Open and read, or lose your leads!
Key Takeaways:
- Learn why dormant leads are a goldmine.
- Uncover how segmenting leads reveals patterns and opportunities for engagement.
- Discover the value of personalized communication to turn indifference into active engagement.
- Explore how gathering feedback from dormant leads can revolutionize marketing tactics.
Stuck with dormant leads? Before deleting them, consider how it’s 3 to 10 times less expensive to re-engage customers than acquiring new ones. Dormant leads also hold tremendous value due to:
- Faster conversion: Dormant leads may have shorter sales cycles due to familiarity with your brand.
- Untapped potential: Many leads may not have been properly nurtured or engaged.
- Insightful data: Analyzing why leads became dormant provides valuable insights that improve sales and customer engagement strategies.
So don’t hesitate—revitalize! Bring back dormant leads into the sales funnel. To help spark life into your leads, we've cooked up five easy strategies for you. After this, you'll be reusing leads like delicious leftovers and giving your bottom line a serious boost.
Strategy 1: Segment and understand
Business and marketing are about having an offer, finding an ideal customer avatar for this offer, and communicating your offer to them in a way that's irresistible and valuable. Before any of that, you need to know your target audience through segmentation. But first, they must be individualized – each a real person who has once interacted with your brand.
To achieve this, the first step you have to take is to segment leads into similar characteristics.
Evaluate each segment to determine which has the highest potential for reengagement. Consider factors like the original engagement level, fit with your ideal customer profile, and recent changes in their behavior or circumstances.
This simple segmentation method can help you jumpstart your communication. Additionally, you’ll need to:
- Analyze CRM data to identify common patterns in demographics, behavior, interests, or past interactions.
- Create segments based on these commonalities. For example, you might have a segment for leads who downloaded a specific resource, another for webinars attended, and another for a particular industry.
- Prioritize segments that show the most promise and align with your business goals. Focus your reactivation efforts on these groups first.
- Develop a deeper understanding of each prioritized segment. What are their pain points, goals, and preferences? What content or offers would be most valuable to them at this stage?
With collected data from each analyzed segment, the rest of the strategies fit into place.
Strategy 2: Customization is key
Ever opened your mailbox to find a product advertisement, only to throw it away? It's common, and the reason is: if you're not in the market for that product, that ad is irrelevant and lacks personalization. Similarly, many leads are dormant because your brand doesn’t speak directly to them.
To fix this:
- Use insights from segmentation to speak directly to each group's unique needs, challenges, and interests. Show that you understand their situation and offer personalized solutions.
- Personalize your outreach beyond the lead's name. Reference their past interactions, such as specific resources they downloaded or the webinar they attended. This demonstrates that you value their engagement and their journey.
- Tailor your offers and calls-to-action to each segment. For example, if a group showed interest in a particular product feature, highlight it in your outreach and invite them to a demo.
- Adapt your messaging and tone to match each segment's preferences and communication styles. Some groups may respond better to formal, data-driven approaches, while others may appreciate a friendlier, more conversational tone.
- Use dynamic content in your emails and landing pages to automatically customize the experience for each lead based on their segment. This can include tailored headlines, images, and product recommendations.
When you can communicate to your targets that you know them individually and what the next steps should be to get their desired result, you can convert them.
Strategy 3: Exclusive offers
Everyone loves feeling special and appreciated, so treat dormant leads that way. A powerful way to reignite their interest is by extending exclusive, bespoke offers. When they see a personalized deal or content that acknowledges their unique needs and preferences, they're likely to respond.
To make it happen:
- Create exclusive offers relevant and valuable to each segment. This could include limited-time discounts, free trials, or upgrades for specific pain points or goals.
- Create a sense of urgency and scarcity around these offers. Use language that emphasizes the limited nature of the deal, such as "For our valued leads only" or "Access expires in 48 hours."
- Develop special content pieces, such as in-depth guides, case studies, or webinars, accessible only to dormant leads who reengage. This exclusive content should be highly relevant to their interests and provide significant value.
- Consider offering a "welcome back" package to dormant leads who resume engagement. This could include a combination of discounts, free resources, and personalized support to help them get the most out of your products or services.
- Follow up with leads who take advantage of your exclusive offers. Thank them for their renewed interest, and provide additional resources or guidance to keep the momentum going.
Exclusivity is a powerful tool, and that’s why special offers can play a pivotal role in awakening dormant leads.
Strategy 4: Engaging follow-ups
We often get excited about a product or offer and do nothing about it. That’s a funny part of human nature. While we can't tell you exactly why, we can tell you how to close the deal when this happens.
Follow up.
Engaging, well-timed follow-ups are key to reigniting interest and turning dormant leads into active prospects. To inspire action, remember these tips:
- Timing is crucial. Experiment with different time intervals between follow-ups to find the sweet spot for your audience. Some leads may respond best to a quick sequence of messages, while others may need more breathing room between communications.
- Get creative with follow-up content. Instead of sending generic sales pitches, share a relevant case study, an insightful blog post, or an invitation to an upcoming webinar. Focus on providing value and addressing specific needs.
- Use a mix of channels for follow-ups. In addition to email, consider reaching out via social media, phone, or direct mail for memorable touches. This multi-channel approach helps messages stand out and increases the chances of responses.
- Personalized follow-ups based on previous interactions and interests. Reference specific actions they've taken, such as visiting a particular page on your website or downloading a resource. This shows that you're paying attention to their journey.
- Experiment with different subject lines, messaging, and calls to action in your follow-up emails. A/B test different approaches to see what resonates best with your dormant leads and optimize your outreach accordingly.
- Don't be afraid to inject some humor, personality, or storytelling into your follow-ups. This can help your messages stand out and create a more human connection.
If there is one thing you should do to reinvigorate dormant leads, it’s follow up, follow up,and… follow up! Okay, that might be more than one, but you get the idea.
Strategy 5: Embrace feedback
Feedback is an essential tool for continuous improvement. It lets you pivot while adjusting and refining strategies based on direct input from those who matter most: your leads and customers. This is especially true with fluctuating engagement levels. Seeking feedback helps you understand what works, what doesn't, and how to better align with your audience.
To make the most of this valuable resource:
- Reach out to a sample of dormant leads and ask for their honest feedback on your previous interactions. What did they find valuable? What fell short of their expectations? What would they like to see more of?
- Use surveys, polls, or one-on-one conversations to gather insights. Make sure to ask open-ended questions that allow leads to express their thoughts and ideas freely.
- Analyze feedback you receive and look for common themes or patterns. Are there specific pain points or challenges that keep coming up? Are there certain aspects of your messaging or offerings that consistently resonate or fall flat?
- Use these insights to refine your re-engagement strategies. Adjust your messaging, offers, and content based on what you've learned from your dormant leads. This will help you create more relevant and effective outreach.
- Follow up with leads who provided feedback and let them know how their input has helped shape your approach. Thank them for their time and insights, and share specific examples of how you've implemented their suggestions. This demonstrates that you value their opinions and are committed to meeting their needs.
- Consider establishing an ongoing feedback loop with your re-engaged leads. Regularly check in with them to ensure your communications and offerings continue to hit the mark. This will help you stay attuned to their evolving needs and preferences.
It sounds simple enough, but you'll never know if you don’t ask. Make sure this is part of your strategy going forward, so you never move backward!
Ready to reignite dormant leads?
Remember, every dormant lead once showed interest in your business. Taking the time to understand their needs and provide relevant content builds stronger connections and more conversions. By implementing these five strategies, you can effectively re-engage your dormant leads and turn them into loyal customers.
Ready to take your CRM lead reactivation efforts to the next level? ContentBacon offers a wealth of resources and expertise in crafting compelling content tailored to your dormant lead segments. Explore our content strategy services and discover how we can help you reignite dormant leads and boost your bottom line!
