Warming up a Cold Audience

You might be thinking – ‘I haven’t really got a warm/hot audience yet!”

Your Facebook page might be small. Your web traffic is tiny. Your email data list can be counted on two hands. You know you’re going to struggle to get a hard sale from a cold audience, so what can you do?

Warm Your Audience

  1.  Prior to launching your “real” campaign, consider spending some budget on warming up your target audience
  2. Create content that is valuable to your target audience and post it organically to your page
  3. Using the ‘Existing Post’ (Ad Level) run that content with an Engagement campaign (I generally prefer to remove the Instagram placement for this, as I find it blows my budget on superficial likes)
  4. Promote this content to the audience you plan to hit later.

One of the benefits of this, is that anyone looking at your page, it appears as though your content is getting a lot of engagement – this builds trust and authority. As humans, ‘herd mentality’ is a powerful marketing weapon – when we see everyone else is doing something, we want to be a part of it too.

Additional Benefits

  • Everyone who engages with your Engagement Ad, you can invite them to like your page (thus growing the page a little)
  • Some people may comment, and you can Message them.
  • Everyone who engages with your Engagement Ad, is being dropped into your Warm audience (which we will cover later in Retargeting your Page Activity)

How much Budget / Time for warming an audience?

  • Ideally, at least £200 but it largely depends on what you’re planning to hit them with as the sell. For a marketing course, you’re going to need to warm them up and build a lot more trust than say, if you want to sell them carpet cleaning or a HD Brow treatment.