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5 B2B Post-Purchase Content to Boost Lifetime Sales

Content Marketing

Here’s a fact:  B2B buyers today are overwhelmed with all the information bombarding them from left and right.

As a B2B marketer or business owner, what are you doing about the noise that’s distracting your potential customers from making a business decision? Are you just adding to the noise or are you helping your customers make a decision fast and easy?

It’s no secret that experience is more important than ever, and what enables positive customer experience is content - the articles, social media posts, videos, and infographics - that your buyers engage with during the purchase decision process, especially ones they consume after making that decision.

Positive customer experience is vital to the success of your B2B business. A happy buyer will likely become a loyal customer who can bring in more referrals and sales, and post-purchase content that’s optimized for Miami SEO is how you make sure that your customers are really satisfied with your offerings and build the foundation for future sales.

In this article, we will discuss the different types of post-purchase content and actionable tips you can use to make one. Let’s dive in!

5 B2B Post-Purchase Content to Boost Customer Lifetime Sales

In a report by Eccolo via eMarketer, 80% of B2B executives say that receiving ongoing content after making a purchase is very important, especially for those who made a technology purchase. It does not only provide support, but it also encourages your customers to buy more, and become an advocate of your products and services.

Here are the five types of B2B post-purchase content to boost customer lifetime sales:

1. Answer Your Buyers’ Biggest Questions

businesspeople holding question mark signs

Once your customers have your products in their hands and actually use them, they will still have more questions to ask, regardless of how thorough they’ve done their research beforehand.

So, to make sure that they won’t have a hard time accessing the answers they need, create a page dedicated to answering post-purchase questions.

In this page, aim to answer the questions your B2B buyers will likely have when they first use your product. Always assume that your customers have no idea how to use your products. Provide them very specific and detailed answers. If possible, include a video or illustrations to make it easier for them to follow instructions, especially for troubleshooting or assembly of a product.

Here are actionable tips to keep in mind:

  • Use social listening, questionnaires, and interview prospects, existing customers, and new customers to know their concerns and questions about your products and services.
  • Create content in various forms so you can communicate answers effectively to different kinds of people and solve the problems of your customers.
  • Create content for your B2B buyers’ end-users too. Your customers have end-users, which is why you should come up with post-sales content for both of them. Ensuring that your B2B buyers have a healthy stream of repeat buyers also ensures that they will continue to do business with you.
  • When creating content and publishing online, make sure to always optimize it for SEO in Miami, especially if your business is located in the Miami area. Doing so ensures that your audience can find your content right away when they search for it online, whether through Google or on social media.

2. Educate Your B2B Buyers

Your content should aim to educate your B2B customers so that they will have a positive experience when they start testing out your product.

You can do this by providing them helpful product documentation, manuals, and product labels that they actually want to read and use.

B2B products tend to be boring, especially when it comes to very technical products. But, there’s always a way to make it fun and more user-friendly for your customers and their end-users, such as using videos, including aesthetically pleasing photos, adding illustrations and colors to manuals, and many more.

Your customers need to be able to see what your product looks like in context.

Here are actionable tips to keep in mind:

  • Re-imagine your instruction booklet. Transform it into a delightful and easy-to-read manual that your B2B buyers actually want to scan through.
  • Create detailed step-by-step instructions and checklists to help your customers get acquainted with using your products with ease.
  • Develop tips and tricks types of content that are meant to help them get the most out of your products.
  • Link out to other related content to maximize content usability.
  • Provide product training or tutorials as a gateway to related content products and an additional revenue generator.

3. Upsell and Cross-Sell

Upsells & cross-sells can contribute up to 30% of your income. You can use this as a strategy to earn more revenue and build loyalty with your customers.

To do this, you need to figure out a need that you can fulfill with your products or services. You can also mix old and current offerings to entice your customer to buy more.

Here are actionable tips to keep in mind:

  • Feature user-generated content to encourage users to buy more or other related products.
  • Build loyalty by creating a community through Facebook groups or a fan page. You can share product information, hacks, special offerings, and other exclusive content.
  • Create virtual events, such as live Q&A, product demos, and tours to extend customer experience.

4. Create Thought Leadership Content

content is king on laptop screen with two megaphones

Thought leadership content helps build your company’s credibility, increases brand perception, and compels decision-makers to remain loyal to your business.

75% of B2B buyers say that they’ll remain loyal to the brands they trust, and providing thought leadership content is one of the most effective ways to do this.

Nearly half of B2B executives examine an organization based on its thought leadership, and 81% noticed that their trust grows after engaging with thought leadership content.

Since 85% of B2B buyers want brands to solve their problems, 64% want a reliable source of information, and 69% are seeking a trustworthy provider, you should seize this opportunity by being exactly what they want you to be.

Here are actionable tips to keep in mind:

  • Produce influencer content regularly. Create newsletters, long-form blog posts, or emails.
  • Interview industry leaders and experts in your organization to produce post-purchase content. B2B buyers and their end-users trust technical experts. So, make sure to tap into someone to provide valuable information to your audience through articles, videos, or podcasts.
  • Ask your most loyal B2B customers to contribute by asking for their insights.
  • Make yourself available through social media where your customers can ask you directly about questions or concerns. Twitter, TikTok, Facebook groups, Facebook live are some of the many ways you can do this.

5. Feature Social Proof to Increase Referral Sales

Customer recommendations, whether it’s through word-of-mouth or online ratings and testimonies, are essential to closing more sales.

The more positive reviews you have, the more likely a potential B2B buyer will purchase from you. The more positive feedback they can see on your page, the more they feel confident to do business with you.

Here are actionable tips to keep in mind:

  • Encourage your customers to create content using your products and post them on social media. Feature every customer that posts about your products on your social media pages. You’ll be advertising each other at the same time!
  • Ask your customers for testimonials. Make sure to call your B2B buyers a week after they’ve purchased for a post-purchase follow-up. Ask them if they’re willing to share their experience with you on social media.
  • Face issues and negative reviews and don’t run away from them. Answer them respectfully and promptly. Reach out to that customer through phone or email and resolve any issues.
  • Use hashtags so your audience can easily find reviews, testimonies, or other posts about your business. Hashtags are not only great for your SEO in Miami, but they also increase your visibility online.

Are You Ready to Take Your Business to the Next Level with B2B Post-Purchase Content?

three businessmen holding up arrow

Post-purchase content is key to making your b2b buyers feel good about the money they spent on your products and services and getting them to love your company.

At Digital Resource, we can create expert post-purchase content that is not only optimized for SEO in Miami to increase your visibility online and ranking in search results, but will also make your customers love your business, turn them into brand advocates, and motivate them to keep on buying from you!

Are you giving your B2B buyers the kind of post-purchase content they want? Contact us today to seek professional assistance!

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