14 Aug Understanding Cold, Warm and Hot Audiences
As long as visitors are landing on your website, who really cares what you call them, right?
The digital landscape is a complex place made up of rocky landscapes and smooth surfaces, some are easier to decipher than others, and the same could be said for your audience.
In this case, it’s important to remember that no two visitors to your website are the same. One may have different needs or knowledge from the other, while another may not even know they have a problem that your product/service can solve.
In order to get more bang for your advertising buck, you need to target audiences according to where they are in the sales funnel, including the key traffic types: cold, warm and hot audiences.
Not everyone knows your business, which is true for a cold audience. These are the people who have never interacted with your brand and no nothing about what you have to offer. They’re casual browsers searching for potential solutions to their problem, unaware that your product or service can help them. These individuals often use generic keywords to find your brand and are unlikely to be swayed by your “buy now” sales copy. Your marketing objective with this audience is to connect and build a relationship with them. They may not be purchasing from you right now, but as they build trust with your brand, they are more likely to convert in the future.
Creating campaigns that focus on research findings, surveys or guides – any information that showcases a solution to their problem, are great ways to warm up your audience!
Your warm audience is people who have engaged with your business in some way. They’ve likely interacted with your brand via social media, liked your content, visited your website, etc. They know about your services or products but just haven’t taken the next step and purchased from you. Individuals in this audience are easier to convert as they already have a level of trust in your business.
However, your objective is to nudge them to make a purchase, and you can do this by reminding them why they were interested in your products or services in the first place. A page with product demos, events, free tools or offers is a great place to drive your warm audience.
These are your actual customers. These individuals have already bought something from you and trust your business. They know your products and services, and there’s a good chance they’ll buy from you again (with the right push). Your objective with this audience is to upsell or re-engage with customers who haven’t purchased in a while. You can send this traffic to landing pages, service pages, or product pages.
Feeling Luke Warm?
Not understanding the difference between your audience is a common mistake. Most advertising campaigns are focused on getting a “sale,” disregarding a potential customer’s current situation or need for information. When your campaign is only optimised for a sale, you can be doing more harm than good. To create a solid strategy, you need to create campaigns based on the varying needs of your customers. You’re guaranteed to enjoy a successful campaign when you warm up your audience, ensuring better conversions.
As one of the leading Digital Marketing Agencies in South Africa, we’re equipped to create social media strategies that take all of the above into consideration. This ensures you speak to the right people at the right time, receiving conversions that matter. Don’t be shy! Get in touch with us today!