Are you selling the right thing at the right time?
The #1 reason your marketing conversion is not working – you’re trying to sell the wrong thing at the wrong time.
Tony Robbins said once – If you do the right thing, at the wrong time -You get PAIN.
With your marketing, it’s no different.
You can have the best offer in the world.
But, if you offer it at the wrong time,
To the wrong audience.
Guess what –
…They won’t become a lead.
….They won’t contact you.
…..And they won’t buy.
Your traffic temperature is crucial. So you know what to offer and when.
So what the heck is traffic temperature?
Let me explain…
Traffic temperature it a measurement based on how engaged your prospect is – at a given time.
I break traffic temperature into three categories –
– Cold Traffic – people who have never heard of you.
– Warm traffic – people who have heard of you but yet to engage with you.
– Hot traffic – people who have heard of you and have interacted with you.
So, let’s look at each category,
This is where most of your marketing will FAIL. Because you’re trying to sell your product, to someone who’s never heard of you.
And, sure as heck – don’t trust you yet.
“But how else am I supposed to sell my product”? I hear you wondering
You start building a relationship with your prospects.
The normal way. The old school way. Like you see in the movies.
The “boy meets girl” romantic comedy way…
See, the internet has given you excellent access to people far and wide.
But, it’s also allowed you to ignore the natural process of building a relationship.
With the anonymity of a keyboard – it’s now OK for you to ignore the basic rules of human interaction…(like in the real world)
Which has led you to adopt the bad marketing habit of – asking for too much too soon!
TRY THIS –walk up to a stranger in the street and ask them to buy your product.
…No qualifying them
…Then ask for them to hand over CASH for your product
I bet if you ask 100 people you’ll get 100 say NO.
Unfortunately, this is the logic you think works on the internet.
But, the person seeing your AD…
…didn’t say they’re interested.
…weren’t searching for your product.
…They were busy with another conversation when you interrupted them.
But, somehow you think they’ll drop what they’re doing – and buy your product?
Can you understand how CRAZY this marketing logic is?
But, if you can’t ask for their business – how do you make sales?
You do it like this:
You open a line of dialogue with your cold prospects.
To do this in marketing –
You introduce yourself and make a good first impression.
The two best ways for you to do this, are…
- You GIVE them something of value and ask for nothing in return.
- You HELP them solve a problem and ask for no thanks.
For example, you could send them to a blog post that solves a particular problem. Or offer your prospect a free tool that helps them solve a problem. And not ask for anything in return.
See, with the power of pixels and the ability to re-market to your site visitors.
You can introduce yourself to your cold audience – win their trust. And warm them up without being too pushy too early.
OK, so once you have made some form of contact with your cold traffic. You can now consider them WARM traffic.
Can you ask for their business now? Sometimes, yes. But often – not yet.
Your warm audience knows who you are. They know what you can do for them. But you still haven’t earned enough of their trust for them to buy your product.
At this stage of the process, your goal is to get your warm audience to engage with you further.
The three most common ways I do this is with…
1) A trade of value for details
2) A trade of value for time
3) A trade of value for money
So pixelling is great. It lets you re-market to your warm traffic. But it doesn’t allow you to talk ‘one on one’ with an individual prospect.
To be able to communicate ‘one on one’. You need your warm prospects to give you more information…
The #1 way – is to trade something your prospect see as valuable. In exchange for some of their details. For example – you could trade a free e-book, or free report in exchange for their email, phone number or address.
In the case of #2 trading time for something of value. Your goal here is to get them to commit their time in exchange for something FREE that has a lot of value. You could get your prospect to attend your seminar or webinar. Or, you could offer a free consultation or strategy call etc.
With #3 you get your prospect to commit to a small “low dollar” sale in exchange for something of value. This method is ‘tripwire selling’. The idea is if you can get someone to buy from you once, even at a nominal figure of less than $10. They’re more likely to buy from you again.
If you achieve either goal. And your prospects do engage with you further – they’re now HOT traffic.
Now, you’ve introduced yourself.
…Your prospects have received value from you.
…..they know how you can help them.
…….and they’ve gone on the engage with you further.
…and only now!
Have you earned the right – to ask for their business!
It’s to your hot traffic you take your sales pitch.
Offer them your products and if they buy – up sell them further.
If they don’t buy, you can down sell or cross-sell to them.
Understanding the temperature of your traffic (prospects). Allows you to know how to market to them. What to offer them. And, how to convert them to a sale. Small Businesses who respect this relationship building process online. Get the results. Those who don’t FAIL. It’s that cut and dry. How do you manage your traffic temperature?