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Picture this: you have a few years in the business and have managed to create a rather impressive audience, be it a social following, website visitors, or even buyers. These are all, in a sense, consumers.
But many businesses may notice that a considerable portion of their consumers are disconnected from their brand. They don’t respond to posts anymore, they don’t read your articles, or they’ve stopped buying.
So, how can you reconnect with disconnected consumers?
1. Find Out Why They’ve Left
There has to be a reason users became disconnected from you, and finding it out is imperative to get them to come back. Essentially, you have to look at the way you are talking to them or interact with them to see if something may have put them off. This has a lot to do with consumer expectations. Ask yourself, are you meeting them? Because a lot of businesses don’t. One survey showed that 4 out of 5 consumers believe businesses provide a disconnected experience. This means that the businesses are lacking in something consumers want or expect to be offered.
To find out why they disconnected, you can even send out a short survey and ask. Not everyone will respond, but even if just a few do, you will get a better sense of why people stopped listening to you. It could be a confusing strategy, too many newsletters, or an unpopular campaign. Either way, these can be fixed.
2. Incentivize Them to Come Back
People can find anything they want online, and for them, not paying attention to your brand isn’t really affecting them in any way. It’s always a lot for the brand, not the consumer.
But when a business wants to convince a user to reconnect, they have to make it worth that user’s while and provide compelling reasons to do it. This can be a generous discount, access to something exclusive or even making them part of your future activities. These incentives show a user that you really care about them, and are going the extra mile to connect with them.
3. Leverage Technology to Stay Connected
If your communications process has any type of gap, you risk losing consumers. These days, people expect to receive what they want, when they want it, which is usually right now. This is almost impossible to achieve without staying logged in 24/7 unless you are using a chatbot.
Chatbots can pick up where human resources leave off, and communicate with users at any time of day to provide clarifications, answer questions, or even help with routine tasks. It’s an easy method to ensure a consumer can connect with you whenever they want.
Conclusion
In marketing, many focus on bringing in new people constantly, which is not a bad strategy, but it can make you forget to take care of the people who are already on your side. Reconnecting with users who’ve stopped engaging is essential because these people already know your brand and services.