Content for the Customer Journey – Phase IV: Post-Purchase

Congratulations, you did it! You got someone to buy your
product. 👏🏼 So what do you do now? 🤔

Well, we can tell you what NOT to do – don’t forget about
that person. In a world driven by sales, revenue, KPIs, ROI, and plenty of
other acronyms, marketers don’t always think about retention or deepening their
relationships because it’s less tangible and therefore, harder to measure the
return. But continually working customers through the customer journey (see the
McKinsey Loop illustration below) means you don’t stop after they purchase from
you, you keep cultivating relationships in the hope that they’ll purchase again
and even advocate for you. That’s why creating content specifically for your
post-purchase customers is so important. Here are some tips to keep in mind
when creating this kind of content.

Post-Purchase Content for the Customer Journey

1. Answer Their Questions

They’ve bought your product or service, now
what do they do with it? How does it work? What problems will it solve? Are
there #ProTips or hacks for using it? This kind of content can be invaluable to
someone who’s just purchased something for the first time. Look at the FAQs on
your website and see what could be turned into social posts. Do some social
listening and see what questions consumers ask, especially after they first
purchase. Comments in your community are a gold
mine for content creation. The bonus for creating these posts is
that they can also help people in other stages of the customer journey – like people
researching products or simply to gain interest from prospects who’ve never
heard of your brand.

Our client, CFA Program, listens to audience feedback and uses it to inspire helpful new content, as shown in this post demonstrating a handy function on the exam-approved calculator.

2.Reinforce Their Decision

People like validation to see that they’ve made the right decision, so help your fans feel good about their purchase decision. This could be showing charitable aspects of your business, made possible by sales, or even asking them for feedback on how to improve or change products. This can give them the sense that they’re part of your team, in turn generating a stronger emotional connection. Our client, Altar’d State, does a great job of showing guests that their purchases make a difference in the world, which sparks them to shop even more.

3. Upsell or Cross-sell

They’ve bought from you once, now is your
chance to see what other products or services could complement their previous
purchase(s). Create content showcasing new items or add-ons and retarget to
consumers who’ve already purchased from you. This helps keep your brand top of
mind and shows them you are still paying attention to them after they’ve
purchased.

We hope these tips for creating impactful post-purchase content for the customer journey have been helpful! Ready to read more? Check out our full Content for the Customer Journey eBook.

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