5 Ways to Use Content to Improve Customer Service and Retain Customers

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德米特里•Dragilev
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这是一个事实炸弹: More important than finding new customers is keeping the ones you already have.

But contrary to how content marketing is generally practiced, the buyer journey doesn’t end with a purchase. 只要你的客户信任你的品牌,并且对你的价值链保持开放,它就会无限期地持续下去. 这意味着你需要抛弃内容营销的主要功能是产生新的线索的神话.

以买家为中心的运营,旨在保持你的品牌的相关性和延长客户的生命周期,应该在任何标题为“商业盈利”或“增长”的议程中名列前茅. 这意味着内容营销应该很好地与客户服务相结合,并反映客户服务的要素, 技术支持, 客户的幸福, and other after-sales departments.

Comparative costs for new customer acquisition versus retaining existing customers. 图片来源: Invesp.

After all, customer engagement goes beyond your product. 它在售前和售后的对话中蓬勃发展,聚焦于你的买家的问题和成功, with or without your product at their disposal.

只有有针对性的内容——那种真正显示出对痛点的补救和通往幸福的路线图的内容——才能推动这些对话,并在整个购买过程中加强你与客户的关系.

数字不会说谎. Customer acquisition costs are skyrocketing. 品牌忠诚度正在下降. And digital marketing has become more difficult and costlier than before.

HubSpot recently published an 令人瞠目结舌的报告 that highlights these alarming trends. It might surprise you but the report’s conclusion boils down to one statement: 投资客户服务.

I think one of the best ways to do that is to 执行客户保留策略,利用客户服务和内容营销之间的最佳点.

When I say “content marketing” – I do not mean ads, 电子邮件广告, 时事通讯, 或任何类型的群发邮件. 我的意思是确保你的公司发送给客户的每条信息里面的内容都是为了联系和吸引他们.

Most of the messages you send customers in your website copy, 电子邮件, 闲谈,聊天, 文本, 调用, 在事件, or in person should be designed to engage them, even if they’re already a long time customer.

为什么你问?

因为不幸的是, 你的客户还拥有永久的选择,即跳槽到你的竞争对手那里.

Salesforce发现, 生产 ——一个公司因为失控的客户流失率而慢慢消亡的过程——是真实存在的,可以直接导致公司灭亡.

You don’t want that to happen.

因此,这里有五种方法来重新构建所有信息中的内容/副本,以提高客户服务, 保留更多的顾客, and — who knows — even unleash an army of brand ambassadors.

Tip 1: Involve customer support, service, and happiness teams in content development.

你的售后运营同行知道很多——也许比任何人都多——关于客户真正想从你的业务中得到什么,以及哪些功能和好处会让他们足够满意,从而留在公司更长时间. (事实上, 仅在客户服务方面的战略改进就可以使客户忠诚度和保留率翻倍.)  

These teams hear tons of complaints and praises, 回答各种问题, 解决使用问题, and receive constructive advice (on best practices, 功能愿望清单, and other crucial customer issues) every single day. 所以不要错过这个机会,把你的营销内容注入到针尖移动的洞察力和来自这些单位的真实客户数据.

图片来源: Nextiva

技巧2:做案例研究, 奖状, and success stories a staple presence in your editorial content calendar.

没有什么比像他们这样面对和解决类似(如果不是完全相同的话)问题的客户的故事更能引起客户的共鸣了.

审核客户在第三方平台或评论网站上对你的产品或服务的评论. 找出是什么使你的产品滴溜溜或翻滚,并利用它来开发以客户为中心的内容.

Use issue resolution reports or incidences as the backdrop for useful, relevant content targeting your broader audience.

And unless they’re discussing a known issue without a proper workaround, never leave negative reviews unanswered. 创建专门针对负面问题的内容,为你的产品做一个坚实的反案例.

Effect of positive reviews on consumers. 图片来源:BrightLocal

Tip 3: Transform your website into an easy plug-and-play, DIY resource.

Your clients need people from customer care to be there when they call. But they also want to do things on their own whenever they can.

这意味着 your website should be easy to navigate and include not only 闲谈,聊天bots, Help Centers, and 常见问题页面 但也要有定期的内容,直接帮助客户更好地使用你的产品或服务, 更容易, 而且影响更大.

High-quality content that uses your customers’ own language should provide practical answers to real-world questions before they are even asked by your buyers. 这个列表的前两项将帮助你预测和回答许多这些问题.

这些天, 你当然需要超越仅仅是一个杀手常见问题,以更新和刷新客户参与. 对于初学者来说, 多读一些技巧类的文章或博客文章,让你的客户从你的产品中获得更多价值.

提示4:目的驱动的内容可以激励你的社区并推动倡导项目.

将你的产品与客户联系起来的在线社区有助于保持你的品牌相关性. 这些社区是官方认可的,还是跨不同平台使用您的服务的连接用户的大杂烩, your participation should go beyond simple posts and lip-service concern.

Your marketing team should develop purpose-driven content for these communities. Remember that the more active these communities are, the better they serve as platforms for brand advocacy and evangelism.

Be sure to make relevant content that is immersive, experiential, and authentic. Show customers that you genuinely care about all their issues.

图片来源: Nextiva

Finally, don’t ignore fun surveys, quizzes, and games. 记住,要用游戏化的代币、真正的折扣和吸引人的奖品来奖励忠诚.

Tip 5: Develop an omni-channel, multimedia mindset.

There’s no going around this reality. The business world is on full throttle heading towards digital.

But more importantly, customers are already there. Which means they’re basically everywhere all the time, discovering products on social media and posting service queries from their phones.

They understand and consume articles, 时事通讯, and infographics. But they also seek crisp videos, webinars, and engaging podcasts.

不要低估任何渠道或媒介,除非你确定你的客户群中没有人使用它.

对于内容开发人员, 这种全通道和多媒体环境需要响应式设计和多媒体消息传递.

Millennials — the largest customer demographic — are said to be “tech natives.“Z一代走得更远——他们几乎一出生就掌握着科技,成熟时严重依赖个人设备.

在未来的几年里,这几代人将成为B2C和B2B市场的主要客户和决策者.

Despite the growing interest in brick-and-mortar experiences, the future of customer engagement remains overwhelmingly digital. And by nature, digital is omni-channel and multimedia. Content can’t afford to be any different.

结论

Business is not as easy as it used to be. It’s getting harder to get new customers and 更容易 to lose the ones you already have.

鉴于这种气候, 内容营销人员需要将他们的策略和编辑日程与他们的客户服务和客户成功同行的目标保持一致 客户保留.

This alignment is no longer a strategic move but an existential imperative.

但有个好消息:引人注目的内容的种子已经在报告中出现了, 指标, and data of after-sales customer care units. 数字营销人员只需要利用这一丰富的数据宝库,并将其转化为以下内容:1)为客户的问题提供实用的答案;2)为他们的成功提供清晰的途径.

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德米特里•Dragilev

德米特里•Dragilev

德米特里凭一己之力通过搜索引擎优化将一家初创公司从零发展到4000万页面浏览量,最后被谷歌收购. He has translated his know-how into an 搜索引擎优化 and PR coaching program PRThatConverts 还有一个软件应用程序 JustReachOut 4用哪一个,000多名专业人士和企业家推销相关的影响者和博主,以获得曝光和流量. In his spare time he documents his experiments on his blog CriminallyProlific.

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