So. You want more leads.You\u2019ve spent a few months writing blog posts to boost your organic traffic and have spent money on advertising with Google, Facebook, and Twitter.You worked hard to create a smashing opt in \u2014\u00a0an assessment that\u2019s tailored carefully to your dream audience.But\u2026 something isn\u2019t working. People are coming to your site organically; some are even clicking on your ads. But they\u2019re not converting.If this sounds like you, there\u2019s a good chance the problem is a common one: failing to customize your users\u2019 experiences to match their expectations.The truth is where someone is coming from and how they find you is critically important. It gives you valuable information about the headspace your visitors are in when they \u201cmeet\u201d you for the first time.And the content they find should reflect that.Cold traffic and organic traffic act differently. What works for one kind of person shouldn\u2019t be expected to work for the other. So you need to create funnels strategically tailored to each.However \u2014 it\u2019s not as much extra work as you might think.But what is cold traffic? What is organic traffic? And (more importantly) what does that mean for you?Cold Traffic vs. Organic Traffic: Two Different FunnelsLet\u2019s start with cold traffic first.Cold traffic is traffic that comes to your site because you\u2019ve paid to get them there. Examples include Google Adwords search ads, and ads on social media platforms like Facebook and Twitter.These visitors have no idea who you are or why they should trust you when they land on your website.But, because you\u2019re paying for that traffic, you get to decide every detail of your funnel, which will usually \u00a0include designing the ad itself, a landing page, an opt-in or piece of content, and the nurture sequence they receive after opting in.Organic traffic, by contrast, is traffic that comes to your site from search \u2014 which means they may have a similar mindset to someone who clicks on a search ad. But unlike someone who clicks on an ad, they\u2019re not going to land on your landing page.Instead, they\u2019re going to land on a piece of content.For example, they may land on a blog post. That content begins to build trust, and turn even a first time visitor into a slightly warmer lead. But you need to know what step you want that visitor to take from there.Rather than ad copy, now your funnel will be your blog post (or other piece of content), with a call to action at the end.No ads, no landing pages…And you can often reuse the same opt ins you\u2019re using for other traffic sources.However, keep in mind that you\u2019ll want your opt-ins to be as closely aligned to the blog post content as possible. So if your post is on the top 3 hiring trends for startups this year, then your download could be a full report, research data, or a checklist on hiring for startups \u2014 something that gives the reader more information on a topic they\u2019ve already shown they\u2019re interested in.Search: What are they looking for?It\u2019s not just your funnels, however, that should be different. A user coming to your site from Facebook is not the same as one coming from organic search\u2026 nor are they the same as someone coming from a search Ad.Psychologically, they\u2019re each in a very different place.When someone goes to a search engine it\u2019s\u2026 well\u2026 because they\u2019re searching for something.They\u2019re actively in questioning mode and they\u2019re searching for a solution. They have a problem that they need solved. If you\u2019ve ever heard the phrase \u201c3AM Search Term,\u201d that\u2019s what we\u2019re talking about here. The thing (whatever it may be) that has your audience up at 3AM, after they\u2019ve stumbled out of bed because they can\u2019t sleep.These problems are immediate.They are terms like, \u201cWhy does my leg hurt?\u201d or \u201cIs my spouse cheating?\u201d And they want a quick answer. They\u2019re going to click around until they find that answer.This is where organic traffic has an advantage over paid, cold traffic.Blog posts and other content pieces, by their nature, often provide visitors with potential solutions to the problem they\u2019re facing. However, ranking well in search engines can be hard.By contract, ads appear at the top of the search engine results page.But if they click on your ad and your landing page doesn\u2019t give them an immediate answer \u2014 if you\u2019re not giving them something tangential \u2014 they\u2019re going to bounce. This is not the time to point them to a webinar you\u2019re going to offer next week.They have a burning need right now. That means checklists, quizzes\u2026 things that they can look at right away. Then, if after you give them some great information you want to get them to opt in and pitch them on a webinar, that might work \u2014 but first you have to answer their question.Facebook Advertising: Make them curious.By comparison, people don\u2019t go to Facebook looking for answers\u2026 they\u2019re not in an analytic or business frame of mind while on Twitter or Facebook.Usually, they\u2019re on the john. They\u2019re eating dinner. They\u2019re reading first thing in the morning or last thing at night.It\u2019s a downtime activity. And they\u2019re looking to be entertained.That means question-based ads and question-based landing pages will be much more successful than the solution-focused headlines we need for visitors from search.We want to pique their curiosity.So while the search ad and associated landing page may ultimately lead your visitor to the same opt in magnet, getting them there via an ad on Social Media requires doing it in a more entertaining way.For example, instead of \u201cThe top cause of leg pain,\u201d which might do really well for someone coming from a Google search, a social media ad might tease \u2014 \u201cCould your microbiome be causing you pain?\u201d or \u201cMicrobiomes vs. Macrobiomes: What\u2019s in your gut?\u201dDouble the Work\u2026 Except not really.Yes, that means creating two different ads and two different landing pages \u2014\u00a0one for each source of traffic. But it\u2019s worth it, because when you have content on the page that is tailored for what a specific user is looking for in that moment it is infinitely more successful.And really, ads and landing pages are fairly easy to put together. The hard bits are usually the opt in magnets and longer form pieces of content\u2026 which, with a little bit of planning, you can reuse.For example, let\u2019s say we\u2019re trying to sell a digital thermometer.We may have a blog post about cooking the perfect steak, with a call to action at the bottom; a search ad that starts out, \u201cHow to cook the perfect steak,\u201d and then takes them to a landing page; and a social media ad teasing \u201cHow good of a cook are you really?\u201d that takes them to a second landing page.Each of those traffic sources can then funnel the visitor to a quiz on the user\u2019s cooking habits, asking them about how often they cook and what tools they use \u2014 and of course, asks them to opt in to our weekly recipes (all of that information will be invaluable when we want to market to them later).Immediately upon completing the quiz, then they get one of three results, with a brief \u201cprofile\u201d of what their results mean.You\u2019re an amateur. Time to go back to cooking school.You Cook like Grandma!Wow! You\u2019re practically a celebrity chef.Quizzes work exceptionally well because people are naturally curious about themselves, but a good checklist or other strategically chosen piece of content can also be effectively reused.Now that you know the differences between organic, paid search, and social traffic how can you rework your funnels to make them more effective? Let us know in the comments!