HOW TO APPROACH COLD TRAFFIC

 
Cold traffic. It sounds daunting, doesn’t it?
 
The word “cold” implies chilly, frosty, cool.
 
Cold traffic are those web visitors who’ve never heard of you.
 
They don’t know of you, your brand, or your business.
 
They will be chilly, frosty, or cool – at least, initially.
 
Not because they, themselves, are “cold” people, but because they don’t even know you yet.
 
That doesn’t mean that they’re not open to getting to know you. It means that at this moment, they’ve not yet warmed up to you.
 
At this stage of the buying cycle they’re being introduced to you.
 
Up until this time, they didn’t know you existed!
 
 

HOW COLD TRAFFIC FINDS YOU

 
In this blog post we dive into the different ways that cold traffic may find you, but here are a few ways:
  • They’ve found one of your videos on Youtube through a search or a related video
  • They’ve done a search on Google and found one of your blog posts
  • They land on your website from a link in your tweet
  • They click on a Facebook ad in their newsfeed
  • They get an email from someone they follow with a link to an offer you have
 
 

HOW TO APPROACH COLD TRAFFIC

 
Imagine walking into a new shoe store and being accosted by the sales staff as they grab a pair of size 8 pink stilletos off the shelf and tell you all the wonderful reasons why you should buy these shoes.
 
What’s wrong with this picture?
 
A. This is your first encounter with the brand, the store and the staff. You don’t even know them yet!
B. They don’t know whether you wear stilletos.
C. They don’t know what colour shoes you’re looking for.
D. They don’t know what size you wear.
 
Approaching your cold traffic like this will turn them off and eliminate the opportunity of them purchasing from you in the future.
 
These are casual browsers who are looking for information to solve a problem they have or seeking information.
 
Now, you might have the solution for them, but it’s unlikely that they’ll buy from you at this point because they don’t yet know you, like you, or trust you.
 
They’re at the very start of the buying cycle.
 
To convert cold traffic to warm traffic you need to first create brand awareness and build your credibility.
 
 
 

Creating awareness

 
You’re reading this blog post because you’re an online educator, or are thinking about creating an online course or program.
 
In order for anyone to actually buy your course or program, they need to know you, like you, and trust you.
 
They need to know that you have the expertise and experience to teach them what they want to learn.
 
They need to like you if they’re going to listen to hours of audio, video, or live sessions in your course.
 
And they need to trust you to help them with the solution to their problem.
 
At this point in the buying cycle though, you need to allow them to get to know you and create awareness of you, your brand, and your business:
 
  • Snapshots (images / videos) of a day in the life of you
  • Short videos that express your personality and brand
  • Blog posts sharing your expertise
 
 

Introducing your topic (of your online course or program) – without trying to sell them on a product

 
Introducing the topic of your online course or program is NOT the same as trying to sell them on it.
 
  • Behind the scenes footage of the program/course creation
  • Short snippet videos from your course
  • Assessement
  • Interactive quiz
  • Survey
 
 

Providing mini-solutions to their problems

 
As mentioned earlier in this post, cold traffic is finding you for the first time – and they weren’t looking for you specifically.
 
They were online looking for a solution to their problem.
 
Imagine if they were on Google searching for:
 
google search example
 
and they found your blog post:
 
google search example
 
They click on your blog post and are immediately taken to that blog post on your website.
 
They read through the blog post, which helps solve their immediate program, and they get the sense that you may have some experience with this stuff.
 
Now, because your blog is on your website, they click on the About page to learn more about who you are.
 
Now they know who you are.
 
They’ve been introduced to you.
 
They like you because you’ve helped solve a problem that they have.
 
You haven’t tried to sell them anything, you’ve simply introduced yourself to them and helped solve their immediate problem.
 
Now they’re starting to warm up to you!
 
 

Learn as much as possible about them

 
These ‘cold traffic’ interactions are invaluable for you learning more about your audience.
 
The better you understand your cold traffic, the more likely you are to be able to warm them up and eventually convert them to buyers.
 
  • Use heatmap tools like Hotjar to understand what users want, care about and interact with on your site by visually representing their clicks, taps and scrolling behavior.
  • Use Google Analytics to monitor which pages your visitors are landing on, which ones they’re leaving on, and their pathway while on your website
  • Pay attention to the comments visitors leave on your Youtube videos
  • Note commonalities in the questions you’re asked on your live streams
 
Creating valueable, shareable free content for your cold traffic and presenting it them in an easily consumable format will help you warm them up and move them forward in the buyer cycle.