How to Target Repeat Customers With Blog Content
Most company blog posts target new customers. And that’s fine since they make up a majority of your customer base.?
But repeat customers are essential for business growth. Retaining customers is cheaper than the cost of acquiring new customers. So having more repeat customers will lower your overall customer acquisition costs.?
Repeat customers also tend to spend more than new customers and they can be valuable when it comes to word of mouth marketing.?
A good portion of your blog content should target existing customers.?
The goal is to get them to buy more products from you, upgrade to a pricier product, buy accessories for a product they bought or buy complementary products (e.g. bed sheets to go along with the mattress they bought).
In this post, I explain how to create blog posts that effectively target repeat customers.
Address Relevant Pain Points
Repeat customers may have different pain points compared to new customers. This is especially true in situations where your goal is to get them to upgrade, buy accessories or buy complementary products.?
You need to find pain points that give them a reason to buy again from you.?
Say you sell TVs and soundbars. Even the best TV will not sound as good as a soundbar. This is a pain point you can target with a blog post. Show customers who’ve bought a TV from you that they can get better audio by upgrading to a soundbar.?
A blog post like ‘The 10 Best Soundbars for XYZ TV’ or ‘What to Do If You Are Unsatisfied With Your TV’s Audio Quality’ is perfect.?
Or maybe you sell a solar power station like those sold by Jackery or Bluetti. A common pain point is the power station’s battery capacity being too small. This often happens when a customer’s power needs grow (e.g. they get more appliances).?
In that case, you can write blog posts that target this pain point and convince customers to upgrade to one of your larger capacity products.?
Or perhaps you sell HR management software. Customers with growing companies may soon find their current software too restrictive in terms of features or the number of employees it can handle.?
That’s an opportunity for you to talk about (and sell) your pro or enterprise level software.
Remember that previous customers still have plenty of options. They can buy products from other brands or make do with whatever they have. So you have to work to get them to buy from you again.?
Give Them Clear Reasons to Buy Again
As with new customers, you have to tell existing customers why they should buy from you again. What are the benefits of buying a specific product?
Does it have more or better features? Explain them in detail.?
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Is it more powerful?
Is it easier to use?
Is it better than competing products?
This means writing regular blog posts that talk about the features and benefits of your products. Connect them to specific pain points that repeat customers might be facing.?
For a company that sells mattresses (and wants to sell mattress toppers to their customers), they can write about how a mattress topper can make a mattress (even a new one) more comfortable. A new mattress that’s a bit too firm or too soft is a common pain point.?
For an SaaS company, a Free vs. Pro plan comparison article is a great way to talk about the benefits of upgrading to a paid plan.?
You can also write about a specific pain point or limitation they may be facing with the free plan that the pro plan could solve.?
Create Helpful Content
Not every blog post needs to sell something to repeat customers. You can just provide useful information related to one of your products. As long as it is helpful, it creates customer loyalty and increases the chances that they will buy from you again.?
Examples of helpful blog posts include:?
In some of these posts, you may be able to sell some of your other products.?
Don’t Rely on Google Only
As you wait for the blog content to rank on search engines, there are other ways you can deliver it to your existing customers.?
Email is great. You can use customer segmentation to deliver specific posts to specific customers. For example, send a blog about a special feature in your pro plan only to customers who bought the basic plan.?
If you have a customer forum (common for technical products), that’s also a great place to share your blog content.?
You can also use social media or paid media.
About Me: I help businesses get more conversions from their blog content. Want to work with me? Reach out to me via LinkedIn or send a connection request.