The adage that it’s easier and more profitable to keep a customer than get a new one rings true to this day. According to a study by Frederick Reichheld of Bain & Company, increasing customer retention rates by 5% increases profits by 25% to 95%.
Nurturing a current client with online content is easier today than it has ever been. You already know their email address, you know their relationship history, and maybe even where they consume content online.
Conversely, to find new clients online, you will need to do more legwork and spend a lot more time and effort marketing & prospecting across multiple channels in order to kick start your sales efforts and maintain sales volume.
So, let’s take a look at three key benefits content marketing delivers for your current customer accounts:
- Increased retention
- Increased revenue
- Increased acquisition
Increased Retention
As a system integrator, especially when many of your customers are working from home, it’s important to stay relevant and bring value through helpful tips, industry insights, best practices, etc. By keeping your informative content and helpful resources top of mind with your current clients, they will be more likely to continue using your recurring revenue plans, tap your team for proposals for new projects, and consider expanding their relationship with you for their next big project.
Increased Revenue
When the time comes for a past customer to start a new project, they’ll be far more likely to remember your name if you’ve been staying in touch. Perhaps they already have an RMR agreement and a standard maintenance contract. But what if you were able to creatively inform them of the value you bring to their next project? What if you have a more advanced RMR program that would suit their needs better? What if they have your team contracted for time and materials for service and haven’t entered into a scheduled, routine maintenance agreement yet?
Increased Acquisition
The ultimate lead source in sales is the friendly referral. If you have provided the services your current customer has requested and have met or exceeded their expectations, there’s a good chance they’ll recommend you to a colleague. However, if you’ve met their expectations and went silent, they’ll be far less likely to remember your company to make the referral. When your existing customers see fresh content and resources on a regular basis, they’ll have an easy way to forward a message that might help someone they know.
Vector Firm Makes Content Marketing Easy for System Integrator's
Now’s the time to review your digital content strategy. Businesses and organizations are coming back to their offices and need fresh advice, ideas, and solutions to get open and stay open.
Developing quality content is a big part of the equation, however, developing the proper distribution plan to include email and social media are critical to creating lead funnels for your sales team that result in your organization growing sales from existing and potential clients.
If you need help with any aspect of content creation, message distribution, lead curation, and strategy development, contact the Vector Firm Content Team right away.
