I am a huge proponent of personalizing your message for your target audience, but this is even more important for consultants.
Consultants sell advice. It’s rare someone will pay a consultant for advice when they don’t know them from Adam. That’s why it’s critical to transition cold traffic — people who don’t know you — to warm leads before attempting to sell.
There are a number of ways to convert cold traffic into warm leads as a consultant.
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Here is a three-step guide:
Step 1: Create Content
Since consultants are selling advice, content is critical because it showcases knowledge. Get into the heads of your target audience and come up with problems they need to solve.
It’s important to think basic for a number of reasons.
First, you will appeal to a broader audience when you start slow. As an expert in your field, it’s easy to take for granted what your audience doesn’t know.
Second, providing something simple allows your audience to test your advice and see tangible results. If what you’re suggesting is too complex, they will get lost in it and not see what your advice can do for them.
- You may worry about giving away too much because then your audience won’t need to pay you. The opposite is true! When you give away your best stuff, people will flock to you for customized services.
- Your content medium is just as important as your content. Again, get into the heads of those within your target audience and figure out how they best ingest content. It could be a blog, video, infographic, or podcast.
Step 2: Promote and Track
While it’s useful to have people reading, watching, or listening to your content because they’re getting to know you, it’s critical to track them.
I prefer a method recently mentioned in an interview between Jocelyn Sams of Flipped Lifestyle and Natalie Eckdahl of the BizChix Podcast: install a Facebook pixel on your website so you can target ads toward those who engage your content.
This method works twofold: first, it helps you grow your business Facebook page, which is difficult to do without paid advertising. Second, it leverages the most robust advertising medium available to reach your target audience.
You can promote your content on any medium — Twitter, Pinterest, YouTube — as long as traffic is coming to your website.
Step 3: Retarget to Warm LEADS
Your next step is to create a custom audience within Facebook.
- Visit your audiences page within Facebook Business Manager.
- Go to Create Audience — Custom Audience — Website Traffic.
- From there, you can target anyone who has visited your website within a certain number of days.
This custom audience is valuable because we know they have been exposed to you and what you provide. Now you can target this audience with a bigger ask. Maybe you provide a resource and ask people to give their email address in exchange or go right to promoting your paid service.
It takes 6-8 touchpoints to generate a viable sales lead, depending on who you ask, so you may not get sales right away when you retarget to this audience.
The key is to understand exactly how you want people to get from knowing nothing about you to wanting to buy from you. This process — taking the audience from cold to warm — is only the beginning.
The number of steps it will take for cold traffic to buy from you depends on your content, audience, and service. It may be easier for a marketing consultant to convert than a fitness consultant, for example, since the latter is more personal.
The key is be organized, keep track of analytics, and refine until you get it right.