How much time should be put towards inactive leads?
If you've been at the marketing game long enough, then you already know how important it is to nurture your leads.
The question is, what kind of special treatment should you give inactive leads in order to make them active.
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With active marketing in mind, here are just a few ways you can handle inactive leads:
Define your inactive leads
This may sound like common sense, but a surprising number of marketers and business owners lump all of their leads into one category.
Not only does this mean your inactive leads are getting the same marketing campaigns as your active ones, it also means you're wasting a lot of effort on leads that aren't persuaded by your current techniques.
Before you do anything, first define and separate your active leads from your inactive leads.
The process is fairly easy and, once you have the two groups separated, it becomes much easier to target your inactive leads and revamp your campaigning efforts.
As for your active leads, just keep doing what you're doing.
Change up your marketing channels
With your inactive leads in a group all their own, you can begin to cater to their specific needs.
There might be a number of reasons your inactive leads aren't responding to your campaigning efforts. One place to start troubleshooting is with the marketing channels you're using.
If you've only been using email marketing, try switching it up to social media marketing. If social media isn't doing the trick, try a mobile marketing approach. Don't be afraid to take advantage of multiple marketing channels at once.
The article, "Marketing to Inactive Leads - Why Don't They Respond?" recommends using everything from your social networks to surveys to podcasts and webcasts to grab the attention of inactive leads. Give all of these options a shot and find out what works.
Don't neglect the call to action
Marketers the world over are trained to put the call to action front and center. However, sometimes a call to action can lose its punch if it's buried deep within your marketing campaigns. A neglected CTA may also be the cause of the inactivity with your leads.
That's why you need to make sure your call to action is in the spotlight with each and every campaign.
In addition, also make sure there are obvious outreach options within your CTA.
Whether it's an email, short code, or phone number, the only way your inactive leads will become active is if they have a way to contact you.
Did you ever consider that it might not be your campaigning techniques, but rather the campaigns themselves that are turning away leads? If your marketing campaigns are falling short, you may need to sweeten the deal with a few incentives.
By including special offers, promotions, coupons, or even upcoming sales dates in your campaigns, you'll grab the attention of your inactive leads.
Likewise, you'll probably see an increase in sales with your active leads as well.
If inactive leads are getting you down, turn things around by taking advantage of the pointers mentioned above.
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About the Author: Adam Groff is a freelance writer and creator of content. He writes on a variety of topics including marketing and lead generation.
Microsoft: Building a secure foundation to drive NASCAR
Microsoft is a key partner of The National Association for Stock Car Auto Racing (NASCAR) and together they are driving ahead to create an inclusive and immersive new fan experience (FX).
These long-term partners have not only navigated the challenges posed by the COVID-19 pandemic with the use of Microsoft Teams and Microsoft 365, but are now looking to a future packed with virtual events to enhance the FX, well beyond NASCAR’S famous Daytona racetrack.
“Together, we've created a secure environment that's allowed for collaboration, but the future is all about the fans”, said Melinda Cook, General Manager for Microsoft South USA Commercial Business, who cited a culture of transparency, passion, adaptiveness, and a growth mindset as to why this alignment is so successful.”
“We've partnered to create a fluid, immersive experience for the users that is supported by a secure foundation with Microsoft in the background. We are focused on empowering and enabling customers and businesses, like NASCAR, to reach their full potential. We do this with our cloud platform which provides data insights and security.”
“Our cloud environment allows NASCAR to move forward with their digital transformation journey while we are in the background,” said Cook who highlights that Microsoft is helping NASCAR
- Empower employees productivity and collaboration
- Improve fan engagement and experience
- Improve environment security and IT productivity
- Improve racing operations
Microsoft Teams, which is part of the Microsoft 365 suite, enabled employees to work remotely, while staying productive, during the pandemic. “This allowed people to provide the same level of productivity with the use of video conference and instant messaging to collaborate on documents. Increased automation also allows the pit crews, IT, and the business to focus on safety, racing operations, and on the fan experience,” said Cook.
“We have started to innovate to create a more inclusive fanbase, this includes using Xbox to give people the experience of being a virtual racer or even leveraging some of the tools in Microsoft Teams to have a virtual ride along experience.”
“These environments are how we create a more inclusive and immersive experience for the fans. We're working on a virtual fan wall which allows people from new locations to participate in these events,” said Cook, who pointed out Microsoft was also helping bring legacy experiences alive from NASCAR’s archives.
“At Microsoft we can take it one level further by letting fans know what it's like to see the pit crew experience, the data and all the behind-the-scenes action. We will continue to improve automation with machine learning and artificial intelligence, from marketing to IT operations to finance to racing operations,” said Cook.
Christine Stoffel-Moffett, Vice President of Enterprise Technology at NASCAR, said: “Microsoft is one of our key partners. They have been instrumental in helping the NASCAR enterprise technology team re-architect our Microsoft systems to ensure an advanced level of security across our environment, contribute to our business outcomes, and focus on fan experience.”