Do you neglect your customers after they make a purchase? The marketing world is enamored with creating fresh, new, lead-generating content. But, little thought is given to providing quality content to your biggest fans: those who already purchased your offering. The prevailing attitude is, “Why would we want to spend our time and revenue supporting a sale that’s already been made?
The reason is that happy customers become customer advocates. Happy customers generate word-of-mouth advertising. Happy customers write testimonials that look stunningly good on your landing pages and website. There is no substitute for having a bevy of happy customers in your corner.
What is Post-Sale Content?
Post-sale content helps the customer understand how to use and/or maintain the product you’ve provided. It helps customers to maximize their use of the product and all its features, helping them to realize a rapid return on their investment.
Have you ever heard a customer confess that they couldn’t understand how to use the product, so they didn’t see results? Of course not! What you do hear is “they sold me a pig in a poke, took my money and left me high and dry.” Now you can’t have that kind of testimonial out there making the rounds.
So, for the first six months after the sale, you provide them a white paper, infographic or video that helps the customer reach the promised land. Clearly, state that you are there to support them through any difficulties and will do whatever it takes to deliver value to them.
The Impact of Post-Sale Content
According to the Content Marketing Institute’s Marcia Riefer Johnston, almost a decade ago, IBM spent several years surveying its customers to determine to what extent prospective buyers value a company’s high-quality technical content – primarily product documentation, the post-sale content.
IBM’s findings: Most customers consider high-quality technical content “important” or “very important” in shaping four things –
Post-sale content is clearly very important. But how do you create and improve it?
5 Suggestions to Improve Your Post Sale Content
- Write/rewrite your product user’s manual – Do you even have a user manual? Is your user’s manual easily understood, or is it fraught with “tech speak”? Transform it into content that is easily understood and easy to find what you are looking for.
- Develop step-by-step instructions and checklists – these will be helpful to your customers after the sale. Sales, customer service, and technical support groups can help you learn which issues they receive the most help inquiries for and how to resolve these issues.
- Produce customer start-up videos – Walk the customer through the first day with your offering. Help them to benefit from all the features that caused them to buy the product. Also, think about creating an advanced training series to help your customers maximize their experience with your offering.
- Be sure to link all relevant content to each other – Your content is much more valuable when it is easily accessible. Don’t make each piece a virtual island in a sea of content.
- Develop a customer series for each product line – Every month discuss aftermarket products and how they benefit the customer. Show them how it helps them get the most out of your offering or extend its life. Expand your aftermarket reach.
Famous Last Words
“Traditional marketing talks at people. Content marketing talks with them.” – Doug Kessler, Creative Director, Velocity Partners