Saying “Conversion campaigns don’t work well on a cold audience” focuses on the technical aspect of HOW to intercept an audience while completely neglecting to evaluate WHY that same audience should perform the action we want them to perform .
It’s as if, wanting to conquer a girl
I worri only about how to dress and the car to go pick her up with, completely ignoring th if you have an e-commerce you can directly propose a temporary discount coupon for the first purchase , with an email sequence that, after downloading the coupon, explains to the user why they should buy from you instead of from competitors .
What is the right strategy for your case? Unfortunately, the answer is always and only
courtship, maybe even treating her badly. A complete nonsense.
Because when intercepting a
Cold audience on social m BEFORE worrying about the type of campaign to set up we must understand WHY our audience acts and consequently propose an action that intercepts those motivations.
I’ll make it simple for you.
A “cold” audience is so c because it is essentially made up of an audience of users who do NOT know our company/product/service and who are impacby our brand for the first time.
Our aim is therefore to identify the right chemistry to suggest that they perform the action that comes closest to our final goal (usually the sale) but which involves the least possible effort for the TARGET user .
Because for example :
If I coldly ask them to buy , too often I will get zero sales because I ask too much effort from users who don’t know me,
on the contrary, if I coldly propose free content in exchange for just their email , too often I will get leads of very low quality and very far from purchasing .
And the real secret is to find the RIGHT measure in requesting the right effort for the right action (follo by the right OFFER). This is where the game is play.
And so for example :
if you sell training courses you can LINE Data offer free content that introduces you to the cold audience , which will be folloby a correct sequence of emails that propose with A LIMIT TIME OFFER the purchase of a paid course at a price that is not perceiv as too high by those users at that moment,
If you sell mosquito nets you can
Propose to request an inspection to take And suitable answers and the measurements of the windows and then make the estimate , thus requiring the user to make the “effort” of receiving a technician at home in order to avoid wasting time, collect estimates and be able to present your product in the best possible way,
if you have an e-commerce you can offer free content that presents your products and which is followed by an email sequence that offers a discount code for the first purchase.
