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In general, a cold or disengaged lead is that person who has stopped interacting with your company in emails, social networks, and other digital means of communication. As a business, no one can afford to miss even a single lead. In this article, we will share a few tips to recover cold leads and convert them into potential customers.

A Direct Connection With Leads

In digital marketing, you cannot rely on guesses until they are supported by some data. Therefore, instead of guessing why a particular lead stopped, it is better to have a direct connection with them. This won’t only connect you with a customer, but also give you a chance to learn why he stopped interacting. This information will allow you to learn more about your product/service and the areas for improvement.

Promoting Rich Content

Content management strategy plays an important role. Content insight analysis is a must because that’s how you will be able to learn about your customer’s reactions to the information you are providing. To do so, look out for an ebook, infographic, company presentation, or any other type of rich material that fetched their attention. Once you know that, you can then promote similar content and grab the attention of your cold leads.

Working on Personalization Level

After segregating the base of your cold leads, you can focus on the content capable of reheating the same base. For personalization, you can directly be engaged with cold leads, and you can learn about their preferences.

Plan For The Next Step

Planning a user journey is very important. One way to prevent your leads from becoming disengaged is to map them for the next steps. For example, being a salesman, if you are presenting something to a customer, you should map the next step.

Separation of Active And Cold Leads

The basic principle of re-engagement strategies is segmentation. So, the first task is to separate contacts who want to be reactivated from those who don’t. Besides, you need to separate those who are already hot leads.

Thus, depending on the lead’s maturity level, it is necessary to work with different approaches. For example, if someone is landing on your webpage from an ad, then there is no point in keeping him at the awareness level of the funnel. At this point, if he is a cold lead, then we must offer him information other than the basics so that he can make a decision.

Try Other Channels

Although you will not be able to sell your products on every platform you advertise, there is no harm in trying other platforms. Over the last few years, despite using traditional methods like email marketing, companies are trying Instagram, Facebook, WhatsApp, YouTube, and other marketing platforms. If not sales, this approach will get you data for more leads.

Result Analysis

Now, when everything is in place, you should be checking whether or not your strategies are working as desired? To know if your cold lead is re-engaging, you need to define KPIs and metrics to analyze the results. You need to document your lead metrics before and after re-engagement campaigns to validate your hypotheses.

To make your cold leads campaign work, it is important to have an accurate cold lead conversion strategy. And, to do this, you need to hire an expert. Being a digital marketing agency in Toronto, Canada, we can offer you the required assistance. Feel free to contact one of our digital marketing experts.