Content workflow to drive digital user subscriptions
Need to drive user renewals & subscriptions? Content is the answer.
Longstanding client Priva Building Automation asked us to help to increase its success rate in securing renewed subscriptions to its cloud-based building management platform, Priva Digital Services.
We suggested a content-led workflow. Our solution included:
- A suite of well-scripted, easy-to-deploy email templates for use by the sales team over a 6 week interval
- Dedicated landing pages & content
- Simple infographic to provide clarity of the service levels available.
The starting point was to ‘think: customer’…
Building owners and operators are often time-poor; anything that causes added complication and hassle is far from welcome. To maximise the success rate of service subscriptions, we suggested a four-step plan. Here’s what we did:
- Created a clear, easy-to-follow renewals workflow process for the sales team
- Prepared content for each stage in the workflow to trigger an action or response by the customer (ideally, a renewal!)
- Defined a 3-tier service level plan with the Priva team which was then designed by our creative team
- Built landing pages and related content to maximise and measure engagement
This workflow was highly successful. It has also been hailed as an example of best practise in the wider business.
