When it comes to B2B marketing, it’s vital that you always do everything possible to convert your marketing leads to sales. However, if this doesn’t happen, you shouldn’t assume those leads are now pointless and useless! This is why lead recycling comes into play. Even older B2B marketing leads can result in eventual sales but only if you pursue them and treat them as valuable leads.
Consider a few ways you can rehash even the oldest B2B marketing leads and eventually convert them into long-term, loyal customers.
1. Send thank-you emails and follow-up correspondence regularly.
It doesn’t matter if a customer purchased from you a year ago or five years ago; you can’t assume that they’re all done purchasing from you and ignore them as a prospective marketing lead. One of the best things you can do after a sale is to keep following up with thank-you emails and other correspondence. These might include notices of special offers and sales, or offers to visit and check up on their company.
In any span of time a customer’s business may have changed or their needs may have changed, and they may be interested in returning to your company and your product. Keeping them in the loop with this type of correspondence opens the door for them to do that. Learn more about B2B email marketing.
2. Use calls-to-action everywhere.
A call-to-action or CTA is a very important part of marketing and should be used when trying to convert or rehash old leads. These should be everywhere on your website, newsletters, emails, and anything else your customers see.
These CTAs should also be varied as you don’t know what will appeal to a potential lead, especially one that you’re trying to rehash. These might include encouragement to sign up for a newsletter, download an eBook or special report, join a certain rewards club, contact your company with feedback, and so on. Every CTA you can think of should be used on your site, and used extensively.
3. Keep your offers accessible and easy to find.
When you visit a website and see ads off to the side, you may notice that they’re colour-blocked, flashing, in a different font, and so forth. This makes them very eye-catching and noticeable. You need to do the same in all your marketing material, or else your lead is lost and will never find offers and calls to action.
There are a few different ways to do this, and blocking your ads is just one. When you send out emails, put your offers at the very top in bold letters. Add a page of offers on your website. Use effective graphics and logos that are tied to offers.
If your offers are not easy to find and are buried under the print of your website or email, you’re not going to have much success with them. They need to be out and obvious so that even older leads can be impelled to follow them.
These are just a few simple points on how to rehash your old B2B marketing leads into new sales, and build long-term customer relationships with them.
Alternatively, if your business is struggling with B2B marketing then contact us now to find out how our B2B Marketing Consultants can help you add value to your organisation, or learn about B2B lead generation.