If you are using your website as a sales channel, most of your digital marketing game will revolve around driving traffic to your website.
But … not all traffic is the same because not every visitor to your website is familiar with your business.
A major factor in website sales depends on understanding that there are different types of traffic and that you need to tailor your offering to suit each one.
For this reason, savvy digital marketers plan their campaigns based on traffic temperature.
What exactly is the traffic temperature?
Look at that:
Traffic temperature is about the type of audience you interact with and the likelihood that they will buy your product or service.
It makes sense that a satisfied customer will buy from you much more often than someone who has never heard of your business.
Imagine you had a store on the high street and a regular customer came through the door. It would take much less time and effort to get them to buy from you than someone who visits your store for the first time.
The same goes for online sales.
The point is to take into account different levels of knowledge that website visitors have about your company and your products or services.
To get the most out of the cold, warm, and hot traffic, you need to employ marketing tactics that are specific to each type of traffic.
Cold traffic is website visitors who have never heard of your brand. They haven’t had any interactions so far, so they still have no knowledge or opinions about your company.
They most likely landed on your website while looking for a specific problem or need and may not even be looking for a solution yet.
If you try to sell to them straight off the bat, you will find it hard to convert that traffic.
Let me put it this way … Would you walk up to someone on the street without introducing yourself and asking them out on a date?
I very much doubt it because you know what the answer would be. You need to give someone the opportunity to get to know you first.
It’s the same in cold traffic. The good news is that this is the biggest audience you can target as there are far more people who don’t know about you than the ones who do!
However, cold traffic is also the most expensive traffic to target.
Because you need to do a bit of education first to convince a cold audience to buy from you. And you need to do this gradually and gain their trust so that they become a warm audience.
How do you make sure that at some point in the future you will be converting a good percentage of your cold traffic?
You build a relationship with this audience by doing one or more of the following:
- Deliver amazing content. Target cold traffic with ads for the best pre-order content that is instant value and slowly build trust.
- Meet people. Invite them to follow your brand on social media so they can get to know your company better. This also gives you the ability to monitor their behavior with one Tracking pixel and then show more relevant ads.
- Get in their inbox. Start with one Microconversion and let cold audiences sign up for your email list. The best way to do this is with a lead magnet – a free and relevant offering in the form of a guide, checklist, industry report, or something similar. Once in their inbox, you can provide relevant content, be helpful, and earn their trust until they warm up.
These are the audience that know about you and hopefully like what you are doing. They have shown some interest in your company and product, but are not ready to buy from you yet.
They need to be a little confident that your company is trustworthy and that they will get the best value for money by doing business with you compared to your competitors.
A warm audience could be:
- An active social media follower
- A returning visitor to your website
- A dedicated email subscriber (opens emails, clicks links, etc.)
- A webinar attendee, etc.
How do you bring your warm audience closer to a buying decision?
In warm traffic you have more information about Visitor behavior on your website and get more insight into their preferences and interests. That way, you can re-target them with highly relevant ads that will take them to pages that they think are valuable.
For example, let’s say you sold event management software.
When someone downloads a guide that talks about the key features of event planning technology, it shows they are interested in software that can improve the event planning process.
You can then run ads offering a free software trial and give them the opportunity to test drive your product before making a purchase decision.
Depending on their previous actions and interests, you can use ads for free consultation or free trials to appeal to a warm audience, or build trust in content with social proof content like testimonials, case studies, etc.
The aim is to appeal to a warm audience and demonstrate the strengths of your product without asking for their credit card.
Hot traffic refers to an audience you’ve already converted, that is, happy customers, as well as people who have shown a serious interest in buying and just need a small boost in the right direction to make a decision.
Many online articles only define hot traffic as customers.
… They may have many unhappy customers and cannot expect them to buy from you again.
Such a hot audience is your happy customers who are likely to refer the business to you.
When you interview your customers Net Promoter Score Polls, the organizers are probably your hot audience …
Hot prospects can also be people who:
- You visited your landing page and started the booking process, but did not complete it
- Bought the listing from you, but you have the option to sell it immediately with another listing
- Bought more than one product from you in a similar range in the past.
Either way, with hot traffic, there is a great opportunity to either maximize profits by selling more to your existing customers or reactivate them by reminding them that you are still around.
For a hot customer, you would send them straight to your landing page with the offer or even straight to a booking page. If they are already familiar with your offer, you can summarize it in the email and then send it straight to the checkout!
If they have already bought, you can get them to take another action …
- Sell them with a more expensive product
- Cross-sell a free item as part of the purchase.
- Provide loyalty offers as part of your loyalty program to turn them into your brand promoters.
Digital marketing is about showing the right deals at the right time to shorten the buyer’s journey and optimize marketing costs. If you know the difference between cold, warm, and hot traffic, and how to target each type, you can achieve this while maximizing your website’s revenue.
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