Acquiring new customers is crucial, but there’s something even more important: retaining them… and an effective content marketing strategy is essential! Is customer retention your goal? Here are the guidelines to follow!

Over the years, various studies have shown the fundamental role of customer loyalty: according to the Harvard Business Review, acquiring new customers costs up to 25 times more than retaining current ones. And not only that: a 5% increase in customer retention can boost profits by 25% to 95%! Existing customers are more likely to make a purchase, and their average spending is typically 33% higher than that of a new customer.
Acquired customers require less effort and provide greater returns: nurturing a profitable relationship with existing customers is therefore more important for brands than the pleasure of acquiring new ones.

As mentioned earlier, content marketing is a valuable tool for building an effective relationship with customers… There are three key ways to retain customers:

● Give them reasons to stay in frequent contact with the brand and its communication channels – website, social media pages, emails, blog, etc.;
● Make the brand useful, going beyond the mere product or service being sold – it’s not just about convincing the customer to buy, but about providing them with content that interests them;
●Establish a dialogue with customers, constantly offering valuable input to understand their preferences and needs, keeping the brand’s offering fresh and interesting.

The secret is to apply these principles consistently and continuously.
For every piece of content chosen for your content marketing, ask yourself:

● Does this content solve a relevant problem for my customers?
● Does this content teach them how to avoid a problem in the future?
● Is this content engaging, or at least entertaining, while staying true to the brand identity?

If the answer to at least one of these questions is yes, then the content is worth including in your content marketing to be shared.

Here are some practical ideas commonly used by brands:

• Share a useful or relevant article from your blog;
• Ask questions to stimulate conversation – make sure to stay on topic;
• Share entertaining content – yes, but well thought out! – such as photos and videos;
• Create a forum or community for customers to exchange ideas – and provide useful insights for marketing;
• Find creative ways to reward your customers/users,
• …and so on!

Given the profit growth in proportion to increased customer retention, customer loyalty through effective content marketing becomes a challenge that no business can afford to ignore. Are you ready to take action?
To learn more… keep following us – or contact us at Luna!