You may think your 'lost opportunities' are a dead end, but that’s not the case. Lost opportunities are your second chances. As the title mentions, they’re not gone forever – they're merely taking a step back or reconsidering their choices.
Here’s where you come in – when families become a lost opportunity, they want reassurance and trust to come back to you. You can accomplish this lofty task with ease: using marketing automation.
It’s nice when companies know that you haven’t been in their environment for a while. A short comment such as “We haven’t seen you for a while” or a “We miss you” is always a good start to acknowledge that there has been an absence. From there, your first email should try and determine why they have gone M.I.A, include topics or open-ended questions for families to think about, such as “Don’t think we’re the perfect match?”.
With those topics – include content that will think otherwise. You can also include other resources like links, images or videos to support your argument. With other media than words, you can see what families click and view, so you have a better understanding of what they’re looking for.
Following off the first tip, use tracking links (UTM’s) to see who and how many people click on the link, images or videos. This helps determine what families are looking for and/or why.
If there is a large group of people clicking on a specific link, use that analysis to create a set of emails that are focused on that specific interest. This helps them be more engaged with you and continue to read the emails and content you are producing. If you keep creating content that nobody is clicking or engaging with, what’s the point?
Seal the deal with a strong call to action. Once you have given your families some more information and time to think over their decision, make sure you give them guidance on what to do next. Without a call to action, they are left with more time to think, and this may result in a lost opportunity once again.
Use call to actions such as:
Take charge of your lost opportunities, and remind them why your childcare centre is the care of choice!
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