We’ve gotta hand it to our friends at eMarketer, they have some of the best content out there. And just the other day, they published a very relevant article about B2B Tech buyers and if they expect and value content after the purchase. And it’s an important reminder; so often after you capture that all-important sale, it’s easy to ‘bag it’ and go on the hunt for the next one. And sure, you need the next sale, but not at the expense of continual value-add to current users.
And this eMarketer article focused on an aspect that’s actually pretty easy to do - adding value in the form of content. They state that a full 80% of respondents to a recent study say that it is important or very important to receive ongoing content after making a purchase. And only 2% stated that they have no interest at all in receiving content post purchase.
But what type of content to B2B buyers really want?
It appears tech buyers want to be confident you know what you are talking about!
They want information that will help them do their jobs better! Plus, when you publish valuable, relevant, helpful content it will also strengthen your relationship with your users. And that equals customer retention and positive word of mouth marketing. Hopefully keeping your users up to date with new product features and support information is baked into your communications already. If not, get on it!
We talk about the importance of content all the time, so we try to eat our own dog food, publishing content daily, if not several times a day. And since we don’t do any advertising or really any other form of marketing yet, we see the value from both a user acquisition perspective as well as ongoing relationship building.
Hey we’re certainly not perfect, but whenever we add new features, we’re not shy about letting our users know! And here at Dasheroo, we also think transparency is also a real ‘must have’. So we publish a Weekly Progress post that discusses not just new product features, but also provides an insight into our culture, people and the fun and challenges of starting up a new tech company. And when we think we have some advice that will make our users more productive in their jobs, we publish that too. We could probably do a better job of communicating in-app specific tech support updates, and we’re working on that now.
So take a minute to do a little internal audit of your own content marketing strategy. Are you checking all the boxes? Keep in mind that your users want to hear from you, before the sale and after, so invest the time to keep them updated!