Staying On Santa’s Good List – 5 Post-Holiday Season Lead Nurturing Tactics

Chris Molitor posted this in the Sales Skills Category
Reading Time: 5 minutes

If you’ve done your holiday season right, you will probably have some new leads to handle.

They might be impulse buyers or people who were just interested in a one-off sale you had, but you can turn them into repeat customers with a little bit of thought and planning.

How do you reel them back in again? The holidays are over, so they aren’t as motivated to buy … or are they? How can you nurture a lead that’s a couple of months old?

Let’s talk about how to do that.

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Caption: Once you buy something Pusheen-related from Hey Chickadee, expect more Pusheen in your inbox.

Tip 1: A drip email campaign should be your first step, but not your last

If you’ve read approximately one article about lead nurturing tactics, odds are it will have told you to set up a drip email campaign. The good news is that this is great advice — drip email campaigns are decently effective.

The bad news is that most people stop there.

The benefits of a drip campaign are pretty great. Setting up an automated campaign means you can basically set it and go, trusting in the software and conditions you’ve set up.

For example, if someone bought because of a special discount you were offering, you can set up a week-long campaign to send a series of emails that remind them why they bought from you in the first place.

First email: Welcome to the family! We’re happy to have you here. This is what we’re all about.

Second email: Here’s a line of similar products! Don’t they look amazing?

Third email: Did you know that line of products will make you 10 years younger and you’ll never get fat no matter how many donuts you eat? Just sayin’.

Fourth email: Oh, and by the way, we’re offering 10 percent off for the next couple days.

Boom, done.

But … not actually done.

Since when has the best advice been to settle for one strategy? A drip campaign is a great start, and easy to customize and segment to your heart’s content. It’s also common advice because it’s effective — you’re sending emails to customers who have opted in for emails from you, so you’d hope they’d be interested in future products and sales.

However, the bottom line is, you should be combining that with other tactics. There are always going to be customers who don’t ever read your emails, who get annoyed by ad campaigns in their inbox, and may even unsubscribe for good.

If you stick to just one strategy, say goodbye to that lead forever.

Tip 2: Don’t forget about leads that didn’t buy

Just because someone didn’t buy from you during the holiday season doesn’t mean they aren’t a lead. In fact, this is the perfect time to try to convert them, because the holiday craziness has ended, and now you can suss out how interested they actually are.

There are a few different non-converted leads you can focus in on:

Abandoned Cart

They thought about buying from you, to the point where they added at least one item into their cart … and then they walked away. Why? You may not be able to find out.

But that doesn’t mean you can’t try again.

Try reminding them what they were thinking about through targeted ads, and perhaps offering a nice discount code that feels personal to them. Maybe they ended up buying from someone else. In that case, targeting them with an ad for a related product could work.

Try reminding them what they were thinking about through targeted ads, and perhaps offering a nice discount code. Click To Tweet

Engaged followers

Every social media manager knows that engaged followers are their bread and butter — the ones that like, comment, click through, or even share the brand’s posts. Some of these followers could really like your company, but weren’t convinced during the holiday season.

This also applies to those who open your emails, and even click on your content, but you still can’t seem to convert.

Try reaching out specifically to these leads. You can target based on what they’re showing interest in, send out a custom discount code, or ask them to take a quick survey that will give you a better idea of what they’re in the market for.

Action-based retargeting

This type of retargeting is a little more high-level, and takes some engineering, but it can be really effective.

For this to work, you need to think about what those leads are doing on your website, what they’re interested in, and why they’re interested. Then you need to create specific funnels that retarget based on those interests and needs.

Someone who visited your home page and then clicked away does not fall into this category.

Imagine you sell bespoke evening wear such as dresses or tuxedos. Consider someone who visited your dresses page, and then narrowed it down to formal dresses. They then visited a page about high heels, browsed around the jewellery, and then finally left the site without buying. It’s March. What are they looking for?

The answer is most likely that they’re starting to think about what they’re going to wear to prom, so try retargeting them with prom-specific ads. Show them examples of what will look good, offer an early-order discount code, or remind them of the deadline they need to order by to get the outfit in time for the dance. Get creative!

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Caption: GrubHub gives it to you straight — if you ordered falafel from them, they’re going to recommend more Middle Eastern restaurants to you the next time.

Tip 3: Target the leads based on what motivated them to buy the first time

Yeah, it sounds simple when it’s all spelled out like that, but it’s surprising how often this doesn’t factor into the lead nurturing thought process.

The holidays are bound to be filled with impulse buyers, so see if you can reel them in again with another tempting impulse sale. Did they click straight through from an email campaign to buy? Try to replicate a similar campaign with your newest offerings.

Maybe they were a social media shopper. Did they love the free shipping on orders over $50 that you advertised to them on Facebook? Show them a new round of products with a similar deal and see if you can get them to engage again.

Whatever convinced them the first time, see if it will work again with other related products.

Tip 4: Harness the power of social media

Hopefully, you at least have social media fully integrated into your strategy — whether it’s a Facebook shop, Instagram shoppable tags, or even Snapchat’s virtual reality product feature, you should be putting your name out there on social media.

However, aside from posting content and targeting with ads, you should be using it to nurture leads.

There should be a wealth of new posts floating around from people who got your product over the holidays, so search regularly through posts that have tagged or hashtagged you. Make sure you interact with these posts — a like, comment, or even a feature on your own page will do wonders for your image, and the next time they want to buy, they’ll come to you.

Make sure you’re also responding quickly to private messages and making any negative experiences a priority to fix. Having an active community will do some of the work for you in terms of organic marketing, but you need to nurture it as well by being responsive and relatable.

Make sure you’re also responding quickly to private messages and making any negative experiences a priority to fix. Click To Tweet

Social media is also the ideal platform for retargeting. Experiment with your sponsored posts based on what your seasonal leads engaged with. See if you can draw them in again.

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Caption: Customer surveys can be a bit bulky and unwieldy. But they’re great for lead nurturing because you learn so much about what people like and dislike about your brand.

Tip 5: Ask them about what they bought

When it comes to leads that bought during the holidays that you want to lure back in … instead of targeting them with ads, drip campaigns, or stalking them on their Insta, just try sending them an email asking for feedback.

Yeah, no tricks. It’s that simple.

Instead of gunning for the next sale, connect with them about the product they already bought from you. This indirect strategy has quite a few benefits:

  • Brand awareness. This is the sneaky brand awareness that keeps you at the top of their mind without spamming them with ads. It reminds them what they got, potentially reignites their interest in other products, and lets them know you care about their experience.
  • Profiling. You can learn more about what they liked and didn’t like, collect some demographics or interests, and build a more accurate customer profile.
  • Free information. Whether or not they do actually end up buying from you again, that feedback is priceless information about their experience. Forgetting about the future sale for a second (just a second, I promise), you can potentially learn new information about your products or processes, or even get the chance to make a bad experience right.
  • Incentivizing. To get them to give their feedback, other than the joy they’ll experience in telling you their opinion, incentivize them with a discount code or coupon — and there it is, you got them in the door again.

No coal in your stocking this year

Your holiday sales are fulfilled, your returns are processed, and you’re looking for some new leads to sink your teeth into. Congrats! You’re already starting the year off right. Santa would be proud.

How else do you nurture your leads? Are there strategies you use during the year that can be adapted to the post-holiday season?

Chris Molitor
About Author: Chris Molitor
Chris Molitor is the Vice President of Business Development at Red Stag Fulfillment, an ecommerce fulfillment warehouse that was born out of ecommerce. He has years of experience in sales  and business development.

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