Content Marketing,Content Marketing | 6 min read
Are you aware that many businesses have a wealth of potential customers in their CRM system just sitting around waiting to be converted?
Welcome to the "quick-win" technique of a "wake-up campaign".
A "wake-up campaign" is a strategic tactic designed to re-activate dormant or inactive leads. These are typically individuals have shown interest in your products or services in the past but, for some reason, have become disengaged or inactive over time. A wake-up campaign will bring these leads back into your sales funnel and rekindle their interest in your business.
Let's explore nine key elements that make up a wake-up campaign:
1. Define a Dormant Lead:
The first step to this whole process is writing a quick definition of a Dormant Lead. This can be done by analysing your marketing automation or customer relationship management (CRM) system to determine which leads have not engaged with your content or taken action in a while and writing a definition for them, e.g. someone who has not visited our website for over 12 months, or someone who hasn't clicked anything from our our last 6 emails.
2. Segment your Contacts:
Once dormant leads are identified, they can be segmented based on various criteria, such as their past interactions, interests, demographics, or stage in the buyer's journey. Segmenting allows for more personalised and targeted wake-up campaigns. Typically this would involve filtering your Contacts based on a "last engagement date" field - e.g. Give me all Contacts who have a last engagement date of over 12 months ago.
3. Personalization and Customization:
Personalization is key to re-engaging dormant leads. Tailor your messaging to resonate with each segment, addressing their specific pain points and interests. This approach makes them feel valued and more likely to re-engage.
4. Multi-Channel Approach:
Utilize multiple channels, such as email, social media, personalised landing pages, and even direct mail, to reach dormant leads. A multi-channel approach increases the chances of catching their attention.
5. Compelling Offers and Incentives:
To entice dormant leads to take action, offer them something of value, such as a special discount, access to exclusive content, or a free trial. The offer should be compelling and relevant to their interests.
6. Limited-Time Offers:
Creating a sense of urgency can effectively encourage action. Including limited-time offers or time-bound incentives can motivate dormant leads to take immediate action.
7. Lead Nurturing:
Implement a lead nurturing strategy for leads who respond to the wake-up campaign but still need to be ready to convert. Continue providing valuable content and information to keep them engaged until they are prepared to purchase.
8. Measurement and Analysis:
Monitor the performance of your wake-up campaign closely. Track email open rates, click-through rates, conversions, and lead reactivation rates. Analyse the data to refine your strategies and improve future campaigns.
9. Respect Privacy and Preferences:
Ensure that your wake-up campaign complies with data protection regulations and respects the preferences of your leads. Provide an easy way for leads to opt out or update their communication preferences.
A wake-up campaign is a powerful inbound marketing tactic to re-engage dormant leads and bring them back into your sales funnel. By personalising your approach, offering relevant incentives, and utilising multiple channels, you can reignite interest and nurture these leads towards becoming active and engaged customers again.
Run a Wake-Up Campaign Using Your Phone!
Mobile marketing has become increasingly important due to the widespread use of smartphones and mobile devices. Here are some ways to execute a wake-up campaign through mobile phones:
1. Mobile-Friendly Emails:
Sending targeted and personalised emails to dormant leads can be an effective way to wake them up. Ensure your emails are mobile-friendly and optimised for different screen sizes and email clients.
2. SMS Marketing:
Texting dormant leads can be a quick and direct way to re-engage them. Craft concise and compelling messages that encourage action or offer special incentives.
3. Mobile Push Notifications:
If you have a mobile app, you can use push notifications to send timely reminders, updates, or exclusive offers to dormant users, enticing them to return to your app and re-engage.
4. Social Media Campaigns:
Utilise social media platforms and mobile apps to target dormant leads. You can run sponsored posts or ads with specific messaging to reactivate their interest.
5. Mobile Landing Pages:
Create mobile-friendly landing pages with persuasive content and offers tailored to dormant leads. Ensure the landing pages load quickly and are easy to navigate on mobile devices.
6. QR Codes:
Incorporate QR codes in your marketing materials, such as print ads, flyers, or product packaging, to direct users to mobile-specific content or special offers.
7. Mobile Surveys and Feedback:
Use mobile surveys or feedback forms to gather insights from dormant leads about their preferences, pain points, and reasons for disengagement. This data can help tailor future wake-up campaigns.
8. Mobile App Deep Linking:
If you have a mobile app, use deep linking to direct dormant users to specific sections or content within the app relevant to their interests.
9. In-App Messaging:
For mobile app users, consider using in-app messaging to deliver personalised messages and offers based on their past interactions.
10. WhatsApp and Messaging Apps:
If applicable to your target audience, consider using WhatsApp or other messaging apps to engage with dormant leads on a more personal level directly.
Always respect privacy and obtain proper consent when conducting mobile wake-up campaigns. Additionally, monitor the performance of your campaigns through mobile analytics and make data-driven adjustments to improve their effectiveness.
The Road To A Quick Win Through A Wake-Up Campaign
Re-engaging dormant contacts can bring new life into your inbound marketing efforts and boost conversion rates. A well-executed wake-up campaign can reignite interest, rekindle relationships, and convert leads into loyal customers. Here are five easy steps to create and execute a successful wake-up campaign:
Identify Your List of Dormant Contacts
Start by identifying the leads or contacts in your database who have become inactive or dormant. These individuals have shown interest in your products or services in the past but have yet to engage with your brand recently. Use your CRM (HubSpot is great for this!) or marketing automation tool to segment these dormant contacts.
Create a Specific Landing Page
Design a dedicated landing page that highlights the benefits of your service or product. Keep the content relevant to your dormant contacts' specific needs and interests. The landing page should be visually appealing, mobile-friendly, and include a compelling call-to-action (CTA) to encourage further engagement.
Draft a Targeted Email
Craft a personalised and targeted email to grab the attention of your dormant contacts. Address them by name, acknowledge their past interactions with your brand, and express genuine interest in reconnecting. Tailor the email content to provide value and explain how your product or service can address their pain points.
Send the Email and Link to the Landing Page
Send the targeted email to the identified dormant contacts. Include a prominent CTA that leads them to the specific landing page you created. Make it clear what action you want them to take, such as signing up for a free trial, downloading an e-book, or exploring a limited-time offer.
Involve the Sales Team for Follow-Up
Monitor the response to your wake-up campaign closely. When dormant contacts show interest and engage with the landing page, have your sales team contact them promptly. Provide the sales team context about the contact's history and interests to make the follow-up personalised and effective.
Implement Lead Nurturing
Implement a lead nurturing strategy for contacts who respond positively but have yet to be ready to convert. Continue providing valuable content and communication to keep them engaged and gradually guide them through the buyer's journey.
Measure, Analyze, and Optimise
Throughout the wake-up campaign, track key performance metrics such as email open rates, click-through rates, landing page conversions, and sales follow-ups. Analyse the data to identify any areas for improvement and optimise your wake-up campaign for better results.
A well-executed wake-up campaign is an effective inbound marketing strategy to re-engage dormant contacts and drive conversions. Following these easy steps, you can reconnect with your audience, demonstrate your brand's value, and foster lasting relationships with your customers.
Published on July 20, 2023