How to engage a cold audience — Tristan Wright // Evolve to Grow

Quotes

• “It took me a while to understand the strategies for engaging a cold audience because believe it or not, I dont come from a marketing background. I studied engineering and industrial design and Ive built my businesses without marketing knowledge. It was a lot of trial and error.” - Tristan

• “When it comes down to it, its a really simple strategy. Its understanding who your client is, and once you got that you need to understand what their pain points are and what is holding them back in getting an alternative technique. After that, you can find their trigger points, how you can solve it, and then from there, youre actually showing yourself as a subject matter expert and people will start to engage with you.” - Tristan

• “I think about cultivating a cold audience by coming up with micro touches and micro wins. Its getting someone to consume a piece of content, getting them to be aware of your brand. So awareness phase, before you get into consideration, and then you get into purchase intent.” - Ben

• “The first step is to get people aware of who you are in a good way and one of the methodologies I use is, I do LinkedIn posts and I know who I want to target and I know who I dont want to target. My posts are polarizing and it turns off people that are not in my target market. By putting a reaction, they will put comments on my quotes, and from there, that post will go viral and my target will see that and become aware of who I am.” - Tristan

• “It doesnt worry me if people are reacting negatively on a post because I know there will also be a lot of people who may not be interacting but consuming my post anyway. Some may even do their own investigation by coming to the website to know more about who I am. So thats interest.” - Tristan

• “So youre cultivating awareness through some of your social media posts, and youre trying to derive organic reach, your next goal is to get an email address from someone who has shown some engagement until the question becomes how to get them as actual customers.” - Ben

• “What I do is I actually got some tracking on my email, my website, Facebook, everything. You need to be able to track the engagement and have someone interact with your business. Based on that interaction, you have a correct communication with them on the right time.” - Tristan

• “We got a scoring system based on how often they visit our website, how often they go to YouTube, or how often they open and interact with our email. Eventually, well send them an email saying, We saw you have an interest with us, do you want to jump on a call?” - Tristan

• “At the end of the day, its so much easier to retain a customer than it is to find a new customer. Its also much easier to upsell to an existing customer than to find a new one. Its cheaper as well.” - Tristan

• “Its about that 360-degree feedback. Rather than pushing out things all the time, you need to be continuously asking how you can improve your business.” - Tristan

• “I have a work management system. The ideas in my head get documented into flowcharts. Then everything has got that process behind it. My team tests it and by that, they see if it works or if it doesnt work. They give it to another team to see if they can do it without me explaining it. If it works like that the business can keep going and that allows me to focus on business improvement ideas.” - Tristan

• “The key characteristic of prioritizing is being able to document all the various options of the projects you can do, actually taking time through them, deciding what you want to do and then focusing on execution.” - Ben