Cold Traffic To Long Form Sales Page

Well...I've run a lot of campaigns and I wouldn't do this. I'd run traffic to an opt-in and have repeated chances to educate prospects around to the solution's point of view, then repeated chances for them to view the long form sales page.

You never know when a time is "the right moment" for someone to see a sales page. With one try, maybe they're interested but can't look in depth right now...and the opportunity--the lead you paid for one way or another--is gone forever. Maybe tomorrow night was the right moment.

Plus with repeated messaging you can develop authority and charge a higher price because of it.

Direct-to-sales-page campaigns can work but unless your cost per lead is really, really low I would stay away from it. You have a cost of customer acquisition...ignore that at your peril.

This is probably a bad idea.

Statistically, most visitors aren't going to buy the first time they come to your page.

So you would likely be much better off sending them to an opt-in page and collecting their email address. You could create a lead magnet by pulling some of the best tips from your course that they could use.

Those that don't purchase you can now send them a follow-up campaign.

Thanks for the responses. That's my concern is that it will be fruitless.

I understand what you are saying. I have been running paid search for 8+ years (but for brick and mortar businesses), and definitely understand most people don't buy on the first visit.

I would also agree that in most cases it's best to capture the email address and market to them that way since it usually takes multiple contact points to convert.

My concern is this market isn't really like other people for a typical informational product. From our research, people coming from search are likely in need of the information relatively quickly (you don't typically schedule job interviews 2+ weeks out).

Pulling them into an email funnel isn't going to work because they don't have the timeline to go through it and complete the course.

On the other side of that, people in other channels may not be far enough along in their readiness to change jobs. It's not like other informational products.

If I were marketing a course on how to run paid search to small businesses. All I have to do is convince them paid search is a great place to invest and will provide a great return (simplifying obviously).

However, with this product, reaching an audience who is not yet in the interview phase could mean trying to convince someone they need to change jobs first. That's a tall order, even for someone who may already be contemplating it.

I guess the best thing to do is run the rest of the promotional funds we have left for Google/Bing and see how it goes. Otherwise, I'll lose it at the end of the month anyway. I'll add them to a retargeting list as well.

Thanks again.

One cool tip video on interviewing followed by the offer could well be enough.

But look--you need to view this more strategically. You have a "use it or lose it" ads budget, right? Think about what the target market would be interested in over the longer term...if you didn't have to convert them immediately into sales, what would you do with them?

I would opt them in with a short video that gives some interview tips but also sets them up for the sales letter.

If interested, they will see the sales page minutes after subscribing.

If they bounce, offer them a one time discount.

If they buy, segment them out.

If they don't buy, email them every day. Use the pressure of their impending interview to motivate them to buy.

Some will bomb at their first interview and may think again about getting the help you offer.

Brent

You could set the video to autoplay.

I would autoplay the video and have a large CTA button under it the whole time. Put an end card to prompt people who haven't already clicked it to do so.

You want people on your sales page so give them the option immediately.

Brent

I wouldn't send cold traffic to a long form sales page. The truly serious prospects will have already started their interview training/rehearsal/prep. In front of the mirror and other people and everything. This is where you come in and offer some advanced tricks to make the interview process smooth and easy. These are your true prospects. Not the ones who are looking for "tips".

You seem to be targeting a sub-niche of the job seeker market - people who have a looming interview in a short time frame and need a shot of confidence. Use your ads to target just these people, not job seekers in general.

Offer them a crash course/cram session on how to kill it in the interview. Make it about an hour long. Personally, I'd probably do a format like:

Interview question
Most common answer
Most effective answer

Fill in with some of the reasoning behind the answers, and a dozen questions would make a 60 minute video.

Pick one of those questions, and use it on your landing page.

So the funnel looks like: Ad, Landing page w/short video, Short sales page/order form, Shopping cart and such.

If they don't click through, offer them the opt-in. There may not be as much urgency as anticipated, so they may go for the free tips drip approach.

In your messaging, keep in mind that people end up seeking new jobs for several reasons. Sometimes you have people seeking change, advancement, etc. and the job search is voluntary. Other times you have people that have been hit with a layoff, business failure, etc. and are seeking new jobs because the old one left them.

A lot of that segmentation can be done with your ads.

JohnMcCabe......has got it right here.

You need a good headline in your advertising that specifically picks out
people who have an interview imminent and are maybe panicking to find
something to help them immediately.

It would be worth testing that kind of cold traffic to a long form sales page.

"Got The Interview and Want to Guarantee Getting the Job"
"With these techniques you'll sail through the interview...."

Go here NOW..

I like the approach of capturing the email first, and not worrying about it being too late because of an impending interview. How many people are in this situation vs. those that don't have a near-term deadline of an interview looming? My guess is ... there are probably many more that don't have a deadline on the horizon. Go with the more strategic longer-term audience.

Not so long ago (decades or even years ago) workers didn't change employment like they do today - it's a different world we live in. I have friends that tell me they are constantly on the lookout for new opportunities in the workplace - even if they enjoy their current employment.

Personally, I think learning "how to prep for a job interview" information could be quite useful to someone who wants to be prepared and ready when the time comes and not wait until the last minute when an interview is looming.

Just my thoughts,

Steve

I like Steve and John's insight. I think it is important what Steve said and that is to not get overly concerned that they need the info. RIGHT NOW! A lot of times it takes dozens of interviews with different companies before their search is completely over with. And the way people switch jobs in today's employment environment seems to warrant a need for such info. over a span of many years

In any case, look- - you have to see this all the more deliberately. You have an "utilization it or lose it" advertisements spending plan, isn't that so? Consider what the objective market would be occupied with over the more drawn out term...if you didn't need to change over them promptly into deals, what might you do with them?