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Create a Post-Sales Content Strategy for your Business Today
Create a Post-Sales Content Strategy for your Business Today
Create a Post-Sales Content Strategy for your Business Today
Create a Post-Sales Content Strategy for your Business Today
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Create a Post-Sales Content Strategy for your Business Today

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Did you know that increasing your customer retention rates by as little as 5% can increase your profits by as much as 95%! Do you still wonder if you need to invest time and resources into crafting a …

Did you know that increasing your customer retention rates by as little as 5% can increase your profits by as much as 95%! Do you still wonder if you need to invest time and resources into crafting a post-sales strategy for your business?

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  • 1. Create a Post-SalesContent Strategyfor your Business Today
  • 2. Create a Post-Sales ContentStrategy for your Business TodayStages of consumer behaviourStage 1: ConsumptionCustomer consumes/uses product/ serviceDid you know that increasing your customer retention rates by as little as 5%can increase your profits by as much as 95%! Do you still wonder if you needto invest time and resources into crafting a post-sales strategy for yourbusiness?The strategies undertaken post-sales are aimed at increasing repeat sales,gaining customer feedback enabling product innovation and enhancements,and lastly but most importantly increased referrals and brand advocacy.But before we discuss the various activities to be undertaken post-sales, it isimportant to gain an understanding of consumer behavior and examine itsvarious stages. This will enable you to formulate an effective post-sales contentstrategy, by effectively mapping the different content assets to various mediachannels for each of these stages.Once a product has been sold, the first stage is the actualconsumption or usage of the product. As a marketer, you need toensure that you share adequate information to smoothen thisprocess for your customer. This can be done via emails containingproduct guides, webinars or 1- on -1 free consultation to ensurethat all startup issues with the product are addressed, and anytroubleshooting that occurs during setup/usage is in a controlledenvironment.
  • 3. Stage 2: SatisfactionCustomer is satisfied/ dis-satisfied with the product/services.Satisfaction and dissatisfaction is a state of mind, triggered by theusers’ experience with the product. Most users are inactive duringthis stage; perceptions pertaining to the brand and product arenow beginning to take shape. You can leverage this effectively bycreating innovative avenues/ interaction points to channelizepositive perceptions (Satisfactions), build customer testimonials inturn turning them into brand loyalists/advocates. Dissatisfiedcustomers need to be directed to the right resources so that thehelp required to resolve issues is accessible and immediate.Ensuring that the degree of communication is high with the newbuyer is important in this stage.Stage 3: EngagementCustomer engages with the brandsThe most critical stage, engagement refers to a constant dialoguebetween you and your customers. Consumers may choose toengage with a brand either to get ongoing support for theproduct/ service or gain training on how to use the product.Ensuring product adoption is high by crafting a content strategythat caters to the above needs will ensure that your customershave a positive experience with the brand.
  • 4. Stage 4: RepurchaseCustomer decides to repurchase/ renew contract/serviceIn this stage your customer’s opinion about the product ispositive, and has now successfully become a repeat buyer.He has confirmed his allegiance to the brand and hasdemonstrated that through repurchase. Content Marketingtactics that confirm this decision will ensure that he continuesto be a repeat buyer of the brands’ products and services.Stage 5: LoyaltyCustomer confirms his allegiance to the brand.A loyal customer is one who continues to invest in yourbrand’s product/ service. He has capitalized on what yourbrand has to offer and is convinced that there is no parallelcompetitive offer that can be equally compelling. Degree oftrust on the brand and services is appreciably higher and isdifficult to disrupt. Communication with such a customershould give him incentives for his ‘stickiness’ with the brandand should aim at pushing him to the next stage of brandadvocacy.Stage 6: AdvocacyCustomer promotes and recommends the brandIn this stage the customer moves from just being a repeat loyalcustomer to becoming an advocate for your brand. He iscommitted to your brand and plays the role of an influencerand an ambassador on behalf of the brand. He plays the roleof the brand evangelist and is proud of his affiliation with yourbrand/product/service. He openly shares his experiences withpeople, indirectly becoming a part of your organization’svirtual sales team. Communication with such a customer shouldreward him for his loyalty towards your brand to ensure that hecontinues to promote and recommend it to his circle ofinfluence.

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