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After spending so much on marketing to acquire new customers, it isn’t fun to lose them.
However, things happen that are sometimes beyond your control and may cause your new customers to go dormant. For instance, owing to the covid-19 pandemic lots of companies lost many customers. Not necessarily to competitors but to the financial downturn that followed.
There are 2 major reasons why you may need to re-engage your customers:
- Maybe you want them to come back and continue to do business with you after their first purchase. Or…
- Maybe you want them to renew their account or subscribe for your service again.
Customer churn costs a lot of businesses revenue in the millions yearly. Plus, it’s 5 times more expensive to acquire a new customer than to keep (re-engage if you like) existing customers. Not only, is it more expensive to acquire new customers, it’s harder to sell to them than to existing customers.
With that in mind, let’s take a look at 7 practical ways to re-engage your customers:
Find Out What Caused Them To Lose Interest
You can’t solve a problem you don’t understand.
Therefore, the first thing you need to do is to find out what may have triggered a disinterest in the first place. Look at how you got to where you currently are. Take a fresh look at your current practices and see how it may have caused this problem.
You may want to find answers to questions like:
- Were they satisfied? If no, why?
- Did they no longer find need for your products/service?
- What did they think about your pricing?
- Did they have a bad experience doing business with your brand?
- How did your competitors influence your customer behaviour?
Finding answers to these questions will open you up to the main source of the problem and will inform your efforts.
Create A Customer Survey
One inexpensive method of getting answers quickly from your customers is surveys. Although there are more ineffective and less intrusive methods like VoC, surveys are easy to create and use.
Whip up a survey based on how long the customer has been away and also how they found you.
You want to make sure you are only prioritizing customers haven’t visited for 4 to 12 months. Design your questions to cover what concerns your churning customers may have about your business.
Employ Email Marketing
One of the best ways to acquire new customers is email marketing. The reason for this is that email marketing provides you with a way to communicate with customers. And this lets you keep in touch with them even when they aren’t buying from you.
With email, you can send out newsletter bi-weekly or bi-monthly, which helps to keep your relationship with your customers warm. It helps you stay in the fore-front of your customers minds. This stops them from churning in the first place.
Run Personalized Email And SMS Marketing Campaign
Yeah, I just talked about email in the outgoing tip. However, here I’m referring to personalized emails and text messages. Sending general email and SMS is good, but sending personalized messages based on your customers’ data, past actions, or purchases is even better.
Parameters for targeted emails or text messages can include:
- Previous interactions.
- Recent purchases.
- Special days such as birthdays, anniversaries, retirements, etc.
- Link clicks.
This helps to bring the message home and makes it relevant to your customers’ needs.
Build A Community For Your Customers
One effective way to keep your customers engaged or reengage them is to get them to be part of a community. Joining a community could mean:
- Your email newsletter list.
- Facebook group.
- Online forum.
- Online membership.
This would make your customers feel like they are a part of something big and valuable, and it keeps their interest in your brand warm.
Retargeting is a unique way of reaching out to those who have shown interest in your brand without having their contact information. With retargeting, you place a sort of tracker or tracer digitally on visitors when they go on your site or social media platform.
You also group them into different categories based on how they got to and/or engaged with your website. Afterwards, you can run ads retargeting these customers that is relevant to the last interaction they had with your brand.
Run A Promo Campaign
Again, it is easier to sell to old customers than to new customers. When people have bought your products, they already trust your brand. If they haven’t returned, it doesn’t mean they no longer want your product.
Sometimes, what they need is a little push.
This can come in the form of a promo campaign that would get them excited about buying from you again. You could consider promo ideas like:
- Giveaways or discounts.
- Sponsor a challenge.
- Referral campaigns.
People love to take advantage of good deals. Therefore, running a promo campaign is a sure way to reengage passive customers.
And so, there you have it: 7 practical ways to re-engage your customers. The big deal about these tactics is that they inexpensive to implement, but are highly effective, nonetheless. Feel free to use this post as a checklist for what tactics you aren’t currently using.POSTED ON October 3, 2020