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After consistently pumping out content for months, people are starting to notice your website. Alas, the fruits of your hard labor! Whether your traffic comes from a PPC ad campaign you launched or randomly stumbled upon your site, if a visitor doesn’t know anything about you, they’re considered cold traffic.
Cold traffic, simply put, is any visitor to your site who has zero idea of who you are, what you do, and what you offer. This is among the first kinds of traffic you’ll encounter as your business grows (other types of traffic are known as Warm and Hot traffic).
Warm traffic consists of visitors who already have an idea of who you are and what you do. They may have found your website by word of mouth or they’re already repeat visitors.
Hot traffic, on the other hand, consists of people who have shown genuine interest in your product and are on the verge of making a purchase.
Each of these types of traffic consists of different types of visitors, so different kinds of traffic calls for different strategies. In this article, we’ll be focusing more on how to get cold traffic to convert.
Present hard-to-resist content.
The best way to convert cold traffic to warm traffic is by showing those visitors ads that send them to enticing pre-sale content that provides them immediate practical value.
Pre-sales content can be as simple as your most popular blog post or as involved as an email funnel for your ebook.
Avoid immediately going for the sale.
People hate being sold to. If you’re a first-time visitor to a website and are immediately accosted to BUY something, are YOU left with a good impression?
Fact: It’s extremely difficult to sell to cold traffic.
Instead of sending cold traffic directly to a sales page, provide some initial value to your cold traffic by sending them to free open content that solves an initial pain point.
Start the relationship by sharing amazing value and getting your cold audience to begin the process of trusting you or your brand.
Additionally, your content will make visitors aware that you have the solution to their specific pain points.
If by some golden chance your traffic quickly went from COLD to WARM to HOT, be ready to ease them into subscribing, signing up, downloading, or buying.
If traffic has demonstrated that it’s HOT, immediately retarget those visitors with a direct offer to purchase your product.
However, most people won’t be ready to buy that quickly, so most traffic requires being “warmed up,” and the best way to warm up your traffic is by offering a lead magnet.
A lead magnet could be anything you offer to your audience for free in exchange for their information. This is the best way to “warm up” cold traffic. Examples of lea d magnets are:
This is a win-win situation for visitors because in exchange for their information, they get access to life-altering content – for free.
At this stage, you’re going to want to make sure that whatever lead magnet you use will leave a noticeable impact on your visitors so that they want to come back for more.
The best way to convert cold traffic is by offering visitors a lead magnet. Once you get them to subscribe to your email list, make sure to send them enticing and valuable content.
Nothing comes easy in this industry.
You’ll have to do this for weeks, if not months. It’ll take some time for readers to completely trust your brand, but when they eventually reach that point, you’ve got yourself some life-long customers.
Always remember that your efforts are useless if you take all the appropriate steps to warm up your cold traffic but aren’t able to back up your sales talk.
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