Traffic can be classified into three main types. When you’re developing your digital marketing plan, it’s crucial to consider each type. You’ll understand these immediately if you’ve ever heard Ryan Deiss discuss how marketing and dating are similar. If not…keep on reading! See how easily you can turn cold leads into warm leads.
What is cold traffic
Cold leads are people who know nothing about your products. A cold lead may not even be aware that they have an issue. Even if they see a problem, they may not know a solution exists.
Cold traffic is not ready to engage.
Cold traffic is not willing to buy.
Cold traffic may want to avoid hearing you.
They may ask themselves, “Why waste time and money on advertising to try to convince someone who does not want to hear me?” But…they want to hear you.
Relationship building Marketing
Digital marketing is all about building relationships. Imagine a new relationship. All relationships begin with a hard look, as Ryan Deiss describes it. You notice someone across the room who looks interesting. They look back. It’s only a moment.
What is the next step? Introduce yourself. This is what paid traffic can do. It allows you to introduce your product and services to prospects.
Your Target Audience
Create a Buyer Persona before marketing to anyone. Digital Marketer calls it the Customer Avatar. The Customer Avatar Canvas will help you understand the prospect so that you can:
What are their goals?
What are their main concerns?
Their interests and hobbies.
What they do on the weekends
Their plans and dreams.
What keeps people awake at night?
You can turn cold traffic into warm by addressing these issues in your marketing.
What is warm traffic
Warm traffic or warm leads are not dependent on the prospect knowing about you, your brand, or your product. However, they must be aware of their problem.
Warm traffic refers to a potential customer interested in addressing an issue.
Warm traffic examples include:
The mom of a minivan says, “I’m in need of an oil change.”
A newlywed couple decides to buy a house.
The lawyer is overworked and says, “I’d like to go to Tahiti.”
Warm traffic, on the other hand, is a customer who has already identified a specific need.
What is hot traffic
Hot leads are people who are prepared to go. Ryan would say you’ve “turned the glance into a star.” You have introduced yourself and obtained the number. You’re now ready to go on your first date.
Hot traffic is looking to engage.
Subscribe to Hot Traffic
Hot traffic is looking to convert.
Hot traffic wants to purchase!
As you would expect, this is the most valuable type of traffic. This is also the most expensive.
How to turn a cold lead into a hot lead with paid traffic
It’s not by accident that quality leads come into an organization. Lead generation strategies must gradually warm up leads. As a marketer, it’s your job to get the message out there at the stage of cold leads. It doesn’t matter whether it is a Facebook or a Google ad. They must be attractive and catch their attention.
All of this comes back to your Customer Avatar or buyer persona. Before creating a high-converting offer, you need to understand your target audience.
What is a sales funnel
It is hard to believe that the sales funnel hasn’t been used before. It’s important to know because it follows a natural order. It’s the way people make decisions before making a purchase.
Before you can be good at lead generation, you need to understand how the sales funnel works.
Why? You have used this funnel for every purchase you made throughout your life. You do so unconsciously, from buying a piece of gum to buying a home.
The The The Sales Funnel Awareness
Awareness is at the top of the funnel. Remember that cold lead who didn’t know the problem for which you have a solution? They’ve only just realized that they have this problem. The lead has been informed that they’re in your sales funnel.
Example: “My back hurts.”
You may use a pain reliever cream, chiropractic care, or spinal surgery as your solution. Now the warm lead is vaguely aware of your involvement in the solution.
Awareness can start with inbound. For example, when your prospect searches for a specific question on search engines.
Outbound advertising can be a catalyst for awareness in many situations. Facebook ads could be created that discuss back pain and how to alleviate it. Due to Facebook’s compliance issues, you must be careful with your claims!
You do not have to wait for people to be aware. Paid traffic can be used to create awareness. You need to drive them to interest once they reach the awareness stage.
The Interest Stage
We use various content, including videos, blogs, PDFs that can be downloaded, etc., to generate interest. You can use whatever you think will engage your prospect to get the wheels moving.
You are looking to establish authority
You want to become a thought leader
You want to be a trusted resource.
You should produce content of the highest quality. When deciding what type of content you want to create, use the acronym E-A-T. EAT stands for Expertise, Authority, and Trust.
The content you create for your audience will get them interested and move them on to the next stage of consideration.
Warm Leads and Consideration
Your lead is now qualified! The warm lead will now be willing to consider solutions. This doesn’t necessarily mean that they are willing to consider your solution.
Consider all of the options. Consider our example. The potential customer can choose from a wide range of options. Back surgery is at one extreme. The other extreme is pain relief cream.
You can start prescribing the possible solutions if you are the authority. Please remember that prescribing without diagnosis is malpractice.
Give people a chance to interact with your solution. Tell them that you’re aware of what they are going through. Let them know you understand the problems they are facing.