The previous post focused on everything relating to nurturing. The last blog article from the series will include all the details about what many would consider to be the most important part, your new customer.

Post-conversion content marketing

Congratulations: You have a customer!

However, just because a lead has converted into a customer does not mean that their journey with you is over. Did you know that the cost to keep a current customer is six to seven times less expensive than it is to acquire a new one? With your new customers, your goal is to get them to keep traveling down through the last little bit of the sales funnel over and over.

Using content marketing, you can not only ensure that your customers do not exit the funnel but also help to maximize the lifetime value of your customers to the company.

  • Welcome them aboard. Offer a tour of the new digs! Give them a walkthrough of their new product or service and offer up an FAQ that might help to settle them in more quickly.
  • How-tos. Continue with a steady stream of how-to content based on their preferences. Give them guidance on how to set up their product or service or what they can use to enhance what they already have.
  • Share your skills. Give them hacks, skills and knowledge as well as supplemental products and services that will enhance their experience.
  • Let them know first. Give your customers first crack at company news, new features and other informational content that gives them exclusive knowledge.
  • Engage with them. Respond to their feedback on social media. Follow them and check in periodically to make sure you’re doing a great job.
  • Keep publishing. Keep up a regular content schedule and base it off of customer feedback. Ask them what they want and invite them to participate. User-generated content is a fantastic way to keep customers engaged as well as flattered.

Michael Marchese is the founder and CEO of Tempesta Media. He is responsible for corporate strategy, executive team leadership and overall business operations across all the company’s segments.

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