How to Convert Your Cold Traffic to Hot Leads

Abdul HamidDigital Marketing, Sales and Lead Generation0 Comments

How To Generate Sales Leads From Your Cold Traffic

The Steps You Need To Take Your Prospects Through Before They Buy
By Abdul Rahman Abdul Hamid

You can skim this article in less than 5 minutes!
Or read it thoroughly in 10 minutes!


Not Sure What You Need To Do To Convert Visitors To Buyers?

To begin, let’s define some terms we’ll be using so that we’re all on the same page.

Cold Traffic: This is made up of people that have not heard of you or your service.

Warm Traffic: This is made up of people that have been introduced to you, aka, they’ve been on your site or introduced to you by someone they know or trust (someone’s email list). These are your PPC Retargeting Audiences.

Hot Traffic/Lead: At this point, it’s not really “Hot Traffic”, it’s a Lead. These are contacts in a list, and people ready and willing to opt-in to your offers

Your job is to move the traffic from Cold to Sales Lead.

I’ll show you how to do it in this article

You will also find out the secret to converting Cold Traffic to Leads

But first, let me ask you, have you heard the story of the One Pound Fish?

If you haven’t, you can check it out on YouTube™.

Basically, it’s a video of a fish merchant in the UK who came up with a jingle that he sings in the street to draw attention to his fish stand and drum up sales.

It might seem goofy, but what he’s doing is essentially converting cold traffic into warm leads and buyers.

This fisherman is in an outdoor market surrounded by other vendors with hundreds of people walking past him every minute. He has a few seconds to interrupt the traffic coming towards him and catch their attention. Within those seconds he has to make it absolutely clear what his offer is.

£1 Fish!

That’s his Lead Magnet to draw in the Cold Traffic to his offer. It’s on him at that point to convert those leads into buyers, upsell them, and/or get them into some sort of continuity program, say like monthly home delivery or something.

What does this mean for your business generating cold traffic online?

First things first, you have much more opportunity to get in front of your audience online, than a fish merchant does in an outdoor market.

So you have to think of your cold traffic as the beginning of a long-term relationship with your audience. Your cold traffic is coming to you and wondering who the hell are you, what you’re offering them, and can they trust you?

This is why sending PPC Ads directly to your homepage or product page is not a good idea!

So let’s discuss the three things you need to do on your landing page to turn your traffic into sales.

1. Who Are You?

This doesn’t mean you have to introduce yourself every time you write a blog post or create a sales page.

All you need to do is provide a clear and evident trail for anyone curious enough to follow.

They will usually check the header for a business name, logo, check the domain name, see if there’s a phone number listed, that sort of stuff.

The internet has made us all skeptics on some level.

Your prospects are no different.

Make the answer to their question–who is this?– easy to answer.

You can also go into a little about yourself with a quick intro.

A smooth and inconspicuous way to introduce and qualify yourself in your prospects eyes is by using a real-life example of how you served one of your clients as an illustration of how they can accomplish the same thing.

For instance,

One of my clients is a therapist that specializes in dealing with young adults with attention disorders.

We provide content that targets parents of children with ADHD, and we provide content that supports them or provides them with information and resources that they would find useful.

Because these are targeted pieces of content, we drive cold traffic to them and within the first few sentences we bring up the therapist’s credentials and experience.

This is to establish trust with the prospect and welcomes them to carry on consuming the material we’re providing

And here’s the thing. The audience needs this information, you need to be absolutely convinced that the information you’re providing is top-notch and beneficial to your audience. Otherwise, stop.

Just, stop.

And figure out what you’re doing wrong, spend some time interacting with your audience and figure out what kind of answers they’re looking for…

…And this leads us to step number 2.

2. What’s Your Offer?

This doesn’t mean what does your business offer. We get that you sell super awesome amazing products and services that are super duper.

No one’s doubting that.

But let’s think less macro and more micro here.

When you’re driving cold traffic to a page, that page has to have one very specific action that you want your audience to take.

Ideally, depending on your sales funnel and process, you want them to opt-in so that you can move them further into your funnel and start targeting them with your upsells and continuity offers.

So, let’s recap quickly.

You want to provide tons of value where you direct your cold traffic to.

Once there, you want to direct that cold traffic towards one very simple action.

This can be an email list opt-in or a download opt-in. It’s basically a lead magnet that you’ve created to capture your cold traffic’s leads.

For ideas and more information on lead magnets, click here.

3. Build Trust

There are many ways to do this, and they range from social proof such as reviews and testimonials. While other options are other trust factors such as risk-reversals, where you provide guarantees and refunds.

Another clever way you can build up trust in a prospect’s eyes is as simple as throwing up logos of companies they trust.

Yup.

If I throw up a couple pictures of Google, Microsoft, Apple, etc., depending on how you feel about those companies, you will subconsciously associate me and my company with them, no matter how briefly.

It just brings familiarity to your viewing and browsing experience. It’s like when you’re in a different country and you randomly bump into someone from your hometown. There’s an immediate connection.

Meanwhile, when you’re back in your hometown you’re trying to get from Point A to B without striking up conversations.

That’s because we’re wired to relate to someone we’re familiar with.*

This comes back to the main reason why we target cold traffic in the first place.

I don’t need to pull out the literature to convince you that the more that someone is familiar with you, the more comfortable they are with you.

And anyone that’s done sales for any amount of time in their life knows one thing, it’s not about what you sell, it’s about how you sell yourself…

…your prospect doesn’t buy your product/service, they buy you.

There are tons of quotes that state this way better than I can.

Here’s the thing, you need to get in front of your audience as many times as possible before they buy from you.

For instance, in my line of business. I need at least three months for my prospect to go from first meeting me on Facebook, to interacting with me via posts on Facebook, then messenger, to then finding my site, reading up on my posts with other people, and after some time they will have gotten a good idea of the type of person I am before doing business with me.

Considering I also keep my personal Facebook profile public, my prospects can really see who they’re doing business with.

Currently, I have a video of the last time I took my wife and kids ATVing at the cottage.

My cover photo is me chilling on some train tracks that are suspended 30ft+ in the air.

You’ll find my personal commentary on things that are happening sprinkled with my sports interests and other family members and friends.

This is all transparent, for anyone and everyone to see (I suggest you do the same).

All of this just creates opportunities for your prospects to get to know you, and be comfortable doing business with you.

Now, in this example I used myself, but you don’t have to use your personal profile. That’s what your business page and social media channels are for. Get out there, interact, talk to your audience, let them see you and get to know your brand.

So there you have it.

That’s how you turn cold traffic into piping hot leads that will buy what you’re selling and become raving fans afterward as well!

Oh yeah, and the secret to converting your cold traffic to leads is:

Consistency + Familiarity

Keep up the repetition of creating new and valuable content that your market wants and needs, target them through Facebook Ads and Google Adwords and send them to an information piece, re-target your warm traffic until they buy.

That’s it!

Now, let’s see you start converting that Cold Traffic into Cold Hard Cash.

If you need help setting up your funnels to convert the most amount of your traffic, you can schedule a call with me and I can provide you with more than one way to improve your current numbers.

***This is only for businesses already running an offer generating some leads, just not enough leads, or as many leads as you would like.


Go Ahead and Schedule Your Free Call By Clicking Above

Not Sure What You Need To Do To Convert Visitors To Buyers?

To begin, let’s define some terms we’ll be using so that we’re all on the same page.

Cold Traffic: This is made up of people that have not heard of you or your service.

Warm Traffic: This is made up of people that have been introduced to you, aka, they’ve been on your site or introduced to you by someone they know or trust (someone’s email list). These are your PPC Retargeting Audiences.

Hot Traffic/Lead: At this point, it’s not really “Hot Traffic”, it’s a Lead. These are contacts in a list, and people ready and willing to opt-in to your offers

Your job is to move the traffic from Cold to Sales Lead.

I’ll show you how to do it in this article

You will also find out the secret to converting Cold Traffic to Leads

But first, let me ask you, have you heard the story of the One Pound Fish?

If you haven’t, you can check it out here:

Basically, it’s a video of a fish merchant in the UK who came up with a jingle that he sings in the street to draw attention to his fish stand and drum up sales.

It might seem goofy, but what he’s doing is essentially converting cold traffic into warm leads and buyers.

This fisherman is in an outdoor market surrounded by other vendors with hundreds of people walking past him every minute. He has a few seconds to interrupt the traffic coming towards him and catch their attention. Within those seconds he has to make it absolutely clear what his offer is.

£1 Fish!

That’s his Lead Magnet to draw in the Cold Traffic to his offer. It’s on him at that point to convert those leads into buyers, upsell them, and/or get them into some sort of continuity program, say like monthly home delivery or something.

What does this mean for your business generating cold traffic online?

First things first, you have much more opportunity to get in front of your audience online, than a fish merchant does in an outdoor market.

So you have to think of your cold traffic as the beginning of a long-term relationship with your audience. Your cold traffic is coming to you and wondering who the hell are you, what you’re offering them, and can they trust you.

This is why sending PPC Ads directly to your homepage or product page is not a good idea!

So let’s discuss the three things you need to do on your landing page to turn your traffic into sales.

1. Who Are You?

This doesn’t mean you have to introduce yourself every time you write a blog post or create a sales page.

All you need to do is provide a clear and evident trail for anyone curious enough to follow.

They will usually check the header for a business name, logo, check the domain name, see if their’s a phone number, that sort of stuff.

The internet has made us all skeptics on some level.

Your prospects are no different.

Make the answer to their question–who is this?– easy to answer.

You can also go into a little about yourself with a quick intro.

A smooth and inconspicuous way to introduce and qualify yourself in your prospects eyes is by using a real-life example of how you served one of your clients as an illustration of how they can accomplish the same thing.

For instance,

One of my clients is a therapist that specializes in dealing with young adults with attention disorders.

We provide content that targets parents of children with ADHD, and we provide content that supports them or provides them with information and resources that they would find useful.

Because these are targeted pieces of content, we drive cold traffic to them and within the first few sentences we bring up the therapist’s credentials and experience.

This is to establish trust with the prospect and welcomes them to carry on consuming the material we’re providing

And here’s the thing. The audience needs this information, you need to be absolutely convinced that the information you’re providing is top-notch and beneficial to your audience. Otherwise, stop.

Just, stop.

And figure out what you’re doing wrong, spend some time interacting with your audience and figure out what kind of answers they’re looking for…

…And this leads us to step number 2.

2. What’s Your Offer?

This doesn’t mean what does your business offer. We get that you sell super awesome amazing products and services that are super duper.

No one’s doubting that.

But let’s think less macro and more micro here.

When you’re driving cold traffic to a page, that page has to have one very specific action that you want your audience to take.

Ideally, depending on your sales funnel and process, you want them to opt-in so that you can move them further into your funnel and start targeting them with your upsells and continuity offers.

So, let’s recap quickly.

You want to provide tons of value where you direct your cold traffic to.

Once there, you want to direct that cold traffic towards one very simple action.

This can be an email list opt-in or a download opt-in. It’s basically a lead magnet that you’ve created to capture your cold traffic’s leads.

For ideas and more information on lead magnets, click here.

3. Build Trust

There are many ways to do this, and they range from social proof such as reviews and testimonials. While other options are other trust factors such as risk-reversals, where you provide guarantees and refunds.

Another clever way you can build up trust in a prospect’s eyes is as simple as throwing up logos of companies they trust.

Yup.

If I throw up a couple pictures of Google, Microsoft, Apple, etc., depending on how you feel about those companies, you will subconsciously associate me and my company with them, no matter how briefly.

It just brings familiarity to your viewing and browsing experience. It’s like when you’re in a different country and you randomly bump into someone from your hometown. There’s an immediate connection.

Meanwhile, when you’re back in your hometown you’re trying to get from Point A to B without striking up conversations.

That’s because we’re wired to relate to someone we’re familiar with.*

This comes back to the main reason why we target cold traffic in the first place.

I don’t need to pull out the literature to convince you that the more that someone is familiar with you, the more comfortable they are with you.

And anyone that’s done sales for any amount of time in their life knows one thing, it’s not about what you sell, it’s about how you sell yourself…

your prospect doesn’t buy your product/service, they buy you.

There are tons of quotes that state this way better than I can.

Here’s the thing, you need to get in front of your audience as many times as possible before they buy from you.

For instance, in my line of business. I need at least three months for my prospect to go from first meeting me on Facebook, to interacting with me via posts on Facebook, then messenger, to then finding my site, reading up on my posts with other people, and after some time they will have gotten a good idea of the type of person I am.

Considering I also keep my personal Facebook profile public, my prospects can really see who they’re doing business with.

Currently, I have a video of the last time I took my wife and kids ATVing at the cottage.

My cover photo is me chilling on some train tracks that are suspended 30ft+ in the air.

You’ll find my personal commentary on things that are happening sprinkled with my sports interests and other family members and friends.

This is all transparent, for anyone and everyone to see (I suggest you do the same).

All of this just creates opportunities for your prospects to get to know you, and be comfortable doing business with you.

Now, in this example I used myself, but you don’t have to use your personal profile. That’s what your business page and social media channels are for. Get out there, interact, talk to your audience, let them see you and get to know your brand.

So there you have it.

That’s how you turn cold traffic into piping hot leads that will buy what you’re selling and become raving fans afterward as well!

Oh yeah, and the secret to converting your cold traffic to leads is:

Consistency + Familiarity

Keep up the repetition of creating new and valuable content that your market wants and needs, target them through Facebook Ads and Google Adwords and send them to an information piece, re-target your warm traffic until they buy.

That’s it!

Now, let’s see you start converting that Cold Traffic into Cold Hard Cash.

If you need help setting up your funnels to convert the most amount of your traffic, you can schedule a call with me and I can provide you with more than one way to improve your current numbers.

***This is only for businesses already running an offer generating some leads, just not enough leads, or as many leads as you would like.


Go Ahead and Schedule Your Free Call By Clicking Above

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