Website Content Strategies for Customer Retention

Content Marketing for Manufacturer Customer Retention: Part I

For manufacturers, customer retention matters as much or more than lead generation. Often marketers talk about using content marketing to generate and nurture new leads. But companies can also use website content strategies for customer retention.

Looking for ideas on how to stay connected with customers during in today’s highly competitive manufacturing market? This post is for you.

Today, I will focus on website content. Wednesday’s post will delve into using social media to nurture customer relationships.

Using Content to Create a Buffer Against Capacity Issues

With capacity and lead times stressing even the best customer relationships, now may be the time to focus on content strategy. Also, investments in customer retention content will continue to deliver ROI long after supply chains smooth out again.

“The bottom line: increasing customer retention rates by 5% increases profits by 25% to 95%.”

Content that Speaks to Current Customers

• Case studies that show how your products supported customer success
• User-generated content, such as customer reviews and testimonials
• Most of all: Videos

Videos Get Attention and Make a Big Impression

We’ve talked about the impact of video marketing. With the increased focus on customer retention, many companies are deciding to allocate resources to video projects.

Effective videos make an emotional connection with customers. The best video content centers around the benefits of partnering with your company as a supplier of choice.

Consider these ideas to get you started:

• Product capabilities videos
  • Focus on what sets your products apart
  • Show how to get the most out of products
  • Provide maintenance tips and resources
• Value-added services videos
  • Remind customers of high-value services
  • Highlight the ease contacting customer service
• Company leadership and employee videos
  • Profile an employee and share the value they provide
  • Vision and mission messaging from company leaders
  • Showcase community engagement and charity work

I’ll talk more about using social media to support customer retention on Wednesday.

Until then, I invite you to get in touch on Twitter or LinkedIn. Or contact us if you’d like to talk.

–parin

Managing Partner