Lesson's transcription
We have generally discussed traffic—where to get it, how to attract it, and the various free and paid methods for drawing in a new audience. Now, I want to focus more specifically on what needs to be done to prepare for purchasing traffic. As I’ve mentioned before, and will reiterate if you simply direct a cold audience to your website landing page or product you will end up with no sales. The audience won’t stay, and you’ll be left with nothing but a deficit on your bank card.
So the first thing you need to ensure is that you’re leading the audience to something that addresses their pain points. This means directing them to a lead magnet—not your blog not directly to your product and not simply introducing yourself as a coach or nutritionist. You should always direct the audience to something that solves a problem for them. If you already have a lead magnet created invite your audience to that.
The second thing to ensure is that your social media is ready. We’ve already worked on packing your Instagram for example so your posts should be pinned and you should have created some content for people to see when they visit. You should have a sales funnel in place and your content should guide people into that funnel
The third important point is to make sure that the audience remains somewhere. Remember traffic is a cold audience—they aren’t interested in you yet and don’t know who you are. Thanks to your content strategy and sales funnel, you’ll warm these people up quickly, giving them the opportunity to make a purchase decision within 24 hours. However the vast majority of the audience you’ve attracted will stay in your blog. The key is to ensure you can continue contacting them. If you don’t work with your base and don’t keep these people engaged, you lose them.
Therefore, when driving traffic, offer a lead magnet in exchange for something—like a subscription. This way, the person stays with you in your Instagram and you can continue interacting with them. Otherwise, if they don’t buy within 24 hours, they’ll forget about you and you’ll lose the opportunity to engage with them again. Don’t assume that just because you’re great if someone is your client they’ll find you. That’s not true. We all compete for clients and audiences and it’s crucial to maintain ongoing interaction.
I sometimes come across great accounts that I like but forget to follow and later I can’t find them even if I try. Even if I liked them, they didn’t stick in my memory. Don’t let this happen to your audience. Make sure they stay connected with you so that the money you’ve invested in traffic eventually pays off. For instance, if you launch an ad campaign and one or two people purchase right away you’ve recouped part of your investment. If you continue working with those who didn’t buy immediately you’ll earn even more allowing you to reinvest and scale up quickly. Even if no one buys right away it’s normal. You may have spent money on advertising and didn’t get any sales immediately but if your audience remains with you because you prepared correctly they will eventually purchase your products.
So, don’t expect immediate results. Typically we review analytics about 3-4 months after starting a campaign. Look at how many sales were generated from the ads calculate the cost per client and see what can be improved. For example if your funnel has a good conversion rate—considered good if it’s at least 2% (meaning if 100 people enter your funnel and 2 buy, that’s already good)—but you can always aim for higher. If the conversion isn’t high enough you need to refine your approach. Maybe consider adding an upsell that helps recoup some traffic costs, or maybe purchase more ads to bring in more people at a lower cost per subscriber. If your lead generation is low meaning few subscribers are entering the funnel adjust your calls to action. Make your Reels more focused on driving people to the funnel.
With this kind of analysis you can see where improvements are needed to reduce client acquisition costs. Many people run ads once don’t see immediate sales, and decide it doesn’t work. But it’s not supposed to work that way. Give it a few months try different approaches and see what works best. The most important thing to remember is that when you start driving traffic you must already have your packaging ready and you should be directing people to a lead magnet not just anywhere and certainly not directly to a product. That’s the worst approach. You should lead them through a funnel where they’ll get to know you learn about your products and eventually be offered either a tripwire or your main product.
Your blog packaging should be ready before you start driving traffic so the audience doesn’t land on an empty account. I recommend having all your pinned posts ready with all the necessary content at least 10-15 Reels covering various topics and formats each leading to the funnel. This ensures that when people visit they have something to watch get to know you and be guided through your sales process.
When you start driving traffic and people begin engaging with your Reels interact with them immediately. For example if they comment on your Reels respond by asking questions sending them a free file and offering to help with their problem. Engage in direct conversations with them create stories to introduce your new audience to who you are what you offer and why they should stay connected with you. You can create a storytelling pin it as a highlight, so that new traffic knows who you are and what they can expect from you.
It’s important to keep introducing yourself in your stories because new followers might not know you yet. If they only see random content without context they might unfollow. So always provide context—introduce yourself explain what you’re talking about and why it matters.
Lastly don’t start driving traffic until your entire setup is ready—your sales funnel your content and your social media packaging. Take a month or so to create and post content interact with your current audience and perhaps even make some initial sales from that content. Then once everything is ready you can invest in traffic knowing that your system is in place. Don’t just pour money into ads and expect sales—it won’t happen. You’ll just waste your budget.
If you’re considering advertising with bloggers or in public groups choose carefully. Review their stats check their accounts and make sure their audience is engaged. If a blogger has a lot of followers but few views on Reels their audience may not be as engaged as you need. Ask for their stats and do your research. Sometimes, big follower counts don’t translate to engagement and you want to work with influencers whose audience is active and likely to buy from you.
When working with bloggers give them clear instructions on what you want from the collaboration like sharing their experience with your consultation or offering a free class to their followers. If the blogger doesn’t have clear direction they might not create effective ads and you’ll miss out on potential sales. Ensure the blogger introduces your offer in a way that builds trust with their audience.
If you’re working with a limited budget I don’t recommend starting with paid social media ads. They can be costly and you might not get good results if you’re new to setting them up. Consider starting with cheaper methods like blogger ads. Find Facebook groups where your target audience is active and propose placing ads there. Work with bloggers who have a following that aligns with your target audience, check their activity and see how engaged their followers are.
If you want to purchase Instagram ads, we can help evaluate your account’s readiness and advise if it’s time to invest in ads or if more preparation is needed. I highly recommend starting with blogger ads or other affordable methods before diving into paid targeting.
