As a marketer you’ve probably seen it before: The old vanishing act phone number database . A lead that showed promise gradually becomes unresponsive, and goes cold. Next thing you know, it’s disappeared. In this article, learn five ways to warm up cold leads.
There are plenty of reasons why this might happen. If you put yourself in a customer’s shoes, you’ll know that life is busy and full of distractions. Your offer might simply have slipped out of mind, while they were chasing another online “butterfly,” or they might be waiting for the right time, or weighing up the options.
How can marketing automation help you rekindle the fires of interest? What follows are five tactics that have proven most effective.
Warm up Cold Leads
Evergreen content, by definition, is always going to be interesting. It’s not breaking news, nor is it a temporary fad or trend. This kind of content, by its very nature, will draw visitors for years to come. So when you’re designing this kind of content for your blog, make sure you’re addressing a potential customer’s burning issues, and include ideas that stand the test of time.
Th
e great thing about this kind of content is that you can create it once, and then gradually share it in stages through an email marketing campaign.
Use Drip Tactics
Professional gardeners use drip irrigation systems to save water and nurture their plants – it’s efficient, cost-effective and it works.
This may have been the inspiration for drip marketing tactics to warm up cold leads. Just like gardening, the secret is in timing, consistency and care. You don’t want to flood your customers with too much content too soon, and you don’t want them to forget you either. Bi-weekly or monthly messages kept short and to the point will usually do the trick.
Keep Your Landing Pages Fresh
If that prospect makes the split-second decision to click through to your landing page, what reward will he find? In order to fan those embers of interest into a blaze, you’ll need to make the user experience on your landing page worthwhile.