It’s easy to convert into a client someone who already knows you, trusts you, and has heard about you from friends, acquaintances, or colleagues by word-of-mouth. Someone who has already bought some of your products, browsed your site, and saved some products to their wish list.
But what about cold traffic? People who haven’t yet interacted with your brand online.
Often, business owners focus only on warm traffic. Indeed, working with cold traffic is a long and painstaking task. Still, a lack of skills in interacting with cold traffic is the main reason why more than 90% of your website visitors will never become your customers.
To get the most out of every dollar you spend on advertising, you must know how to work with all types of traffic on your site, namely cold, warm, and hot traffic. Each one requires its own special approach, involving building relationships with users relevant to the sales funnel stage:
- those who don’t yet know anything about your product or service but have a problem that needs to be solved;
- those who already know how to solve their problem and are looking for solutions;
- those who know that your product is the one that solves the problem.
When working with the first category, it is important to reach the largest possible audience you want to attract to your product.
As for the second category, you need to convince them that your product is the solution to their problem.
It is important to convert the latter category into your loyal customers so as to encourage them to buy more and more, as well as to increase their loyalty.
You can work with every traffic in sales, and we’ll tell you how to do it.
But first, let's talk about why you shouldn't make instant sales
Instant sales represent one of the most common mistakes. Just think of how often you’ve seen banners online about products you didn’t know anything about yet, urging you to make a purchase. Or how the manager insisted on selling you some product or service during the first phone call.
Many businesses practice this – they treat users as potential customers without paying attention to their needs and awareness, setting no other goals in their advertising than a quick online sale, without warming up gradually, without offering any value, and without gaining the users’ confidence.
Of course, you can add a call to “buy, buy, buy” on every block of your site and on every banner ad to show the product, its characteristics, and cost. But that’s not what most cold visitors expect to see.
How to work with cold traffic?
Cold traffic is not always those who have heard of your brand or visited your site at least once.
Often, such users simply browse the Internet for information on the query they are interested in, and seeing an ad on your website that matches it, they click to get more details.
They are still not ready to buy your product or service, they just want to find a solution to their problem.
Here’s an example. A user wants to know what are the most in-demand jobs right now and where it is possible to earn a good stable salary of $2,000 or more.
While you are selling online courses on how to learn one of such jobs. For example, programming courses.
While looking to answer a question using keywords, the user finds your article and discovers what job is currently at the top, what is needed to get employed, and where to train. In the same article, you make a native recommendation for your online training, thus creating a leadmagnet.
Then, when you see a cold customer is already in your base using the pixel, you continue to warm him up by offering him other useful content about the programming.
In this way, the person constantly gets to know you, shaping his opinion of you as an expert.
You have to build a long-lasting relationship with this kind of online traffic, and for that:
- start monitoring user actions on the website to learn more about them;
- set up a pixel to target more relevant ads;
- if someone has already started using your free content – give them even more;
- Present your products as solutions to their problem or request.
What content should you use to influence cold traffic?
First of all, you need to create a demand for your service. Initially, it is important to describe the user’s pain, to tell what are the ways and means of solving it while offering:
- checklists and guides;
- helpful articles mentioning your products or services;
- useful videos and tutorials;
- concise lead magnet pages;
- quizzes (surveys);
- Publications with data (various statistics, researches).
It is really hard to sell something to cold-traffic users, but that doesn’t mean you shouldn’t work with them.
Offer benefits in exchange for personal information. For example, mail or phone number. As soon as you get this data – users are already converting into warm-traffic customers.
How to work with warm traffic?
Warm traffic consists of users who already know about you and your brand. They’ve probably visited your site before, perhaps they’ve subscribed to your pages on social networks.
They may have even used the lead magnet. But they still haven’t made a purchase, even though you’ve managed to pique their interest.
Your goal in dealing with warm online traffic is to drive users to make a purchase.
What content should you use to influence such an audience?
Since these users are already familiar with you and your product or service – you need to remind them of their previous interest in your brand and give a free trial or consultation.
What content would be good for this?
- free webinars;
- lead magnets;
- special offers. It can be a discount on the first purchase or some kind of bonus;
- free trial subscriptions, classes, testers;
- free tools to try out;
And other options where the user gets some kind of demo of a product or service. It is something more for him, a special value that unconditionally affects his trust.
In one of our projects, we used the method of a free 7-day subscription to the app. As a result, we received more than 460 mobile application installations at an average price of 24 UAH.
How to work with hot traffic?
And finally, the hot traffic is made up of those users who have already made purchases on your site.
They know enough about you, they have already formed a certain opinion, and there is a chance that they will make more purchases. These can be both add-on products to their previous order and new ones.
What’s important here is to encourage users of the site to repeat the purchase, using a variety of marketing tools, to renew interest in your brand and create a need for a product or service.
What content is worth offering to this type of traffic?
- Make special offers
- Offer to buy something as a follow-up to their previous purchase. For example, the user bought a face cream. Suggest buying a serum, toner, or oil from the same series.
- Provide time-limited discounts on the products or services viewed by users
- Offer a discount or bonus for the user’s recommendation to a friend
When dealing with hot customers, use retargeting and dynamic remarketing.
There are never two identical visitors to the site.
This can be a person who is not interested in buying at all, who just clicked on the ad simply because he saw an answer to his query. As well as people who have already made purchases on your site.
That’s why it is important to build the right communication and relationship with each type of traffic in sales – cold, warm, and hot. If you don’t do this, trying to make instant sales without considering the interests, needs, and awareness of the users, you may simply lose a large part of your potential clients.
It is important to create a proper traffic funnel. To think about how and with what you will communicate with this traffic.
At Còmon Agency, we develop an individual marketing strategy for each client. We know what will work for you because we are 99% sure that we’ve already worked with your niche and tested a lot of options before finding the most effective and efficient ones.
Contact us for a consultation. We will choose the most effective methods for you, aimed to help you get more clients and online sales.