Different Audiences:
- Attracting and acquiring new customers in your target audience
- Based on the idea that people looking for information will find you
- You will establish yourself as an authority on the topic, (Know, like, trust)
- Attracting and acquiring new customers in your target audience
- Continuing to engage with your current customers
- Staying top of mind with them
- Consistently adding value to them
- Reinforcing positive relationship with your brand
Can you give us an example of Content?
- Blog posts
- Educational Articles
- Videos
- Webinars
- Newsletters
How does it help with customer retention?
- Reduces Returns and non-use
- Encourage additional & repeat purchases
- Build Loyalty and referrals
Best Practices?
Create Content sequences
- Integrate your content with Drip Campaigns
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- When Customers buy, create a journey/ next steps for them to take
- Trigger a drip campaign that links to content on the website.
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- Post on your website
- Link to your social media/ sharing
- Email clients with a teaser and a link to the website
- Share the post on social media
Practical Examples?
- Jumpstart the use of your products and services
- Reinforce the positive experience of their buying decision
- Assembly guides
- Onboarding for software or services
- If services, create expectations for your process (Tell them what they can expect when working with you)
- Use Blog posts and videos to show how your product works
- Especially important if there’s education required in the use of your product or service.
- Also, a great way to show the benefits of your product or service compared to competitors.
- Share new ways of using your product or service
- Share customer testimonials of how it helped them
How do you do it right?
- Consistent Content
- This is not something that you can be hit or miss
- Great Content
- Not just page filler
- Should not be “salesy”
- Informative, relevant
- Answer common questions people have about your product
- Shareable Content
- Branded Graphics that can be shared
- Infographics
Additional Resources and links mentioned in the podcast:
Most Effective Digital Marketing Tactics for Customer Retention:
Enjoy!
