Time to delete the delight

Everyone seems to be delighting their customers these days. Yet, ask customers how delighted they really are, and you're probably in for some eye-rolls.

It's one of those phrases that caught on wildly and is used by content generators and business owners all over. And it's become meaningless in its over-use.

But is it time to discard it? Let's look at what it really means. In principle, it's a concept that should be at the core of every business. It's defined as the surprisingly positive experience that a customer has on receiving a product or service. Their expectations are not just met, but exceeded. You see, it is a real thing. And it's an incredibly valuable thing. Because it creates loyalty and ongoing support.

Customer loyalty. Now that is gold. Loyal customers are those that write positive reviews about you or your service. And we know that those will drive potential new customers to your brand over that of your competitor. Consumers have become so good at doing their research before committing to spending money somewhere, that we now know how valuable those client testimonials are.

Harvard Business Review did some research that shows that acquiring a new customer can cost as much as 25 times what it costs to retain an existing customer.

The moral then is, keep your existing customers. Delight them and they'll become loyal advocates that will bring others on board. (Free of charge.)

What's this got to do with content marketing though? Content marketing is a valuable tool in providing something to your customer that they aren't looking for, per se, that they're not paying for, but that offers them something valuable, interesting and new. It's a little surprise gift.

How can you delight customers through your content?

We've become pretty jaded as consumers of content. There is just so much of it and we've built our own filters to catch only the most interesting. But what makes it interesting? There are three things that it should be providing.

• If you think about the times you reach for your phone, how often do you do it because you've got a problem that needs solving? You want your content to be providing an answer to someone's problem. It makes you (your business/your product/your service) trustworthy and gives you credibility.

• Then, if your content works well in the current moment, consider whether it has the ability to teach someone to solve future problems. Like the old adage: Give a man a fish, and you feed him for a day. Teach a man to fish, and you feed him for a lifetime.

• Thirdly, make your content fun. Delighting your customer and consumer of content means surprising them to some extent. Let them feel your passion and your own delight in what you're telling them. That stuff is contagious.

Engage your reader

If you're using social media as a platform to disseminate content, understand that it's in the nature of social media to engage. It's a place where two-way conversation happens. Happy customers are quick to leave reviews or tag you in posts. Respond and respond quickly and positively. Use their testimonials and credit them.

If they're reaching out to you, it's the best opportunity you have to honour that with a response and create a sense of value and appreciation. You'll keep them as a customer and they'll bring you more clients through priceless word-of-mouth. Research shows this and you've probably been that customer yourself.

Or you've been the customer who was irked and told your friend never to use a product or service because of your shoddy experience. Let customers know that you value their input and you appreciate their custom.

Little extras count

Have you ever noticed (in some sectors particularly) that when you go onto a website where you're a client, there are some really attractive offers for new customers? But you, as an old customer, you pay the regular price. Because they've tied you in. Do you feel a little resentful? A little undervalued?

Show your existing client base that you love them. Generate special offers specifically for them. Recognise them by asking for feedback and incorporate it into your next bit of content. Small things that they're not expecting go a long way to adding delight.

Delightful content for real

Your content can and should do this. It can open a conversation with your customers. As long as it's great content. You want to be offering surprisingly great content that offers something unusual and special in a way that's entertaining. Simple, right?

If you’d like to find out more about my proven strategies and tactics to make content work for your business, feel free to contact me at claire@clairemason.co. I’d be delighted to hear from you!