Cold traffic refers to people who stumbled on your website. These are people who are not ready to buy they are just there to read, or maybe they saw your ad for your product.
Traffic is important, but what’s better is that you convert these people into paying customers. So, how to create eager buyers from your cold traffic?
There are several ways to do this. These are:
- Create Great Content
- Offer something for FREE
- Develop Trust and Credibility
- Retarget Cold Traffic
By the end of this tutorial, you should be able to apply these principles with the example I provide. And of course, I hope that you can improve your sales or at least build an email list.
Create Great Content
What is great content?
Great content is concise—it adds value to the reader. Some people think that longer blogs are better. There is some truth to this, but from my many years of blogging, I realized that people prefer content that is short but full of useful information.
Here is a guideline on great content:
Relevant – your content must be related to what the user is looking for. If your content is about how to build a Shopify store, then your content must have step-by-step procedures how to get it done.
Simple and Engaging – the internet isn’t about intellectualism. Do not masquerade as an intellectual—do not use words that people do not understand. The more academic your content is, the lesser people will be inclined to read. Keep your vocabulary simple. Write in a way like as if you are talking to a friend.
Spin a story – use concrete examples about your experiences, especially if you are providing instructions. This is called a narrative. People are more likely to show interest if you show them that you are also human—that you share the same struggles as they do.
Great content is one that goes the extra mile. Do not copy and re-write articles that you see online—instead, draw inspiration from them. Put yourself in the reader’s position all the time, and write with the goal of helping them out, not selling your products.
Offer something for FREE
One of the things you can do to how to create eager buyers from your cold traffic is to give something for free. In exchange, you get the site visitor’s email address. It is like a cold traffic funnel.
Once you have list of email addresses, you can move on to the next step. So, how do you get these email addresses?
First, you need a lead magnet. A lead magnet is an item that you offer for free in exchange for a person’s email.
Here are some examples of lead magnets:
- eBook
- Checklist
- Free online course
Lead magnets must meet several conditions. The first is that they have to solve a real problem. You may be thinking that there is really nothing that you can offer that is not on the internet already. Do not worry about this. Free is free, and people will take your offer provided that your lead magnet will help them.
Second, the lead magnet must have a perceived value, and that it is specific. Make it look like that the customer is getting something that he would have otherwise paid for, but free. Lastly, the lead magnet must be easily accessible. The preferred method is that once the site visitor has signed up, the lead magnet must be downloadable.
Develop Trust and Credibility
Once your cold traffic has signed up, the next logical step is to nurture him.
What does this mean?
It means that you have to consistently send valuable information to them. Since you have their email address, you can send them a weekly digest of something like that.
Why is this important?
It is important because you want to stay connected. Since they already signed up, it tells you that they are interested in what you have to offer.
After a person signs up, what you want to do is a follow through. If you do not do this, you will lose this traffic to someone else.
Here is a step by step process on how to do this:
- Plan your content – you need to write the content that you want to send to your email list. Make sure that this content is a series.
- Create your lead magnet – the lead magnet is your hook. You cannot expect to build an email list without one. Your content series must be related to your lead magnet. If your lead magnet is about SEO, then your series content must be around SEO also.
- Get an autoresponder – while you can send an email manually, it is much more efficient if you use an autoresponder. It is a software program where you schedule the email to be sent to each subscriber. Examples of these are GetResponse and Aweber.
If you do this, you will nurture your cold traffic. They will have something to read every week, and you will be able to build your credibility, and you will also be able to create a relationship.
As you do so, you can expect this cold traffic to turn into a warm one. Over time, these customers are likely going to buy your products or click your affiliate link.
Retarget Cold Traffic
Retargeting is a marketing process where you show ads only to people who have already seen your content before. It is a specific way of showing ads, so you do not waste money.
The two most common ways to retarget is via Facebook Pixel and Google Tags. In both of these, you need to get a snippet of code from either Facebook or Google, and then you paste that code inside your website.
What this code does is it tracks the site visitors. It records the visitor’s data. And since the information of the site visitors are recorded, Facebook and Google know how to find them.
Once you have enough data from both, you can create an ad, and then tell Google or Facebook to show your ad only to these people, not random ones who have never seen your website before.
As such, the person who sees your ad will say, “I have seen this before.” This an effective method on how to target cold audiences with Facebook ads or Google ads.
If a person who sees your ad is already familiar with your site, there is a better likelihood that this cold traffic is going to convert. Money for advertising is better spent this way—you have better chances of making a sale with these people than from those who have seen you for the first time.
Summary: How to Create Eager Buyers from Your Cold Traffic
Cold traffic is the first step to sales. All people who first visit your website are likely part of the cold traffic group, especially if they found your site because of your blog.
Your primary goal is not really to make a sale right away. It takes a lot of visits and several touchpoints to convert cold traffic into a hot one—and more touchpoints to be finally able to convince them to buy.
Be patient—nurture your traffic and make sure that they receive valuable information from you. Take your time, and they will eventually buy what you have to sell.
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