Why Engaging Content Is Key To Retention
Acquiring new customers is awesome, but if you’re not focused on retaining your existing customers, then you’re missing out. We all know it’s easier and cheaper to retain customers than attract new ones, so retention should be the priority.
Retention can also be your ticket to growth. A recommendation from someone you know is the most trusted form of advertising. So, if you retain customers for longer periods, there is more opportunity for them to bring other customers into the mix.
To keep these customers coming back for more, it’s important to produce interesting, relevant and engaging content. Here are a few tips for where to start:
The Content You Should Be Producing
The Internet has become a huge part of people’s day-to-day lives, partly due to social media. We’re often checking our feeds just like previous generations would read the paper. With around 2 billion active users on social media at a growing rate of 25% a year, it’s likely the majority of your users are already participating in social media, so it’s important you do, too!
Leveraging social media will help you build strong communities, and these relationships are the foundation of retention. The Angry Birds Facebook page is a great example of how to utilise social media to engage your user base. Angry Birds utilise their in-game characters to great funny and engaging content, that customers can enjoy over and over.
It’s also important you make sure customers feel heard—engagement on social media can be as simple as a tweet thanking a customer for sharing their opinion on your app. But, this content must be worth sharing. What you post should be entertaining, interesting, and useful, which will help you stay top-of-mind for existing users and generate word-of-mouth buzz. If your content isn’t shareable, it has no value because customers won’t stake their online reputation by promoting it.
Mobile is eating the web, and with that said, many thought email as a form of sharing content wouldn’t survive. However, email is still a top channel for retention, and many brands are optimising their emails for this shift.
Given the abundance of apps on the app stores, you need to stand out. This is where email comes into play as a low-cost and efficient way to engage users outside of your app. You can share news, announcements, product launches, events, and other relevant info in a quick and personal manner. While push notifications and in-app messaging are confined to certain restrictions, emails are more customisable with images, video, and lengthy text. For example, Deliveroo often send emails with mouth-watering images to encourage engagement.
Make sure you ask for email addresses at the beginning of your customer journey—many apps do this at sign up. Building a database with customer information will help you keep in touch with your community and follow up with a strategic marketing plan (which could even be used for future apps you build). Your marketing plan could include intelligent techniques such as personalised emails, based on customer in-app behaviour and profile information. You must forget the hard sell and dry press release; today’s consumers are maturing fast, and they want high-quality content that they can really engage with. If you’re serious about retaining customers and building a community, email marketing is a must.
Why Your Current Strategy Might Not Be Retaining
If you’re already investing time and effort into social media and marketing emails, your current strategy might not be retaining users for a couple of reasons:
1. You’re not producing enough content, or you’re releasing it too sporadically
You must ensure you’re producing enough content to keep your community engaged. If your content is being released too sporadically, people will lose interest. We all live by schedules, so if you start sending two emails a week, your community will expect two emails a week until you say differently.
To ensure you have a great strategy, it’s important to create a realistic content schedule that you will stick to religiously. Although we’d love to send great marketing emails every day, you don’t want overwhelm yourself or, even worse, annoy your customers. What’s important is that you curate a steady feed of social media and emails that keep your customers engaged, without annoying them. To manage this, make the most of tools such as Buffer (for social media) and MailChimp (for email).
2. Your content isn’t engaging
Your strategy may also be lagging due to the topic of your content. You need to think about what your content is trying to accomplish. The truth is, the majority of your customers only care about themselves and their journey with your product/service. With this in mind, your content must benefit your customers and provide real value. The following points should always be top-of-mind when you’re producing content:
- Why do my customers care about what I’m saying?
- Why is this important to my audience?
- What do my audience respond well to and engage with?
To create a sustainable and successful app, it’s essential to retain your audience by keeping them engaged with valuable content. Acquiring customers is a hefty task in itself, so once you’ve got them, make sure you know how to keep them.
The key to retention is engaging content. With this in mind, the first piece of the puzzle is going to be refining your social and email marketing strategy, to ensure that you’re releasing content regularly and consistently. Once this is in place, you can start focusing on the fun stuff, producing some kick-ass content.
Remember, the key is to create lasting impressions, not just first impressions!