A lot of people think that the main goal of marketing is to attract new customers. What they don’t realize is that retaining all the customers you already have is just as important. After all, existing customers already know about your brand and what kinds of services you offer. If you take certain measures to keep them satisfied and engaged, they’re more likely to be repeat customers and even recommend you to new clients.

With that said, content marketing for new customers and content marketing for repeat customers is pretty different. For the former, you’re focused on attracting new customers with eye-catching slogans and advertisements. For the latter, you’re focused on keeping them interested and engaged, and that often involves building relationships with them on a deeper level. But how exactly do you do this?

As a digital marketing agency in Orange County, we’re pretty well-versed in customer retention. Continue reading to find out our best content marketing tips to convert first-time purchasers to loyal customers!

Be With Your Customers Every Step of the Way

Always remember that buyer’s journey is real. They don’t suddenly get an urge to become a new customer.

It starts with awareness. Here, the buyer first learns about your brand and is introduced to your products and services. This could happen because they came across one of your ads on social media, heard about you from a family member or friend, or even just read about you on a random YouTube comment.

At this stage, you need to work on advertisements and marketing strategies that’ll get your brand visible and accessible.

Then comes consideration, where customers start to do their own research. Here, they read customer reviews, look at your social media profiles, and visit your website to read your content.

Here, you’ll want to focus on providing content that’s useful and informative. They want to know if you’re the real deal and how you treat your existing customers.

After they decide you’re worth the effort, they purchase from you. At this stage, you want to focus on having a great user experience on your website. Now that you’ve got them hook, line, and sinker, you want to streamline the buying process by minimizing the number of clicks between ‘add to cart’ and ‘print receipt’.

Then comes the service stage where customers reach out to you with any questions and concerns. Their shipment may have been delayed, or the item they ordered may have arrived broken. You’ll want to ease any concerns they might have and ensure they get the product or service just as advertised.

Lastly, the loyalty stage. This is where most of your customer retention happens. This is where you send them email newsletters and post on social media with updates about your brand. It keeps your customers interested and wanting more.

If you’re not up to par for even one of these, it could prevent new customers from coming back. They’re not going to buy from you again if they received poor customer service. And a customer could easily forget about you if you don’t send them updates about your brand. So, you need to make sure you’re on top of your game at every stage of your buyer’s journey.

Consistently Produce High-Quality Content

As a website owner, you should never let a site be stagnant for too long. You should always come out with new and diverse content for two important reasons: one, it lets search engines know you’re constantly updating your site with useful information which, in turn, helps your SEO; two, fresh content engages and entertains your customers and keeps them coming back for more.

Luckily, you can provide all sorts of content in all forms of media for your audience.

Articles and newsletters are the most common types of text-based content, but feel free to branch out and create frequently asked questions, quizzes, guides, and opinion pieces to diversify your content. If you’re more of a visual type of person, you can branch out from regular infographics and videos by creating vlogs, product demos, podcasts, and even short films!

You also shouldn’t limit yourself to just talking about your product either. If you sell baby products, you can write articles with advice for first-time moms, upload a live birth vlog, or create a fun quiz on baby names. If you’re a cleaning company, you can create guides on getting rid of household pests and post a fun video comparing different brands of laundry detergent.

The only limit here is your imagination, so let it run free and get creative!

Of course, having lots of content would mean some time management on your part. You should set aside a few hours of your week to create new content for your website. Having a schedule helps you remember to post regularly. You could even create a whole bunch of new content at one time so you can just queue it up and post it when the time comes.

Alternatively, you can outsource this task to content writers to save even more time. There are plenty of freelancers on Upwork and Fiverr that can help you with this.

Conclusion

Keeping your existing customers is just as, if not more, important than attracting new customers. With so many of your competitors out there, you want to prevent them from jumping ship and switching over to their side.

Thankfully, customer retention is pretty easy as long as you have a pretty good content marketing strategy. This article highlights only two of the many strategies we have as an SEO company in Orange County, so stay tuned if you want to learn more!