You're engaging with a lead on social media. How do you reignite their interest after they go silent?

A veces es complicado distinguir si el contenido que estamos proporcionando al lead es el más adecuado. Hay herramientas de CRM que permiten analizar el número de veces que se abre un email, los clicks en los enlaces... Pero hay que ir probando diferentes formatos con diferente contenido para interactuar. Y nunca olvidar seguir al propio lead y analizar sus posts y el contenido que genera para usar eso a nuestro favor en futuras comunicaciones: iniciar con una felicitación el día de su cumplea?os, preguntar como ha ido su viaje, etc.

Reassessing your content is crucial in social selling. It’s about understanding your lead’s needs and interests. Consider personalizing your message based on previous interactions. This shows genuine interest and can rekindle their engagement. Timing is everything; reach out when your lead is most active. Utilize LinkedIn analytics to identify optimal engagement windows. Lastly, always offer value. Share insights or resources that align with their goals, reinforcing your role as a trusted advisor. Remember, patience pays off in building lasting relationships.

Analiza las interacciones previas con el cliente para identificar qué tipos de contenido y temas generaron mayor interés. Personaliza el nuevo contenido para abordar directamente sus necesidades y puntos débiles. Considera usar diferentes formatos (videos, artículos, infografías) para mantener su atención y ofrecer una experiencia más completa.

To re-engage a silent lead, review the content you've shared to ensure it's aligned with their interests and needs. Silence often means the information didn't resonate. By analyzing past interactions, you can identify what engaged them before and use that insight to create more relevant, valuable content that addresses their specific pain points and encourages a response.

On LinkedIn we have 3 types of users. One of the types are active users, with them we can get a very high degree of personalisation, making the lead feel really well treated and important. Giving them a recommendation and commenting privately on one of their publications can reactivate the conversation.

Antes de iniciar cualquier nueva comunicación, es básico repasar todos los mensajes intercambiados para capturar la esencia de aquello discutido. Para eso es también muy importante tomar notas durante las conversaciones telefónicas. Toda esta información va a ser el ingrediente fundamental para dar el enfoque personalizado.

Reach out with a message that reflects your knowledge of past conversations or mentions a recent event they've shared. This personal touch shows genuine attention, helping you stand out and reminding the lead of the human connection, which can encourage them to re-engage.

By monitoring their social media activity, we can identify the best times to reach out. If they're active during specific days or times, align your communication with these windows. This increases the chances of your message being noticed and responded to, as it aligns with their online presence when they are more likely to engage.

To reignite a lead's interest, focus on providing value that addresses their current challenges or goals. Share a helpful article, a free tool, or an insightful webinar that aligns with their needs. This approach demonstrates your understanding of their situation and positions you as a valuable resource, rather than just someone aiming for a sale.

The best way to understand what content is helpful to a leads current challenges or goals is to simple ask. "What other content would you like to see?" "What problems are you trying to solve for right now?" "Tell me about your goals for Q4." If there's a lead that represents your ICP, you should be asking for their input often. The same goes for customers, they were leads at one point and often are easier to access than a newer lead.

Patience is essential when re-engaging a silent lead. Rather than overwhelming them with frequent messages or aggressive sales tactics, allow them the time to respond on their own terms. Maintain a consistent presence by subtly sharing relevant content and engaging without pressure. This approach keeps you on their radar without being intrusive, ensuring they think of you when they're ready to re-engage.