It is frustrating when customers check out your offerings and fail to contact you again to actually purchase the product or service, after so much promise of returning. These are tyre kickers. There is an abundance of them in the market, and somehow, your business success depends on their conversion. I will tell you what; whenever you get a request for product literature or a sample of your product and a week or two after sending the request for a product sample or sample of your product the prospect has not placed an order, don’t fold your arms and do nothing.
Customers who request product literature or samples often have a genuine interest in making a purchase, but they may not need to purchase that item immediately. Thus, they look over what you send and then put it aside, planning to follow up at some point in the future. But a couple of months later their priorities shift. Then suddenly, the product they were thinking about purchasing “sometimes” becomes the product or service they need now. By this time, however, that first piece of literature or sample you sent may be filed, misfiled, buried on the bottom of a stack of non-urgent things to do, or even tossed into the trash and lost forever.
In this case, if you have competitors selling very similar products or services at very similar prices, the vendor whose name is most familiar because they have made the most recent and/or frequent contacts with the prospect is likely to get the order.
This is a reason you should never slack on following up prospects. Follow them up regularly for at least six months. Make your initial follow-ups once every other week for the first six weeks if the prospect seems genuinely interested. After that, follow up about once a month. Your follow-ups don’t have to be elaborate or costly. A telephone call or follow up letter asking if you can provide additional information, reminders to check your web site for new information, and notices of special offers all are good ways to keep in touch and keep your name and product fresh in their mind.
Running a cold campaign – marketing to new customers who have never heard of you – can be a great way to boost the traffic to your site. The cold campaign can include cold emails, cold calls and cold advertising too. But it doesn’t end at running the cold campaign; conversion is what matters because this is what brings in the revenue. Statistically, more than 97% of visitors will leave the average eCommerce site without converting.
Therefore, after building your cold campaign, your next question should be, “how will I convert the traffic from my cold campaign into sales and leads?”
The answer to this is in this article. You will learn everything you need to know about cold prospects and how you can convert them into hot leads ready to make a purchase. But first, let us get level on some terms.
Cold prospects are people who have never heard of your business. They are new people you have never done business with but hope to do business. They haven’t been “warmed up” to the idea of your brand or products yet. They come from cold traffic sources like display ads, Facebook posts or cold emails. A typical behaviour of cold prospects is browsing generic content like your blog or introductory materials. Those new visitors that takes up the larger proportion of your site visitors are your cold prospects.
You must understand that cold prospects are not ready to buy yet. You can’t expect them to make a purchase decision the first time they visit your site. They will want to get to know you, and after they trust you, they will make a purchase.
Stages of The Buying Process
To understand how to treat your cold prospects, you have to understand the four main stages in the buying process, which are: Awareness, Consideration, Decision and Retention.
As the name implies, at the Awareness stage, your prospects are just discovering you. These are the early-stage prospects. For these prospects, your goal is to increase engagement and awareness of your offer. You should only start lead generation and list building in the Consideration stage when your visitors begin thinking about a purchase. They start to purchase in the Decision stage and join other of your existing clients in the Retention when they make rebuy decisions.
All cold prospects are just in the Awareness stage. They are learning of your products for the first time. Trying to make an immediate sale, or even trying for immediate signup won’t work because they haven’t reached the Consideration stage yet.
Let’s take a closer look at how you can increase the level of engagement and promote your offer to your cold prospects, helping them move along in the buying process.
You have to DO the following to bring them to that stage:
1. Promote Soft Goals
A soft goal on your website is typically a secondary conversion goal, such as a subscription. Start with this instead of trying to make a “hard” sale. These goals are also known as micro conversion goals, or micro conversions because they lead to the ultimate objective, a purchase.
Provide some valuable content on your site to encourage people to subscribe to your list. You can offer an eBook, or other free resources such as webinars, case study, or demo. When you provide something useful to people, they are more likely to give you their email address. Once you have their contact details, you can communicate with them directly and nurture the relationship until they are ready to buy.
2. Target Cold Visitors Specifically on Your Website
Direct your cold visitors to a unique landing page that is customised for their needs. This means that you should create unique landing pages for the traffic you generate from your cold campaigns. Following the buying process, the goal of this page should be increasing the awareness of your offer. Clearly present your offer in terms your customers can understand. Use attractive design and testimonials from existing customers to build trust and credibility.
You can even go a step beyond the landing page and really create a unique first impression. You can learn from the approach BOOM! Here you direct your visitors to a presell engagement page with great content that engages people in a conversation. Then, once awareness had been raised, they lead visitors to a solution.
Note that sales promotion is not always the right goal for every visitor. By creating unique landing pages for your cold prospects, and using unique marketing messages, you can accomplish the soft goals needed to convert cold prospects into hot leads.
3. Keep Up with Your Visitors
The mantra is Follow-up, follow-up, and follow-up! The buying process takes a lot of time. You need to stay in your prospect’s mind throughout the process. Send emails regularly to cold prospects, and not just as a reminder about your business, but to also give them a chance to get to know you. This builds trust to keep them moving along the buying process.
Also, remember to follow-up cold prospects beyond the first interaction; (e.g. visiting your website or answering a cold email that was sent). To stay on their mind, send them educational videos, articles related to their industry/situation or useful blog posts.
You might want to consider using Facebook remarketing. This is a great tool, but know while using this that marketing to cold prospects takes place outside of your website. It is for this reason that we recommend using it together with onsite retargeting.
Repeat business such as referrals, and warm inbound leads are excellent and necessary, but if you want to grow your revenue, so now go out there and use these tips and start converting your cold leads into hot leads.