Marketing To Those You Did Not Close

There is a particular audience that you should initiate an ongoing marketing campaign to: those prospects who engaged with your brand (in-store visit, attended a presentation, spoke with a sales rep, etc.) but who did not buy from you. 

Most prospects don’t make an immediate purchases. They think, they look at competitors, they procrastinate, and get distracted. By continuing to share your branded content, you increase AWARENESS and build TRUST.

"Without awareness and trust, your brand will be forgotten in their mental trash bin."
Edwin Dearborn

This is a very specific and important audience (those you did not close) that could serve you with three particular purposes:

• Becoming a customer at some point

• Becoming followers on you social media channels

• Word-of-mouth (by sharing our content) 

I do not know the amount of this audience for your brand, but I am sure that for most small businesses this amount does not extend past 2,500 names. You should send a consistent amount of content to them (ideally video content) across multiple channels.

• Email drip campaign. Add a call-to-action to speak with one of reps, to buy, or to visit your location. 

• Retargeting on YouTube, with a link to a landing page where they set an appt.

• Retargeting on Facebook, with a link to a landing page where they set an appt.

Since it is a very small audience, marketing wise, the cost of conducting such campaigns would only cost you about $400-$600 a month in ad spend. In other words, an entire year of this campaign would be less than $8,000 for an entire year.

Depending on what you sell, you could easily recoup this annual investment with a one close or a small handful or new customers.

You are already creating video content, or have some existing on your website. So why not leverage it to reach out to people who can serve you along the above three purposes?

And you don’t have any videos, then it is time you arrive into present time and create some right away.

More than likely, you need more customers. More than likely, your sales reps want more hot leads. More than likely, you could benefit from some additional word-of-mouth and social followers.