One of the major problem small businesses face aside accessing capital is how to get clients/customers for their business especially online and that can happen when they understand their traffic temperature.
You see, selling online is a lot different from traditional selling (offline) because your customers do not know you in person therefore, selling to them will be difficult and that why the first thing to do if you want to start getting clients/customers online is to understand traffic temperature in other to build a relationship with them.
For you to market your product and services well online, you must understand who you are talking to (target market) and at what stage you are in your relationship with them.
You see, trying to sell a product or service online to strangers who doesn’t know you or your brand is a wrong strategy to marketing online. Just like you won’t buy a product or services online from someone who you don’t know or trust.
To emphasize even more, would you ask someone you just met to marry you? Of course not. You will definitely want to go out for a date first, get to know each other before proposing marriage.
So why then do businesses do that online, trying to sell to strangers and consequently blame circumstance when they are not converting leads or join those who believe that trying to sell online is a waste of time and resources.
Marketing online entails building a consistent relationship with your target market and when they have trusted your brand, you can then offer them your product or services,
By then you would not have any problem selling to them because they have trusted you and your brand and they are likely to tell other people about your brand.
There are 3 types of Traffic Temperature (Audience)
- Cold Traffic Temperature
- Warm Traffic Temperature
- Hot Traffic Temperature
Let’s look at the different type of traffic temperature….
COLD TRAFFIC TEMPERATURE
Cold traffic temperature are people who have not heard about your business before. They don’t know you exist or you have a solution to their problem.
Trying to sell to them will be difficult because they don’t trust that your solution is good for them.
You must create awareness of your existence i.e you have to indoctrinate them by posting quality contents around your products or services that educate, inform, inspire. Something that offers quick help or solution to your audience.
Your goal is to get them to visit your website to learn about your brand, follow your page, like your page, opt-in to your lead magnet, download your freebies etc.
Goals for Cold Traffic
- Indoctrination: Share quality content for free to build trust and credibility
- Pexelling: You pexel them when they see your content so that you can retarget them later
- Segmentation: If you offer different products or services, you will be able to segment your audience based on what products or services that interest them, that way you can send them relevant contents or ads
Offers for Cold Traffic
- Educational contents
- Video contents
- How to videos/blog
- Branded video
- Social media update
- Lead magnet (checklist)
Examples of contents for cold Traffic
This is a good example of an ads to cold audience (get more likes) from Tony Elumelu Foundation
Another Ads for Cold traffic….
Here Marina De Giovanni is driving cold traffic to her blogpost.
You will run an ads campaign that will target your market to opt-in to your lead magnet, like your page, follow your page, visit your website and such ads campaign are:
- Brand awareness (increase awareness by reaching people who are likely to buy from you)
- Reach (reach maximum number of people)
- Traffic (send more people to a destination e.g website)
- Lead generation (capture emails and leads for remarketing)
WARM TRAFFIC TEMPERATURE
Warm traffic temperature are people who are aware of your business, your products or services. They have taken interest in a way to engage with your business but they are not convinced or sure they want to do business with you.
These people are those who have followed your page, liked your page, visit your website and have been pexeled or opt-in to your offer. You must move them to convert with relevant offers.
Your goal here is to generate leads and get them to engage with your brand by posting content that triggers engagement with a Call To Action.
Offers to Warm Traffic
- Webinar (free or paid)
- Branded video
- Quizzes & Survey
- Product demo
- Free trial
- Lead magnet
- Content video
- Social proof
- Event (free or paid)
- Low dollar offer
Examples of ads to Warm Audience
An ads from SLA for a Low Ticket Sales to warm audience
Give them the opportunity to communicate with you via webinar, post content that triggers engagement such as making inquiry, ask question etc., you understand the drill.
HOT TRAFFIC TEMPERATURE
These are people who have interacted with your business. They have purchased and use your product before therefore, there is a chance that they will buy from you again and again.
Your goal here is to remind them that you are still in business and get them to buy again. This time around, you run your core offer.
You can cross sell to them other of your product, get them to upgrade their service or send more project your way. You target your hot traffic with retarget ads and email marketing
Create more relevant content but this time around send them to your sales page, landing page, product page, offer page, service page and offer discount.
Offers to Hot Traffic
- High Dollar Offer
- Paid events
- Paid webinar
- Done for you service
- Catalogue sales (ecommerce store)
- Store visit (Local store location)
Examples of Ads to Hot Traffic
UNICAF will convert more leads from their Hot Traffic
Another Ads to Hot Traffic
This is a high dollar sale ads to Hot Traffic
Remember your goal to your cool traffic is not to sell to them but to indoctrinate them to your brand using quality content and build a relationship with them before selling to them.