It pays to keep in contact and continue to look after them long after their purchase. To do this, you must be offering them value on an on-going basis which reminds them of your brand and the difference you make in their lives.
Why? Because it keeps your products top of mind, increases post-purchase satisfaction and builds loyalty.
Copywriting and content marketing are excellent ways to nurture your current customers. Here’s how.
That’s because they will continue to buy from you, give you great feedback and tell all their friends and family about you; especially in the age of social media! Current customers generally offer you a far greater ROI, because it’s more expensive to go out looking for new leads that are cold, than it is to keep your currently warm database interested.
Your existing customers can offer you so much more, but unfortunately, some businesses don’t understand the untapped opportunity that they present.
This is why it’s so important to nurture them.
What is nurturing?
Nurturing is a marketing term for the art of keeping people engaged with your business, brand and product offering, with the goal of making a sale. There are two types:
- Lead Nurturing is where you convert potential customers (or leads) into customers by supporting them during their whole buyer journey which ends up with a successful sale.
- Customer Nurturing is where you keep in contact with them after their purchase to offer continual value which makes them happy so that your business remains top of mind in a positive light.
Let’s talk about how to use copywriting and content marketing to do the latter.
- Who are they now?
Begin with learning who they are and what they need now that they have already bought from you. We spend a lot of time and effort on finding out who our new target audience is, but we can often forget who our existing customer base becomes after their purchase.
- Create a separate Content Marketing Plan for existing customers
Potential leads are a different audience to existing customers, and therefore require a different strategy. Their needs and pain points have probably changed since they bought from you, so cater your content marketing for this difference, so you are creating materials that suits their ongoing needs.
Now that you have the foundations in place, it’s time to get copywriting!
This is where your copywriting can really shine! So get writing on these following pieces:
- Assist them to get more value out of your products
The best thing you can do for your existing customers is to show them how to get more value out of their purchase. For example, writing a blog, composing a video script or producing an article that teaches them more about your product will improve the value they get out of their purchase and often delight them unexpectedly.
The more they benefit from your products, the more bonded they will become with you and your brand.
- Forward related information in your newsletter
There may be news alerts and market trends related to your brand or product which your customers may find useful, both from internal and external sources. So keep them in the loop by sending them updates of interesting, curated content within your subscription newsletters, along with a written blurb summarising each piece to make the connection with your brand and help them navigate.
- Touch base regularly
Create a telephone script or an email template that checks in with your customer at consistent time periods after purchase. For example, celebrate a year of them using the product, mention milestones or get in contact to help them troubleshoot any difficulties. They will appreciate it and help you learn more about their use.
- Thank yous!
There is nothing more appreciated that a good thank you note, especially if it’s done in a creative way, like a handwritten card or personalised message. This can be done on a holiday, such as Christmas, or in response for them leaving a nice review online. A thank you note can be a pleasant surprise and makes them feel like they are more than a number to your business.
- Invite them to events
Consider holding events and seminars that they can join in and be involved with. These can be product related or just a celebration. Either way, if you allow them to invite friends and family, chances are that they will be inviting other potential customers and spreading the word for you.
Copywriting offers so much potential to communicate with your current customers, but often its only used to create content that sells to a new lead. Don’t forget that existing customers appreciate content too, and copywriting is a way to offer them long-term value that they will appreciate.
With on-going efforts to nurture them, you will turn your customers into advocates, and they are a better form of advertising your business can ever do alone. Positive word-of-mouth is the most powerful form of marketing that exists, so nurture them and your business will reap the rewards.
At Melotti Media, we understand that high quality copywriting is essential for business success, but it is easier said than done. You’re time poor and spread thin, and writing isn’t your expertise. So, focus on what really matters, while we take care of all of your copywriting and marketing needs!
If you need further clarification about content, or if you need a quality copywriter to get the results you need, contact me now at chris@melottimedia.com.au. Or leave a comment, below.
I can sharpen your words to achieve your goals, today!
Christopher Melotti
Melotti Media Copywriting and Marketing Solutions
www.melottimedia.com.au
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