Source: http://www.thesearchagents.com/2015/09/content-that-keeps-em-coming-back/
Content can be used to increase conversion among your customers, but you shouldn’t stop there. You should also use content to keep clients engaged and nurture relationships with your audience.
In the past, a business-client relationship was purely linear consisting of the following steps: creating awareness about your brand, evaluation of your products, and finally the purchase. However, we now know that it is also important to build lasting bonds with customers to keep them coming back and build loyalty to your brand. Business relationships are now cyclic rather than linear, with a bonding step connecting the post-purchase phase back to the buy phase—essentially promoting repeat purchases from your company.
- During the buy phase – ensure that your conversion process is simple and convenient for your customer. Keep content short and clear—now is not the time to overwhelm your customer! Just give enough information to let your customer know what to expect next.
- During the post-purchase phase – provide strategically written and timed content pieces to keep customers engaged. For instance, send a purchase confirmation; this can be done though a thank you page or email. You can also offer help needed after the purchase, like resources related to the purchase.
- Building Customer Relationship – Once the purchase has been made, it is now time to form bonds with your customers. Provide useful, relevant content for buyers. Create a YouTube channel for your brand. Use social media to actively connect with your customers and encourage responses from them. Social media is also a good platform to promote sharing of your content and keeping your brand visible, not just to new customers, but also previous buyers.