It is widely known that content marketing is a great strategy to help generate new leads and convert these leads into customers. However, while the approach is widely used for lead generation and sales, post-sales content marketing is relatively lesser known and often not even implemented by several organizations.
Like pre-sales marketing, post-sales content marketing helps brands generate significant value and customers solve a problem or navigate a product or service once they have purchased it. It can help improve the customer’s impression of the brand and communicates that the company doesn’t just value making a sale but also values support and delivery equally.
There is a strong reason brands take post-sales content marketing seriously. As per statistics and discussions with several marketing experts, the cost of acquiring a new customer is almost 5-10 times more than selling to an existing customer. Additionally, brands generate 67% more revenue from repeat customers on average than those who are entirely new.
This blog will look at post-sales content marketing and how you can effectively use it to engage and gain repeat customers.
Understanding Post-Sales Content Marketing
Post-sales content marketing and support services play a prominent role after a deal is closed and the customer is successfully onboarded. Post-sales content marketing is nothing but a brand’s ability to understand and empathize with the customer during this phase, providing suitable material and customer support to help solidify the customer’s trust in the brand.
It is essentially all about excellent customer experience (CX) and delivering value to the customer even in the post-sales customer journey.
When it comes to post-sales content marketing, brands need to answer three key questions:
- How is the content solving the customer’s problem?
- Will the content or use case help teach or enable other customers to navigate similar issues in the future?
- Does the content excite the customer?
If the answers to these questions are positive, that is the content piece or material that you need to focus on creating. Additionally, post content creation brands need to ensure that the content is easily accessible to the customer and showcased at the proper interval. This is where the post-sales content marketing strategy comes into play and defines how well the content will perform.
4 Tips to Get Repeat Customers with Post-Sales Content Marketing
Smartly crafter post-sales content marketing strategies can keep the customer relationship alive and provide outstanding support to your newly onboarded customers. To help prepare the right content for this specific customer base, brands should abide by the following tips:
1. Keep the content focused on value, not sales
Selling a product is not the end of the customer journey but the beginning of an entirely new relationship. Brands need to start this journey on the right foot, and value-driven content is the right approach to help impress and engage the customer.
Brands can use guided email campaigns, customer-centric user guides, and other post-sales materials to help the customer get proper guidance on navigating the product or service.
2. Provide actionable content
Post-sales content marketing is about showcasing expertise and providing customer support. Companies with a good repository of content around their products, latest releases, educational materials, case studies, how-to content, and video-based walkthroughs have generated higher customer engagement.
Customers love it when brands provide simple, precise, and actionable content. Plus, a solid post-sales content marketing strategy helps lower the number of queries or complaints, as customers can quickly access answers to their questions and get the basic queries resolved effectively.
3. Share tips and recommendations to turn your customers into fans
If your customer likes your product and feels that it generates the correct output and value they are looking for, your customer can slowly become a loyal customer or fan. This customer is more likely to endorse your brand or product, recommend it to others and provide positive ratings and reviews.
Brands can use content marketing to persuade customers to become fans by offering timely and relevant tips or recommendations and taking their experience with the product or service a step higher.
4. Use the proper channels to create a solid post-sale content marketing approach
To implement these tips in your post-sales strategy, brands can craft several value-driven content materials. Some of the post-sales content marketing channels that brands can make use of are:
- Guides and walkthroughs, mainly for SaaS or digital products, which will require online support
- Providing relevant tips, suggestions, and other valuable content to prospects and customers using targeted Blogs
- Step-by-step guidance or how-to video content
- Email marketing to provide relevant and helpful information via newsletters and weekly email campaigns that are personalized and targeted depending on the customer lifecycle.
- Creating a Frequently Asked Questions (FAQ) section on the website or product
The Final Word
Post-sales content marketing is just as important as generating leads and closing sales. In a digitally-enabled era, customer expectations are increasingly changing and shifting towards brands leveraging the power of content marketing throughout the customer lifecycle.
Content marketing is a great way to keep customers returning for more and ensure they always have the right resources even after making the sale.
However, like content marketing sales, remember that the aim is not to convert, push for a sale, or cross-sell your other products or services. Post-sales content marketing should add value and keep the customer’s best interests in mind. Using it, companies can enjoy higher brand loyalty and help stay ahead of the competition while generating recurring and long-term customer relationships.
Post-sales content marketing is the strategy that focuses on the after-sale or reconversion aspect of the customer lifecycle. Post-sales content aims to help the customer solve a problem using the product or service they have already purchased and make them a repeat buyer.
Post-sales services are processes that occur after a deal is closed. These include order fulfillment, billing, cancellation or other charges, managing returns, customer feedback or complaints, customer support processes, relationship management, upselling or cross-selling, maintenance support, and other related activities.
A content marketer is usually responsible for planning, curating, creating, and marketing a content asset that focuses on the needs and desires of the target audience. The objective of the content is to attract, convert and retain customers, or convey the brand’s proposition to the target audience to drive leads and create repeat buyers.
Content marketing is a strategic approach focusing on creating and marketing content assets to help attract and retain a defined target audience. Any content marketing strategy’s ultimate goal is to drive brand profitability by attracting the target customer using relevant, valuable, and consistent content updates.