When a lead doesn’t buy after signing up for your freebie, the sound of those crickets sitting on your email list can feel deafening and defeating, can’t it?
And let me tell you — I hate all types of crickets.
The physical kind (like ACTUAL crickets) have haunted me my whole life. I’ll never forget my pet Gecko named Lizzie. As much as I loved that friendly reptile, she required LIVE CRICKETS in her cage for a snack. I have vivid memories of sitting in my mom’s burgundy Honda Accord and driving the three miles home from the pet store holding the bag, plumped up with air, while those crickets jumped trying desperately to escape my trap.
That panic I felt hits me just as hard today. And it hits me each time someone signs up for a freebie (I’ve got a handful available if you’re interested).
I don’t want to hold a bag of crickets. I want to nurture a sweet pack of puppies — the kind who’ll wag their tail when I walk in the door, play fetch with me, and roll over with excitement when things are going really well.
ANIMAL ANALOGIES ASIDE, I know you want the same for your business too. Instead of quiet people who sneak onto your email list and then you never hear from them again, you want people who will happily grab the microphone and shout your business name from the rooftop.
If you’ve faced the deafening sound of silence on your sales pages, here are a few things you can do to re-engage those people who signed up or bought, and then ghosted you.
Start a Conversation
So often, people *want* to talk, but just like when you see an attractive person at a bar (remember those days?), it’s hard to know how to strike up a conversation. WHAT DO YOU SAY FIRST?
Many people have been burned bad by marketers in the past with one-way street sales messages. It’s rare a business wants to get to know the person behind the sale and then match an offer with their needs.
There are a few ways to do this. Last week I talked about the idea of starting a conversation. I’ve done this recently by asking questions. Others do it by sending out a survey. Both ways are excellent and eye-opening when someone responds.
This approach gives you actual data from the mouths of your customers about what they’re hoping to get long-term by sticking with your brand. If you listen well enough to that data, you will know when and how to tweak your copy to align with what they’re hungry for (and it’s probably not a sale).
Dig Into Your Data (and Yes, You Have Data)
When someone doesn’t respond you still have a treasure trove of data at your disposal. Look at things like:
- Where people are finding you and what they’re doing once they’re on your pages
- Which emails are getting the most opens and clicks
- Which social media posts are getting the most traction
By looking closely at the content you’re already putting out, you can get clear indicators about what your audience wants.
Reach Out Personally
Sometimes, you can see that groups of people are interested and still? Those crickets keep chirping. What do you do then?
Personal outreach can go a long way if it’s done the right way. This is a balancing act.
We’re living in a day and age when everything we do online is visible. The last thing we want to do is say something in our outreach that eludes to the idea we’ve been watching their behavior online. #PrivacyPlease
Instead, what you could do is say something along the lines of the following:
Hey, [PERSON’S NAME]! The bots in my system let me know you’ve been interested in XYZ but it doesn’t look like you’ve taken the leap yet. I’m genuinely curious why. Is there something I can answer for you? Pinky swear you won’t be getting a sleazy sales pitch from me! I really just want you to know I’m here to help anytime you’re ready.
That kind of outreach puts the ownness on the analytics platform you use in your system to monitor activity without conjuring up images of you peeking from behind the doorway and playing a game of spy.
You’re also able to quickly identify that you’re not reaching out with the sole intent of making a sale, but rather, that you want to make yourself available to help.
As the response pours in from an outreach like this, be sure to keep that same vibe. Instead of responding to an objection about price point with a coupon code, dig deeper to find out what’s holding them back about the price. Often, it’s more worry about the outcome or uncertainty about the experience you’ll deliver than the price point alone.
Here’s What I Know to be True About Leads Who Don’t Convert
People are watching what you’re putting out there, even if they’re not throwing money at you as soon as they walk in the door. It’s often the silent observers who are most keen on working with you but just want a little more info. With a helpful outreach, you can give it to them in a way that feels good and feels genuine.