When some one visits your website, whether through SEO, AdSense or any other means, they are essentially going to be cold leads.
That means that they fall into your demographic and they are potentially going to be interested in your niche, but they have at no point demonstrated any loyalty to your brand and nor have they given you permission to contact them and/or try to sell to them.
When this happens,
and you try and sell, this is then going to feel pretty much like cold calling.
They don’t know who you are, they have no need to trust you and here you are
trying to get them to buy something from you. This is essentially the same
thing as approaching a stranger in a bar and asking them to come home with you
there’s no pre-amble and it ends up coming across as rather rude. Ultimately,
your chances of getting a positive response are much lower as a result!
How to Warm Them
Up First
Therefore, it’s
important to think about your lead lifecycle. Instead of trying to sell to cold
leads, you’re trying to impress them with your value proposition, with the
quality of information you’re giving away free and with the way your brand
aligns with their values.
When you do this,
you create warm leads – people who have given you their contact details and
invited you to contact them.
In terms of
dating, this is the equivalent of meeting someone you like in a bar, chatting
to them for a while and demonstrating your good humor and then asking for a
number. In the long term, the latter approach is likely to lead to a much
better outcome for all parties involved!
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