the new content kings: how retailers are using content to create loyal lifetime customers
DESCRIPTION
Presented at eTail Palm Springs by Steve Groenier on February 27, 2012. Top retailers have become the new kings of content with vast libraries of expert articles, videos, blogs, product reviews, Q&As and more. While this content has helped to drive traffic and improve conversion rates it may also hold the key to creating truly loyal customers. Learn strategies for unlocking the hidden value in your content library and discover specific, actionable tactics for using content to improve all areas of your retail business. - Learn how content drives customer loyalty. - Build a network of influential experts who produce content for you. - Use content to improve your product selection and customer service. - Curate user generated content to increase visibility and drive social sharing. - Discover strategies for getting customer feedback from multiple channels. - Learn how to turn customers into an army of content producers.TRANSCRIPT
How retailers are using content to create loyal
lifetime customers.
The New Content Kings
Steve Groenier | February [email protected] twitter: @marketonline
Attract Onlineattractonline.com
Key Takeaways
• Why customer loyalty is critical to your long-term success & survival.
• How to create a content strategy that will drive customer loyalty.
• 6 tactics for turning customers into your best content producers.
• 3 ways to create content that drives sales.
• How your content strategy can help you improve other areas of your business.
How do customers see you…
YOURBRAND
YOUR BRAND
ONLINE
$PRICE
How good is your price?
∞PRODUCTSELECTION
How big is your selection?
☺SERVICE
Can you delight with service?
Truly Loyal Customers Only See…
YOURBRAND
?How can your businesscreate truly loyal customers?
We take those funds that might otherwise be used to shout about our service, and put those funds instead into improving the service.
— Jeff Bezos, Amazon
“If you do build a great experience, customers tell each other about that.
We view any expense that enhances the customer experience as a marketing cost
— Tony Hsieh, Zappos
“because it generates more repeat
customers through word of mouth.
?How do you improve thecustomer EXPERIENCE online?
The Customer Experienceis about INTERACTIONS
Creating personal interactions online happens through content.
the great thing about CONTENT
Wine Guru Gary Vaynerchuk
It’s Unique
the great thing about CONTENTIt’s Personal
the great thing about CONTENT
It’s Exclusive
The Primary Goal ofyour CONTENT strategy:
Drive Customer Loyalty
How can CONTENT drive loyalty?
• Share their knowledge freely• Gather customer feedback• Build word-of-mouth networks• Create customer communities• Make an emotional connection
Companies with loyal customers share these traits:
How can CONTENT drive loyalty?
• Education• Expert Articles• How-To’s• Q & A’s• Tips
Share knowledge freely:
• Website Pages• Blogs• Videos• Mini-Sites• E-Books
knowledgesharing
Inform, Educate & Inspire
Inform, Educate & Inspire
Inform, Educate & Inspire
Inform, Educate & Inspire
Expert Articles
How To’s
How To’s
Get Blogging
How can CONTENT drive loyalty?
• Product Ratings & Reviews• Facebook Polls & Questions• Email Survey• Website Feedback Forms
Gather customer feedback:
Gather customer feedbackfrom WEBSITE forms
Gather customer feedbackfrom WEBSITE forms
How can CONTENT drive loyalty?
• Recruit Bloggers (Written and Video)• Reward with badge to post on their site.• Promote when they write about you.• Recruit experts to contribute content.• Build relationships with social influencers.
Build word-of-mouth networks:
Bloggers
Build word-of-mouth networks
Build word-of-mouth networksFacebook
How can CONTENT drive loyalty?
• Make community a focus.• Build social presence.• Start a forum.• Host online & offline events.
Create customer communities:
Create customer COMMUNITIES
Create customer COMMUNITIES
COMMUNITIES on home pages
COMMUNITIES on home pages
COMMUNITIES on home pages
How can CONTENT drive loyalty?
• Go out of your way to help customers.• Enable customers to tell stories.• Compliment your customers.• Say Thank You!
Make an emotional connection:
Make an EMOTIONAL connection
Get Customers to Create Content
• Send EMAIL asking to review products.• Provide way to Ask & Answer QUESTIONS.• Have fun with CONTESTS.• Ask for their OPINION about products.• Launch a BLOGGING partner program.• Give away products for making VIDEOS.
6 Great Ways:
Asking & Answering Questions
Blog Contest
579 Responses
Facebook Photo Gallery
Customer Videos
How Content Improves Your Business
• Buyers get feedback on new items before they order.
• Have Customer Service respond to problems posted on Facebook wall.
• Mine product reviews for problems.
• Distribute customer feedback to related teams.
4 Great Ways:
To improve the CUSTOMER EXPERIENCE
• Include content in your SITE SEARCH results.
• Curate Facebook content for a NEW BLOG.
• Feature content in your EMAIL NEWSLETTER.
• TWEET about your stories from your bloggers.
Make sure CONTENT can be found
Content through SITE SEARCH
Content through SITE SEARCH
Content through SITE SEARCH
Content through SITE SEARCH
Curate content into NEW Blog post
Feature Customer Content in EMAIL
Summary• Customer LOYALTY is critical to your long-term success &
survival.
• Create a winning CUSTOMER EXPERIENCE with content.
• Get customers to CREATE CONTENT with product reviews, questions & answers, blogs, photos, videos, stories.
• DRIVE SALES by introducing new products through sneak previews, creating top 10 lists, and promoting great reviews.
• Get your ENTIRE BUSINESS involved in your content strategy and improve other areas of your business.
• Contact me if you have any questions: [email protected]