It takes significant time and effort to scale your offer and grow sales with cold traffic as a small business owner.
After all, scaling offers via cold traffic is far more challenging than warm traffic.
Even so, the good news is that you can acquire more leads and increase sales substantially when employing the proper strategies.
Additionally, by understanding the dos and don'ts of creating successful marketing campaigns, you'll be able to target and reach the right prospects with the right message and at the right time to convert them into customers.
Thus, in this post, you'll learn how to scale your offer with cold traffic by identifying your target audience, crafting relevant content, and measuring KPIs to help take your small business to the next level.
Understanding Cold Traffic
Cold traffic consists of people without previous interaction or familiarity with your business.
Instead, cold traffic consists of prospects that typically head to your site and click on promotional links when presented with an intriguing offer.
In contrast, warm traffic will click on your links because they have previously engaged with or purchased from your business.
Considering this, marketing to cold traffic is more challenging because these prospects aren't necessarily interested in a solution.
Instead, they wish to learn more about your company and its product or service offers.
Directing Cold Traffic to a Landing Page Doesn't Work
Directing cold traffic to a landing page is a common mistake small businesses make, resulting in few conversions since cold traffic isn't ready to convert.
Again, when marketing to cold traffic, it is best to introduce them to your brand by focusing on relationship marketing rather than direct selling.
Scaling Your Offer With Cold Traffic
Listed below are a couple of strategies that will likely prove more effective than utilizing a landing page.
Create a Blog
Blogging is a critical component of relationship marketing.
Hence, failure to maintain a blog and regularly publish content could cause your small business to miss out on many potential customers.
Correspondingly, providing helpful information to cold traffic via blogging helps them learn more about your business and brand while showcasing you as an industry expert.
To be sure, when done correctly, your blog will help transition traffic from cold to warm.
However, it is best to avoid promotional posts when blogging.
Instead, address problems your audience might be experiencing and offer advice on overcoming them.
Employ Email Marketing
Sending short, helpful emails to help build long-term relationships is also beneficial when marketing to cold traffic.
That is, a continuous supply of valuable email content amplifies your chances of eventually converting cold traffic into customers; however, using this method takes time, so don't expect immediate results or an overnight process.
In addition, crafting a compelling lead magnet to generate subscribers via email opt-in forms is especially effective since you must first secure their email addresses and permission to send them emails to employ this method.
Of course, to incentivize people to sign up for your email list, the lead magnet should offer something valuable, such as an eBook or guide that helps your audience overcome a specific problem.
In Conclusion
As shown above, properly marketing to cold traffic is essential to scaling your offer and growing your small business.
Yet, you must remain consistent in your approach and stay focused on optimizing your performance.
Remember, even with the right strategy, cold traffic is a marathon rather than a sprint.
Again, the goal is to educate and teach your audience more about you and your company.
Therefore, you should only start direct selling once you have built a relationship with your cold leads.
Hope this helps,
Erik
We implement creative, results-based digital and hybrid marketing strategies for local business clients.
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