Today I want to talk about the different traffic types or traffic temperatures and why it is important to know.
- you have to incorporate the fact that cold and warm traffic exists
- if you don’t you have a higher chance of running inefficient ads
- traffic types: cold < lukewarm < warm < hot
Okay, let’s jump right into it, shall we?
There Are Different Traffic Types?!
Okay, in case you don’t know what is meant by cold or warm traffic I can guarantee you that you encountered them already. Especially in marketing these two terms are very common, but a lot of people start using them outside of marketing, too. But what IS actually meant by that?
As you probably already know “traffic” is a fancy term for the amount of website visitors. “Cold traffic” is a term that is supposed to describe website visitors that don’t know you yet. Because they don’t know you they also don’t trust you.
Those are the hardest to convert into customers because they prefer to “give you the cold shoulder” – no idea if that’s really the reason why somebody started calling it “cold” traffic, but that’s how I used to remember it ;-).
Warm traffic are people that know you already. They are more likely to trust you in case you make them an offer and therefore more likely to convert.
Some marketers even differentiate between cold, lukewarm, warm and hot traffic. Whether or not you use these terms really depends on what you like. People who are familiar with these terms will always understand cold and warm traffic. However, they might have a problem understanding “lukewarm traffic”.
Traffic types are usually important when talking about different “funnel stages”. I hope you already know what a funnel is because my post about funnels isn’t ready yet. In case you don’t: Here is the short version.
A funnel describes the process of nurturing people that don’t know you into customers and eventually into raving fans. You don’t only want customers because you then would have to get new customers and do the same stuff over and over again. You want raving fans because those will refer you to their friends and their friends’ friends. Turning those into customers is way easier due to social proof.
Why Are These Terms Important?
In almost all cases it is easier to convert warm traffic. This is why you should try to nurture cold into warm traffic before starting to sell them something. “Something” in our case obviously are your services. Buying or selling a house is a very frightening decision and if people aren’t yet able to fully trust you and your judgement they most likely won’t work with you.
So before you start talking about working together you should make sure that you provided enough value to your potential client so that he or she can be sure about your skills and whether or not you are knowledgeable and even more importantly: trustworthy.
When using Facebook and especially Facebook Ads (which you definitely should! In case you don’t read here why you should) it is extremely important to keep this in mind, too. If you ask total strangers to sign up for an appointment to talk about selling their house with you you probably won’t be able to run a very cost-efficient campaign.
People want to get to know you first.
This is another reason (next to SEO) why you should think about writing a blog. I know: It is time consuming… But people are always in search for answers. Google processes 64,023 searches – each second! And what is a google search? Correct: A question somebody is looking to find an answer for. And if you are the person that answers this question then you build up trust.
Which one of the traffic types you just learnt about would be somebody who is searching for something you are discussing in a blog post? Any idea?
It’s actually a tricky question: They might not know you yet but they are actively looking for an answer which makes them more likely in being interested in what you have to say.
They have a reason why they “have to come to your page”. This could also be considered lukewarm because you didn’t ask them to come without them knowing you. They come because you were offering something which they were actively looking for.
How do traffic types influence the marketing strategy?
Depending on whether you are well-known in your area or just starting out you have to adjust your marketing strategy.
As I already explained: People want to be able to trust you before being ready to work with you. If they know you already because everybody and their dog are talking about you then you can directly ask people to book an appointment with you for example.
But if they don’t know you you might want to advertise a blog post of yours providing great content and insights. Since you know that Facebook ads are even better when using a Facebook Pixel you have one in place on your blog, too, so that you can retarget your blog visitors.
Another way of approaching cold traffic people would be by using ads that are connected to a chatbot. Facebook offers the opportunity to automatically message people who commented your posts/ads with a chatbot.
I will talk about this in more detail in an upcoming post but to quickly sum up why this is awesome: With chatbots you can basically do the same stuff you can do with email marketing (oh, please tell me you have email marketing already in place!? 😉 ) but open rates and especially click through rates are way higher than with emails.
Next – and in this case way more important – fact is that chatbots are more engaging then emails: You can ask for feedback after ever 2-4 sentences, react to answers and simply provide exactly the information somebody is looking for instead of just providing a website they have to go through on their own.
How do you incorporate the fact that there is cold and warm traffic into your marketing strategy?