Article Contents
A cold audience refers to individuals or groups with little to no prior interaction or familiarity with your brand, products, or services. While these individuals haven’t heard about your business before, it’s important to note that cold audiences represent a ton of untapped potential. They may be harder to convert compared to warm audiences, but with the right strategies, they can be nurtured and educated to move through the marketing funnel.
Here are examples of what a cold audience looks like for your business:
1. People Searching for Solutions To Their Problems
People usually search online to discover solutions when looking for a solution to a problem (Awareness or Consideration Phases). These individuals may come across your brand through:
- Search engines (SEO efforts)
- Answer Forums (Reddit, Quora, Answer The People)
- Social Media (Facebook, X, Instagram, TikTok, LinkedIn).
- Industry-Specific Publications & Networking Events
- Competitor Platforms
2. Cold Outreach
Businesses or individuals you reach through cold calling and cold emails, often identified by prospecting (or Account-Based Sales) through lead lists, directories, or market research.
3. Paid Ads:
Users or Hosts who see your ads online can discover what your business offers without any prior knowledge you existed (before they saw the ad).
- Google Search Ads
- Social Media Ads
- Sponsorships
- Physical Signs (think Billboards)
- Direct Mail Campaigns
Marketing strategies aimed at cold audiences often focus on awareness and brand introduction, but they also have the power to inspire and motivate these potential customers into action.
Cold Audience Strategies
Unlike a warm audience, a cold audience has little or no prior interaction with your brand. Your marketing efforts targeting cold audiences should focus on creating awareness, introducing your value proposition, and building trust. The goal is to gradually convert these new prospects into interested leads.
Here is an overview of the cold audience strategies we are going to cover:
1. Google My Business Outreach
Use Google My Business and Google Maps to find local businesses like coworking spaces or event venues that haven’t yet heard of your brand. Start by creating a list of potential partners and send personalized emails to introduce how you can:
- Help Hosts monetize underutilized spaces and increase visibility through your marketplace.
- Provide local businesses with productive or unique spaces to book and avoid commitments.
*As a general rule of thumb, give value before asking.
Host Email Template Example:
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Subject: Join the [Your Business Name] Marketplace and Grow Your Business
Hi [Host Name],
I came across your business on [Platform] and thought your space would perfectly fit our [Your Business Name] marketplace. We help businesses like yours generate extra revenue by promoting your underutilized spaces on our platform.
You can easily manage your listings, handle bookings, and get access to a growing network of [remote workers, freelancers, and small businesses] in need of [flexible spaces].
Ready to get started? [Host Sign Up Link]
Best,
The [Business Name] Team
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User Email Template:
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Subject: Need a Flexible Workspace? [Business Name] Has You Covered
Hi [User Name],
As more people embrace [flexible and remote work], finding the right workspace has never been more important. [Business Name] allows you to book [coworking spaces, meeting rooms, or private offices] at the click of a button.
Explore spaces near you and book instantly: [Download The App].
Best,
The [Business Name] Team
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2. Social Media Prospecting
Search for spaces on social media platforms like Instagram or Facebook. Look for businesses that might benefit from partnering with your concept and send them direct messages.
Join Groups & Online Communities
Join relevant social media groups where your demographic spends time. Share valuable content or start conversations that educate cold prospects about the value of listing their space as a host or using your platform for their space needs.
Join Answer Forums like Reddit & Quora
Engage with communities on platforms like Quora and Reddit by answering questions related to your niche. Over time, this can build credibility and lead to increased interest in your offering.
Alternatives & Reverse Outreach
Explore followers of similar platforms to understand what their experience is with other marketplaces. Chances are these Users or Hosts will be more receptive, as they currently use solutions like yours.
For example, if you are targeting landlords, a good option would be to reach out to Brokers or Landlords on Craigslist, MLS, Loopnet, or Crexi who have never heard of your business and offer them an alternative way to market their space.
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Broker Email Template Example:
Subject: Flexible Workspace Solutions for Your Clients
Hi [Broker’s Name],
I’m [Name] from [Workspace Name], offering flexible, fully-furnished offices in [Location]. We have spaces ranging from [100 to 5000] sq. ft., perfect for individuals or large teams. Our all-inclusive memberships cover utilities, high-speed internet, mail services, and more.
Why Partner with Us?
- Save Time: Refer your client, and we’ll handle the rest, keeping you updated.
- Earn Recurring Compensation: Get [10%] of your client’s net fees—ongoing!
- Transparency: Stay informed about client progress and deal status.
If you’re interested in partnering, reach out to [EMAIL].
Looking forward to hearing from you!
Best,
The [Business Name] Team
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