It turns out that content marketing is a discipline that, in addition to getting new customers, serves much more. In recent years we have found that content is a determining factor in the customer acquisition strategy (nurturing, lead generation, inbound marketing, etc.), but the full potential of content marketing in customer loyalty has not yet been exploited. The power of content marketing, its ability to influence, begins in the earliest stages of the relationship with the potential customer, but its scope does not end with the sale. On the contrary, content has a huge influence on customers and is a very powerful tool that distinguishes and protects against competition.
From the moment a potential customer starts his journey to satisfy a need until he becomes a customer, he goes through various stages and this is what is known as the customer journey. These stages, in a very summarized way, consider a first moment of exploration (I have a need), a second moment of comparison (who offers me a solution), a third Croatia phone number list moment of evaluation (who offers me the best solution for me), to finally make up your mind. The end of the road of this journey is the transformation of the potential client into a client.
But the customer life cycle is even longer as it includes the customer retention stage. It is proven that acquiring a new customer costs 5-6 times more than keeping an existing customer. Among marketers, there is a general consensus: business growth depends on improving customer loyalty. Although the general idea of a loyal customer is that of a customer who trusts a certain brand, when it comes to specifying what that trust transforms into in practice, conceptual differences arise. Is a loyal customer the one who recommends us to other customers? Or is he the one who repeats his purchase?
The definition of loyalty, like so many other definitions linked to human behavior, is not without discussion. The points of contact between the different visions are mainly two: there is an emotional component, related to the feelings towards a brand; and there is another component of attitude, related to behavior towards a brand.
Without going into excesses of theorizing, we can consider that both views result from different perspectives of analysis, where each one shows one side of the coin, but both sides are valid. The emotional view of loyalty is one that reflects how a customer feels when he does business with a brand. It is a romantic relationship. The attitudinal vision of loyalty is what explains rational behavior, the reason for the transaction that a customer makes with a company.
Ultimately, it is possible to define loyalty by incorporating both views, so that: loyalty is the degree to which a customer has positive feelings and / or behavior towards a brand. Loyalty alternatives, both from the point of view of behavior and feelings, are transformed into three clearly defined types of strategy: retention, repetition and recommendation.
Client retention. These actions are aimed at avoiding abandonments and achieving renewals. Content marketing in this strategy must reaffirm and maintain the commitment that the brand has generated with the customer, it must continue to add value to the customer-brand relationship. One of the methods to continue adding value through content is to generate educational content, so that the client maximizes the benefit they obtain: guides, tips for use, knowledge bases, tutorials, case studies, etc., are just some examples of content to achieve it.