Home / Articles  / Content that Keeps ’em Coming Back: Content Marketing Campaign Ideas for the Post-Purchase Phases of the Consumer Decision Journey
Home / Articles  / Content that Keeps ’em Coming Back: Content Marketing Campaign Ideas for the Post-Purchase Phases of the Consumer Decision Journey
Mary Wynn

Mary Wynn was a Creative SEO specialist at The Search Agency, where she worked from 2007 to 2018. She had prior experience in SEM, print and email marketing, publishing and advertising. Mary is passionate about her two children, working smart and making a positive impact in everything she does.

  • David Hughes
    David Hughes

    Thanks, I agree, too often people forget about engaging with a customer throughout their experience using the product / service, it is very good to be reminded that that is just as important as getting them as a customer in the first place

    September 3, 2015 at 3:14 pm Reply
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    THe problem is that the vast majority of people focus on Acquisition.
    Most Advertising and Marketing is aimed at converting and generating “new” customers/clients.
    The simple truth is that it is often far cheaper, faster and easier to convert the converted – your existing/recent consumers.

    For starters, there is already the basic relationship in place.
    This means that you don’t have to make them aware, you don’t have to build in the trust, and if you have serviced them properly, they are already predisposed towards your brand and offer(s).
    All it takes is a little effort and consideration – you can already get personal (you have their general details), you should be able to tailor any offer/overture based on their previous purchase(s).

    There’s more available than just easy sales.
    If you do it well and do it right, you can turn existing consumers into conversion points. Word of Mouth, social proofing, brand building – they can become conversion points in a way that you – as a business – cannot achieve.

    But what sort of content?
    All depends on what you are initially providing.
    Some of my favourites include;
    * Care/Cleaning/Maintenance guides
    * # things you can do with a [product]
    * I’ve done [something] – now what?
    * How to make the most of your [product]
    * How to [do something] with your [product]

    All it takes is a little thought, and you can maintain contact (and constant contact increases the chances of latter conversions/repurchase etc.). Further, supplying “helpful” information increases the chances of being discussed/referred.

    The best bit is – all of this costs far less resources than new acquisitions.

    September 6, 2015 at 5:27 am Reply
    • Mary Hayes
      Mary Hayes

      R. Rogerson, I couldn’t agree more. Retaining existing customers and re-converting them is definitely less expensive than acquiring new ones. It just takes a little extra effort and as you said, creativity, which to me, is the fun part of what we do!

      September 8, 2015 at 10:35 am Reply
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    Dmitri Larionov

    Great article, I think as online competition continues to ramp up, brands will be forced to go through the UX that they created. I am often amazed at how little obstacles can be removed when you put yourself in the customers shoes.

    September 14, 2015 at 7:28 am Reply
    • Mary Hayes
      Mary Hayes

      Great point, Dmitri! Thanks for your input.

      October 6, 2015 at 4:09 pm Reply
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