If you currently rely on organic social media to grow your business, and you feel like you are struggling to reach new people or it takes people a long time from when they find you to becoming a client, you might have fallen in to the 'warm audience trap'. It's an easy trap to slip in to (I've definitely been there!) but it can be easily fixed with some intentional action!

In this episode I share the 3 strategies I use to help clients move out of the warm audience trap (and prevent them from slipping back in!).

In this episode we cover:

• What is the warm audience trap and how do you know if you've fallen in to it?
• Why most people fall in to it without realising until it's starting to impact their business.
• 3 strategies to use to move out of the the warm audience trap (for good!)

If you enjoyed the podcast, here are some ways you can be a part of my world:

Social:

Love Instagram? Click here to watch a video I made on the Warm audience trap (hint, it's something almost every client struggles with!)

More of a LinkedIn fan? I'm there too! Come and follow me here: Sophie Griffiths

Free Resource:

Ready to grow an audience of people who WANT you to sell to them? Radical idea I know, but it shouldn’t be! Click here to get access to my step by step guide to using simple, effective ads to build & nurture a community of superfans,

Work together:

Ready to build an audience of superfans who are excited and ready to buy from you?

Whether you are just starting with Meta (Facebook & Instagram) Ads, you have dabbled but want to build your confidence with your first funnel, or you're already killing it and you're ready for fast growth - I can help! Click here to choose the best option for you

Got questions?

DM me on Insta or LinkedIn

Email me here: hello@sophiegriffiths.co 

Hello, and a big welcome

to Lionhearted Marketing.

2

This is the podcast where bold

businesses learn to evolve from

3

haphazard marketing to creating

seamless evergreen customer journeys.

4

You've shifted away from the exhausting

cycle of big launches to the more

5

sustainable rhythm of an evergreen

sales model, but are now finding that

6

audience growth has become your new issue?

7

I'm here to the next big thing.

8

Instead, we're focused on creating

a system and strategy that supports

9

a steady stream of sales by using

Facebook ads, strategic email, and

10

content that creates connection.

11

A robust evergreen sales strategy

needs a robust evergreen marketing

12

strategy to give you that stability

and growth you crave in your business.

13

And that is exactly what we talk about

every Tuesday here on the podcast.

14

I'm Sophie, your guide on this

journey, a tea enthusiast, marketing

15

strategist, and specialist in

demystifying the art of funnels, or as

16

I love to call them, joyful journeys.

17

My mission?

18

To guide you in building a

marketing ecosystem that tirelessly

19

supports your business, ensuring

growth without the endless hustle.

20

Join me every Tuesday for a dose from

my lion hearted approach to marketing.

21

We'll dive into practical strategies, as

well as have inspirational conversations

22

that will support you to sustainable

business growth and take your business

23

to new heights with a calm confidence.

24

Hello, and welcome to this week's

episode of Lionhearted Marketing.

25

So this week's episode is all

about the warm audience trap.

26

Now, this is something that I have

mentioned before on here, I think

27

fleetingly, and also talked about

on social media, but today I really

28

want to go into it in more depth.

29

I'm going to talk to you about what

it is, if you've never heard of it

30

before, why most people, including me,

have fallen into the trap, and then

31

three ways that you can move out of

it and avoid slipping back into it.

32

Okay, so let's start with what

exactly is the warm audience trap?

33

For those of you that have never heard

of it, it's a term that I coined when

34

I had a lot of clients coming to me

saying that they'd built their businesses

35

through social media or word of mouth,

and they had really good relationships.

36

They'd built a really nice

community with their audience.

37

They felt really comfortable with them.

38

They felt they had a good dialogue.

39

They got, you know, reasonable

engagement on their social media.

40

They sent out regular

emails and got replies.

41

And when I looked at their content, what

I could see is they were talking to their

42

audience and they knew they were warm.

43

So they could say things like, you know,

I'm going to be reopening my program

44

Ignite next week and I'm so excited.

45

And they'd get people replying

being like, oh, that's so exciting

46

because they knew what Ignite was.

47

They didn't have to explain like,

oh, it's my group program for these

48

people and this is what it does.

49

Or they'd send out emails every week.

50

And they'd kind of give, you

know, personal updates, which were

51

absolutely fine, but they'd say

things like, you know, Oh, and then

52

Eliza was off school for the day.

53

Expecting their audience to know who Eliza

is and you know, what part she is plays in

54

their business or their life or whatever.

55

They were building really nice

relationships and a lovely community.

56

And they were creating content

that resonated with their audience.

57

And something that's really key

is that they knew that once people

58

started working with them, they

were going to love what they offer.

59

They were going to get great results

and they would like rave about them.

60

And that's how that word of mouth builds.

61

But they almost had accepted

that it's, Oh, it takes people a

62

really long time to buy from me.

63

People have to be in my

world quite a long time.

64

They get to know my personality,

they get to know me and

65

consume a lot of my content.

66

Sometimes clients came to me and saying

like, you know, it's taking my people

67

who come into my world, anything from

like six months to two years to convert.

68

And that's when you know that you're

really relying on people getting to

69

know your personality and creating the

time on their own kind of motivation.

70

To read your content.

71

Now, this really does create connection.

72

And I think once people do buy from you,

they're often then like lifelong fans.

73

However, it can be really hard to grow

if that's the only way you are building

74

your audience and getting new clients

because it's really slow and it's hard

75

to feel that momentum of like new people

coming into your world, fresh eyes.

76

On your content and commenting when

it's just the same people commenting on

77

your polls, replying to your stories,

clicking on your links in your email.

78

So you might be wondering what

exactly is the trap element of this.

79

So I'm building a lovely community.

80

People love my amazing sparkling

personality and I'm getting

81

clients once they get to know me

in a built trust and connection.

82

Well, the trap element comes in

because you can get a really,

83

really comfortable at using this

shorthand with your audience.

84

And also kind of accepting of the

fact that it's going to take a really

85

long time for people to convert.

86

I find people tend to do less sales

type posts, like direct sales, because

87

they get to know their audience.

88

They start to feel like a little

bit uncomfortable about it.

89

They tend to assume things

like, Oh, you know, they'll

90

buy from me when they're ready.

91

Like I'm not going to try and

push people into buying from me.

92

You know, I have a great

relationship with my audience.

93

I know they'll come to

me when they're ready.

94

And that can be really, really tricky

because often this is based on the fact

95

that when you like launch a program or

a new one to one offer, initially you

96

can get a really great response when you

have a lovely, warm audience like this.

97

Especially if you've been building

your audience for, you know, quite a

98

few years, you maybe then bring out a

new service and you get like a flurry

99

of people signing up and you can

think, oh my God, right, my messaging

100

is clearly resonating, this offer is

exactly what people are looking for.

101

And you feel like it's really validated

and then maybe, especially if it's

102

evergreen or even if you're doing

launches, you then go out again,

103

say a few months later and the

results maybe aren't quite as good.

104

I think, oh, okay, that's weird.

105

Maybe it's the time of year.

106

Maybe it's the, you know, the fact that I

didn't do maybe as many emails this time.

107

And you can sort of analyze

what happens and think, okay,

108

next time it'll be different.

109

And then the next time you try and

get people in, it's even harder.

110

And this is often when

people come to me and say.

111

Something's not right.

112

Like I just don't feel like I'm getting

enough people interested in my offer.

113

And often what has happened is the

initial messaging and the initial offer

114

isn't as strong as for people that

haven't built up that feeling of trust

115

over a really long period of time.

116

So maybe you're getting new people into

your world, like maybe using lead ads,

117

or even just, you know, organically, and

they haven't had that six months to two

118

years to get to know you and warm up to

you, so they're not buying from you yet.

119

And you're starting to wonder, you

know, if my messaging's strong and my

120

program's great, why aren't they buying?

121

Because the other people that bought were

doing so based on the fact that they knew

122

you, they trusted you, and even if your

messaging wasn't really on point, they had

123

enough trust in you to kind of jump in.

124

I tend to find there's two camps.

125

So either you're getting new people

in, but you're talking to them like

126

they should know what's going on.

127

Like, join my free masterclass to

celebrate the reopening of Ignite.

128

I mean that, if I've just

literally come into your world,

129

I have no idea what Ignite is.

130

That's not an overly

compelling message for me.

131

Like, I don't really care that you're

reopening Ignite, what are you actually

132

going to teach me in the masterclass?

133

Like, tell me a bit more about who you

are, what you offer, why, you know, what's

134

in it for me to join this masterclass?

135

I don't really care that your, you

know, your business is reopening

136

Ignite, what's that going to do for me?

137

The other camp is that you're not

really focusing on getting new people.

138

So you are just selling to the same

people over and over and over again.

139

And your audience becomes really

saturated and stagnant because.

140

When people find you, like I've said,

you're going to take a really long

141

time for them to get to know you.

142

Uh, your messaging isn't designed to hook

them in quickly, and you're really relying

143

on them getting to like you and earn

that trust for them to buy, rather than

144

buying on the strength of your messaging

and understanding how you can help them.

145

Now, before I go any further, if you're

feeling a little bit called out by

146

this, I would just say most people have

fallen into this trap, me included,

147

at some point, it's a really, really

easy trap to fall into, especially

148

when you are juggling all the balls.

149

Maybe you're growing your business

quite fast and ultimately you've

150

got so much on your plate.

151

Uh, you know, creating course content,

actually working with your clients,

152

dealing with your life, you know,

admin, finances, whatever it is, often

153

bringing new people into our world can

be the thing, you know, audience growth

154

that can really slip off the list.

155

And actually it feels much easier to

create content that feels safe, that

156

feels comfortable to kind of an audience

that, you know, doesn't feel scary.

157

It doesn't, you don't think you're

going to get any like trolls on

158

it or people, like the worst thing

that's going to happen is that

159

people aren't going to comment on it.

160

It's not the end of the world.

161

So that can be a really, really

easy way to start falling into this.

162

And ultimately most of us, or most

of the clients that I work with,

163

we want to build communities.

164

Like we want to nurture our audience.

165

We want to them to get to know that, you

know, we're a mom and we have two kids

166

and you know, what our program is so that

we can start to talk to them like that.

167

And what I'm not saying is

that you cannot do any of that.

168

And you have to be really formal and you

have to draw really strong boundaries

169

and you must only talk about business.

170

That's not what I'm saying at all.

171

But there has to be a balance and

there has to be some content and your

172

messaging has to be strong enough to

carry what you want to sell without people

173

having to rely on getting to know you.

174

So if this is resonating and you're

thinking, yep, okay, I am probably

175

falling into this warm audience trap at

the moment, I really need to kickstart.

176

My audience growth and you know,

more importantly, actually growing

177

that warm audience, not just

overall audience growth as well.

178

I'm going to talk you through three ways

to move out of that and set up systems

179

crucially to avoid falling back into it.

180

Now, the three things I'm going to talk

about, it's probably not a huge surprise

181

that they're related to Facebook ads.

182

And the reason why is because I personally

don't believe that relying on willpower

183

and determination to grow your audience

is a long term scalable solution.

184

You're human.

185

And with the best will in the world,

with the best team in the world,

186

with the best systems in the world,

if you leave your audience growth

187

and ultimately your business growth

just in the hands of your own, you

188

know, will, determination, presence.

189

There will be times when you

want or need to step back, okay?

190

And that's okay, that is normal.

191

And that's when tech needs to step in.

192

That's where the consistency of

something happening day in, day

193

out, those little steps, that small

pieces of momentum that are going to

194

build your business, that's when tech

can do that and you don't have to.

195

And the quicker you recognize this,

the faster your business will grow.

196

And there is an analogy which

I've talked about before where.

197

Between walking and taking the car.

198

So I love to walk.

199

I walk every single day and

often I will try and walk places

200

instead of taking the car.

201

However, there were some

places that are too far.

202

Or, sometimes I need to get

somewhere too quickly to walk.

203

And that's really like ads, okay?

204

Sometimes you have to get in the

car, even if you'd rather walk.

205

And then if you decide not to get in the

car, and try and walk to get that place

206

that's really far, or to get somewhere

really fast, you can't then be surprised

207

when you get burnt out or exhausted.

208

Because that is what's going to

happen when the car is clearly

209

the better way to get there.

210

Facebook ads are that car when

you want to get somewhere quickly

211

and effectively without you having

to do the doing all of the time.

212

Okay, right.

213

I'm going to get off my soapbox

now and let's look at the three

214

different ways that you can come

out of the warm audience trap.

215

So the first thing that I think

is really, really important

216

is this messaging element.

217

So one thing that I do with my clients

often is if they are wondering about

218

their messaging or they're not really sure

what's resonating with their audience,

219

maybe they've pivoted and they're

struggling to kind of work out what's.

220

resonating with their audience,

or they know they're really deep

221

into this warm audience trap.

222

And, you know, even if they put new

messaging out there, then they know

223

their audience are going to respond.

224

So it's not going to give

them a clear direction.

225

So my favorite quick and effective

way to test your messaging is

226

to do this with video view ads.

227

Okay.

228

So if you create three to five

reels of under two minutes, ideally

229

under 60 seconds, and Each reel

has to be specifically focused on

230

like one thread of your messaging.

231

So recently for one of my clients at

the moment, she's a coach, but we did

232

five different reels and they were

each focused on one specific topic.

233

So one was about why it's so

important to choose your niche.

234

Another one was about how, just cause

you've got qualification, you know,

235

you actually need clients as well.

236

Another one was about why

marketing is important.

237

Another one was about the one

thing that you need to do to

238

stand out amongst other coaches.

239

So each one was like a different

thread of her messaging.

240

So we put all of these ads on, ran them

for a really small amount of money.

241

So each ad just went on for

one pound a day, and then we

242

ran them all at the same time.

243

So we gave out to a cold audience.

244

So people have never, ever

heard of her before, but we did,

245

you know, tailor the audience.

246

So ideally it should have been

people who are interested in the

247

kind of coaching that she does.

248

And then what we did was we had a

look at the results after three days.

249

So we looked at which videos got the

most views, which videos held people's

250

attention for the longest time.

251

And then what we can do from there

is use that data to feed into her

252

organic social media strategy, into

her emails, into her podcast episodes.

253

And also into the other ads that

we're running as well, which I'm

254

going to talk about in a minute.

255

So this data can be incredibly powerful

and you don't have to just run that once.

256

So you could run it once, see what

the data is, do some more reels, you

257

know, expand on different points,

try things from different angles

258

and run it again periodically.

259

I like to run it every couple

of months for my own business

260

and it's so, so insightful.

261

So that's one way to start testing

your messaging on a cold audience

262

without having to wait for people

to find you on social media.

263

Okay, the second way, so once you've

done this, you've got some insight into

264

your messaging, looking at your lead ads.

265

So lead ads are where you can go

out to people with your lead magnet

266

and they can join your email list.

267

Now it's a brilliant, brilliant way of

growing your email list every single day.

268

Without having to rely on you

remembering to promote it, or, you

269

know, sending it out in an email.

270

And the key to lead ads being successful

isn't actually so much in the actual ads.

271

It's much more about the lead

magnet and the messaging.

272

You need the right hook to get the

right people in and repel the people

273

that aren't your ideal clients.

274

Now using the messaging data from the

video views can be really, really powerful

275

here to inform like what your lead magnet

is going to be or what the title is going

276

to be or what the hook is going to be.

277

So for example, say you are a coach that

works with florists and your best wheel

278

was on choosing a niche and how florists

find it really hard to choose a niche.

279

Your lead magnet could be then a

step by step guide for florists

280

to find their profitable niche.

281

I mean, you might want to come up with

a better title than that, but that

282

would be the essence of it because

you know that all the videos you

283

tested, the niche one was the one

that really resonated with people.

284

So use that data, like

create that lead magnet.

285

You know that that's what your

ideal clients are interested in

286

and that's how these ads can really

start building on each other.

287

And then the third way to come out of

this warm audience trap is actually to

288

use all this great content that you've

already created for your warm audience.

289

So yes, we want to get new people in.

290

Okay.

291

So we want to use video views to get

new people watching our content and we

292

want to use lead ads to get new people

into our world, but ultimately we

293

don't just want to grow our audience.

294

We want to grow our warm audience.

295

So we need to be actively warming people

up as they come in, but now often what

296

we do is someone joins your list, we

hope that they read our emails, we hope

297

that they come over to our Instagram,

you know, in our emails we might say,

298

come and, you know, come and find me on

Instagram, I share loads of great tips

299

and we try and get them over there.

300

However, What we don't want to do is

rely on them coming over to Instagram,

301

scrolling through our feed, trying to

work out which posts might be of interest

302

to them, like which ones are relevant.

303

What we want to do is put posts in

front of them that we know are going to

304

give them the information that we want.

305

So organically, we're going to

start creating content that we know

306

will resonate with people who have

just found us, quite strategically.

307

And then we can use low cost ads to

put those posts in front of them.

308

So if someone joins your email list, we

can then ask Facebook to start showing

309

them or, you know, key posts that you've

got on your social media, or we can start

310

sending them to blogs on your website

or podcast episodes that you've done.

311

There's loads of ways that we can

get people seeing your content.

312

And it really speeds up the

process of someone getting to know

313

you and ensures that your warm

audience is growing all the time.

314

And that it doesn't necessarily

take people six months to two years

315

to come into your world, get to

know you, warm up and buy from you.

316

You know, this process of video views,

checking your messaging, lead ads,

317

bringing new people in and then engagement

ads, warming them up all the time.

318

That is incredibly powerful and really

reduces that speed of someone just

319

finding you to becoming a client.

320

It's really, really powerful.

321

So that is an overview of the

warm audience trap, what you can

322

do to work your way out of it.

323

And this has been quite a short

episode for me actually, but I feel

324

like I've got right to the point and

told you exactly what you need to do.

325

I'd love to hear if this resonates

with you, if you think you're in

326

the warm audience trap and you're

just not reaching new people.

327

I find this is particularly, um,

tricky for people who run evergreen

328

programs because you need to be

enrolling people every single month.

329

So there's that real pressure to

always be growing that audience and

330

trying to get people to convert.

331

Like you don't have the luxury of

waiting, you know, six months to

332

two years for someone to convert.

333

You need people to come in, get to know

you and then start to be ready to buy.

334

So if you know that you are just

not growing your audience in that

335

way, but you really, really need to.

336

And it's a priority for you in 2024.

337

I have something very exciting for you.

338

So I have got a brand new

self paced ads course.

339

It is my tried and tested system.

340

You do want to run ads

to grow your audience.

341

So grow your email list and, and your

social media, the audience builder

342

course is going to be perfect for you.

343

This course is going to be released

in January, but I do have a limited

344

number of spaces that are going to be

available for just 48 hours at a very

345

special pre sale rate on Thursday the

16th and Friday the 17th of November.

346

And it's only going to be

available to my email list.

347

So , get yourself on the priority

list if you want to grab one

348

of those spots while you can.

349

Thank you so much for listening,

and I will see you next week.

350

Thank you so much for

tuning in with me today.

351

Before you dash off, I have a small

but mighty favorite ask if you

352

could hit the subscribe button.

353

You'll get new episodes delivered

straight to you every Tuesday morning,

354

and if this episode struck a chord

with you, I'd be over the moon.

355

If you could take a moment to rate,

subscribe, and leave a review, your

356

words not only brighten my day, but

they're the magic that helps the others

357

discover our lion hearted community.

358

Again, thank you so much for

spending your time with me, Sophie,

359

here at Lionhearted Marketing.

360

See you next week!