The 3 Types of Traffic and How to Best Convert Them

Transcription

Did you know that there are three types of traffic? And that each one of those sources of traffic needs to be converted in a slightly different manner? Well, that’s what we’re going to talk about in today’s episode.

Hey guys, welcome back to the Healthpreneur Podcast, this is Yuri Elkaim here for episode 32, and it is fast approaching Christmas time, can you believe that? Just a week away from Christmas, I hope you have everything done—the Christmas shopping and whatnot. Hopefully you’ve got some cool plans.

The Power of Bringing People Together

We just had a great hang out at the house on Saturday. I brought some great entrepreneurs in the health and fitness base that live in Toronto, over to my place. We call it the “Ho-ho-ho hang out,” and I do this a few times a year because I really find it extremely valuable to connect with people. I like connecting with people in general, but also Toronto is just littered with amazing entrepreneurs, especially in the health space.

So I’m like, “You know what? I live in Toronto, they live in Toronto, some of them I know, some of them I don’t know. Let’s all come together, have some drinks, some hors d’oeuvres, and have some great conversations.”

And one the things I’ve prided myself on for a long time is connecting people in the health space—even outside the health space—who may not have known each other before. So what I mean by that is … We typically tend to stay in our own little bubbles.

When I started online in 2006, I was very much in the online fitness space—a lot of people producing e-books and programs online, that was kind of my tribe. Then as I evolved into publishing books and so forth, I started to expand. And I started to meet new people in the alternative health space—naturopathic doctors, bestselling authors—and I just started doing workshops and Masterminds. I would bring these two separate groups of people together—the online fitness guys and girls who are super smart marketers, and then these amazing healers, alternative doctors and so forth, that weren’t as savvy in the marketing.

I brought them together and it was just like fireworks. Like, “Oh my god, this person’s so amazing. They just told me this thing!”

So that’s what I love to do, and that’s what we did this past weekend at my house—just lots of great people to hang out with. And I really encourage you to do something like that. It actually is a really cool way of growing good will in your marketplace, of being a go-to curator if you will, and you might actually be surprised at how it can lead to some really cool business for you.

So, never discount the power of meeting in person with people. It really is the most powerful way of growing your influence, growing your business, and just feeling much more fulfilled in what you do. I do these a couple times a year, so if you’re ever in Toronto, let me know. Maybe we can hang out at one of them.

So that was this past Saturday.

Today, we’re talking about three different types of traffic. Now, when I say traffic, I’m talking about the three different “pools” of people that will come to your website, come to your offers. And based on where people are at, they’re going to interact very differently with you, so you’re going to have to approach each one of those in a slightly different manner.

Updates from Yuri

Now, before we get into that—just in case you’re not aware of this—I’m hosting a really cool, live training called Best Year Blueprint. This will be a completely free training. I’m going to walk you through how to create the most amazing year for 2018, and it’s a very specific process that I go through every single year for myself, my team, my mastermind members. I’m going to show you how to focus on your big goals for 2018, how to remove distractions, and how to put a plan of action in place for the first 90 days to help you get toward your bigger vision.

So if you want to join us for that, you can go to healthpreneurgroup.com/BYB (BYB = Best Year Blueprint). That is just a quick registration page—go ahead and leave your name and email there, just so that I know you’re interested and I can follow up with you about when those trainings are going live.

So that’s going to be awesome, because it’s the time of year where you should be thinking ahead, looking back at what worked and what didn’t and figuring out how you can make the next 12 months even better.

With that said, let’s jump into the three types of traffic and how to convert them.

Cold traffic

Let’s look at first and foremost, the coldest form of traffic, which would be “cold traffic.” Now a lot of people talk about this in the form of advertising. But even advertising doesn’t just mean cold traffic, because you can advertise to your customers, right? So, let me distinguish this.

Cold traffic are people who don’t know you. They don’t even know you exist. They’re as cold as ice on a January morning in Toronto. That’s cold, okay?

So, you have to understand that the way to bring cold prospects into your world and have them do business with you is very different than if you’re already reaching out to an existing customer.

So, what I would suggest for cold traffic, and what we’ve seen work for years, is you have to warm them up. Right? You have to warm up the cold traffic so that the ice melts and it turns into slightly warmer water.

And the best way to do that is by sharing content.

By actually producing a result for them in advance. By helping them with a problem, or giving them great suggestions to move from where they are to where they want to be. And that’s why this podcast is a great way of warming up cold people who may not have known who I am. Over the weeks, episode after episode—they hear my shenanigans, they hear my voice, they hear the stuff I’m bringing to the guests, the interviews, the insights, the “a-ha’s.”

That starts to warm them up. If you don’t know who I am, that starts to warm you up, right?

Just in case you’re wondering, I’m the same person in real life as I am on this podcast. So if you meet me in person, there’s no difference. Just letting you know.

So, content is the platform. You have to have that as a foundation. This is something I teach in my workshops, I call it the value vehicle. What is the value vehicle you’re going to use in your business to warm up to cold prospects? You have a couple different options.

You have YouTube, if you like doing video. You’ve got blogging, if you like writing. And you’ve got a podcast, which is what we’re doing here. But you can also use social media. I would strongly recommend you have one of these three platforms as your bigger value vehicle …  But if we go a little more granular, you can still use social media. You can use Facebook, in terms of Facebook lives or just posting valuable stuff—although organic reach on Facebook now is kind of dead, but it’s still not a bad idea.

Instagram! I’m very excited about Instagram because I recently recognized that posting pictures of my ass is not going to add value to anyone’s life. Instagram is the most narcissistic, egotistical social platform that has ever been created and I’m on a mission to do the complete opposite.

So while people are posting pictures of their butt in the mirror, I’m actually going to be adding value with every single post that I put out on Instagram. And that’s just my philosophy, because I’m like, “I don’t understand how your picture of you standing by a wall smiling into the sun, is adding any value to my life, other than the fact that you might be depicting your perfect life,”—which by the way, it is not.

So, whatever you’re going to do, the key word is value. How are you adding value to someone else’s life? If someone doesn’t know who you are but they stumble upon an infographic you created, or a video that answers a solution they were looking for … All of a sudden, they’re like, “Wow, this is actually really helpful. Let me find out more about this person.”

That’s how you start to warm things up.

Now, let’s say you’re driving Facebook ads to a cold audience. They have no idea who you are, they’re on Facebook, they’re scrolling through their newsfeed, wasting their day, all of a sudden your ad pops up. How is your ad adding value to their life?

The way I teach things—in anything I do—is, “How do you add value at each step of the journey?” If someone reads or watches your ad, the ad in and of itself should make their day or their life better. Even if they don’t click on the link.

This is something a lot of people don’t think about. But one of the reasons why video ads are so powerful is because the video in and of itself adds value. So, as an example, we have an ad that was running for one of our blog posts. It was about sugar detox, and this ad had almost two million views, over one million of those views were free. And by that I mean the ad was shared two and half times more than it was liked.

That is almost unheard of, because usually if you get a two to one ratio of likes to shares, that’s golden. 1,000 people like it, 500 shares, that’s great. I can’t remember the exact numbers, but we had something like 2500 shares and 1000 likes. So for people to share an ad to that level, the ad in and of itself has to be extremely valuable.

So, now we’re paying less per customer or lead acquisition because we’re getting so much organic reach, right? The ad cost was lower, but we’re also adding value. We’re getting people to become aware of the brand and just get on their radar. So if they click on that, they would go to a blog post, read the blog post, consume our content, get familiar with who I am, our brand and so forth …

And now, we have pixeled them. We have a pixel, and I know I’m getting a little bit technical here, but we’re creating a custom audience. Because people who have visited the website, we’ve told Facebook, “In the future, if people have visited this website, I want to be able to get back in front of them.”

And you can do this with video ads, you can do this with specific pages people go to, but the key is, if people don’t know you you’re going to find better results by going to content first.

And yes, you can still go Facebook ad direct to lead magnet—we still do that, for sure—or you can go Facebook ad to offer … But it needs to be pre-framed with some type of value. Because if you go, “Hey, get this new thing!” and then you link to thing, but people don’t know you … Good luck. Right?

That’s the same thing as approaching a girl in a bar—if you’re a guy—and being like, “Wow, you’re hot, let’s jump into bed.” That’s how most people run their businesses online. But that’s not going to work.

So if you’re talking to a cold audience—people who don’t know you—you have to warm them up. And the best way to warm them up is by adding value to their life through content. Video, written text, it doesn’t really matter.

Warm traffic

Next is warm traffic. People who have seen your stuff, maybe they’re a lead on your list, they’ve been receiving your emails and so forth, and they’re not quite a customer yet. So, how do we get them to become a customer? Well, I’m going to give you two scenarios.

One scenario is—I actually teach this in one of our webinars—is called the 10x Multiplier. And the analogy I use in this webinar is that if you think about a business as an airport, most people have airports with one runway. This means that if they’ve got one product, they have one runway.

But what I really encourage you to do is to create multiple runways for your airport, for your business. And again, this is based on your bandwidth and what you have access to. But a major airport has between six and eight runways so they can factor for different wind patterns and landing patterns …  It also allows them to accommodate more planes from different directions, as opposed to having one runway that’s going to back all the planes up.

So in your business, let’s say you have a sales page for your product. That is one marketing asset. The only way you can sell that product is through that one sales page. Well, is everyone going to resonate with that one sales page? No!

But what if you had another runway, which was a webinar? A different way of getting the same product in front of them. So now you have people that are registering for a webinar and they are hearing the same information that is on your sales page, but in a different format.

Now they’re engaged, they’ve committed to spending time on a webinar, and you’re teaching them. They’re much more likely to buy something, especially if it’s a higher price point. We’ve seen this time and time again. If I only did webinars in my business, it’d be the best use of my time. I’m telling you, it’s huge.

So, when you’re looking to convert warm traffic … If you’ve got a supplement, if you’ve got an e-book, a course, whatever it may be—you should be thinking, “How can I create a couple different angles of approach, a couple different runways, into the same product? So I can get in front of more people, or the same people more often.”

But first, you should be doing it by adding value. And by maybe solving a problem that they have in a different way than they were first exposed to. So that’s one of the ways we can start to look at this.

Going off of that, I ask myself this question all the time—“If my business was in a box, and I could not open that box and allow new customers or leads to come into the box, what would have to be true in order for me to keep growing the business?”

So if I couldn’t open the doors, there was no new leads coming in, how do I convert? How do I squeeze more juice out of my lemon? It’s all about creating new assets, new runways into your existing products.

And yes, you can create more products if you want, but just work with what you have, create a different angle into the same product and watch what happens. So that’s one of the ways you can convert warm traffic.

The other way is using a simple email. If you’re offering a higher end service or a workshop, this is something I love doing. This could be a broadcast message to your leads list. I’ll give you the real example that I’ve used. I sent out a broadcast a little while ago for a four week YouTube masterclass that’s actually going on right now.

——————————————————

Hey [first name],

Are you interested in learning how to use YouTube to create more content that’s going to get in front of the right people, attract more customers and incur business?

-Yuri

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That’s it. “Hey, are you interested in [X] to help you achieve [an outcome]?” And then I just signed off, Yuri. That’s all!

I call this the PEAR email. Personal, Expecting A Reply—P.E.A.R.

If you’ve got something a little higher value than, say, a $10 e-book, it makes a lot of sense for your list. Because now, people are going to respond to you saying, “Yeah. I’m interested, tell me more.”

Then you send them a follow up email with more information, price point, details, and then they can just go back and forth with an individual conversation. That conversation is going to be much more effective than sending them to a video sales letter or even a sales page.

And this is great for anything over $500. If you’re selling workshops, Masterminds, anything like that, this is an amazing way to turn leads into customers—or warm traffic into much warmer traffic—because now you’re engaging in a back and forth conversation via email. It’s really powerful.

Hot traffic

The final source of traffic is hot traffic. So, this is your existing customers. And the more often they’ve bought from you, the more recently they’ve purchased from you, the more money they’ve spent with you—the hotter they are.

So how do you convert hot customers into even hotter customers? How do you get them to buy more often and go deeper with you?

Well, it’s pretty simple. You personally reach out to them, again, if you’re selling something of higher value. You say, “Hey Joe, how’s it going? I want to thank you so much for being a customer of ours for so long, and I’ve got this thing. Would you be interested in it?”

Literally, just that. Super simple conversation. Another thing I use is a really cool Gmail plugin called BombBomb. It’s a video based integration, and that will send people emails with the video embedded in the email, and I’ll be on the video saying, “Hey [name], I really appreciate your business, it means a lot to me. I really believe in connecting with my customers and clients, so I wanted to shoot this video for you.”

And I’ll do things like that on a regular basis. So, if you want to reach out to them with a special offer, you can shoot them a video—personally, not a broadcast email—send them from Gmail to Gmail for instance, and they will be blown away.

Because again, it’s 80-20. So many people are focused on, “How do I convert more leads?” Focus on the 20% of people who are yielding 80% of the revenue in your business. And those are going to be your best customers.

So if you just focus on the customers and going deeper with them, seeing what else you can provide for them, how you can add more value, you will get much better results. And the easiest way to do that is just direct communication.

And when you do this type of stuff, you don’t really need to fuss about sales pages, split testing button colors and all that stuff. That is fine if you’re doing massive amounts of cold traffic or trying to convert warm traffic into customers … But at a higher level—especially if you’re offering anything that’s of slightly higher value—this back and forth direct communication, these PEAR emails, are awesome.

Yuri’s Traffic Wrap Up

So, those are the three types of traffic—cold, warm, and hot—and the best way to convert them. Again, we’re starting with content, always adding value at every step of the process, always adding value as the foundation. YouTube videos, Instagram, Facebook, podcasts, blog posts, whatever you want. I would obviously focus on one and going deep with that.

Get your momentum going, get in front of people often enough, engage in individual conversations with them over time, and that’s how you’re going to elevate people.

And obviously the understanding is that you need to be producing results, right? Actually producing a result that people can be ecstatic about, because if you’re not producing a result for someone, none of this stuff really matters.

So, always focus on, “How do I produce results that will give this person what they want? How do I move them from where they are to where they want to be with less stress? How do I do it faster and get more done for them?” Plus, how do you get more done for you?

So there you go. I hope you’ve enjoyed this episode. If it resonates with you, I would love to hear from you. You know, it’s funny, I actually haven’t told you that I’m on Instagram, I’m on Facebook … don’t search Yuri Elkaim, because you’ll actually find my nutrition and health business which I don’t even update that much on social (on Instagram specifically).

But if you search the handle @healthpreneur1, you can find me on Instagram and Facebook. Join me over there, join in the conversation, let me know what you think of these episodes. I’d just love to connect with you because I really, really believe in going deeper not wider. So if you’ve experienced that from me, you’ll know what I mean. If you haven’t, then you’ll see.

So, that’s it for today. Once again, thank you so much for joining me. If you haven’t subscribed to the podcast, please do so today. Healthpreneur Podcast on iTunes, hit the subscribe button, you’ll be all set.

Thank you for your loyalty, for your attention, and once again, if you want to join me for The Best Year Blueprint, we are starting up in a couple weeks, just before the new year. So register for free at Healthpreneurgroup.com/byb. Simply leave your name and email there so that I can follow up with you, unless you already know when and where we’re doing it.

Obviously it’s all online, it’s all virtual, but it will be a lot of fun. So that is all for today, and guess what? I’m actually going to be back with you on December 25th. So, even if Santa Claus is coming and dropping off some presents, I will be back with you for another solo round next Monday and I’ll be talking about the fulfilled entrepreneur and your business G-Spots. Yes, it’s a very controversial episode. Stay tuned for that.

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