According to HubSpot’s Laura Fitton, “You don’t just stop at the close, you continue with delight.”
Ross Beard, regular contributor to the Client Heartbeat blog, believes that your business relationships with customers shouldn’t stop when you close the deal.
When it costs up to seven times more to acquire a new customer than to just keep one, it makes sense to focus on keeping customers happy. A happy customer is a paying customer, and at the end of the day, your customer pays your paycheck.
It can take a lot of time and resources to acquire great customers for your business. But with the right approach to customer satisfaction, you can make sure many of your best customers will be with you for years to come!
To approach customer satisfaction and customer retention correctly, you need to have an exceptionally good pulse on how your customers perceive your firm’s value. Client Heartbeat is an excellent tool for staying on top of your key customer satisfaction metrics. But what can you do tactically and proactively to increase customer satisfaction?
Blogs Aren’t Just for Lead Generation
Your blog can be a great tool for making this happen. While most businesses and marketers plan their blogging strategy around attracting targeted leads to fill the top of their sales funnel, blogging can also be a terrific way to communicate with your firm’s value.
Picking the Right Blog Topics
How do you decide what to blog about for your customers? It’s simple. Use the data. Run reports on your most frequently requested help desk services and write blog posts about each and every one of these problems.
When you have a batch of these related blog posts, say 10 or 20 in total, build a sitemap or table of contents that links all of these posts together and call it an FAQs page — which should be prominent on your website navigation and automatically e-mailed to all new customers.
10 Best Practices for Customer-Focused Blogging
The key thing with blogging for customer satisfaction requires most of the same best practices as blogging for lead generation:
- Concentrate on one topic at a time that can be explained in 600-1,200 words.
- Use a keyword tool to select a related keyword phrase that you can then very lightly optimize (SEO) that post with, so it has a chance to get found.
- Add social sharing buttons to the top of the post to make it easy for customers to spread your great content.
- Write for skimmers, using abundant headings, subheadings, and numbered or bulleted lists.
- Re-purpose the blog post into visual content assets that expand your reach to different audiences. Approached correctly, an image, screencast, slide deck, or infographic can be extremely effective at driving greater customer satisfaction.
- Embed the newly-created visual content to make the post more “sticky” and less likely to result in a bounce.
- Include at least one relevant call to action (CTA) at the end of the post so you can point delighted readers to your preferred direction. For an IT customer blog, many times this CTA will focus on encouraging reviews or testimonials.
- Build internal anchor text links from other already search indexed pages on your website.
- Announce the new blog post to relevant segments of your in-house contacts database.
- Add the new blog post to any automated nurturing messages that trickle out to new customers following sign-up.
Many marketers spend most of their blogging resources creating content for the top of the sales funnel. And for good reason: targeted lead generation is extremely important.
But for a business that’s highly-dependent on maintaining customer satisfaction, blogging can also be a great tool to help your customers get more value from your services and transform luke-warm customers into your biggest raving fans and promoters.
Read more about ways to increase customer satisfaction in Client Heartbeat’s latest eBook, “The Secrets To High Customer Satisfaction.” It’s available for free.
Photo credit: Gapingvoid