PAID TRAFFIC AS A SYSTEM: HOW TO TURN COLD TRAFFIC INTO HOT LEADS
Paid traffic is one of the most utilised channels for driving leads and sales to any business.
An effective paid traffic system is made up of multiple campaigns that work together to acquire leads and sales for your business, all of which will first travel through a funnel.
THE THREE CORE STAGES
There are three core stages in most paid traffic funnels:
Awareness stage (Cold traffic) – Introducing your business or offer to people in your market who have never heard of you before. This is the NEW blood of your business. Whether you are a new or old business, you need cold traffic. For new businesses cold traffic will give you your first leads and sales, while for established businesses it will help you grow your customer base beyond it’s current size. For most businesses, the more people who are aware of what they offer the better off they’ll be.
Evaluation stage (Warm Traffic) – This is where we convert those who are aware of your business or offering into leads. These people are familiar with your business and market, but they weren’t interested enough to buy yet. They need to be convinced.
Conversion stage (Hot Traffic) – These are people who have bought something from you. They’ve already committed. They know your business well and present opportunities for up-sells, cross-sells, and repeat purchases.
Now that you know the stages, let’s look more specifically at how to tie them all together.
STRINGING IT ALL TOGETHER
The first item on your paid traffic list should be driving cold traffic. So, how do we get it? Here is a list of content types you can run your cold traffic to in order to build awareness and shift individuals into the evaluation stage:
- Blog Posts
- Social Media Updates
- Content Videos
- Lead Magnets
- Quiz/ Survey
- White Papers
Now that they’ve had a taste of what you have to offer, the next step is to convert them to warm traffic or leads i.e. you want to capture details such as an email, phone number, name etc. In order to do that, you’ll need to offer something in return. Here are some examples:
- Lead Magnets
- Quiz/ Survey
- Free or Paid Webinars
- Flash Sales/Low Dollar Offers
- Product Demo
- Branding Videos
- Book (Free or Paid)
- Free Trial
Okay let’s say they liked your offer and left their details with you, it’s time now to convert them to hot traffic. Remember that since you’ve already had at least one touch point with these users, most of your communication with “hot traffic” is going to be through retargeting ads or email marketing. Here are some examples of offers you can put in front of hot traffic:
- Paid Webinar
- High Dollar Offers
- Done For You Services
We’ve gone through everything at a pretty high level in this post so here’s a step by step summary of the process:
Step 1 – Get cold traffic, introduce yourself to your potential new visitors:
Create a post that will position you as an authority in the niche. Your main aim is to build trust. Once they’ve clicked the link and become familiar with you, they’ll be added to the audience you can target as warm traffic.
Step 2 : Convert cold traffic to warm traffic or leads:
Create ads that will showcase offers or lead magnets that will require them to leave details or even pay a small amount to obtain. Common examples include free brochures, guides, ebooks, white papers etc.
Step 3 – Convert your warm traffic/leads to buyers/sales:
Create ads that specifically target your opt ins with offers you know are relevant to them. For example if they downloaded your guide on how to knit, show them a special offer on your knitting kit for beginners. Once they purchase, you can continue to target them with new offers e.g. knitting wool, replacement knitting needles etc.
CHOOSE THE RIGHT CHANNELS
This strategy applies to all paid ad channels, the important thing is selecting channels where you know your audience hangs out. If you choose one where they don’t, it won’t matter how good your offer or ad creative is, the strategy won’t work.