Everyone has a blog. Or a video series. Or an email newsletter.
And they’re all focused on the online customer experience:
“I need to get on the first page of Google so people will find me.”
“I need to send out this newsletter so people will know about my sale.”
“I need to do videos – no one reads anymore.”
Sure, those might be true (maybe). But what about your in-store customer experience?
62% of customers want to see and touch items in person before buying, while 49% want the ability to take items home immediately.
So, yes, people still shop in-store. But you need to provide an experience they remember or they’ll go shop in-store somewhere else.
How can you improve your customer experience? With content marketing.
How to Apply Content Marketing to the Offline Customer Experience
Let’s say you own a pet store. Once a month you host an adoption event for a local pet rescue.
You want the new adopters to continue thinking of your store first when they need something. So you put together a packet that includes:
- A checklist of items needed for the new pet
- Guides to choosing pet services such as sitters, walkers, and veterinarians
- Manufacturer coupons for items you sell
- A listing of local pet service providers
The same packet could be provided to area breeders, local animal shelters, dog trainers, obedience clubs…anyone who works with new pet owners.
What Comes Next?
I’ve found that most people focus on the top of the funnel with their content marketing. Then they complain that content marketing doesn’t work.
They’re absolutely right.
Content marketing will not work – if you don’t give people someplace to go.
Online, that place is your email list. They subscribe to your newsletter or download a piece of free content.
But what about those people in your store who may not know or care that you have a website? (Or maybe you don’t have a website.)
You can still create an email list. Or a mailing list. Or you could do something as simple as collect their phone number.
Then You Want to Continue Proving Your Value
Phone or email might be best for the initial follow-up. Call/email in about a week (maybe less) to ask how it’s going with their new pet. Offer suggestions if they’re having issues. That suggestion may be a product or service available in your store, it may not. At this point you just want to establish that you care and you can help.
After this, you need to keep it up. It doesn’t have to be weekly (and you probably don’t want to call a customer every week). But it does need to be consistent.