The Importance of Content Marketing to Current Customers

Content marketing has become a very important tool for many businesses. Whether you are writing consistent blogs, building engaging infographics or creating long lasting videos, you are using content to engage and inform your customers. You may be using a content strategy to increase traffic, increase followers or to become thought leaders.

Marketing to Current Customers? I Thought They Already Purchased?

As a business, if your marketing goal is to create customer awareness and eventually have them purchase your service or product, then why should you focus on content marketing to current customers? The benefits of implementing a current customer content marketing strategy are beyond just simply selling a product or service. Marketing to current customers helps establish your business as a top-of-mind option when it comes time for customers to make another purchase decision. If you spend the time to continuously reach out to customers post-purchase with quality content (non-invasive content), then (if you have done a good job) when it comes time for them to make another purchase they will come running back to you.

The 80/20 rule states that 80% of your revenue comes from 20% of your customers. Yes, every business has slightly different numbers, but the fact remains that if you choose to not market to your current customers then there could be consequences. As the old saying goes, “a bird in the hand is worth two in the bush.” The cost to acquire brand new customers will, more often than not, cost more than it would to focus on retaining current customers.

The Different Types of Customers

Now, sometimes it is not as simple as marketing to current customers. This is because every business has unique relationships with their customers. This does not mean it cannot happen, it simply means your strategy might have to be adjusted.

Here at CoreSolutions, we have a different relationship with our customers then let’s say a boutique retailer would have. While a small boutique retailer can use the more traditional approach of offering deals or personalized specials to customers who have previously purchased their products, we have to use a different approach. Small boutique customers fit into the category of smaller purchases that happen quite often with less time in between purchases and do not involve much commitment. Custom software customers would fit into the category of larger purchases that happen less often and involve more commitment. Other industries that have customers that could fall into the same sort of category is the automotive industry, the BBQ industry or even the pet industry.

Neat Current Customer Content Ideas (Did I Just Say Neat? I Swear I Used To Be Cool)

Because of these different types of business-to-customer purchase relationships, there needs to be different current customer content marketing strategies developed. Some neat (there I go again) ideas for lower priced, high purchase frequency businesses include:

• Weekly flyers that showcase deals.
• Personalized emails with similar products as past purchases.
• Blogs with the latest trends.
• Videos or brochures with a new product or service.

Some current customer content marketing ideas for higher priced, low purchase frequency businesses include:

• Guides or best practice EBooks on how to get the most out of your product.
• Emails or brochures with accessory items that could be purchased.
• Blogs, videos or tutorials with informative feature-focused material.
• Invitations to webinars that have bonus information.

Current Customer Content Marketing Conclusion

This brings us to the conclusion of our time together. I hope this article has helped you. All in all, there is an importance for a content strategy that focuses on post-purchase customers. A well-planned content strategy will help establish your business as top-of-mind with your customers and will hopefully lead to repeat business. Your customers will feel more engaged with your business and that will hopefully turn into some good old-fashioned word-of-mouth marketing.

Remember, just because someone has purchased from you in the past, does not guarantee they will purchase from you again. For every great business, there is a great competitor doing whatever they can to get your customers. Plan ahead, engage customers and reap the rewards.

I hope this has helped you out and if you have any questions about content marketing or software solutions, be sure to reach out in the comments below.

And if you enjoy our Business blogs, be sure to subscribe to our Core Business Newsletter!

And as always, thanks for reading!

Steve Malott