Advertise with Facebook Custom Audience Targeting
Facebook has a very innovative way of targeting ads to people whom you already know called Custom Audience.
If you have the email address or phone numbers of past customers, this ad targeting method is the best way to reach out to them.
For this set of audience, promoting whitepapers, infographics, blog posts or any other form of educational content is the better option. With these content, you get to rekindle your relationship with past customers.
Facebook Custom Audience is also a great way to promote a new feature or offering that you introduced based on the customer feedback. It feels good to see a business that you used to frequent decided to listen and act on your feedback.
Publish a Steady Stream of Useful Content
As mentioned in our earlier blog post, Top 5 Online Marketing Channels for SMEs in 2015, content marketing positions you as an industry expert and a thought leader. The content you produce helps to establish trust among potential customers too. Here’s a quote from LinkedIn’s VP of North American Sales, Jonathan Lister:
“By creating and publishing remarkable content in the form that educates, informs, inspires and entertains, marketers can begin to build relationships with prospects early on in the buying cycle.”
Customers come and go, but they will still be searching for and reading content that they find interesting or relevant to them. Putting consistent effort into content marketing is going to help your company get in front of past customers in a subtle manner. To get started, you can come up with a list of content ideas that past customers might look for if they are searching for an alternative to what you offer. These can be:
- Ranking of industry players.
- Comparison charts.
- Industry insights.
- Frequently asked questions (FAQs).
- Explanation for industry jargons.
- How-to guides.
Be very generous with the content you put up, but keep in mind that it is not the quantity that matters. Quality and consistency are important to attract readers to your content. At the same time, make sure to keep the content interesting, engaging and highly-scannable.
Maintain an Email List of Old Customers
Many of us do not touch base with past customers.
These are the people that we should be keeping in touch with. They knew your business together with the pros and cons of your offerings.
All it takes to win them back is to let them know that your products or services have improved since they took their business elsewhere.
When customers leave, put them onto a separate email list. Update them with your latest offerings, new features or improvements.
Cap the frequency of your emails to be not more than once a month to keep unsubscribes low. Do not leave the list in the cold for too long though. Again, it is the consistency that matters.
Also, email campaigns sent to former clients do not need to be all about you.
Remember the useful content that we mentioned earlier? Use these email campaigns as a distribution channel for the content. By doing so, you are delivering value while reminding your old customers about you.
Seize The Opportunity with a Landing Page
Thank you for reading on. As promised, this is the most important element to get a past customer back.
How to “be there” when your old customers are ready to come back?
In the offline world, unless you are lucky enough to get a call, you can never tell which past customer is returning. The chances are so slim that most business owners do not even bother about it.
This is where a conversion-driven landing page comes into the picture. Here’s a screenshot of a landing page: