You’re finally ready to bite the bullet and invest money into Facebook advertising. Your goal is to find lots of people who will opt into your subscriber list and then jump at the chance to buy your products and services.
You have a budget. You’ve hired someone who claims to be an ad expert. You have your landing page set. Your follow up messaging is ready.
You sign the agreement, send a PayPal payment to your ad person and wait with excitement for business to explode. And you wait. And you wait. And you wait.
Frustrated, you wonder why people aren’t clamoring to do so much as opt in, let alone buy something.
After all, people who know you love your products and services. But getting strangers to give up their name and email address is near impossible. Here’s why... people are so overwhelmed with the latest and greatest free offer, more times than not they are ignoring what happens to show up in the feed or side panel, especially if they’ve never heard of you.
There’s a huge difference between those who know us and those who don’t. It’s a cold, hard fact. Nowadays you have to warm people up before they are likely to opt-in for something, regardless of how amazing you think your offer is.
One of the best ways to do this is by gaining lots of visibility through content distribution. Often you’ll be better off using a portion of your ad dollars to drive traffic to blog posts and videos before driving them to an opt in page. Granted, your content has to be stellar. The better the content, the more likely cold traffic becomes warm traffic, eventually becoming hot traffic.
Cold traffic needs to be warmed up. You can do this by driving traffic to your blog, articles, videos, etc.
Warm traffic knows a bit about you but they are neutral in how they feel and respond to you.
Hot traffic are raving fans. They definitely want to do business with you.
Gone are the days of people opting in to whatever offer is put in front of them. Now, more than ever, you have to be incredibly strategic about how you gain someone’s attention, what you do once you’ve got their attention and how much effort you put into value added information.
Kathleen Gage is the “no-nonsense, common sense” online marketing strategist, speaker, author, product creation specialist, and owner of Power Up For Profits. She helps entrepreneurs make money online. Her clients are driven by making a difference through their own unique voice.