Customer churn is a measure of how stable your business and it’s revenues are - it represents the rate at which users or subscribers are ending their relationship with your business.
Improving your customer churn rate will help increase the lifetime value of each customer and, therefore, make your business more sustainable and stable.
While there’s a lot of focus on how to use content at the top of your funnel, content can actually be used throughout the customer lifecycle to reduce churn and create happily engaged customers.
Understanding Customer Churn
We’ve warned about the dangers of relying on vanity metrics before. Churn rate is the exact opposite of a vanity metric.
There are many posts out there that tell you how to calculate your churn rate, but not all are easy to understand or execute.
To calculate customer churn, take all the customers you lose during a specific span of time then divide it by your total number of customers you had at the beginning of the time period. (Do not add in new sales.)
This is how to calculate your churn rate, but the question that still remains is how do you decrease your churn rate? I believe content can help greatly. Here are four ways we’ve used content to bring down our churn rate.
1. Communicate Using Real-time Dynamic Messaging
Real-time dynamic messaging is when a specific user action triggers a personalized prompt the user will see in the moment they meet the criteria of the trigger - it can be in-app or on site.
In-context dynamic messaging is one way to be more effective with customer communication. You can tailor specific messages to show up for certain customers based on their interactions with the site.
It’s also a great way to offer proactive customer service. Predicting the problems your customers might face and addressing them through this kind of messaging can create happier users - this will lead to greater loyalty and more business.
You need to “just be there” for your customers - make sure it’s easy for your customers to talk to you by offering them forums, surveys, or even quick access to the right person’s email address. Little things like this can make all the difference when you’re trying to improve your churn rate.
2. Stop Being So Salesy - Offer Blog Posts and eBooks
If you want to annoy your users and customers, try and force a sales pitch down their throats. Spend less time developing sales pitches and spend more time putting out engaging content.
Keeping your customers intrigued and offering educational content is a long-term strategy to convert your website’s visitors into users or customers.
If you want to focus on creating content, the most common forms are blog posts and eBooks. Whenever you are trying to figure out what to write about, the best place to start is with best practices that you see from your customers.
This will give you plenty of content to point customers to to learn from and put into practice right away to help them be more successful.
Blogs and ebooks are especially valuable outlets for this kind of content as you get the added benefit of driving inbound traffic and leads.
3. Use Forums and FAQs To Help Customers Help Themselves
Customers love to help themselves - they want to solve their own problems and learn more about your product.
The fact of the matter is, self-service is now a key component of successful customer support. Your site needs to help customers answer their own questions and solve their problems.
To do this, you should keep a record of the inbound questions coming in from customers talking to your sales and support teams. Then, create content that answers and elaborates on those questions.
This approach will help keep customer happiness levels high while decreasing the time you need to spend on servicing their problems.
Customers expect more from the Internet and you should meet these expectations head on.
Another part of helping customers help themselves is to make sure your site is easily navigable. Your site needs to offer information that is easily to find and can be easily understood.
Creating forums where customers can put in a ticket and get same-day service while offering a FAQ page are two very easy ways you can help customers help themselves.
4. Use Email The Right Way - Sparingly
Email marketing is an intrusion, in that it’s always out of context - people are away from your site or your app and not necessarily thinking about you when you reach out and attempt a connection.
However, there are some things you can do to make sure you get email marketing right.
- First, stop sending the same email to everyone on your list. It’s a waste of your time and theirs.
- Second, when emailing current users try to only email them when a dynamic message can’t be sent to a user while they are still on your site or in your app.
Being smart with your content can make all the difference in whether or not customers stay, leave or spend more money.
When you use content properly, you’ll improve engagement and be able to create a better customer experience - things that will drive down your customer churn.
What ways have you used content to fight churn? Leave a comment below and let us know.