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Customer Database Reactivation
As you plan the marketing strategy for the year, don’t forget to include a reactivation campaign in the mix.
Reactivation campaigns are a must for businesses of every size and industry, and for good reason: they can result in big, fast jumps in revenue and profitability!
Here’s what you need to know:
What is a Reactivation Campaign?
You may also hear reactivation campaigns called re-engagement campaigns. This is a campaign with the primary goal of marketing to people who previously engaged with your business but haven’t in a long time. It can include people who signed up for your newsletter, bought something, visited your website and created an account, or any other action.
Essentially, you want to get those previously active people to become active again. Now that you understand what a reactivation campaign is, why do you need one?
Why use Reactivation Campaigns?
Increase Revenue and Profitability
As stated above, customer reactivation campaigns often result in big, fast jumps in revenue and profitability. Simply reselling to dormant customers will improve profits. Results will be even better if you manage to up-sell them as well.
And because these are existing relationships, your marketing costs to generate these sales are typically much lower than the costs of acquiring a new customer, which means more falls to the bottom line.
Improve Client Relationships
During your reactivation campaign, you are also likely to strengthen the relationships you have with existing customers.
One of the best ways to do this is to figure out why customers became dormant in the first place. You can then use that knowledge to make those customers active again. At the same time, you can change your strategies or processes to prevent currently active customers from becoming dormant for the same reason.
Gather Important Data
As with any marketing campaign, your reactivation campaign will also be an incredibly useful source of data.
You can use it to learn why customers become dormant and prevent it. You can take this to the next level and get specific information on why they prefer certain competitors over you. Use this data to your advantage both when winning them back and when planning for the future.
Why do Reactivation Campaigns work so well?
You Already Put in the Effort
One reason to use a reactivation campaign is that you already put in the effort to reach these people in the past. While you don’t want to fall for the sunk cost fallacy and keep putting money into a losing strategy, a reactivation campaign can ensure that initial time and financial investment were worth it.
They Are Already Primed
Consider the fact that a reactivation campaign will target people who have already interacted with you. This means that they have already taken the important step of reaching out in some way. Essentially, they have already expressed interest.
The fact that these people are already aware of your brand and your offerings makes them easier to convert than a brand-new customer. Another way to put it is that these people have already progressed a step or two (or more) on your sales funnel. Encouraging them to go further along the funnel makes more logical and financial sense than starting over with new people.
You Already Have Data on Them
Depending on how these dormant customers interacted with you, you likely already have valuable data on them that you can use to help with reactivation. The most important piece of information will be the past purchases. If they didn’t buy anything, you can use data on what they placed in their carts or on what items they browsed.
Using this data lets you create a highly targeted marketing strategy. For example, you can target them with emails or display ads focusing on related products to their initial purchase.
Some Figures for Inspiration
For those who focus on numbers, there is data to support reactivation campaigns. Consider that increasing customer retention by just 5% can boost your profits by up to 125%.
Reactivation campaigns are just one customer retention strategy. Combine this with other methods as well, such as loyalty programs or feedback requests, and you should see a nice boost to retention.
Another important figure is the difference in the likelihood you will sell to a new customer versus an existing customer. For new customers, it is just 5-20%. For existing customers, it is 60-70%.
The Bottom Line
A reactivation campaign lets you bring back existing customers or anyone who expressed an interest in your business and products but has since gone dormant. They are an efficient use of your marketing funds and can quickly boost your bottom line.
Author Michael Kosalka
The Importance of having your Google Business Profile Managed.
Having a Google Business Profile (formerly Google My Business) is essential for any local business. However, many companies don’t claim, complete or fully optimize their business profile.
“Near Me” search queries have surged by more than 200% in recent years. For any local businesses to get found on Google, it starts and finishes with your Google Business Profile.
We compiled a list of 30 powerful stats and facts that demonstrate how important your Google Business Profile is to local search success.
Related Blog:
Better Optimize Your Google Business Profile
1) ‘Near Me’ Searches Have Increased By Over 200%
When people change residences, go on vacation or are looking for a new service, it’s common for them to use Google to get a lay of the land: where to eat, what to do, and what to buy. The number of searches containing “near me” has increased by more than 200% over the last two years
according to Google’s Consumer Insights! To take advantage of this trend, optimize your Google Business Profile page listing, so it appears near the top in local search engine results pages (SERPs).
2) Over Half of Google Business Profile Interactions Produce Website Visits
If you can compel potential customers to simply interact with your Google Business Profile, there’s more than a 50% chance that they’ll visit your website. Once they visit your site, you can convince them to make a purchase, try your products, join a mailing list, etc. – either online or in-person.
3) 97% of Users Primarily Learn About Local Companies Online
Think about the last time you visited a local business for the first time. How did you know where to go? What convinced you that that business had what you needed? Chances are, you Googled it. Even if people drive past a business on their way to work every day, they’ll likely look at its Google Business Profile profile before making a purchase. A whopping 97% of users learn about local companies online, with the majority of those users learning about them through GBP panels.
4) 64% of Consumers Have Used Google Business Profiles to Find Contact Information
It’s common knowledge that Google has long since overthrown the Yellow Pages in providing business info. In fact, 64% of customers use the phone number listing in Google Business Profile panels to reach out to local companies, and this number will likely continue to grow. If you don’t already have your GBP optimized with a correct phone number and business information, do so now — you’re missing out on potential customers!
5) There Was a 61% Increase in Calls from Google Business Profiles in 2020
To build a connection with customers, you need to make it easy for people to call you. There’s nothing easier for customers than tapping a number on your Google Business Profile to get in touch.
6) The Average Google Business Profile Receives 33 Clicks Per Month
People who visit your website are more likely to buy from you. While 33 clicks per month may not seem high, GBP clicks are especially valuable. They come from those who have a product or service in mind and have a strong intent to buy! Google searches become Clicks, which become leads, which become new customers for your business.
7) 16% of GBP Listings Receive More than 100 Calls Per Month
Considering that many Google Business Profiles are poorly optimized, putting just a bit more effort into SEO than your competitors can pay off handsomely. Over 15% of all GBP listings result in that business getting more than 100 calls per month! Related Article:
Does adding in keywords to your Google Business Profile business name help you rank better?
8) 72% of Local Searchers Visited a Business Within Five Miles
One of the most essential factors of Google Business Profile relates to proximity to the searcher. While there’s not much you can do about your business location, it’s important to be available for those closest to you. Simply optimizing your Google Business Profile page can do wonders for attracting local customers! Related Article:
Picking the best location for your Google Business Profile
9) Local Businesses Receive 94% of their GBP Calls on Weekdays
It might not be surprising that weekdays have heavier call volume than weekends. What can be surprising is that local businesses get a whopping 94% of calls on weekdays. Always have someone ready to answer the phone on weekdays. It’s also important to list accurate hours on your Google Business Profile. When people do try and get in contact with you, you should be available from a customer service perspective.
Potential Opportunity:
With less businesses open on the weekend, there’s an opportunity to get calls over competitors if you’re open for business on Saturday and Sunday. You’ll want to make sure you’re legitimately open and that you have someone answering the phones.
10) More Than 5% of GBP Views Result in a Conversion (and it’s Rising!)
When it comes to conversions, we’re not simply talking about direct searches or visits. More than 5% of people simply
seeing
your business pop up in Google will book an appointment, submit a contact form to request more information, or make a purchase. For a stellar and optimized Google Business Profile, this percentage may be significantly higher.
11) Listings with Photos are Twice as Likely to Appear Reputable
When someone is doing a local search on Google, they often dive into the photos to learn more about the business. Imagine if you are searching for a restaurant. You want to know what the food looks like and whether or not they have an outdoor patio. Make sure to add photos onto your Google Business Profile so people trust your business.
12) Using Images in Google Buisness Profile Has Increased Revenue Per Visitor By 17%
Even once people visit your store, whether or not you had images on your Google Business Profile still matters. If people were skeptical before they went in, chances are they’re going to hold their wallets a little tighter. Don’t miss out on 17% increased revenue per visitor, especially when it’s as easy as posting an image!
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