Key Takeaways
- **Learn how to effectively reconvert leads into repeat customers, increasing engagement and sales.**
- **Discover 11 practical tips for reconverting leads, including using relevant CTAs, leveraging thank-you pages, and incorporating content recommendation widgets.**
- **Understand the importance of personalizing and segmenting reconversion efforts to deliver targeted messaging and improve lead nurturing.**
In the competitive world of digital marketing, it’s not enough to simply generate leads. To truly succeed, businesses need to focus on reconverting those leads—turning them into repeat customers who are engaged, educated, and ready to buy. According to Marketo, 50% of leads are qualified but not ready to buy, making reconversion a crucial strategy for boosting engagement and sales.
11 Tips for Reconverting Leads Like a Pro
Reconverting leads is not rocket science, but it does require a strategic approach. Here are 11 tips to help you get started:
1. Display Relevant CTAs Throughout Your Website
Don’t make your visitors hunt for ways to engage with your brand. Provide multiple opportunities for conversion on different pages, and align your CTAs with the stage of the sales funnel. For example, offer a “Download our Free Guide” CTA on your blog posts and a “Request a Demo” CTA on your product pages.
2. Use Thank-You Pages and Emails Strategically
The thank-you page and email are prime real estate for reconversion. Include CTAs for additional offers that complement the initial conversion. For instance, if someone downloads a whitepaper on email marketing, offer a CTA to sign up for a free webinar on the same topic.
3. Include CTAs Within Your Offers
Don’t stop at just one CTA. Encourage reconversions during peak engagement with your content. Offer a mix of top-of-funnel (e.g., blog subscriptions) and middle-of-funnel (e.g., product demos) CTAs within your offers.
4. Leverage Content Recommendation Widgets
Keep your visitors engaged and provide additional opportunities for reconversion by using content recommendation widgets. These widgets display related content based on the user’s browsing history. Outbrain and Facebook’s Recommendations Plugin are popular options.
5. Make Your Offers Easy to Find
Create a resource center to organize your marketing offers. This will make it easy for visitors to find the content they’re looking for. Promote your resource center prominently on your website.
6. Use Top Content in Your Lead Nurturing Campaigns
Incorporate your high-performing offers into your lead nurturing workflows. Analyze your conversion rates and landing pages to identify your top offers.
7. Include Secondary CTAs in Your Email Marketing
Offer additional middle-of-funnel CTAs for leads who are ready to progress further. Provide options for both new and existing offers.
8. Leverage Real Estate in Your Welcome Emails
Include CTAs for reconversion in your automated welcome emails. Capitalize on the high open rates of welcome emails to promote your offers.
9. Get Personal and Segmented
Target your content and offers based on lead behavior and interests. Segment your email lists to deliver relevant messaging. For example, you could create a segment of leads who have downloaded a particular whitepaper and send them a follow-up email with a related offer.
10. Share Middle-of-Funnel Offers in Social Media
Promote your later-stage offers in social media channels. Give your followers options to self-select offers.
11. Nurture Leads with Similar Content in Social Media
Identify leads in social media and share relevant content based on their interests. Use lead intelligence to personalize your engagement.
Bonus: Reconverting leads is an ongoing process. It requires a commitment to providing value, nurturing relationships, and understanding the needs of your audience. By following these tips, you can create a reconversion strategy that will help you increase engagement, educate your prospects, and boost your sales.
As Zig Ziglar once said, “Your attitude, not your aptitude, will determine your altitude.” So stay positive, experiment with different reconversion techniques, and never give up on your leads. They’re worth it!
Frequently Asked Questions:
What is the difference between a lead and a reconversion?
A lead is a potential customer who has expressed interest in your business. A reconversion is a lead who has already taken one or more actions with your business and is being targeted for further engagement.
Why is reconverting leads important?
Reconverting leads helps you increase engagement, educate your prospects, and enhance your lead intelligence. It also helps you move leads through the sales funnel and boost your sales.
How often should I reconvert leads?
The frequency of reconversion will vary depending on your business and your audience. However, it’s generally a good idea to reconvert leads at least once every 3-6 months.
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