How to Turn Cold Leads into Hot Leads
It is a common situation: you have an outstanding traffic, thousands of hits and only a few of them turn into real clients. Why does that happen and how to increase the number of people that not only read your content, but make purchases? The thing is, there is a high competition combined with high expectations of your potential clients and you are not always able to meet those. However, if you offer user exactly what he needs at the moment, you will increase the conversion rate dramatically.
To define that it is necessary to estimate temperature of traffic on the selling page.
Temperature of an incoming traffic, a level of awareness of the page visitors of services or goods, which you offer. The higher is the traffic temperature, the better are the chances the client will make a purchase or make any other target action.
It is better to divide traffic by temperature into three categories:
- cold – people, who faced a certain problem and managed to make a search query, but they do not know yet what goods or services to choose;
- warm – user already knows how to solve his problem in general, and now he is looking for the most optimal options;
- hot – user is ready to make a purchase; he is looking for the best proposition and supplier.
Temperature of the traffic influences the way to offer goods to a buyer: to sell bluntly, to strengthen his desire to make purchase or to show advantages of a product. It is especially significant when you design an offer and call to action.
How to define temperature of traffic
It is considered that a traffic generated by queries like “how to… ” is cold and traffic with words buy/comparison etc. is hot. We should use organic traffic to drive cold leads and our goal when we use paid ads is to drive to our website hot traffic. However, in social networks you can meet the hot audience, which is up to make a purchase, while your context ads will only drive cold traffic to your website.
Thus, the only indicator to consider when defining the temperature of traffic is conversion rate. But prior temperature of a traffic is determined by requests of users:
- cold – the general informational queries;
- warm – the concretized requests with no direct intention to make a purchase;
- hot – the requests showing intention to make purchase.
You need to make sure you understand that, and create content for all the groups of clients and make sure you have developed an efficient strategy for all of them.
Drive cold traffic with…
Social networks and blogs are perfect resources to drive cold traffic from; all you need to do is to create interesting and relevant content. This is a good idea for you to drive cold traffic if you can wait and develop long-term strategies. Provide as many information about the subject as you can, as this is what the users are coming for at this stage.
Drive warm traffic with…
Driving warm traffic is almost the same as driving the cold traffic; however, there is one difference to consider. You need to provide a bit of expertise to drive warm traffic; and the more expertise you have, the more is the chance your warm traffic will turn into new clients. You need to divide your content into segments, and the segments should be based on the groups of clients you have – each group should get content that meets its demands the most.
Drive hot traffic with…
Use paid ads to drive hot traffic; do not forget about marketing tricks like special offers, using social proof and other actions that lead to increase of sales.
There are always two tasks to deal with when you run a website: to attract more visitors to your website and to convert into your clients as many visitors of your website as possible. You can cope with the first task if you read our articles on launching ad campaigns in Facebook and Instagram. And to succeed at the second task you can read our guide on increasing user engagement in Instagram.