The Six-Step Process For Cold Lead Development
Lead development can be tough since Cold traffic doesn’t know you. They’ve never head of you. They don’t know why they should listen to you (or keep reading your ads.) So you wouldn’t speak to them in the same way you would speak to your “warm” or “hot traffic” (i.e., your current customers.)
Cold traffic lead development needs a different type of communication, one that tells potential customers all about you, what you do, and how you can help them. These six steps will help you stand out and speak to cold traffic so they can become leads, and eventually, conversions.
One Blog Post That Sells
For whatever you’re planning, you need to create just one regular blog post (or other single piece of content) that sells. It may not sell a product, (although it can) but what you’re selling at this stage is your company, your brand, and later, your product or service.
Your content should have stand-alone value for lead development, as well as be educational, inspirational and/or entertaining. This is the piece that will convert cold traffic into leads and sales.
There are two important keys in this content:
- Relevance—the content needs to be relevant to the offer, so it needs to be as close to your niche as you can get. The more matched the content is to the offer, the better your chances of conversion.
- Consumption—your content has to be consumable by your prospect before they convert. You’ll pre-sell, give value, build social proof, frame your offer and “warm” them up. Give them the value at the front end, and offer great, consumable content that they can use just by reading it.
The Six Step Process
Your goal with cold traffic is to educate an inform them about your company, your brand and how you can help solve their problems. It may seem a bit complicated, but these six steps will help your cold traffic see and understand you.
- Write Backwards—the first thing to do is to create your Call To Action (CTA.) What do you want them to do? Click for more info, download something or purchase a low-dollar item? Create your content with the idea that readers will click the CTA and convert.
How relevant and consumable is your lead development focused content? It can be segmented and retargeted with ads. You may not get a lot of conversion for this blog resulting in unbelievable lead development numbers, but retargeting these leads is critical.
Just type up the CTA you’ll use in the content, deciding on your goals for the CTA, once you know what you want them to do. Write that first, then write the highly relevant content for it.
Actions for your CTA can include:
- Inverse touch points with (other blogs or content, etc.)
- Relevant Leads (lead magnets, etc.)
- Customer Acquisition or Activation
- Offer Awareness (high-dollar offers; may not convert immediately)
- Offer Awareness (premier membership content; may not convert immediately)
- Consumption (premier membership content)
- Topic—these five questions will help you reveal your ideal topic:
- What do they need to understand/lead/know before they convert?
- What barriers do they have to overcome? What do they need to know?
- What objections do they have to converting? If you can use your content to help them overcome these objections or barriers, you’ll see a higher conversion rate. Create something that covers their objections and is very relevant to your offer.
- What are they thinking about, worried about, talking about or researching before they convert on what you have to offer?
- What is the primary pain point your prospect is experiencing? Consider what keeps him or her up at night.
If you can answer one (or more) of these questions and create content around them, you’ll increase your conversion rates.
Join them in the conversation they’re already having in their mind. Create a piece of content that directly addresses their issue and is completely relevant to that conversation.
Think about how to address their objections: “I would love to, but. . . .” Come up with a topic that addresses this objection head-on, and write your content around it.
What are they reading for their research? What are they looking for? Create content that meets the person right where they are, and enter your prospect’s research process.
- Pick a post type—there are a number different types of content you can use. The consumption is based on your structure, but there are five basic types to start with:
- Listicle—people love to look at lists, so give them a big long one. Use the list format to create a point, if it makes sense. You can try incorporating a list into content for whatever you’re selling.
- How-To—use this to grow awareness for your lead magnet and your offers. Teach your reader something, and address their research or their objections.
- Content Aggregator—this is an easy one. You don’t write any new content, you simply gather other people’s content and bring it together (with appropriate credit and links, of course.) This is great for longer topics, too.
- Crowdsourced Post—similar to the Content Aggregator, you write some of your content, but not all of it. Find three (or more) experts on your chosen topic and ask them the same three questions. You’ll leverage their authority with just 100 words from each. Put it all together, and it’s done.
- Embed Reactor—one of the fastest ways to create a great piece of content. Find a video, photo, instructional infographic, or anything that’s relevant and already popular and viral. Embed it, and then write a quick reaction to it. Does it entice you, anger you, disgust you? Write about it. You can create your content in a short period of time.
If you need more ideas, or want to expand on one you already have, check out Digital Marketer’s Ultimate List of Blog Post Ideasfor more. Part How-To and part Listicle, you’ll find nearly any style of blog post that will fit your needs.
Edit For Consumption
You’ll need to make sure the answer to this question is definitely “yes.” First, ask yourself, ”will this content be consumed?” and produce the lead generation I want?
There are 4 critical consumption elements to think about:
- Headline—the promise you give your prospect. Make sure your headline is clear, but not “cutsie.” Your headline should also be complete, but not wordy. Additionally, it should be compelling without hype. Shorter headlines can work, but the most effective are 10 to 12 words long.
- Write several headlines and consider the most effective. Take your time, and make sure your final headline is complete and the words are tight.
- If your headline isn’t compelling, nobody will read it! Create a swipe file for strong headlines that you come across, and add them as you find them. Study them, and you’ll start to see why the good ones are so effective. One you understand the formula, you’ll be able to use it on your own headlines anytime.
- Introduction—your headline gets the reader to the first sentence. The first sentence gets your reader to the second one, and so on. Don’t give them “speed bumps.” Your intro should be short, punchy and curiosity-based all the way down the page so that the reader continues.
- The first few sentences need to get people reading to a longer piece and keep them reading all the way to your call to action (CTA.) Open up a gap, lead to a question, and drive people deeper into your article.
- Transitions—these are “stop signs” that take the reader into the next section. Change in your text should be gradual, not abrupt, so work on these so that they’re slow and go smoothly.
- Formatting—never put out a “wall of copy.” Break up your text into paragraphs of 3 sentences each. Use bullet points, number lists, link line leaders and block quotes to make it easier for the reader. Don’t make your reader work hard to understand you content. It needs to be approachable with good flow.
An optional note that gets people to pay a little more attention is the Deep Tease. This isn’t for every piece of lead generation copy, and doesn’t work every time, so use it with care. Pick an important point out of your copy, whether it’s something strong from your list, or something else deep in the copy you want to emphasize, and add it to your ad. This will tease into the content for your traffic source, and encourage readers to read all the content for “Method 8” or “the tip on page 3.”
Your Call To Actions, (CTA)
Although there are two types of CTAs, you should put consistent offers in your content. Customer activation, using low-collar offers, as well as showing higher-ticket offers, such as a membership offering relevant premium content are great lead generations techniques.
- Text based—this CTA with text in link form that you can add anywhere. This generates leads, especially if you add it to multiple places in your content. It’s similar to interrupting a tv or radio show for a “commercial.”
- Graphical representation of your message—using a graphic-filled banner, your CTA will show exactly where to sign up for your offer. You can use a program Canva to build a graphic banner.
- Make sure to add a button to your graphic. People look for a button to click, even though they can click anywhere on the banner.
- If you can’t (or don’t have time to) create graphic, just use a simple Johnson Box. This HTML-built box is simple to copy and paste into the code side of your website, WordPress site, etc. Once pasted, shift to the visual side and you’ll see your CTA.
And you’re all set!
Once you get the hang of creating ads for cold traffic lead development, you’ll be able to create them for all your offers, from free content to products and services. Get started, and you’ll be posting your ad before you know it.