How to Keep Your Brand Top-of-Mind and Boost Conversions

You are only closing around 7% of your prospects right out the gate. The real question is, what are you doing about the other 93%? Studies show that only 7.5% of prospects buy within the first 90 days, but 42.5% make a purchase between 90 days and 18 months. Without a re-engagement strategy, you risk losing these potential customers to competitors.

Re-engaging prospects ensures that your brand remains top-of-mind, preventing potential customers from drifting away and choosing a competitor when they are ready to make a purchase. By implementing a robust re-engagement strategy, you can nurture these leads, build relationships, and ultimately drive more conversions over time.

What is a Re-engagement Strategy?

A re-engagement strategy involves various tactics to stay in front of prospects and keep your brand fresh in their minds. This can be achieved through multiple channels, including:

– Social Media: Regular posts, engaging content, and interaction with your audience.
– Email Marketing: Newsletters, personalized emails, and automated follow-ups.
– Display Ads: Remarketing ads targeting users who have previously visited your site.
– Content Marketing: Blog posts, videos, and infographics that provide value and keep prospects engaged.
– Webinars and Online Events: Hosting informative sessions to provide value and engage directly with prospects.
– SMS Marketing: Sending timely and personalized text messages to keep your audience engaged.
– Direct Mail: Personalized physical mail can create a memorable touchpoint and drive re-engagement.
– LinkedIn: Connection requests, personalized messages, and active engagement.

Each of these tactics helps maintain a presence in the prospect’s mind, increasing the likelihood that they will turn to your business when they are ready to buy.

How to Set Up a Re-engagement Strategy

Social Media – Custom Audiences

Custom audiences on social media platforms like Facebook and Instagram allow you to target ads to people who have already interacted with your brand. By uploading a list of contacts or using website tracking data, you can create a tailored audience that receives specific ads designed to re-engage them. This method is effective because it targets users who are already familiar with your brand, increasing the chances of conversion.

Email Marketing

Email marketing remains one of the most effective re-engagement tools. Newsletters, in particular, can significantly impact re-engagement. Research shows that 81% of small and medium-sized businesses rely on email as their primary customer acquisition channel, and 80% for retention. Regular newsletters keep your audience informed about your latest products, services, and company news, reminding them of your brand’s value.

Display Ads

Remarketing ads are powerful tools for re-engaging prospects. These ads are shown to users who have previously visited your website but did not make a purchase. By reminding them of the products or services they viewed, you stay top-of-mind, increasing the likelihood of them returning to complete their purchase. Remarketing ads can boost conversion rates by up to 70%, making them an essential part of any re-engagement strategy.

Content Marketing

Creating valuable content such as blog posts, videos, and infographics keeps your audience engaged and positions your brand as an authority in your field. Regularly updating your content library ensures that you provide ongoing value to your prospects, making them more likely to return when they are ready to buy.

Webinars and Online Events

Hosting webinars and online events allows you to provide direct value to your prospects while engaging with them in real-time. These events can help answer questions, showcase your expertise, and build a stronger connection with your audience.

SMS Marketing

SMS marketing is a direct and personal way to re-engage prospects. Sending timely and relevant text messages can remind your audience of your offers and prompt them to take action.

Direct Mail

Personalized direct mail can create a memorable touchpoint for your prospects. A well-crafted mail piece can stand out in a digital world and drive re-engagement by offering a tangible connection to your brand.

Bonus Tip: LinkedIn

LinkedIn is an invaluable tool for re-engaging business prospects. Make sure to connect with your prospects and follow their activity on LinkedIn. This not only helps you stay informed about their professional updates but also ensures they see your content regularly. Engage with their posts by liking, commenting, and sharing relevant insights. This soft touch approach keeps your brand visible and fosters a sense of connection and trust.

Elevate Your Brand and Credibility

These re-engagement efforts do more than just remind prospects of your presence. They enhance your brand’s credibility and position you as an authority in your field. Regular interactions and valuable content demonstrate your commitment to your prospects, helping to build trust and move them closer to making a purchase.

Conclusion

Re-engaging prospects requires time and effort, but the payoff is well worth it. By keeping your brand top-of-mind through various channels, you increase your chances of converting leads into customers. At eLuminate Marketing, we specialize in crafting effective re-engagement strategies that help you stay ahead of the competition. Our expert team can help you put your best foot forward, ensuring that when prospects are ready to buy, they choose you over the competition.