A New Way to Think About Customer Loyalty

How great content keeps your customers engaged

BY DREW NEISSER

Content” has been the belle of the ball for marketers in recent years. Pundits praise content marketing— the concept of creating and distributing relevant content—as a cutting-edge customer acquisition tool that can radically improve organic search performance. In response, marketers big and small are scrambling to publish articles, videos, newsletters, webinars, and more.

Lost in all of this is the simple reality that creating great content is hard, and it is made harder still when there is not a clear target audience in mind.

To resolve these dual challenges, I recommend you focus your initial content programs in a new way: on your current, not your prospective, customers. When most people hear about customer loyalty programs, they think of coupons, discounts, and VIP treatment. Don’t overlook the ways in which customercentered content can be equally powerful. Here’s how it helps build loyalty:

1KEEPS YOU AND YOUR

COMPANY TOP OF MIND

A well-crafted e-newsletter may not be a new idea, but it’s still a thing of beauty. Start by asking what information you can deliver to customers that will be of value to them. Even if this information is not about your business specifi cally, it will serve to remind your current customers that you care about them and their success. (TIP: monthly is fi ne for most business newsletters.) 2 REINFORCES PERCEPTIONS

OF EXPERTISE

Make every effort to publish your content, not just on your own website, but in a wellrespected publication (online or offl ine). Your customers are actually more likely to see this than prospects and more likely to respond favorably simply because they know you. Aim to enlighten these customers with news they can use or information that can help resolve their specifi c challenges. (TIP: don’t be shy about sharing your articles with your friends, customers, and business associates on LinkedIn and other social channels.)

3EXPANDS THE WAY YOUR

CUSTOMERS THINK OF YOU

Lots of mid-size companies struggle to get their customers to consider them for other products and services beyond the ones initially provided. Content programs, particularly webinars and events, can be an effective means of getting your happy customers to broaden their perspective on your fi rm. Again, the key here is to craft content that is not you-focused but rather addresses a genuine problem your customers would like to have solved. (TIP: consider bringing in a thirdparty expert to add impartial credibility to your expanded offering.)

4MAINTAINS EXCITEMENT

AFTER THE DEAL IS DONE

Many companies put a lot of energy into wooing customers, but then move on to the next conquest without a thought of keeping the previous “romance” alive. This is a lost opportunity, since a new customer is very likely to share his experience with peers early on in the relationship. A well-timed video can keep a customer excited about his purchase decision and even get him to share his enthusiasm with a friend or 10! (TIP: don’t skimp on video production quality if you want customers to watch more than one.)

5HELPS PROMOTE YOUR CUSTOMERS, TOO

One of the fi rst sources of content should be your customers themselves. These stories need not be about how the customer interacted with your company but can focus on something inspirational, either business-related or personal. By telling their stories, you are not just fl attering them; you are helping them look smart and gain exposure for their personal or professional endeavors. (TIP: regardless of the content format, avoid the seeming blatantly self-serving by fi nding the humanity in each story.)

Drew Neisser is founder and CEO of Renegade, a leading-edge social media and content marketing agency in New York, that works with TWCBC on loyalty program implementation. Neisser’s writing can be found on FastCompany.com, Mediapost.com, SocialMediaToday.com and TheDrewBlog.com.