How to Choose the Right Offer for the Different Types of Traffic


December 5, 2017 By

Cheryl Dykstra


There is a lot of planning that goes into running paid advertising - where to run your ads, what audience to target, and what creative to use.

But perhaps the biggest question you’ll need to ask yourself is, “What is my offer?”

The objective of your campaign and what type of relationship you’ve formed with your audience plays a huge part in deciding what type of offer to use.

Every campaign you run should have a specific objective, whether it is to: 

  • Introduce your business to an audience who has never heard of you 
  • Convert a visitor to a lead
  • Up-sell or cross-sell current customers 

You can already begin to see based on those objectives that each has a different level of familiarity. Introducing your business to someone means they’re strangers. If they’ve visited your website, but haven’t converted, they’re acquaintances. If they have already purchased from you in the past, they’re your friends.

This type of relationship forming has a name when it comes to categorizing your audiences. They’re broken down like this…

Strangers = Cold Traffic

Acquaintances = Warm Traffic

Friends = Hot Traffic

Each one of these different “temperatures” of traffic will respond differently to different types of offers. By identifying which category your target audience is in and what objective you have for your campaign, it’s easy to see which type of offer will work the best to achieve the best results.

Offers for Cold Traffic

Cold traffic is people who don’t know you or your business.

This is where you find the new blood for your business. If you’re just starting your business or just starting list building, you’ll need to start here.

The goals of cold traffic campaigns are to: 

  • Introduce your business 
  • Provide value 
  • Build trust 
  • Bonus: Segment them
    (Depending on the variety of products or services you offer, you can tag specific pages so you know exactly which product interests a specific visitor. Then make them a more relevant offer later.) 

In order to make initial contact, build trust and provide value to these new people, you need to create an “offer” that matches the level of trust they have with you.


Some good offer examples for cold traffic include: 

  • Blog Posts 
  • Videos 
  • Podcasts 
  • Case Studies 
  • Lead Magnets
    (While it is possible to ask cold traffic for their information, the offer needs to be very, very enticing.) 
  • Quiz/Surveys 
  • White Papers 
  • Newsletter sign ups 

Offers for Warm Traffic

Warm traffic are people who may have visited your website or have shown some interest in your business in the past.

These people are familiar with your business but weren’t interested enough to buy at the time they read your blog article or watched your YouTube video.

Goals of warm traffic campaigns include: 

  • Lead generation
    (Get them to contact or engage with your company.) 
  • First sale
    (Don’t go straight for your core product or service. These are often too big of a purchase for a first-time buyer. Start with a something small.) 

Now that these people are aware of who you are, it’s time to make a move to turn them into leads or sales.

Here are some good examples of offers for warm traffic:  

  • Lead Magnets
  • Quiz/Surveys
  • White Papers
  • Free or Paid Webinars
  • Flash Sales
  • Low Dollar Offers 
  • Product Demo
  • Branding Videos
  • Book (Free or Paid)
  • A La Carte Service
  • Software/Plugin
  • Free Trial
  • Events 

While some of these are repeated from the cold traffic examples, if you have a more difficult sale, they can be used to further your understanding of your prospects or just to continue engaging them and moving them down the pipeline.

Offers for Hot Traffic

Hot traffic is typically your customers. They know who you are and trust you enough to buy, maybe more than once.

The goals of hot traffic campaigns are: 

  • Uncover additional needs 
  • Ascend them from a single buyer to a multi-buyer 

With hot traffic, they know you pretty well at this point. You don’t have to sell quite as hard to get them to buy again.

Here are some examples of hot traffic offers: 

  • Cross sells
  • Upsells
  • Events
  • Consultations
  • Paid Webinar
  • Higher Dollar Offer 

Conclusion

The buying process is fluid. You can’t just jump from freezing water to boiling without warming it first. Your audience must go through the process of getting to know your business before they jump right in with a high-dollar purchase.

When setting up your paid advertising, keep in mind whom you’re targeting and at what temperature they are when deciding what type of offer to present.

If you’d like help discovering what types of offers could work for your business, call Sales & Marketing Technologies today at (407) 682-2222 for a free consultation with one of our marketing experts.

Did you like this post?

Sign up for our Tips and Trends list and we'll let you know each week when we have a new one.

Categories

Web Design (15)
Web Development (21)
Misc. Website (18)
Search Engine Optimization (74)
Social Media Marketing (77)
Local Search Marketing (14)
Content Marketing (15)
PPC Advertising (11)
Digital Marketing (77)
Marketing Automation (10)
Sales Automation (8)
Company News (10)
Other (11)

Archives

Feeds




Get in touch
with us
Submit
... or call us at 407.682.2222
Sales & Marketing Technologies
© Copyright 2018 Sales & Marketing Technologies, Ltd. All rights reserved.