Do you know there are different types of traffic when you are trying to promote yourself online?
When it comes to marketing, I have said it before and I will say it again. Social media is a rented space. You want to have traffic that you own. It is not just about traffic you can control.
When it comes to traffic, there are three main types and you cannot use the same message for each one.
For example, somebody who has never heard of you before is considered cold traffic. They might see an ad you put out online but they have no idea who you are, what you do, or how you can help them.
On the other hand, hot traffic consists of people who know who you are. They know your backstory and they have already bought something from you.
Why would you use the same message for someone who has bought from you as you would for someone who hasn’t?
Meeting Strangers for the First Time
Let’s start with Cold Traffic, this is an audience with no idea who you are. They might be searching for your type of service on Google and you happen to appear in the search results. They might click a link from a Facebook or Google ad.
Because they don’t know you, you have to tell them who you are. You must clearly explain the problem you solve and exactly how you solve it.
The "I've Heard of You" Stage
Next up is Warm Traffic, these people have heard of you before. They might know your backstory, but they have never bought your product or service. They don’t know you very well yet.
Instead of diving deep into your entire history, you can briefly reiterate your backstory. Then, move quickly into how you can solve their specific problem.
The Power of Proven Trust
Lastly we have Hot Traffic, this audience knows you and has already bought from you. You are already building trust with them.
You do not need to go into detail about your background or basic problem solving. Instead, you can offer your hot traffic the products or service that are at a higher level in your value ladder. They are more susceptible to buying high ticket services or products because that trust already exists.
Remember this when you are creating content. Do not create the same type of content for every set of traffic.
We’ll chat again next week!
This Week's Quote
"People don't buy what you do; they buy why you do it. And what you do simply proves what you believe."
