Nurturing your customers through content marketing is like being good to a friend.
You make them feel appreciated. You pay attention to their needs. You help them with their problems.
The more you give, the stronger your relationship becomes. And for your efforts, you gain a meaningful and long-lasting friendship.
Your customers can be just as invested in your business as your friends are in your personal life. Demonstrate how you’re dedicated to improving their lives through advice that attends to their needs. Offer compelling news and information that positions your business as a valuable asset over competitors.
Achieve this through regular content that’s helpful, interesting, relevant and engaging. Not sure where to start? Let me help.
Promise Only What You Can Give
To become loyal followers your customers need to trust you. So if you decide to promote a new offer that’s exclusively for your existing audience, follow it through. The same goes for the content on your website or blog. Have you recently shouted about the glossiness of your customer service? Then the real thing should be just as shiny (if not more).
This is a long-term strategy. You won’t secure brand loyalty overnight, and all it takes is one broken promise to sabotage your efforts. So think ahead and write only about what you can offer to avoid becoming a Pinocchio.
Empathise with Accuracy
Best-selling author Dale Carnegie explains how “You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.”
This is the golden rule to apply to your business when you’re connecting with customers at the nurturing stage. Move the focus away from your business and make learning about your audience a priority. Understand them inside-out using reliable research such as customer surveys, enquiries, interviews and social media interactions.
Your goal is to map your customer’s pains, needs and challenges so you can offer them applicable support through your content. Remember, the secret to a better content experience is relevance.
Engage with Quality Content Marketing
It is possible to turn a subject that’s as dry as the Sahara desert into something interesting and engaging. It all boils down to the quality of your content. Here are four ways to check that your content passes the engagement test:
- Is it easy to read?
- Check for over-complicated sentences
- Does every sentence earn its place?
- Ensure every point carries weight and isn’t repeated elsewhere
- Have you promised a benefit?
- Give your audience a reward for reading your content
- Does it motivate them into action?
- Inspire your customers with a Call To Action (CTA)
Tick these off your list and your content won’t just fill white space. You’ll be offering your customers a positive experience that’ll have them coming back for more.
Your Reward
Nothing worth having comes easy. Dedicate your resources to consistently delivering content that nurtures your audience and you’ll gain:
A stronger relationship with your customers
- Enhanced brand loyalty
- Greater business authority
- Customers that are positioned to be converted
