Whether you’ve just finished running a successful marketing campaign or have just come back from a successful event, chances are, you now have new leads for your shop. What’s next? Do you email them? What do you say? Today we’ll help you figure just what to do with them to improve your lead retention.
1. Qualify Leads
The first step following lead acquisition is to qualify your leads. Where you did you acquire them from? Where are they currently in the purchase funnel? Three sample categories include: don't know the brand, love the brand but haven't purchased, new customer. By categorizing your leads, you’ll be able to craft a marketing message that is not only more relevant, but also engaging.
If customers just learned about your brand, they probably aren't interested in all the updates you’ve made to an older version of your product. They don’t even know what your product was like before! Misaligned emails can also befuddle your existing customers. For example, sending an old customer a new campaign about your company might lead them to believe you’re changing your company. It’s why we highlight the importance of knowing exactly who you are talking to, so you can maximize the impact of the messages you send.
2. Activation / Reactivation Campaign
If you’re targeting those who don’t know your brand, your first step should be introducing them to what you sell. By aligning your message with the right audience, you increase the chances of retaining your customer longer. These activation campaigns aim to get customers interested in your brand and hopefully even engage your company.
If you’re leads are already customers, your goal is to get them to convert again, preferably in the form of a new purchase. If they purchased from you before, give them an incentive to make a purchase. As an added bonus for you, try to get feedback from customers by asking them to complete a survey. Once they provide feedback, they’ll be rewarded with a coupon to shop your site.
3. Engagement Campaign
Sometimes customers just aren’t ready to convert. Don't discount these leads! Just because they haven’t made a purchase, it doesn’t mean they’re not interested in your business. Keep in touch with your customers by sending regular updates about your products or the latest trends in your industry. This is especially important during low sales seasons when other companies may not be engaging your customers.
Selling pet supplies? Touch base with pet lovers on days like National Dog Day or during related events like Crufts. It’s time to get creative to engage customers. There is no wrong or right approach, it’s all about building a relationship with your customers.
4. Convert Complaints into Hot Leads
Hearing from customers is always a good thing, even in the form of angry customers complaining. Every interaction or touch point of your brand is an opportunity to make a positive impact on your customers. If you can win them over when they are most upset with you, keeping them around will be a piece of cake.
First, listen carefully to customer concerns. They’re taking time to tell you about their problem, so give the courtesy of hearing them out. Stay objective by focusing on the facts and not on emotions. Next, try to find a resolution that works for both you and the customer. Try to deliver the solution in a timely fashion. For some examples and more tips on handling customer complaints, check out these ideas for how to respond to customer feedback.
5. Run personalized campaigns
If you don’t have a new batch of hot leads, there’s still something you can do to re-engage your audience. Most merchants only target customers during major holidays sales, as the majority of people tend to shop at this time. However, there’s a way to keep customers engaged throughout the year, specifically, one special day of the year for each of your customer - their birthday!
Birthdays are spread throughout the year, so you can kick off this campaign at anytime. Birthdays are about the customer, not you - so tailor your messages with that in mind. Try messages built on the idea of a birthday gift. Whether you offer a special discount code (like “MYBIRTHDAY” or a birthday gift card, this gesture (although generic) has the ability to feel very personal.
It’s your turn
Use one or all of our building blocks to turn your leads from cold to hot and keep them coming back:
- Qualify your leads
- Try activation or reactivation campaigns
- Engage customers
- Convert complaints into hot leads
- Run personalized campaigns
Already a lead retention pro? Tell us your secrets in the comments below. Just getting started with PrestaShop? Launch your store today.