How Advertorial Landing Pages Warm Up Cold Traffic
After years of working with SEO professionals, product owners, entrepreneurs, and media buyers – I’ve learned that these talented and strategic minds are GREAT at doing the math, taking smart risks, and creating an ambitious plan for success!
But digging into the deepest fears and desires of complete strangers on the internet so you can control their minds (and their clicks) …..
…. now you’ve really got to be insane in the membrane to astral project your brain into someone else’s.
To do this you need to have a wildly overactive imagination – to the point where it’s detrimental to your ability to focus and get things done.
These types of people probably live in their own wacky, twisted world that’s completely unhinged from reality.
Someone like that is probably obsessive, slightly volatile, and a little neurotic.
Someone like….. a copywriter 😀
Copywriters are great at living in other people’s reality… even if they’ve never met them.
And they know that to make a deep, personal connection with someone you’ve never met, you’ve got to massage the relationship a bit first.
You’ve got to lead them gently by the hand, step-by-step, as they make an internal decision about whether they want to know, like and trust you.
And that throwing a sales page in someone’s face right after their first introduction to you is like walking up to a stranger at a party and shouting, “HEY YOU! HI I’M TOM! GIVE ME YOUR MONEY” and then just staring them down until they either throw their wallet at you in sheer terror or coil away in disgust and start backing away slowly.
A more effective way to approach a stranger is by using small talk before revealing any deep dark secrets or asking them to do something for you.
Just like a scared woodland animal… you need to approach slowly and carefully.
Tell them an engaging story or something interesting that catches their attention
Not only does this give them time to get a feel for you and get to know you better, but it also helps them get into the right mindset before having a more serious conversation with you.
An advertorial landing page is similar to making small talk at a party where you don’t know anyone.
This story-based page is the piece of your funnel that sits between your initial PPC ad and your sales page. It warms up cold traffic so that readers who click on your ad are already primed to buy before they hit your landing page or online store.
By using carefully-crafted stories to move readers further along the buyer’s awareness cycle, they’re primed to buy from you BEFORE they even land on your sales page.
If you’ve tried the “quick hit” traffic tricks and are still not seeing the results you’re looking for, then an Advertorial Landing Page could be exactly what you need.
This is the “less sexy more profitable” way to build funnels, and is the best fit for businesses with existing products who have working funnels and need increase conversions between their initial ad and their landing page.
By focusing on this ‘middle piece’ in the funnel first, you’ll win where most marketers – either because they’re unwilling or unable to play the long game – miss the real opportunity.
And if you already have an advertorial or high-value existing content, this is the perfect place to start making improvements to get a quick win.
Why Does An Advertorial Landing Page Work?
An advertorial works by using the same principles as Native Advertising. It’s is a fantastic way to warm up cold traffic by moving readers further along the customer buyer’s cycle and minimizing resistance.
It’s designed to provide immense value to the reader and match the format and feel of similar content on the same medium.
This way, a reader is in the right mindset and primed to buy BEFORE they land on your sales page or you ask them for the sale.
If you’re not sure how to implement native advertising into your sales funnel, you can learn more about that here.
Here’s an example of what a simple native advertising funnel might look like:
The size and complexity of your funnel depends on various factors such as your audience’s awareness level, how you’re targeting your customers, whether or not your product needs a lot of preemptive educational content, etc.
As with many things in life…. size doesn’t really matter all that much. It’s how you USE it.
But with so many variables, it can be difficult to know where to start, and not everyone needs a full funnel created from scratch. Here’s what I suggest…
If you have an existing business with a working funnel – and you want to increase conversions between your social ad and your sales page – then an advertorial landing page is a great place to start.
When you’re running cold traffic from PPC sources like Facebook ads, it’s not enough to get that first click and then send them straight to your landing page or sales page.
Most online buyers today are inherently skeptical (just like Bambi) and you first need to warm them up and gain their trust before you ask them to buy from you.
Your funnel may already be converting to a point, but unless you have a proven system to get new readers to know, like, and trust you – you’re probably leaving big money on the table and are definitely going to struggle to take your business to the next level by building long-term traction and a high customer lifetime value.
Carefully crafted advertorial landing pages bridge the gap between that first touchpoint of cold traffic and a warm lead who’s ready to buy – essentially helping you convert a casual browser into a loyal and happy customer.
If you’re losing conversions between your PPC ad and your landing page, you can fix this with story-driven content that’s addicting to read and carefully designed to create congruency between your ad and your landing page – priming them to buy before you ask for the sale.
You’ve already put in all the hard work to get that first click, now you need to build rapport and develop a relationship so you can leverage that traffic and get the sale.
When you plug an advertorial landing page into the middle part of your funnel, you’ll see a powerful transformation. By the time your cold traffic reads through your new advertorial, they’ll be primed to buy and eager to click that button to find out more on your final sales page.