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Whether it’s due to a lack of perceived value or just a lack of time and money, customers can often fall off the wagon when it comes to interacting with and purchasing from brands. And while some customers disengaging can be normal, companies may begin to worry once a pattern starts to emerge.
So what can they do to reengage those customers they seem to have lost? What’s the most effective method? Below, 10 business leaders of Rolling Stone Culture Council share their insights on the marketing “hacks” or strategies companies can use to boost engagement among disengaged customers and pique their interest once again.
Become ‘Human’ Again
Consumers disengage from brands they don’t feel a personal connection to, which occurs when communications consist of discounts and product updates. Consumers want to engage as if they’re interacting with a person rather than a chatbot, so we recommend using a medium that people use to connect with friends and family and striking a tone that’s conversational versus transactional. – Mike Donoghue, Subtext
Tell a Story Through Drip Campaigns
Create drip campaigns for disengaged customers. Focus on storytelling and emotion versus a standard “come back and buy this on sale” approach. Interview your amazing employees, explain how your products are made or what the spark was that helped you create your wonderful services. Storytelling reinforces what you do differently and better and ties emotion to your brand. – Michael Newman, The Bureau of Small Projects
Ask Directly and Listen
When a customer goes quiet, the best thing you can do is call them and ask why, with the intent to listen carefully to their answer rather than to pitch your products. You’ll be surprised at how much you can learn when you ask directly — and the fact that you care enough to ask goes a long way toward rekindling your customer’s engagement with your company. – Vanessa Nornberg, Metal Mafia
Create Conversations
The good news is that “disengaged” doesn’t mean “disappeared.” Lack of engagement is a sign that your niche feels left out of the equation, and your strategy may be coming off as one-sided. Instead, create conversations. Ask customers questions that reflect how much you value them and want to hear from them, whether it’s simply about the content they want to see or feedback on your service or product. – Magen Baker, Bell + Ivy
The Rolling Stone Culture Council is an invitation-only community for Influencers, Innovators and Creatives. Do I qualify?
Highlight Real Customer Experiences
Create compelling storytelling content showcasing real-life customer experiences. Share success stories or case studies demonstrating tangible benefits of your products or services. This approach resonates emotionally, reigniting interest and fostering a deeper connection with disengaged customers. – Matthew Miller, Orlando Informer
Provide Educational Value
Reengage customers by sending out emails featuring genuinely helpful information and resources. Messages pointing out that it’s been a while feel disingenuous and often go unread. Instead, we send out emails featuring educational blog posts that provide tips related to our service offerings. We find that these emails have a better-than-average open rate when shared with disengaged customers. – Evan Nison, NisonCo
Approach Customers With Curiosity
Oftentimes, a disengaged customer’s reason for stepping back has nothing to do with your service and more to do with budget, need or availability. Once you’ve identified their reasoning, consider offering exclusive perks or discounts and create a sense of urgency to reengage customers and make them feel heard using the feedback you collected. – Dan Serard, Cannabis Creative Group
Seek Help Outside Your Typical Network
Whenever you’re creatively stuck — whether in the recording studio or on a marketing campaign — try reaching out to talented folks outside of your typical orbit. Find people who have solved this problem in a different industry, in a different culture or in a different geography. They will inevitably see things you don’t, or at least see them from a different point of view. Therein lies success. – Jed Brewer, Good Loud Media
Leverage Data to Create Offers That Resonate
Companies can leverage personalized reengagement campaigns to reengage disengaged customers. By analyzing customer data to tailor messages or offers that resonate with individual preferences and past interactions, brands can boost relevance and interest. This approach, highlighting familiarity with the customer’s habits and offering personalized incentives, reminds customers of the value they’re receiving. – Kristin Marquet, Marquet Media, LLC
Remind Them Why They Fell in Love With You
We are all in the attention game, and with countless brands vying for a customer’s attention, your brand can easily get lost. A great strategy to reengage your customers is to remind them, in a personal way, why they initially fell in love with your brand. It reignites the emotional connection that led to their initial conversion. And with the right messaging, they will appreciate the reminder. – Michael Klein, cannabisMD
