As a Copywriter, I find that many businesses focus on producing a lot of fresh content pitched towards lead nurturing and brand awareness to acquire new customer segments. 

This is a very powerful and proven strategy, to be sure.

However, there is another side of copywriting and content marketing that seems to be going underutilised: engaging your current customer base to offer them ongoing value.

Producing ‘current customer content’ for them can be equally as effective and profitable (if not more!) as approaching new customers, because it fosters a stronger relationship with the people who are already familiar with your brand.

Here’s how copywriting and content marketing can be used to develop stronger bonds with your current customer base, and how to reap the rewards.

Which does your business actively pursue, and why?

It’s a big part of every business’ strategy to decide what resources to put into acquiring new customers and servicing current customers. On one hand, new customers offer new revenue streams and diversification, while on the other, current customers are already familiar with your product range and are further the funnel.  

The ‘sweet spot’ ranges from business to business, and industry to industry.

The problem is, a lot of businesses quickly jump to the conclusion that new customers are the only way to increase revenue and drive business growth, and in doing so, they also direct their Content Marketing Strategy to follow suit. 

They spend a lot of their time and energy producing large amounts of marketing content, such as videos and social media campaigns, to gain the attention of people who are currently unfamiliar with their brand.

Meanwhile, their current customer base is left to their own devices after their purchase, in the hope that they’ll stick around, look after themselves and make repeat purchases. This is such a major oversight for businesses in so many different ways.

Unfortunately, Real Estate and Medical companies tend to be the worse offenders of this bias towards new customers. 

For example, some Agents will be involved with the transaction of a home, and then five years later, wonder why the new owners don’t relist with them automatically! That’s because they haven’t remained in contact, signed them up for their newsletter, or provided any sort of ongoing value at all.

Medical companies spend a lot of money on campaigns to make their medication, device or remedy the product of choice for a new patient, and then do nothing to help them on their treatment journey, and wonder why they switch to brands that do.

Of course, it’s not all Real Estate and Medical organisations! Many are catching on to the advantages of providing ongoing content and nurturing to their current customer base, but I do see a lot of it happen around these industries. 

In my previous blog, Don’t Forget Your Existing Customers, I explain the advantages that your current clients offer your business over trying to find new ones:

1. Cost-effectiveness
2. Reputation
3. Barriers of Entry

So more to the point of this blog, businesses need to be placing a greater emphasis into nurturing their current customers, instead of always relying on expansion into new customers, and quality content can really help your business do this. 

Current Customer Content provides them with value that they will appreciate. This keeps your brand top of mind, encourages ongoing and repeat purchases, and turns them into brand champions (if you do it right!).

There are countless ways to re-engage and nurture people who are in your database.

1. How-To Videos, to demonstrate product benefits and features
2. Frequently Asked Questions (FAQs), to answer their main queries and troubleshoot problems
3. Loyalty Programs, to reward their ongoing support
4. User Generated Content (UGC), so that people can share their experiences with the world
5. Open Forums, to put customers in touch with each other 
6. Newsletters and Market Reports will help keep them in the know
7. Product updates and new model information, to keep them up-to-date. 

These kinds of content don’t always ‘directly sell’ to your current customers, but they certainly keep them engaged, remind them of your brand, and most importantly, nurture them to go from users to loyal advocates. This can be extremely powerful!

Just remember… a current customer who is delighted with their experience with your business is a precious commodity. Why?

What’s the most effective Marketing tool for your brand? Positive word-of-mouth! It still holds the ultimate power because people trust each other more than any message or approach your business tries.

Even a complete stranger’s review on Google, Trip Advisor, Facebook, Rate My Agent, and any other review website holds more weight than your content does. It’s the nature of customer behaviour today.

Current Customer Content works well with the positive ethos of your business.

I really enjoy writing content which focuses on current users and people who have already made a purchase, as it provides ongoing support and value for them- it’s as simple as that. Doing this is a clear demonstration by your business that you care, and this fosters a good reputation in the marketplace.

Think about it- how often to people comment on businesses who look after them after the purchase?

When putting together your content strategy and your copywriting requirements, don’t forget your current customers! They have so much to offer in so many ways for your business, and your content can be a really effective way to nurture a healthy and profitable ongoing relationship with them.

Content and Copywriting can be that simple and easy way to uncover the true potential of your customer base, especially if you utilise the power of AI and Marketing Automation too!

To engage your customer and achieve ongoing business success today, you need a powerful message, quality copywriting and consistent content. However, this is easier said than done.

Perhaps you’re time poor and spread thin, or writing may not be your expertise.

So, let us take care of your message marketing, copywriting and content marketing needs!

For more information or to speak to a quality marketing copywriter to get the results your business deserves, contact me now at enquire@melottimedia.com.au.

Our Message Marketing services can sharpen your words to achieve your goals, today.

Christopher Melotti
Melotti Media | Copywriting & Message Marketing Bureau
www.melottimedia.com.au