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How to Engage Different Audience Temperatures

How to Engage Different Audience Temperatures

Your ideal customers aren’t all at the same stage. Some of your target audience are just getting to know you; some are your customers who buy from you; others have simply never heard of you before. Sounds fairly obvious, right? Well, it is, however, since each stage encompasses a group of people who are at different stages in your marketing funnel, each segment requires different offers and different ad campaigns.

Traffic, or audience temperature is just an easy way of defining the stage at which your ideal customers are within your marketing funnel. The three different stages of your marketing funnel are as follows:

  • Cold Audience – People who have never heard of you or your brand before, but are your ideal customers
  • Warm Audience – People who have expressed interest in your brand
  • Hot Audience – People who have purchased from you once or multiple times

Your paid traffic campaigns will have different offers depending on which temperature you’re targeting.




Cold Traffic

The goal of this campaign is typically to create awareness among your ideal customers. Although you may not see an immediate return on this campaign type, the goal of this campaign is to introduce your brand, establish credibility, and pixel them so that you can retarget ads to them later.

RELATED: How to Use the Facebook Pixel to Create High-Converting Ads

Here are some examples of appropriate ad campaign offers to your cold audience:

  • Blog Posts
  • Social Media Updates
  • Content Videos
  • Podcasts
  • Lead Magnets
  • Quizzes / Surveys
  • White Papers

Warm Traffic

Warm audiences have expressed interest in your business, for example, they follow your social pages, clicked on your ads, but haven’t converted to a lead or customer yet. They are familiar with your business, but haven’t been interested enough to buy, or perhaps aren’t ready yet.

Naturally, your goal for this ad campaign would be to convert these prospects into a lead, build your email list, or maybe even buy for the first time.

RELATED: How to Consistently Acquire Leads Using a Lead Magnet

Here are some examples of offers for your warm audience:

  • Lead Magnets
  • Free or Paid Webinars
  • Free Product or Service Trials
  • Flash Sales
  • Low-dollar offers
  • Product demos

Hot Traffic

These are your buyers and repeat buyers. This is where the goal of your traffic campaigns is to increase their value as a customer, encourage more purchases, or continue building the relationship. The majority of your communication with this temperature will be through email or retargeting ads.




Here are some examples of ad campaign offers to hot traffic:

  • Event / Conference Tickets
  • Paid Webinars
  • Flagship Products
  • High-dollar products or services

In essence, you can’t put the same offers out to everyone within your target market. Make sure you define your ideal customers, segment them based on their temperature, and clearly define your goals for your traffic campaigns.

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How to Use the Facebook Pixel to Create High-Converting Ads

Facebook Pixel

Facebook Advertising provides amazing opportunity to drive targeted traffic to your website, sell your products and services, and bring awareness to your business. Your ability to reach your ideal client or customer has never been more available than right now. Here’s how the Facebook Pixel will increase the success of your ad campaigns.

What is the Facebook Pixel?

The Facebook Pixel is simply a short piece of code that lives on every page of your website that works in the background. You can’t see it, but it can do some amazing things for your advertising.

It anonymously tracks your website visitors’ activity and links it with their Facebook profile. This can be anything from what pages they visit, to what stage they are in the buying process. From this data, you can create audience segments that you can market toward, each with different messages depending on what they have looked at. This is something called retargeting.




Why use retargeting?

Retargeting means putting an ad in front of someone who has already interacted with your content. It may seem a little creepy, like those ads that follow you around the internet; however, it works.

You have the ability to put relevant content and offers in front of people who know you and exclude the people who may have never heard of you. This is where the magic happens, because there are instances where you wouldn’t put the same ad in front of someone who has expressed interest, and someone who doesn’t know you.

So, if you’ve looked at a pair of shoes online, you will likely see an ad offering a discount, or reminding you that they still exist. The company wants you to visit their website because since you’ve expressed interest, you’re more likely to purchase.

The Facebook Pixel is incredibly helpful for retargeting purposes. It gives you the opportunity to separate your audience into different groups.

Here’s an example:

If you were a dentist, your website could have a different page for different services like teeth cleaning, whitening, dentures, and so on. With the Facebook Pixel installed on all your website pages, you can create a segment of people, called a “Custom Audience”, who have visited the Teeth Whitening page.

Since Facebook knows that these people have visited your website, been interested in your whitening service, you can create a Facebook Ad that retargets those people. You can create an ad offering a 20% off teeth whitening and put it in someone’s news feed that has not only heard of your company, but visited your teeth whitening page.




This is called retargeting; it’s a powerful way to connect to your audience with relevant content and offers. Even if you had a blog post that said something like “5 Benefits to Having Whiter Teeth”, you could retarget that content to the Teeth Whitening Page visitors. It’s a silly blog example, but I just want you to start thinking about how you can create relevant content and offers that relate to your products and services.

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Why You Should Start Building and Scaling Your Email List

Building You Email List

How are you keeping in touch with your leads and customers? Whether they are a lead or customer, you have to continue to nurture the relationship with them. One of the essential strategies of an online business is to have an email marketing strategy and build your email list.

For example, you own a hair salon. A customer comes in, they get a hair cut. You may not see them for another few weeks or months. In that time, they could try a competitor, get a recommendation to another place, or any number of things that could take them away from you.

Enter the email marketing strategy. You should be asking them for their email address and nurturing that relationship: sending them the latest hair trends of the year, styling tips, best hair products, or anything that relates to your service right to their inbox. There’s even room for promotions, and sales.

When you consistently offer that type of value, you’re not only positioning yourself as an expert in your industry, you’re active and relevant, and showing your customers and leads that you care. Next time that person needs a haircut, who will they think of?

Here are a few important reasons why you should start building your email list:

  1. You have control

You own your email list. No one can ever take it away from you. The search engines or social media pages can change their algorithms or shut down at any moment. Of course, growing your social media following is essential to growing a profitable and engaged audience, however you don’t own it. Fortunately, you definitely own your email list, your email newsletter, and you can send a campaign to your list at any time.

  1. It’s the easiest way to stay in touch

Not everyone is going to check your Facebook, or Instagram everyday, but they will probably check their email. If you have an important update to share, or some content that your audience will find interesting/helpful, you can email them at a moment’s notice.

  1. It builds trust

What’s great about email is that it’s very personal. Your email message can be written almost as if it was you talking directly to the person you’re sending the email to. As you deliver highly-targeted, valuable content, your subscribers will trust you and see you as an expert. Don’t ever, ever abuse this trust.

  1. It can be tracked for analytics

Email marketing campaigns can be tracked down to what the user clicked, where, how many times, and many other attributes. These messages can be tested, segmented, optimized and personalized. You can know exactly what works and what doesn’t. Once tested, you can recreate what worked over and over again.

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Why You Should Be Defining Your Ideal Customers

Defining Your Ideal Customer

Know thy customer. Before you even begin marketing, it’s imperative to know who your audience is. Who are you speaking to? How does your business benefit them?

As that old adage goes: if you’re marketing to everyone, you’re marketing to no one. Define your ideal customer as specifically as possible so that your marketing dollars are never wasted. This exercise is effective whether you’re an established business or just starting out. Here’s why it’s important to define your ideal customer.

Powerful marketing messages create powerful connections

An effective marketing message elicits an emotion or provokes thought. You must connect with your customer on a deeper level than just the benefits of your product or service. Companies like Nike never mention the features of their shoes. All their commercials and advertisements sell the lifestyle associated with their shoes.

They feature great athletes, the feelings that relate to the use of their shoes like running and high impact sports. Have they ever mentioned how good the rubber is or how well it fits? Absolutely not.

You have a different feeling when you think about brands like the Nikes or Apples of the world, as opposed to some of their competitors. This because their marketing messages connect with their target audience on a deeper level.

Think of it this way:

Let’s say your ideal customers are middle aged men and you sell work out supplements.

Here’s a bad example:

“Do you work out? We’ve got the most pure and effective supplements on the market.”

Guess what, no one cares. There is no weight behind that, no connection, it’s generic and boring. Now if you really define who that person is and what they are concerned about.

Here’s a quick example: maybe he is 45 years old, married with kids, very career-oriented. What are his problems? What are his goals or concerns? Here’s an example short list:

  • Lack of sleep and energy balancing career and family
  • Struggling to find balance between career and family
  • Advancing career, more responsibility at work
  • Kids getting older and involved with extra-curriculars
  • Conscious of health, staying active

A Better Version with Your Ideal Customer in Mind

With these concerns defined, you can create a connection by saying something like this:“Here’s a supplement that will give you enough energy to knock it out of the park at work and spend time the kids.”

This is much more compelling because you’ve actually connected with few of your audience’s concerns.

[FREE PDF DOWNLOAD] Here’s the framework that I use everyday to define ideal customers with my clients.

This is how you begin to write more captivating Facebook Ads, content, and landing page copy, which inevitably drive more traffic and convert prospects into leads and sales.

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The Difference Between a Home Page and a Landing Page

Landing Page vs Home Page

The central idea that sets apart a landing page from your homepage is its objective. The primary objective of your home page is to inspire the visitor to go to another page that satisfies their informational needs. This could be your products and services, to learn more about your company, or to get in touch with you.

A landing page is fundamentally different. Its purpose is to BE the page that satisfies the visitor’s informational needs. It has one distinct offer and an easily digestible path for the visitor to fulfill their purpose for visiting.

Facebook Ads with Purpose

Your social media ads should reflect this purpose. Do you want your target audience to read your blog post? Download your eBook? Subscribe to your blog? Sell your product?

None of these examples would have good results if your visitor ends up on your home page after clicking your ad. The visitor clicked on your ad for a reason; they should get it easily without having to search for what they came for.

Have One Clear Path to Fulfill

After clicking your ad, your visitor should land on a page that is easy to get what they came for. If they saw an ad to download a valuable PDF for free, it should be as easy as possible to get it. If you have a webinar, it should be simple to register, without unrelated distractions, like navigation and external links.

RELATED: 5 Key Components to a High-Converting Landing Page

Overall, the goal of your landing pages should be to convert website visitors into leads. Ensure you’re taking a different approach to the different goals of your web pages in your marketing efforts.

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5 Key Components to a High-Converting Landing Page

Landing Page Components

The key to landing pages are their simplicity. With distractions to leave the current page or view other information, you risk cluttering the mind of the visitor, which ultimately lead to lower conversion rates.

RELATED: The Difference Between a Home Page and a Landing Page

Here are 5 key components of a high-converting landing page.

Navigation

Or the lack there of. Typically, landing pages have no navigation to keep the visitor on the task at hand: converting into a lead or sale. Keep your pages simple so that your visitor only leaves that page after they’ve converted.

Headline

Your headline should be clear and concise, of both meaning and connection to ad/post the reader just saw or clicked. Whether it’s a Facebook Ad or Google Ad, it needs to make sense.

RELATED: How to Capture Attention with Compelling Headlines

Subheading

The subheading is optional, but it should compliment your headline and serve as a segue to the content that follows it.

Image or video

Similar to the subheadline, the image or video must compliment the landing page’s offer. If it’s a product, like an ebook or a product, show it. If it’s a service or a webinar, show a video to help convey the offer.

Trust Indicators

Your prospects should be able to trust your brand before deciding to convert. Trust indicators like testimonials, statistical evidence, privacy policies, and other trust worthy symbols will add credibility to your offer. It’s also an optional part, however, depending on the offer, it can go a long way.

Since every business and offer is unique, there isn’t a “best framework”. That being said, these are necessary components to help you build your framework that will keep visitors engaged on the page so they convert.

The software that we use to create our landing pages and marketing funnels is a tool called ClickFunnels. It’s a drag and drop web builder that makes it incredibly simple and effective to create powerful landing pages on your own. They have tons of pre-made funnels that you can customize, whether you’re capturing leads with a lead magnet, selling a product or service, and/or building your email list.

They are my affiliate, so if you want to incredibly easy way to start building landing pages for your business, definitely check it out! JP Marketing Blog Readers receive a 14-day free trial.

Here’s the 14-day free trial: ClickFunnels

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How to Capture Attention with Compelling Headlines

Compelling Headlines

Headlines are everything. It can even be argued that the headline is more critical to the success of an article than the actual content within it. There is such an abundance of information being put in front of every person at all times, that it becomes difficult to sift through the noise. Whether it’s a post to your Facebook page, a blog post on your website, or even an email subject line, it’s essential to grab your audience’s attention with the headline, or your content doesn’t stand a chance. Here are my tips to help you capture your audience’s attention.

Is your headline clear?

Be concise. Be clear. Get to the point. You don’t want any confusion or ambiguity about the content or offer.

Is it relevant?

Your headline should perfectly match the content it promises. It shouldn’t be misleading, or simply “click bait”.




Is it empathetic?

Think of why your prospect would read your article. What solution does it fulfill for the problem or concern they might have?

Knowing exactly who your ideal prospects are becomes critical in the headline-writing process. Strong headlines capture their attention because it is either relatable, addresses a concern, piques their interest, or solves a problem; then offers a solution.

Think of it this way:

Before you write your headline, it’s important to know who you are speaking to before you say anything.

[FREE PDF DOWNLOAD] This is something I use everyday with my clients. It will ensure you define your ideal audience or customer which helps you create more powerful headlines that connect with your audience.

Take extra care to consider what headline will grab your audience’s attention the most, and make sure that it describes your content in an honest, yet attractive, way.

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How to Consistently Acquire Leads Using a Lead Magnet

Acquire Lead Magnets

Whether you have heard of the term “lead magnet” or not, it is an incredibly powerful tool that every business should be using in their online marketing strategy. As the name suggests, it’s a piece of content that attracts leads into your business.

This piece of content should be designed to be both incredibly valuable and irresistible to your target audience. It’s typically offered to your target customer for free in exchange for contact information (ie an email address). This way, you can build your email list and expand your email marketing efforts.

You’ll aim to convert these leads into customers later, but the first step is to bring them on your email list to nurture the relationship. Remember: people buy from those they know, like, and trust.

RELATED: Why You Should Start Building and Scaling Your Email List

Before you decide on your core lead magnet(s), it’s important to consider the product or service you currently (or plan to) sell.

Think of it this way:

What does your customer/client need to understand, be aware of, or believe, in order to want or need your product or service?

[FREE PDF Download] Here’s something that will help you define your perfect customer

HONESTY ALERT: It’s one of my lead magnets, but it’s meant to help you!

Your core lead magnet should align with the product, program or service you plan to sell.

Why ask for an email address instead of a credit card?

Imagine going to a bar, meeting someone, and asking them to marry you. You haven’t gotten to know each other yet! This is one of your first experiences with this person, so it’s your opportunity to offer value up front, before asking for the ring… I mean sale.

So what do you do instead? You ask for an email address.

You’re asking for permission to stay in touch. Now it’s your job to build a relationship and to earn their trust.




Here’s an example:

Ikea offers their new catalogue every year for free in exchange for contact information. In this case, they send it to you in print or digital format. Once they have your contact information, they have the ability to send you discounts, new products, updates, and any other information to nurture the relationship. If you’ve expressed interest in their catalogue, they know you will be interested in their products if they are on sale, or have anything new. This translates to sales: turning leads into customers.

RELATED: How to Get Started with Ideas for Irresistible Lead Magnets

Although the people joining your email list aren’t necessarily parting with their money, by merely handing over their email address they’re investing some level of trust in you. They expect you to reciprocate by delivering value. However, it’s not just about the content. It’s earning an email opt-in requires making an attractive offer and compelling call-to-action.

RELATED: How to Capture Attention with Compelling Headlines

You don’t have to create something incredibly extensive. It should be easily digestible, informative, and interesting to your target audience. It shouldn’t take weeks for your lead to consume. Make it concise enough to avoid overwhelm, but lengthy enough to give real value.

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How to Get Started with Ideas for Irresistible Lead Magnets

Lead magnets are a powerful and persuasive way to grow your audience. Not only does it offer value to your ideal customer, but also positions you or your company as an expert in your field.

I’m a big advocate for giving away content free and letting your target audience determine whether it’s good. It’s all a learning experience when it comes to content and marketing and you can adjust your strategy accordingly. Your audience will respond favorably if it’s the right offer, and/or if it’s directed at the right audience.

[FREE PDF DOWNLOAD] This will help you define your ideal customer and determine whether your lead magnet ideas will suit them

However, just because it’s good, doesn’t mean it will be popular. A well-thought-out marketing strategy of paid traffic and audience targeting will ensure that your ad spend is being allocated efficiently and effectively.

RELATED: How to Consistently Acquire Leads Using a Lead Magnet

But what is your lead magnet? What piece of information can you provide that your audience craves? It’s a piece of content that your audience is curious about or can learn from. That will be irresistible.

Getting Started

To get your started with ideas, here are some popular lead magnets:

  • Toolkits
  • Resource Guides
  • Free mini-course
  • Checklists
  • Handouts
  • Downloads
  • Worksheets
  • Webinars
  • Video Series
  • Podcasts
  • Video Content

Often, this piece of content will be your introduction to new prospects who may have never heard of you; so, don’t create something overwhelming. Sometimes it can be single-paged PDF, or as many as 20 pages, depending on the information provided in your lead magnets. However, just remember: the focus is not to make it extensive, but rather easily digestible.

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