Sep 11, 2021
Don’t you find it disappointing how some businesses go out of their way to entertain and pursue a prospect, but once that prospect becomes a customer, they get amnesia all of a sudden and neglect them completely?
For sure, you’ve experienced getting forgotten about after you’ve made a purchase. And, it doesn’t feel great to be treated that way, does it? Getting ignored as a customer after you’ve been wined and dined as a prospect is not only a major turn-off for consumers, but it also drives them away.
There are only a few companies in Florida who are truly serious about retaining their customers and use SEO in Fort Lauderdale to continue to engage them during the post-purchase stage - they are the ones that truly stand out to consumers.
If you really want to build a profitable company and expand your business, then you need to take the post-purchase stages of the customer journey seriously.
Keeping your customers engaged through post-purchase content is one of the best ways to make your customers feel good about the money they spent on your product or service, and keep them coming back for more.
In this article, we will discuss the importance of post-purchase content, the different stages of the post-purchase customer journey, and the different content ideas you can use at each stage.
Without further ado, let’s get started.
In today’s digital era, post-purchase content is a major part of customer service. Oftentimes, consumers research a product after purchasing it to look for support. These questions are usually related to how to use a product or how to troubleshoot.
Unless they can’t find any answers online, they’ll reach out to you or post about it online.
To keep them happy and satisfied with their purchase, make sure you provide answers even before they ask and continue to engage your customer after purchasing with the right content.
Additionally, here are other reasons why post-purchase content is crucial:
Have you heard of the term buyer’s remorse? It happens when a customer feels a sense of regret after making a purchase.
As much as possible, don’t let your customers experience that feeling that after buying your products or services because it could lead to returns. When a customer brings back an item to you, whether for replacement or a complete return, they actually incur a cost. In short, they’re an expense.
Don’t assume that customers won’t return items to you or ask for a refund because it happens. And, they can very much choose an alternative provider that they think can better fulfill their needs.
By providing your customers post-purchase content, such as product tutorials or hacks, product or feature updates, and advocacy content, you can make them feel good about the purchase they made from you.
Regardless of how much customers do their research first before making a purchase, they will still have a lot of questions in mind once they got hold of the product.
Usually, these questions relate to how to use your product. By providing them FAQs, how-to types of content, and tutorials, you can reduce the questions they may have in mind.
It’s imperative that you properly communicate to your customers how your product works, and you need to make sure that it will actually work as advertised. Otherwise, they’re going to either return the item or bring it back to you for repairs or adjustments, telling you that it isn’t delivering as promised. That’s an additional cost for you.
The impact of a single negative review can cripple your business. This is why as much as possible, make your customers happy and satisfied with their purchase.
A disgruntled customer can post a bad review about you on social media and their network of friends and family can see that post. What’s worse is that that post might go viral, which in turn can ruin your reputation.
If you look at the bright side, however, you can reach out to the customer and try to make it up to them. Once they forgive you, ask them if they can take the post down.
But, what if this negative word of mouth happens offline? There’s no way you’ll be able to track that. By providing your customers post-purchase content, you can help clarify questions, doubts, misconceptions ahead of time and set realistic expectations with your customers.
Disappointed customers will not only stop buying from you, but they will also tell others not to buy from you.
Now that you know why post-purchase content is vital, let’s tackle the different stages in the post-purchase customer journey.
This is the stage where your customer is using your product and assessing if their purchase was worth it. Hopefully, they see the value of your products, or else, they might feel buyer’s remorse.
During this stage, equip your customers with the tools and resources necessary to help them quickly set your product up, figure out how to use its different features with ease, and do basic troubleshooting.
Here are the different adoption content materials you should consider publishing:
Don’t forget to optimize your content for SEO in Fort Lauderdale to make sure they appear for relevant searches.
In this stage, your customer has already achieved their goals in terms of using your product and seeing its value, with the help of your adoption content materials. However, this isn’t enough to make them loyal to your brand. So, to make sure they don’t switch to your competitor, you need to make them feel special.
By offering your customers exclusive access to content and private communities, you can build their sense of loyalty to your business and remind them of what could miss out on if they switch.
Below are two retention content ideas you should consider making:
If a customer has reached this stage, it means that they’re invested in your products or services, and you’ve established a level of trust with them.
Since you’ve successfully demonstrated the value of your product and validated yourself, this is the best time to upsell or cross-sell to your customers. And, what better way to do that than through email?
Email remains to be the most effective marketing channel, with an average ROI of $42 for every $1 spent. In other words, email marketing makes money.
For your upsells and cross-sells, you want to run email campaigns combined with landing pages. This will further increase the effectiveness of your campaigns.
The secret here is personalization.
If you want to increase the chances of your emails getting opened, your emails need to be extremely targeted, and we don’t just mean using their name in your subject lines. You need to be very specific about every detail in your email. The more specific you are, the more they will feel like you understand them and their needs.
For example, a customer who’s subscribed to your beauty subscription box services is pregnant and she just shared the news on social media. To take advantage of this opportunity, send her an email congratulating her, and at the same time, ask if she wants to upgrade to pregnancy-safe cosmetics or avail your baby subscription boxes.
The advocacy stage is the point where you’ve completely won over your customers, and they start recommending you to their friends and family.
You should keep your customers engaged during this stage because this is where you convince them to come back for more and bring others to join them.
Just because you’ve won over your customers doesn’t mean they’ll remain loyal to you forever. Your competitors are just waiting for you to become complacent before they can snatch your customers away from you.
A great way to keep your brand advocates engaged is by creating a program that will make them feel like they’re a part of the team. This could be in the form of sending them PR packages of your latest products before releasing them in public, including them in feedback sessions, featuring them on your website or social media pages, and other perks such as their very own discount code.
Segment your customers based on their post-purchase customer journey stage, behavior, product, and usage. Segmenting allows you to produce targeted content. The more targeted your emails, blog posts, and video content are, the easier it will be to get their attention.
Personalize your content to make them more compelling and effective, and to increase your click-through rate.
Optimize for SEO in Fort Lauderdale to make sure they appear every time a customer is looking for information after purchasing your products or services.
Monitor your KPIs and refine your strategy accordingly. Keeping track of your metrics is the only way you’ll know what’s working and what's not for your customers.
Your job doesn’t stop the moment you’ve turned a prospect into a customer. It’s actually the beginning of a new one!
Without a doubt, retaining customers is just as important as finding new ones. They’re your ticket to making more profit and expanding your business.
If you’re serious about taking your company in Fort Lauderdale to the next level, don’t neglect the post-purchase journey. Instead, make sure you continue to engage your customers and provide them the support and information they need to feel good about the investment they made in your product or service.
At Digital Resource, we can help you create relevant, high-quality content that will not only satisfy the needs of your customers, but also help you achieve business goals. Our content marketing specialists will make sure that the content we produce for your business in Fort Lauderdale is SEO optimized to boost their ranking on Google!
Contact us today to know how you can grow your business online through effective SEO!