You must warm up your traffic if you want to get a good response on Facebook ads or through organic marketing efforts. These 5 principles can transform your cold traffic to hot leads that are ready to purchase your offer.
Here are the 5 key principles to warm up your traffic:
Principle 1: Story
Use storytelling to demonstrate exactly what you’re talking about by attaching it to memorable concepts.
It doesn’t matter how you’re talking to your audience—organically or through paid ads—storytelling will help you relate to people. It creates an emotional tie between you and them, and it makes you seem more trustworthy, relatable, and approachable.
Principle 2: Touches to Warm Up Your Traffic
How often are you getting in front of your people? By being omnipresent, your audience will see you as being everywhere, all the time. These multiple touchpoints build a brand identity, build trust, and your audience will think, “I need to associate myself with that person.”
You can do this by repurposing content and changing the format per medium. For example, I started repurposing my podcast content to go across multiple channels:
- Blog posts on Medium
- YouTube videos
- Facebook posts
- Instagram posts
- LinkedIn posts
Show up in your traffic’s newsfeeds regularly!
Principle 3: Consistency
Consistency isn’t about showing up every day, but it’s about showing up with the same message every day. People need to know who you are, what you stand for, and what you teach.
If one week you show up as an expert on relationship coaching, and the next week you’re all about finance coaching, and then the next week you show up as an expert in building a course, people will be confused!
As you show up with the same message every day, people will say, “Ah, this person is showing up for me all the time, and they are an expert in this, and I need them in my life to take my business to the next level.”
Principle 4: Positioning
The big question of positioning is, “What do you do?” But more important than that: “What corner of the mind do you occupy?”
You can only hold one position in the mind of a customer, so it’s crucial you position yourself as a specific person that does a specific thing. If your elevator pitch is two paragraphs long, detailing all the various things you can potentially help someone with, then you’re not holding any position in the mind of your prospect.
When choosing your positioning, your “thing” needs to be recognizable by others. For example, eventually I want to be known as the “Dream Traffic” person. But because Dream Traffic isn’t big enough yet, I position myself as the Facebook ads expert. So whenever someone says they need help with Facebook ads, my name comes up. Then, in my process, I sell them what they want (help with Facebook ads) and then give them what they need (dream traffic help).
Principle 5: Value to Warm Up Your Traffic
Give content away for free. As you give it away, people will recognize who you are and what position you hold, and that you’re consistent.
Your audience will still want to pay you for your help to implement what it is that you’re trying to teach them.
Putting consistent value out there is such an important piece to warm up your potential customers and turn them into buyers.
There are also a couple of hidden benefits to sharing value for free: when people like something, you’ll get a great response. When they aren’t interested, you’ll hardly get a response. The audience response tells you what people want and what they don’t want. Use that feedback to figure out what ideas will scale before you put work into paid offers. Also, every time you put something out there, it gives you practice at sharing what you know, so that you can become a better expert in the future.
Overall, it’s important to realize that people in your sphere will pay attention, but they’ll only ever see a fraction of your output. When I talk to entrepreneurs, they’re always concerned about being repetitive. Here’s the thing. It’s actually a good thing, because repetition is key. It keeps you consistent. It gives you multiple touches. It puts you in a great place for positioning. It will allow them to see the full picture more clearly the more often you share your message.