While it’s always a good practice to clean out your database from time to time, you can bet there are always some valuable contacts hidden amongst the stale. Like leftovers in your fridge, those cold prospects just need a little reheating and imagination to be enjoyed. The trick is reaching out with just the right finesse, message, and content to re-spark their interest.
Even though we spend time, money, and resources to target our activities so we can more effectively engage with prospects, there are some unifying strategies that we can implement to ensure that our interactions count.
Here are some of the hottest ways to Get Those Cold Contacts Warm Again:
Consider these thoughts as you strive to rekindle relationships:
1. Offer a helping hand. By presenting yourself as an advocate for their success first, rather than just another sales op, you will warm your audience to your messages. Focus first-encounter interactions (i.e. subject lines and lead in email copy) on the concerns most relevant to your audience. Focus your language on the value proposition of your product or service, not necessarily your brand or offering themselves. Helpful insight = happy and empowered customers.
2. Think multi-channel. Get outside the inbox. Consider every opportunity to provide useful information and thought leadership – web, blogs, events, etc. When you are creating content and concept phase, consider the channels and activities to support your launch. This work-backwards approach will allow you to deliver assets on the appropriate channels to reach your prospects, but also support your content production process to maximize internal efficiency and budgets.
3. Be respectful. Always remember you are interrupting someone’s thoughts. Be sensitive to frequency and always allow for opting-out. The “opt in” is a precious thing, but even when your audiences have opted in, it’s important to remember they’ve done so for other communications from brands — who may or may not be competing with you. Cutting through the clutter is not a task relegated to competing with just any content; you’ve got to shine in any abyss of any inbox. Consider your own consumer behavior of “marking all as read” in your inbox, even for information you’ve asked to receive. A little “human to human” philosophy never hurt anybody when trying to re-engage!
Other than a few special cases when you can quick zap a lead like a burrito in a microwave, most of the time it takes a gradual effort to get these contacts warm again. A plan and patience is the key.
Still concerned about how to map out your strategy to warm up your cold contacts? Don’t fret! Check out our new Guide, “Tips to Re-Engage and Get Those Cold Contacts Warm Again”.
(We’re all about “thaw leadership.”)