Ways to regain the attention of potential customers
As we’ve previously mentioned, and as HubSpot highlights, lead generation is one of the top challenges and priorities marketers face today. Given this, taking action not only implies efforts to generate new leads, but also to have actions that allow to re-engage those potential customers with whom contact has been lost. This time we will see some recommendations to attend to this last type of business leads and be able to convert them.
According to Influence & Co. these are some strategies that can be implemented to regain the attention of potential customers or leads who have cut off communication with the brand:
Send them content that helps them solve their pain points
As a first action, a good way to reconnect with potential customers is by sending them resources created by the team in charge of developing content marketing. These resources can include a variety of options, such as blog post, articles, infographics, whitepapers, checklost or any type or piece of content that can be helpful for each individual lead.
Doing so is important because when content that is relevant to unique situations is sent, a communication is generated that conveys the fact that the brand cares about and understands potential customers and the problems they face.
For example, if your company sells a software for the management of social networks, you can send as a content option for the leads a template to create an editorial calendar, or any other type of template according to the problems individual that each individual is facing.
The idea is that, to provide the particular help that they may be needing.
Check what happens with the leads
Checking in with potential customers or leads and seeing what they are doing can also be of great help. Consider if they have recently published a press release or been mentioned in any way. It is also a good idea to take a look at what they are sharing on their social networks. The idea is that when identifying what has happened to them lately, these milestones are referred to when they are addressed again. This will allow you to form a more personal connection.
On the other hand, it’s also a good idea to send them messages on channels that go beyond the phone or email. In this way, the firm can be kept in the Top of Mind and even get a response from these individuals again. However, you have to be careful not to appear to be crowded further than is recommended. There is a fine line between being nice or being « creepy. »
The approach with these clients should be one that provides useful resources, not be a hassle.
Schedule events to educate and nurture these potential clients
Why should events be considered to re-engage these people’s attention? According to the source, this is because events are a good way to re-engage those who have stopped responding. In this particular case, considering the aspect of educating and nurturing, you should know that providing a medium for education and networking can nurture leads and move them in the right direction. Thus, it is advisable to organize events that leads find valuable.
According to the source, in addition to a regular cadence of webinars, considering the context in which we find ourselves with the pandemic, it is a good idea to leverage the so-called “happy hours” also on a virtual level. During these virtual “happy hours”, it is possible to bring people together and even use the function of platform meeting rooms like Zoom to allow more specific networking opportunities.
Publish case studies and submit them
With « cold » leads, it can be extremely useful to follow the maxim that says you have to show, not say (today, don’t tell). This principle applies well to tasks like lead nurturing. After all, the easiest way to show someone what the company can do for them is by showing them what they have done for others. With this in mind, study houses should be created and used to re-reach potential clients.
For this process, take a look at the results that have been generated for clients and try to identify outstanding examples. Once identified, these clients must be reached and asked if it is possible to write a case study detailing the success they had with the company. Once authorization is obtained, an attractive message should be written explaining how the company’s services helped the client achieve their goals. Then, once the case study is published, it can be sent to potential clients who may require similar services or may be waiting for similar results.
Call a friend or acquaintance
This is a recommendation that can be followed when the lead is in a company and there are more contacts within it. If you’ve already spoken to multiple people within your company, it may be appropriate to try to reach someone else when the primary point of contact is silent. If this is the case, consider approaching by mentioning that you’ve tried to make contact with the main point of contact but have had no luck connecting and you want to make sure things are okay.
When developing this recommendation, it is important to ensure that you are authentic in your communication and avoid making it appear that you are progressing behind the back of the potential client.
Maintain a regular cadence of contact points
Finally, it is advisable to run a list of potential clients that have fallen off the radar and try to contact them on a regular basis, ideally on a quarterly basis.
As the source explains, if time or team structure was the reason behind a lead’s disconnection, those things can change pretty quickly. But the potential client may not think of the brand’s service right away, and may just need a reminder that the signature is there.