The value of warm leads
Trust needs to be built before you can start selling to the leads. You need to nurture the leads over time to efficiently convert cold leads into warm leads. But warm leads are not the solution. Warm leads do not put money in the bank. Warm leads need a nudge if you want them to become paying customers. You need to gently push them towards a transaction without coming off as sleazy and pushy.
If the first stage is attention and the second stage is building trust, a compelling copy and sales pitch is the third and the most important stage of the funnel.
Someone trusting you doesn’t mean anything until they are ready to use that trust to transact with you. Warm leads can be converted into paying customers using a variety of sales methods. You can use sales pages, sales videos, sales meetings, group sales through webinars or even offline meetings.
The effectiveness of an ad campaign depends not just on the ads, but on the nurturing sequence and the sales efficiency. If the transaction happens successfully and turns out a profit, you can take profit from the transaction and reinvest it back into ad campaigns to grow.
This process, done for a long enough time, builds a reputation for the brand. The brand’s reputation also helps with the ads and pushes up response rate metrics such as the click-through ratio, visitor-to-leads ratio, and the lead-to-customer ratio.