Once you are driving traffic to your website, you must implement a strategy that successfully converts that traffic so as to generate sales and to build your team. In a previous post, I described the three types of traffic, those being
- Cold Traffic – Traffic from people who know little or nothing about you or your products and services
- Warm Traffic – Traffic from people who have been exposed to you and your content but have not yet opted in or bought anything from you.
- Hot Traffic – Traffic from people who have opted into your list or have actually bought something from you.
We can break down Hot traffic into its two types as well (opted-in vs. buyers ).
So the question is, how do you convert traffic from being “COLD” to “HOT”? Many new marketers throw their links all over the social media sites expecting someone to opt-in to their list or to buy from them. The problem with this approach is that people generally buy from those that they know like and trust. So if you haven't built a relationship with your prospective customers, you really shouldn't expect many people to either opt into your lists or to buy from you.
The challenge lies in converting that cold traffic to hot traffic – moving your prospective customers from strangers to people who look to you as a trusted adviser.
Converting Traffic by Creating Valuable Content
One way to do this is to consistently create content whether that be a YouTube video, a blog post or whatever you feel most comfortable producing – that educates, inspires or entertains your target audience. And give that content away for FREE. No opt-in or any other requirements attached. Instead of using lead capture pages to build a list, you can use re-targeting pixels to build a virtual list that will allow you to “follow” your target audience around the internet and to constantly market to them even though you don't have their email address.
As you produce this content, you need to get it in front of your target audience. You can do this with paid advertising or with, my favorite method, Twitter. The more of your valuable content that they consume, the “warmer” they will grow to you and your offerings.
The more valuable content that you produce, the more successful you will be in converting traffic to your content and the more that your audience will grow to know like and trust you. And you can then start moving them through your sales funnel. 1st by offering a free piece of content in exchange for their email address.
Once have been successful in converting traffic from warm to hot and you have their email address, you need to honor that relationship and continue to provide value via your emails. Don't oversell. At this point, these people are now considered “HOT”.
This is a process which takes time, planning and consistent implementation. So once you have hot traffic, especially buyers, you must treat those people as though they are gold… Because they are!
Using these 10 surprisingly simple secrets your content will virtually write itself...