Your ideal customers aren’t all at the same stage. Some of your target audience are just getting to know you; some are your customers who buy from you; others have simply never heard of you before. Sounds fairly obvious, right? Well, it is, however, since each stage encompasses a group of people who are at different stages in your marketing funnel, each segment requires different offers and different ad campaigns.
Traffic, or audience temperature is just an easy way of defining the stage at which your ideal customers are within your marketing funnel. The three different stages of your marketing funnel are as follows:
- Cold Audience – People who have never heard of you or your brand before, but are your ideal customers
- Warm Audience – People who have expressed interest in your brand
- Hot Audience – People who have purchased from you once or multiple times
Your paid traffic campaigns will have different offers depending on which temperature you’re targeting.
The goal of this campaign is typically to create awareness among your ideal customers. Although you may not see an immediate return on this campaign type, the goal of this campaign is to introduce your brand, establish credibility, and pixel them so that you can retarget ads to them later.
Here are some examples of appropriate ad campaign offers to your cold audience:
- Blog Posts
- Social Media Updates
- Content Videos
- Lead Magnets
- Quizzes / Surveys
- White Papers
Warm audiences have expressed interest in your business, for example, they follow your social pages, clicked on your ads, but haven’t converted to a lead or customer yet. They are familiar with your business, but haven’t been interested enough to buy, or perhaps aren’t ready yet.
Naturally, your goal for this ad campaign would be to convert these prospects into a lead, build your email list, or maybe even buy for the first time.
Here are some examples of offers for your warm audience:
- Lead Magnets
- Free or Paid Webinars
- Free Product or Service Trials
- Flash Sales
- Low-dollar offers
- Product demos
These are your buyers and repeat buyers. This is where the goal of your traffic campaigns is to increase their value as a customer, encourage more purchases, or continue building the relationship. The majority of your communication with this temperature will be through email or retargeting ads.
Here are some examples of ad campaign offers to hot traffic:
- Event / Conference Tickets
- Paid Webinars
- Flagship Products
- High-dollar products or services
In essence, you can’t put the same offers out to everyone within your target market. Make sure you define your ideal customers, segment them based on their temperature, and clearly define your goals for your traffic campaigns.
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