Social media content for existing customers

Key takeaways

Social media content for existing customers keeps you in mind for the next purchase and gives them something to pass on. Existing customers are the right customers by definition, and they are the cheapest to reach. Give them roughly one post in five.

• Existing customers already fit, and already follow you.
• 5 post types drive repeat business and referrals.
• 1 post in 5 is a sensible share.
• Tagging or naming a customer needs their agreement.

Why aim content at people who have already bought?

Aim content at existing customers because they buy again, buy more and recommend you, and all three depend on being remembered. Their engagement also helps your reach, since platforms show posts to people like those who interact. A loyal base makes new-customer content work better.

• How to create social media content that attracts the right customers

Which posts bring repeat business?

Five post types bring repeat business: care and maintenance advice, reminders tied to a date or season, news of services they may not know you offer, early access or first notice, and customer features. Each gives a past customer a reason to come back.

• Care: 'How to look after your new worktop.'
• Reminder: 'Boiler service due before winter?'
• Range: 'We also do annual inspections.'
• First notice: 'Spring dates open to past customers first.'
• Feature: a customer's project, with permission.

• Buying triggers: time content to when customers are ready

How does content generate referrals?

Content generates referrals by being easy to forward. A clear post about what you do, a finished job or a helpful answer gives a happy customer something to send when a friend asks. Make one post a month obviously shareable, and ask plainly: 'Know someone planning this? Send them this post.'

• Dark social: the enquiries your analytics never show
• User-generated content for UK small businesses

How much of the mix should this be?

About one post in five suits most businesses. Raise it if you sell something bought repeatedly, such as servicing, food or supplies. Lower it for once-in-a-decade purchases, where referral content matters more than repeat content.

• Educational vs promotional content: getting the mix right

What are the rules on using customer details?

Organic posts need no consent from followers, but naming, tagging or picturing a customer does. Uploading a customer list to build an advertising audience is use of personal data and needs a lawful basis and clear privacy information. Email and text marketing have separate rules under PECR.

• GDPR and social media marketing in the UK

When is social media the wrong channel for retention?

Social media is the wrong main channel when you need to reach a specific customer at a specific time, such as a renewal date. Only a fraction of followers see any post. Use email, a message or a call for anything time-critical, and let social media support it.

• Email vs social media: which deserves your marketing hours?
• WhatsApp Business for UK small businesses

What does this look like in practice?

A pattern we see with UK service businesses: past customers do not know half of what the firm offers, because every post is about the main service. A monthly 'did you know we also' post is often the simplest source of extra work from people who already trust the business.

• See client work
• Social Media Marketing for UK businesses
• The right-customer content scorecard for social media

Existing customer content checklist

Check last month's posts.

• At least one gave care or maintenance advice.
• At least one was a timely reminder.
• At least one showed another service.
• One post was designed to be forwarded.
• Any customer shown had agreed.
• Time-critical reminders also went by direct message or email.

Next step

List the three things past customers most often say they did not know you offered. Schedule one post about each over the next three months.