3 Ways to Convert Cold Audience into Buyers
You decided to blog on your company website but do not see any sales increase? Have you got impressive traffic numbers, but they are just that – numbers? Many small businesses and consultants share the frustration of seeing a blog get good traction but not having it convert into business.
Here are three ideas to help you win more business from your audience:
Deliver Valuable and Engaging Content
Content is the fuel of the web. If you have poor, boring content, your audience will quickly lose interest in your website and move on to someone else's. In order for people to keep reading your content, they need to find it valuable. Once you have an engaged audience eager to learn from you, they are more likely to connect with you.
People love engaging and in-depth content, and if you can provide them with that, they will naturally want to interact with your business. If your blog is about marketing, then delivering valuable insights into customer behavior or case studies of other companies that could win over their audience will be helpful.
For the finance industry, posts that offer advice on how other people managed to eliminate unnecessary costs or improve their cash flow will surely get the audience excited.
Whatever your industry is, make sure to carefully read recent posts from other blogs in your niche that achieved a massive amount of traffic and social shares for inspiration. No matter how much you write, if nobody reads your content, there is no point in investing in creating it.
Create Opportunities to Interact With Your Audience
There are lots of different ways to do this. You could host a webinar or an event that allows you to interact with your audience on a more personal level. It can be anything from sharing information about the latest industry trends, best practices, or solutions working in other organizations like yours.
Or you could include social media-related activities like uploading videos on Youtube and even hosting Twitter Space. The idea is to engage your current audience and attract new ones by showing how much you care about what interests them.
Your goal is to position yourself as an expert in your field and not just a business that sells services. The more people come to know, like, and trust you, the easier it will be to choose you when they need what your company provides.
Teach & Educate
Building trust with your audience is easier if you show that you are willing to share your industry and professional information. If people consider you an authority, they will be more likely to reach out for a purchase when they need it most.
You can start by publishing whitepapers, reports, and e-books. These are fun to write, but they can be incredibly useful for people interested in your field. Promoting them might require some effort, but it could also mean that you will see your audience increase dramatically.
If you are a consultant or an advisor, providing valuable information is an excellent strategy to differentiate yourself from other professionals in your industry. You don't have to have a blog or write an e-book about it, but you should be sharing knowledge everywhere you can. That includes speaking opportunities, taking part in interviews, and participating in panels at events, while simultaneously representing your brand.
To convert cold audiences into hot ones, an engaging marketing campaign is often the best way. If you can figure out how to deliver value and build trust with your audience, they are more likely to use you in their time of need.
Don't forget that, for people to become engaged with your brand, it is essential for them to see your company as their friend and not just a supplier or vendor.