Drive more traffic from interested people
In this blog post I’m going to talk to you about a massively underutilised function of Facebook advertising and traffic. Although used by many businesses, many funnel businesses have yet to exploit the potential of this traffic driving method.
We’ll go over how to build audiences, in Facebook, that have demonstrated a clear interest in your or your customers products.
We’ll also talk about how to build lists of customers, as an audience, completely on automation.
This is also the most cost-effective method of utilising cold traffic for any marketing funnel business. You could use this on your funnels or your customers funnels.
Warm up your visitors
All websites and funnels require cold traffic. Cold traffic is defined as a visitor to your website, who has never heard of you before. Their temperature is considered “cold”, because you have yet to warm them up to a sale.
The problem comes when funnels spend $$$s of dollars, on cold traffic and it doesn’t convert. If cold traffic doesn’t convert into either a lead or sale, it becomes very expensive.
Visitors to a website or a bit like revenue or turnover. It’s considered a vanity metric, and without some kind of conversion (or profit), it essentially wasted money.
When cold traffic becomes expensive, businesses stop investing it. But the problem is not the traffic, it’s the way that cold traffic is used.
I can’t guarantee sales
There is an enormous misconception among many businesses, that simply driving more cold traffic to your website, will result in more sales.
Even if you drive 10,000 new visitors to your website or funnel, and you KNOW they are your ideal customer, they might not result in a sale. Why? Because they are cold.
They haven’t been warmed up to the sale yet. So therefore, we need to change the way that coal traffic is driven to the website, and used in the future.
Building warm traffic audiences on Facebook
What we are going to do is build audiences on Facebook, and convert them to a later date.
This means they’ll click on an ad via Facebook, visit your website, and be marketed to at a later date.
In fact they can visit your website from ANY source, such as Google, organic social media, direct links, referrals or other advertising sources, and we can drive them back at another stage.
Typically this is called remarketing or retargeting.
It might sound counter-intuitive, but driving back to traffic to your website to times, three times or more is, in fact, more cost-effective than just a driving cold traffic.
Closing the loop
The first concept to be aware of is a method known as “closing the loop”.The reason that cold traffic goes to waste, is because there is a leak in your funnel.
If you drive cold traffic to a website and only 10% of the visitors sign up, you are neglecting 90% of the visitors.
Does this mean that 90% don’t want to sign up or buying? Not at all. It simply means they haven’t been warmed to your offer.
So instead we are going to close the loop on anyone who visited your website and remind them about the next step or offer.
If someone has visited your website, blog or landing pages. It’s reasonable to assume that something drove them there, that they are interested in. So why not attempt to remind them that you can still help?
Through remarketing we can target people specifically who have visited your website, and asked them to sign up or buy again. Obviously not in as many words, but it’s the same principle.
This closing the loop is what drives down traffic costs. It’s also one of the core concepts to understand when building funnels and utilising traffic.
Before driving new sources of cold traffic, make sure that you are closing the loops where visitors could drop off.
Would you rather drive 10,000 cold visitors to a landing page on a topic? Or 1000 visitors to a landing page, who have demonstrated a clear interest in that topic?
This is the key concept of remarketing. What we are trying to do is gauge our audience’s interest.
If we know that there are 1000 people clearly interested in weight loss for new mums, SEO techniques for e-commerce shops or money-saving ideas for students. Then it makes sense to drive those 1000 people to a landing page for their particular product or offer.
With remarketing, we can build a list of Facebook users (or YouTube or Google for that matter), and only send them relevant information in their news feed.
By installing a Facebook pixel on your website, you can begin to target users who have visited your website before.
That gives us a broad idea that they are interested in your services, offers or topics.
But we can also become more granular, building lists of users who are interested in very specific topics.
For example, let’s say you run a weight loss coaching programme. If you have three core areas such as dieting and nutrition, weight loss exercises and fitness training. You can segment your audience depending on which topic they’ve shown interest in.
When you build lists of users inside Facebook, using the Facebook pixel, you are building audiences of visitors who have clearly demonstrated an interest in a very specific topic.
Lowering traffic costs
Incidentally, building a list of interested visitors reduces your traffic costs.
There are many ways to cut up how you measure traffic costs. Some people use cost per click, others use a daily budget or a cost per lead.
All of these metrics can be driven down when using remarketing, audience building and cold traffic effectively.
Is it more expensive to drive 10,000 cold visitors to a website, but yield a 5% conversion?
Or 1000 warm visitors (people who have expressed an interest) and yield a 50% conversion?
Both will end up with roughly 500 conversions. However, typically, we find that both cost per click and cost per lead is, in fact, lower when we drive warm visitors to a conversion page.
You are also continuing to build an audience even with warm visitors. If you wanted to get really clever, you could build an audience of website visitors interested in a topic, and customers interested in a topic. How do you do that?
Using URL keywords
Even if you have no interest in creating Facebook adverts yet, I implore you to create a few custom audiences in Facebook.
Using the Facebook ads manager, after you have installed your Facebook pixel on your website, click on the custom audiences section.
In this custom audience section, you can create an audience (list of visitors) who have not only visited your site, but also visited web pages with specific keywords in the URL’s.
For example, if you have two different blog posts. One on dieting during the summer and one on workout plans during the summer, they will both have different keywords in their URL.
Anyone who visits a blog post, or page with a URL that contains the word “dieting”, will be added to the custom audience about dieting.
Anyone who visits blog post or page with the URL, containing the word “workout”, will be added to the custom audience about workouts.
No matter their original traffic source, they can still be added to a Facebook custom audience list.
This means you can target these users with a very specific landing page or offer a product, only if they have previously visited topic.
Now we can get really clever. By driving cold traffic to certain blog posts, at a very low cost per click. We can see that anyone who clicks on a certain cold traffic add, to a certain topic, will be added to our remarketing list.
Building multiple audiences
What we’re ultimately doing, is building multiple audiences. You can accelerate the growth of these audiences by using Facebook ads and paid traffic.
And as those audiences grow, you can continue to display specific offers to them.
Seeing as this is both totally free, and extremely quick, it makes sense for you to start adding a Facebook pixel, and building audiences for your website, even if you have low traffic levels.
Audience sizes can be as small as 20 people over a period of 90 days. Which to us, is well worth trying even if you aren’t ready to advertise just yet.
A few caveats
I want to now throw an enormous pinch of salt into this blog post.
No traffic source is perfect, and any advertising platform outside of your control will always be subject to change.
You absolutely must be building an audience on your own turf. Website traffic, to informative blog posts and landing pages, will always beat out third-party platforms over a long period of time.
Facebook could increase their advertising fees tenfold tomorrow, and there’s nothing you can do about it. New regulations, could force Facebook to completely change their advertising model.
Any business that purely relies on cold and warm traffic, specifically by Facebook, will eventually find themselves pinched.
You must build multiple sources of traffic, and understand how each system works.
However, the concept of closing the loop and building an audience will be around forever. Just remember that the next time a platform offers you an advertising opportunity.
But what if my customers don’t have the budget?
If you’re building funnels the customers, they might be hesitant to invest in traffic. Especially if they’ve failed traffic in the past.
However, it’s worth building remarketing audiences, inside a brand-new website even, as it’s so affordable to start advertising to a warm traffic audience.
As soon as you reposition remarketing in the customer’s mind, as only displaying adverts to someone who has demonstrated interest, customers become more interested.
In summary, make sure you start building custom Facebook audiences sooner rather than later. It’s free and doesn’t require you to make any investments.