The Secret Content Asset That Will Increase Customer Lifetime Value

As marketers, we spend most of our time worrying over generating new, qualified leads and creating content that will help close a deal. Once a sale is complete, we tend to think our job is done.

A well thought out life science content marketing plan doesn’t end at the sale. The most important moment for keeping a customer happy is the moment right after the sale. Sometimes problems pop up. Your new customer eagerly begins to collect data on his new (expensive) spectrometer, but something isn’t right. What happens next could make the difference between a loyal customer and a one-time deal accompanied by a chronic headache.Marketing has the power to change what happens next.Turn your new customer into a partnerDoes your content strategy include a post-sale process?  Everyone is naturally nervous following a large purchase.  You have likely experienced this yourself. Buying a car comes to mind.When the first post-sale experience is a delight, the customer gains confidence in their purchase decision. If a problem arises, the customer believes it can be taken care of. She becomes a partner rather than an opponent. She will want to make it work and assist you in resolving the problem.Isn't that what you want? The mindset is completely different.If you haven't delivered that first remarkable experience and the customer has a problem, everything you do after the fact seems reactive. The customer is waiting for you to fail. Not hoping you'll fail, but afraid of how it will reflect on her if you do. That emotion (fear) can get in the way of solving the problem.Attitude and outlook make a huge difference in how people work with you, so making an effort to earn their confidence immediately following a sale is critical.Evoke the right emotions to create loyal customersContent marketing consists of answering a series of customer questions. Understanding their emotions at each step makes it even more effective. What are the questions new customers have? What do they worry about? What emotions are they feeling?New customers want to know how to be productive in a hurry and how to get help if they need it. They need to feel certain that they made the right decision. Ease their fear and give them a feeling of control with content that a.) gets them up and running quickly and b.) shows how to easily access whatever support they might need.This simple act can make them feel special and well taken care of. It can also be a powerful differentiator for your business.Here are a few questions you should answer in your welcome kit.

• How do I get started quickly?
• How do we access training?
• How do I order consumables?
• Where can I get spare parts?
• Who is my service rep?
• How do I reach customer service? By Phone (hours) or Online (hours)
• Are there forums or user groups for support?

The format and complexity of your welcome kit will vary with the magnitude of the purchase.  A pH meter, chromatography column or reagent kit might have a note in the package.A flow cytometer or NMR system would benefit from a separately mailed (or hand delivered) package that includes a signed letter from the sales rep along with a Quick Start Guide and service information.Consider including magnets or stickers to be placed on or near the instrument with the name, email and phone number of the service engineer as well as links to web support and FAQs.What do you think? Leave a comment below.If you find the ideas in this blog valuable, make sure to subscribe and check out my podcast, Life Science Marketing Radio.