Even the best marketers are guilty of forgetting about lapsed leads and admittedly even some digital marketers – with all the technology available – sometimes mistakenly fail to get old customers and leads back in the funnel.
The good news is that there are plenty of ways for you to get lapsed leads back into the sales pipeline and it’s never too late to do something about this.
In this short article, we’ll show you a couple of tricks that you can try out today to make sure that no previous or potential customer is ever left behind!
The Importance of Taking Care of Lapsed Leads
Each customer has to be taken care of properly, and this includes your old customers or other clients that have happened to fall out of your pipeline. Believe it or not, a significant proportion of those who work in sales and marketing don’t even know how many customers they lose on an annual basis.
However, just because everyone’s been in that position at least once doesn’t mean it’s a good marketing practice. Statistics have shown that it is more expensive to take on new customers than to revisit ones that you have already marketed to before.
There is so much wastage in allowing lapsed leads and customers to remain as such, and they should consistently be tapped. On the plus side, they also help maintain loyalty to your brand, and that’s a great thing to have.
Ways That You Can Reach Out to Lapsed Leads
Remember, any lapsed lead or customers used to be exposed to your marketing, so they are, in a sense, familiar with your products or services. However, due to the time that has lapsed, it only makes sense that you try to reignite that “spark” that you had with them.
The first step is reaching out, and there are plenty of ways that you can do this.
Use a Personalized Email
Email is usually used at this step with a message that is short and sweet enough to encourage old leads to re-engage with them.
Avoid hitting them with anything too sales-oriented, but you should still include a benefit of being able to join your service. Make sure that it’s short; you don’t want to come off too hungry at this point.
At this point, you should be able to make sure that the email is personalized enough for them so that they will be able to see that their business matters to you and that you have taken your time to get in touch with them.
Personalization can be automated, too, with a simple mail merge you can be set to go with your list of lapsed leads.
Get creative with your subject titles because studies have shown that an email subject line could mean the difference between your emails getting read or being flagged as spam – and you can’t have that.
Good Content is King
Putting great content in front of their eyes can help, but you need to be able to target it for their eyes only. You can include this in an email or any channel that you know they frequently use and achieve excellent results in no time.
Make sure you utilize rich content strategies that can be engaging. Examples include infographics, videos and even lead magnet-type spreadsheets and calculators.
If your lapsed leads use social media, then you’re in for a treat because social media is a great way to lure old prospects back. However, it can be a little tricky because you do not want to come off as a stalker of theirs.
Don’t be frightened to engage with customers on social media and make sure that you try to help them out without pushing your product or service on them. This might seem a little daunting in the beginning, but you’ll find that interacting with people on social media as a business has its benefits, too.
Remember How You First Got The Lead?
This is our all-time favorite way to interact with a lapsed lead. Find how you have communicated with them in the beginning and let them relive that experience – in a better package of course. This way you can remind them of your services in a way that they have been previously comfortable with.
Whether it was through social media, an email or a phone call. One of the best ways of reaching out to people that you have marketed to before is just by bridging the distance again.
Whatever method you use, you can’t be too pushy because nobody likes high-pressure sales tactics. Learn the fundamental principle of marketing: they are people, too – so you have to appeal in a way that’s human.
So what are you waiting for? Get ready to get cracking and get those lapsed leads back into the pipeline!