Category: Google PPC

What To Know About Traffic Temperatures?

According to Russell Brunson, ClickFunnel co-founder and online marketing genius, the ability to convert cold traffic into sales are the “holy grail of online marketing.” Therefore, being able to effectively reach and convert traffic with little to no interest is the secret to earning a multi-million dollar business.

Traffic is anyone that visits your website, the more people that visit your site, the more traffic you have. This leads to certain questions, such as “What is traffic temperatures?”.

To learn how different traffic temperatures impact your business, keep reading. The following information will explain how applying tactics successfully has helped major businesses generate billions in sales.

The Three Traffic Temperatures

Traffic falls into one of three groups, cold, warm, or hot. Each of these groups will require a different approach and individualized communication to effectively convert them into sales.

Hot Traffic

The problem, Product, Desire Awareness

These are the people that are aware of your brand, product, or service. They understand what you are selling and why it would benefit them. Hot traffic is often already a customer and/or on your mailing list, and read your marketing content.

This group is the biggest value to your business. You can likely speak casually with them as if being a close friend with rapport. This group of traffic is ready to buy and the easiest type to convert into a sale.

Basically, with hot traffic, you are set. Think about the raging Apple fans that are ready to buy the latest release of Apple products on the market.

Communicating with Hot Traffic

Because hot traffic is already very familiar with you, it is less work to make the sale. Simply emailing with a text link may work. You just need to alert them of new products and ask for the sale, or offer an incentive in the form of discounts for existing products, for example.

Warm Traffic

Problem and Desire

This group of traffic are aware of their problem and have a desire to find a solution. Warm traffic is a little harder to convert because they do not know your brand, product, or service.

Communicating with Warm Traffic

You need to educate warm traffic about your brand, product, or service,  why they can trust you, and how you can solve their problem. If you can successfully answer these three areas, you can convert them into hot traffic.

Leveraging the authority of others is one way to communicate with warm traffic, helping bring credibility to your brand or product. According to Russell, these “lift letters” allow others to promote for you.

For instance, companies such as fast-food restaurants may partner with Door Dash to provide order delivery. If McDonald’s, Burger King, etc. want people to check out Door Dash, they may send out a warm-up letter stating something similar to:

“Hello! We are now offering delivery through an exclusive partnership with Door Dash, the premier food delivery service. Using their services allows you to receive your order without leaving home.”

Then, if the warm traffic likes the sound of ordering out from their favorite places without leaving home, they will go from warm to hot traffic for Door Dash. This creates valuable joint ventures (JVs) to help warm up leads and increase the customer base.

This is an important factor in getting your warm traffic hyped enough to try out something different and new. Because it comes from a place they already trust, it is easier to convert. That is why authors consider it a big deal with Oprah to recommend a book or if Spotify suggests a new artist for listeners with similar interests.

Cold Traffic

Problem Awareness

This is the hardest group of traffic to convert because they do not know you; they are not familiar with your product. They only know they have a problem that could be solved but may not have the desire to find a solution. Therefore, they may not even know there are solutions available. Not only must you educate them about who you are, how you can help, and why they should trust you, but you must also create their desire to solve their problem and take action.

Because of all these factors, it is a much larger challenge to convert cold traffic visiting your website. In most cases, they probably came across your site through paid ads. That is why knowing how to convert cold traffic is a very valuable skill when it comes to online marketing.

Communicating with Cold Traffic

This stage is where you change the situation from being a “good idea” to a “necessary action.” This is your time to create a clear picture of each area to the customer, and it starts with the jargon used, how your product or service solves their problem, why it’s necessary to solve it now, and what they receive after purchasing.

Conclusion

If you desire increased sales and higher profits, understanding how to communicate with all traffic temperatures, especially cold traffic, is important. By educating and creating a necessary desire to solve a problem, you can trigger them to take action. Continue to build trust and credibility, and you’ll have a long-term client every time.

In marketing, the sales funnel refers to the steps customers go through to make a purchase. A sales funnel typically has three steps: the top, middle, and bottom, although the order of the steps varies depending on a company’s sales model.

The pain of missing a sale is well known to any business owner. Prospects drop out of the sales funnel after weeks of bids, presentations, chatter, and charm.

Sometimes things happen. Having the right sales funnel management help makes it less likely to happen. The sales funnel of many small businesses is more like a sieve, with holes created by missed appointments, forgotten follow-ups, patched-together spreadsheets, and sticky notes.

It’s possible to eliminate those holes in the sales funnel and turn near-misses into deals with marketing automation software.

What is the purpose of the sales funnel?

In every stage of your potential customer’s journey, you can use a sales funnel to evaluate their thoughts and actions. With insights like these, you can invest in the most effective marketing channels, generate the most relevant marketing messages during each stage, and increase your conversions.

Stages of the Sales Funnel

In your sales funnel, prospects move through several stages before deciding whether to buy (or not). Although every prospect’s path through your funnel will be different, they’ll evaluate it based on their interest level. Your offer will be evaluated against competition based on the problem they are trying to solve.

The process generally involves four stages:

Stage 1: Awareness

Getting people to notice your product or service is the first step in the sales funnel. It’s where people first become aware of your product or service. Advertisements, social media, or word of mouth may lead them to learn about your company.

It depends on your ability to generate sales and market to entice them down the funnel. In the lower and middle sales funnel stages, attention should be given to those prospects who have moved beyond awareness to interest.

For example, a prospect becomes aware of your company for the first time during the awareness stage. You may have found them through an ad, a blog, a Google search, or a colleague who mentioned your product or service.

Stage 2: Interest

A prospect’s interest level will determine whether they are interested in your brand after learning about it. Your offer will be evaluated against competition based on the problem they are trying to solve.

Stage 3: Decision

With the insight you provide about your company, prospects can learn more about your offer’s packaging and pricing options. A sales page, webinar, or call helps to influence prospects during this stage.

Stage 4: Action

This is the point at which all of your work is put to the test: whether the prospect purchases something. The deal isn’t lost if they don’t. To stay on top of your prospects’ minds, you can create nurture campaigns.

Creating a sales funnel for your business

Prospects must be able to move through your sales funnel before your sales funnel can exist. By using lead scoring, you can identify prospects’ behavior and engagement levels once you have them.

You can create your own sales funnel by following these five steps:

1. Build a landing page

Most prospects will discover your company for the first time through a landing page. An ad, webinar, or ebook download landing page will be accessible if they click on it. Having a landing page that communicates your unique value proposition should be a top priority (considering that this may be the only chance you will have to wow prospects). You also need a form on the landing page to gather prospect information – to market to them in the future, you want to capture their email address.

2. Offer something of value

The next step is to get your prospects’ email addresses by giving them something in exchange. You can offer something of value on your landing page by offering a lead magnet, such as an ebook or whitepaper.

3. Start nurturing

Your prospects will then move from awareness to interest at this point. Furthermore, you can send educational content about your offering to each individual because you have all their email addresses.

4. Upsell

The more you offer prospects in the Decision stage, the more likely they are to purchase. Demos, extended free trials, or special discounts are possible.

5. Keep it going

If you do not acquire new clients, you will find out exactly why prospects do not want to buy. Regardless of your decision, stay in touch. Concentrate on educating new customers, keeping them engaged, and retaining them. Develop a follow-up series for prospects who do not make a purchase.

Conclusion

Create a sales funnel visualization and observe the metrics after its implementation. You will have a better understanding of where your business is succeeding and where it is falling short. The software eliminates the guesswork for your marketing department and presents clear solutions and answers.