Marketers should leverage content marketing to improve customer retention rates

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 03, 2020, 5:10 PM UTC

Repeat customers spend three times more than new customers, according to a Constant Contact study.

Businesses should focus more on retaining existing customer than acquiring new customers as the cited study shows that 80% of future profits of a company come from 20% of current consumers. Brands should create unique content to addresses specific needs of consumers at each stage of the sales funnel, from awareness stage to the post-purchase stage.

Email newsletters and social media content marketing can help improve customer retention rates. Marketers can also explore content types like how-to content and problem-solving content to enhance customer experience further.

Emailing consumers or organising a quiz on social media can help brands identify customer pain points. These insights should then be used to create personalised content that addresses specific customer problems. They can further cross-promote content on different channels to enhance reach.

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