Tailor branded content to different stages of the buying journey to boost loyalty

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 13, 2022, 1:51 AM UTC

Identifying which stage of the buying journey a customer is at can help brands use relevant communication channels.

When it comes to creating content aimed at retaining customers and boosting loyalty, brands must engage users via relevant communication channels. For example, customers in the awareness stage can be targeted via email marketing and blogging, and those in the consideration stage can be engaged via webinars.

Marketers must also ensure their onboarding emails include images, links, animations and discounts to keep the content engaging. Similarly, brands should offer a variety of content like FAQs, product demos and podcasts to keep readers invested.

While it is important for brands to gather feedback from customers, marketers must proactively contact their audiences to interact with them, upsell and cross-sell products. Brands must also rely on customer intelligence to segment audiences, analyse data and track CX at every touchpoint – necessary for better understanding customer needs and delivering a personalised experience.

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