Is it within the deadline? A lack of perceived value, or simply a lack of time and money, often causes customers to fall off the wagon when it comes to interacting with and purchasing from brands. And while it may be normal for some customers to disengage, businesses can start to worry when a pattern starts to emerge.
So how can you win back the customers you think you've lost? What are the most effective ways? Below, 10 business leaders from the Rolling Stone Culture Council discuss ways to re-engage disengaged customers. We share insights into marketing “hacks” or strategies that businesses can use to increase their interest and re-engage them.
Become “human” again
Consumers distance themselves from brands they don't feel a personal connection to. This occurs when communications consist of discounts or product updates. Consumers want to engage as if they were interacting with a person rather than a chatbot, so use the same medium that people use to connect with friends and family and use a transactional tone rather than a conversational tone. I recommend that you launch it. – Mike Donahue, Subtext
Telling your story through an IV drip campaign
Create a drip campaign for disengaged customers. Focus on storytelling and emotion rather than the standard “buy this on sale and come home” approach. Interview great employees and explain how their products are made or what inspires them to create great service. Storytelling emphasizes what you're doing differently and better and connects emotion to your brand. – Michael Newman, Small Projects Office
Try asking directly
If a customer goes silent, the best thing you can do is call them and ask them why, with the intention of listening carefully to their answers rather than trying to sell them your product. You'll be surprised how much you can learn by asking direct questions. And the fact that you care enough to ask questions can go a long way in rekindling a customer's engagement with your company. – Vanessa Nornberg, Metal Mafia
Create a conversation
The good news is that “leaving” doesn't mean “disappearing.” Lack of engagement is a sign that your niche feels left out of the equation and can make your strategy seem one-sided. Instead, create a conversation. Ask questions that reflect how much you value and want to hear from your customers, whether it's simply about the content they want to see or feedback about your services or products. – Magen Baker, Belle + Ivy
The Rolling Stone Culture Council is an invitation-only community for influencers, innovators, and creators. Are you eligible?
Highlight the real customer experience
Create engaging storytelling content that showcases real customer experiences. Share success stories and case studies that demonstrate the tangible benefits of your product or service. This approach resonates emotionally, reignites interest, and fosters deeper connections with disengaged customers. – Matthew Miller, Orlando Informant
Providing educational value
Re-engage your customers by sending emails featuring truly useful information and resources. Messages that point out that it's been a while feel insincere and often go unread. Instead, we'll send you emails featuring educational blog posts that provide tips about our service offerings. We found that these emails had higher than average open rates when shared with uninterested customers. – Evan Nison, NisonCo
Approach customers with curiosity
Often, the reason a disinterested customer leaves has nothing to do with your service, but rather with budget, needs, or availability. Once you've identified their reasons, consider offering special perks and discounts, and use the feedback you collect to re-engage your customers and create a sense of urgency to make them feel heard. Masu. – Dan Cerrado, Cannabis Creative Group
Seek help outside your normal network
When you're stuck creatively, whether it's in a recording studio or a marketing campaign, try reaching out to talented people outside of your usual orbit. Look for people who have solved this problem in different industries, different cultures, and different regions. They will inevitably see things you don't see, or at least see them from a different perspective. Therein lies success. – Jed Brewer, Good Loud Media
Use data to create offers that resonate
Businesses can re-engage disengaged customers with personalized re-engagement campaigns. By analyzing customer data and tailoring messages and offers based on personal preferences and past interactions, brands can become more relevant and engaging. This approach emphasizes familiarity with your customers' habits and reminds them of the value they receive by providing personalized incentives. – Kristin Marquet, Marquet Media, LLC
Remind them why they fell in love with you
We're all in the attention game, and with countless brands vying for customer attention, your brand can easily get lost. A great strategy to re-engage your customers is to remind them in a personal way why they loved your brand in the first place. It rekindles the emotional connection that led to their initial conversion. And if you send the right message, they'll appreciate the reminder. – Michael Klein, Cannabis MD
