Have you tried advertising on Facebook or Google?
How were your results?
If they weren’t very good then keep reading, I think this post could help you out.
Here is a post I came across on Quora yesterday about Facebook advertising
This is a pretty common question that I’ve seen with my friends who are running businesses, clients who need help, and a whole bunch of other business owners who just don’t know where to start or what to do.
And I totally get it.
Because there are like 450,681 different marketing tactics you could try.
So back to that Quora question…
There were a bunch of answers on here about improving the ad copy, testing different headlines, creating a giveaway, improving the landing page, changing the font color on the landing page, making your launch viral (whatever the hell that means in this situation…), A/B testing the landing page, improving his ad targeting (very important) and on and on and on.
All of these suggestions are actually pretty good ideas.
They came from a bunch of smart folks as well who are running marketing agencies or working in a marketing role for someone.
But NONE of these tactics identified or addressed the main problem.
He was making a bad first impression
If you were to click through to the website he was advertising you’d notice that he was sending cold traffic to an opt-in page
“But wait!”, you say.
“Isn’t that what we’re supposed to do!?”
Let’s reframe this question/situation in another way to better describe what was going on.
Let’s say you’re a single guy or girl out at a bar (or wherever you kids meet each other these days) and you spy a guy/girl who you would like to get to know better.
Here are your two options for making this approach and sealing a deal with this perspective “romantic client”
- You walk up to the individual and introduce yourself
- You make small talk, showing genuine interest in what this individual has to say, what they are concerned with, and who they are.
- You ask follow-up questions, have a couple drinks, and end up spending a few minutes or longer having a genuinely good time interacting with the person.
- You ask for a phone number, to follow up with them about having another experience like this
- You walk up to the individual an tell them how awesome you are and ask for their phone number
Now, I’ve been out of the dating world for like 15 years now but I’d venture to guess that approach number two is going to have a pretty low conversion to phone number rate.
What do you think?
But this is exactly what people do when they send cold traffic to a landing page that immediately asks for something from your visitor.
There is no introduction, there is no value given to this stranger first, all they see is your headline about how great your product may be and a box for them to give you their contact info.
This is why knowing how to talk to each customer, depending on how familiar they are with you and your business, is something you should really be paying attention to.
Everyone seems to be worried about “getting the click” but few worry about what is truly important, what happens after the click.
How you interact with each “click” you get should be based on how familiar the individual may be with you and your business, also know as traffic temperature.
The traffic coming to your site can be grouped into three separate and distinct temperature buckets.
- Cold Traffic – These are people who don’t know who you are, what your company is about, or how you could help them with their problems.
- Warm Traffic – These folks have clicked through to you website, read a great blog post, “Liked” you on Facebook but maybe haven’t bought anything from you yet.
- Hot Traffic – These guys are your buyers. They know, like, and trust you and have proven it by opening their wallets and giving you some of their hard-earned money in return for even more value from you.
Now, knowing just this, how do you think you could tweak or modify you ads or landing pages to better speak directly to each type of person?
My main goal with this blog post is to teach you guys a better way to interact with the Cold Traffic you are sending to your site so we’re going to dive deeper into Cold Traffic and leave warm and hot traffic alone for another post in the future.
This is where what you do “after the click” is probably the most important. Think about everything your Mom used to tell you about making a good first impression…
Because that is what you are doing here.
The purpose of a Cold Traffic Campaign is to create awareness around you & your company while beginning to build trust and authority around a specific topic.
i.e. You need to make a good first impression.
If a brand new person, who has no idea who you are, lands on your website and is immediately asked for their email address, they’ll probably click away.
However, if they land on your website and are immediately presented with a well thought out piece of content that resonates with a problem they might be having, they might poke around, share your post, come back again, and even opt-in to you mailing list.
So when you’re going after Cold Traffic you want to make sure you’re offering something valuable first, before you ask for something in return.
Since this blog post is about how I was making $5+ for every dollar I spent on my cold traffic ads I’ll use my funnel as an example.
I was sending Cold Traffic to this blog post.
So, I was basically spending a few buck each day just getting one of my blog posts in front of as many people as I could. I chose this post specifically because it was getting a ton of views already, generating a bunch of opt-ins, and was generally performing very well.
So I figured if that was all happening without me driving paid traffic to it already, driving additional traffic would only make it better. And it did.
What you’ll notice is that I’m basically just telling a personal story to people who struggle with running and passing their military physical fitness tests.
I give some basic info about how I personally overcame this problem and then, only after I’ve made a connection, do I ask for their email address at the bottom of the post.
But even there I don’t just ask them to sign up for my newsletter.
Instead, I offer them a Free Course that will go even more in depth about what I did to improve and promise to teach then how they can do the same thing.
This is called a Lead Magnet (a.k.a. Content Upgrade) which I’m not going to get into in this post.
The whole tone of this content is helpful.
All I want to do it provide useful information, to people who are interested, and help them out.
I’m not being pushy.
I’m not trying to make a sale.
I’m just trying to provide value.
And for those who are interested, I offer to provide them even more free value with a 4-part email course, which I need their email address to send.
This basic system works incredibly well.
In fact, my 2-step opt-in form at the bottom of the post mentioned above converts at 45% which I’m pretty happy about.
When you are targeting cold traffic your goal is to give value, build trust, establish authority, and establish credibility.
Additionally, behind the scenes, your goal here should also be to pixel and segment this traffic so you know how and what to talk to them about in the future.
We’ve identified individuals who value what I have to say & even started collecting some email addresses, now what?
Ok, so let’s continue along in this story and talk a bit about how I actually started generating revenue from this Cold Traffic shall we?
So from what I explained above you have a few basic options.
- Retarget people who have been to your specific blog post but for some reason didn’t opt-in to learn more with a new ad specifically directing people to your opt-in.
- Whine on Quora about how no one likes you and attempt to implement all of the changes everyone suggests (You know it was because your button was blue and not orange, right!?)
- Focus most (or all) of your attention on the people who have just raised their hand and said: “Yes, I have this problem and I want, no need, more information now!”
Which option do you think I picked?
Number 3 it is!
So when someone opts-in to your list, especially when your opt-in call to action is very specific (i.e. Learn how to run better), you have a unique opportunity that most people in business fail to recognize.
You have a potential customer who just told you that they needed what you have to offer.
Talk about making the sales guy’s job easy…
You also have someone who is in an action taking mindset, which is incredibly important.
So, when people opt-in to my endurance mini-course they are redirected to a thank you page that asks them to take action again.
In this case, I present them with a low dollar offer or a Tripwire offer for a 5k running program that promises to reduce their run time and make them faster than ever.
The Lead Magnet (email course) promises to teach them how to set this up on their own, and it does just that, but some people just want a done-for-you program, so why not provide it?)
Let’s sum up where we are at so far:
- I have a group of people who have told me they are interested in running faster and further on fewer training miles because they clicked on my ad and read my blog post.
- A percentage of these people (45% in this case) have gone a step further and opted-in to my endurance mini-course letting me know that they are VERY interested in this topic and are looking for more information and help.
- Each of these people are presented with a super easy (and cheap) solution for their problem and a small percentage paid for that cheap and easy solution
- I obtained a segmented list of people who are interested in the topic (via FB pixel), a list of people who are REALLY interested (via email opt-in), and a list of action takers who see the value in a done for you training plan
So, here is what each of those things really means:
- I’ve provided value to folks first, without asking for anything in return, the content was free for them to consume and click away. However, the purpose of the content was to introduce me and my brand, build some trust, and establish my credibility in this space.
- I’ve created a couple assets. First, Facebook captures those who views the post in a custom audience, which I can marketing to later. Second, I build a mailing list (1388 new subscribers in February from this alone).
- I’ve identified buyers, which are essentially hot traffic (mentioned above), and generated enough revenue to pay for my entire ad campaign.
- I then retargeted these assets (Custom audience & Email list) with additional information and offers which generate another couple thousand dollars (Because they were now “warmed up”
Summing it up
When most people just run traffic to a landing page (or god forbid their homepage) they typically get terrible results.
Which basically leave you feeling like spending money on Facebook as is a waste.
This system I just described turns advertising into an INVESTMENT instead of another EXPENSE
The best part is that when you have a system like this you can acquire leads & customers for you business and get paid to do it.
Here are my February results:
This is from one boosted blog post to three different audiences
Facebook Ad Spend – $449.82
Facebook Ad Reach – 166,134
LeadBox Conversion Rate – 45%
New Subscribers – 1388
New FB Page Likes – 1373
New Revenue Generated – $2,417.34
While these numbers aren’t retire to a private island and sip margaritas amazing, I’m sure most of you would love for just one of your blog posts to produce this kind of result with something as simple as a boosted post promoted to people who have never heard of you (completely cold traffic).