One of the biggest advantages of inbound marketing is its ability to generate warm (or even hot) leads for your business. Say goodbye to cold calling and mass mailings to uninterested potential clients. Those old, outdated techniques are dead in the water. Customers are much more likely to hang up than to listen to your pitch, and they likely tossed your flyer in a recycling bin.
Inbound marketing does a much better job at generating leads across all stages of the sales cycle. Whether someone is looking for information on which new program to adopt for their business, wondering what new technology is available, or getting ready to make a purchase, this marketing paradigm helps you address their concerns. This translates into a receptive audience who is listening to a message they actually want to hear! In some cases, they may even reach out to you.
Just because you’re generating inbound leads, however, doesn’t mean you’ll be able to convert on all of them. Some may go cold and disengage. Here’s how you can re-engage them.
Sometimes, all it takes to re-engage your inbound leads is a quick message. Check in on how they’re doing if you’ve lost touch. Follow up and ask them if they had questions or if they were able to make a decision.
Most of your leads are busy people. They may be intending to get back to you, but the task gets lost in the rest of their to-do lists. Over time, they forget they ever meant to follow up with you!
Reaching out puts you back on their map.
Don’t Pitch; Engage
When you reach out to your inbound leads, be careful not to pitch. There may be a reason they disengaged. It could be they felt you were being too pushy. Always remember never to pitch to a customer until they’re ready!
It’s important not to pitch when you re-establish contact with your inbound leads. Instead, focus on engaging with them. Ask them how they are! Share some new content you think they might be interested in. What did you last discuss with them? Saying “hey, we had talked about CRMs and I found this great article and thought of you!” is much better than “are you ready to buy our product now?”
Remember, inbound marketing is about building and maintaining customer relationships! Do this and the sales will follow naturally.
Track Your Metrics
How long ago did you contact this person? How many times did they respond? What’s their open rate on your emails? Have you been sending them monthly newsletters but they’re not opening them?
Keep track of your metrics when you go to re-engage your inbound leads. You may think it’s been a while since you’ve talked to this lead, but has it really been so long? If not, they may be annoyed to see a note in their inbox! If it has been a long time, then following up is a great idea. Just don’t expect the conversation to pick up exactly where it left off.
Tracking your metrics can tell you about the best way to re-engage with a potential lead.
It’s Not All Email
Do you engage with your leads solely via email? It’s time to change that. Use your social media platform to engage with new potential clients and re-engage your leads. You don’t necessarily need to @ someone on Twitter, but pushing some great content to LinkedIn could spark someone’s memory.
Your leads may also be more likely to engage with a great blog post or a live video. Whatever you do, don’t underestimate the value of social media for re-engaging your inbound leads!
Re-engaging your inbound leads can be quick and painless. Just try some of the steps here!
Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.