Have you ever seen a ridiculously priced product or service and wondered why YOU are being targeted Maybe it’s a company that you’ve never heard of or one you’ve only shown a vague amount of interest in.
Companies that make these mistakes don’t understand the three types of traffic—let alone how to use them to make real sales!If you haven’t considered the three fundamental types of traffic, or if you simply would like some ideas for how to use them, then this blog is definitely for you.
Let’s go over these three types of traffic and how you can use each type to boost your sales.
The Three Types Of Traffic
While many beginners think all traffic is the same, this is very far from being the case! This mistake will lead to a LOT of missed opportunities.I’m going to go over each of the three types of traffic for you right now, and then we will get into the different offers that can be used with these types of traffic to attract customers and make sales.
1. Cold Traffic
If you've never heard of a company before, but you end up receiving an ad or reading a blog that comes up on a Google search, you are what is called cold traffic.When a marketer is dealing with cold traffic, the focus should be on building awareness of their brand, building a relationship with the customer and attracting customers with VALUE.
While cold traffic is a lot more difficult to convert, it is far from impossible. There are literally millions of clicks a day on cold traffic links, and a good percentage of those turn into sales.
Still, cold traffic creates a different kind of challenge, and in order to close cold traffic sales, you’ll need to adjust your mindset.Think about what a customer experiences when they come across cold traffic. If it makes it easier, think about what you experience when you come across cold traffic…
Let’s say you type something into Google, and an ad link pops up at the top. While you may be more hesitant to click the link—if the copywriter has done a good job—you still may.Even if a customer doesn’t click when they see your cold offer, your brand name will start to work its way into their head. Eventually, they’ll get used to seeing it!
Once a customer becomes more friendly with the brand, they will become...
2. Warm Traffic
Warm traffic is made up of customers that are aware of a business but are still on the fence about a purchase. These customers still need a little persuasion to close a sale.Consider what we were discussing a moment ago. Let’s say you’ve seen a brand name over and over, so you finally decide to check it out.
You click on the link, you browse their website…maybe you even read their blog.
While you still may not be willing to make a major purchase with this company, because you’ve gotten to know and trust the company better, you may be more open to purchasing something.Selling to warm traffic will often involve pushing lower-ticket items and providing additional value—often in the form of “free” products or services.
With the right salesmanship and offers, a warm customer can easily close—and can become…
3. Hot Traffic
Hot traffic is made of customers that are ready to buy—and ready to buy MORE!
These customers have purchased in the past, they were satisfied with their purchase and they are ready to purchase again. Once a customer has entered the “hot traffic” state, they’ve gotten to know your company and they trust you. They know that you provide quality, and they are willing to put faith (in the form of a bigger budget) in you.
Hot traffic is where smart marketers focus their high-ticket offers since these customers are willing to pay for those products or services.
Cold Traffic Offers
Now that you have a better understanding of what cold traffic is, let’s look at some examples of cold traffic offers and cold content that will help to drive customers to your business…
1. Blog Posts
Blog posts are an easy way to grab the attention of potential customers and build a relationship.
A ton of information these days is expressed through blogs, and people tend to stick to some of their favorite bloggers. When these bloggers offer products for sale, they are likely to at least consider the products, if not outright buy.
Because blogs are (generally) free to access, they are a good source of cold content that drives cold customers to your page.Keep in mind that, with good SEO, blog posts can go up in the rankings of the top search engines. Once this happens, customers will see your blogs before your competitors.
After reading a compelling blog, a customer may decide to click around your site or even move along to the next step of the sales process!
“Free” webinars are great tools for both cold and warm traffic.
Webinars allow entrepreneurs to really show off their expertise, and explain why a product or service is the best on the market.It’s important to consider that it may be a little more difficult to convince cold traffic to jump on a webinar. With the right sales copy, though, it’s definitely possible.
Once they are there, you can provide value and make a low-level pitch.
3. Content Videos
I’m sure that if you’ve been on YouTube in the last few years, you’ve noticed that almost all of the content videos offer some sort of payment option.Whether it’s a product the customer can purchase, a service or Patreon, content providers offer their customers different ways to pay them for their services.
The trick with content videos is providing quality content.
While—if you have an informational product or a service—you don’t want to give everything away for free, the customer should have a strong takeaway once they are done watching the video.If you leave them with a strong impression and you build trust, they’ll be much more likely to keep checking out your content, and eventually purchase something!
4. Lead Magnets
Once a customer lands on your website, you should have a lead magnet ready for them.
This “free” gift will encourage them to provide you with their email address—and can move them along to the next step (often a tripwire).Like with other forms of content, lead magnets should provide enough value to get and keep the customer interested, without giving them too much.
A good lead magnet will show that you know your stuff, and that your product or service will help them to solve whatever problem they are having.
Like YouTube videos, podcasts are generally “free,” in that there is no financial transaction.
Still, most podcasts serve as a vehicle to sell additional products or services. If they don’t, they will generally run ads.If you are good at public speaking, you are interesting and you are engaging, a podcast may be the right route for you. If not, though, you may want to go with a blog or lead magnet.
Warm Traffic Offers
Once a customer is aware of a company, the company can start moving toward the next step of the sales process for their now warm customers.
Here are some offers for warm customers to keep the sales process rolling…
Just like with cold traffic, webinars can be used for warm traffic as well.
The difference is that these webinars are tailored for customers that are already aware of your brand and are interested in learning more about your niche.A warm webinar can be used to introduce a product, or even sell a mid-level item. This is especially so if the customers on the webinar have purchased from you in the past.
This is where the money really starts coming in!
Tripwires are lower-ticket items that kick off the sales cycle. These are generally placed after the signup for the “free” gift or any information exchange.If the customer buys this tripwire product or service, they will be much more likely to buy higher-ticket items.
Even a very small purchase will get the customer used to purchasing from you.
A book is actually a pretty easy sale for most customers. This is especially so if the book is “free."You’ll see a lot of eBooks given away for free, or books that are “free” with paid shipping and handling. These books provide solid content but also serve as an additional sales tool.
If you aren’t the best writer, consider hiring a ghostwriter to write the book for you. It’s better to spend a little extra upfront to help you out than to lose future sales because your content isn’t up to par.
4. Product Demos
Along with other content videos, product demos are a great way to provide potential customers with useful information about a product while also pitching that product further.
This is especially so for products that the customer may have never heard of, or have no idea how it works.
Hot Traffic Offers
Once your customers are aware of your brand and have purchased from you, it’s time to take things up a notch and pitch some hot traffic offers!
Here are some examples...
1. High-Ticket Offers
These are the products and services that require the customer to shell out a good amount of cash.Along with a higher price point comes the expectation for premium services. This is where your products and services really need to shine.
Focus completely on VALUE for high-ticket offers.Consider things like group coaching services, or bigger purchases.
2. Super Ticket Offers
These offers are for your elite customers. These are the offers that only the most serious customers will purchase.There isn’t as big of a need for sales at this point. Your customer will know who you are and should be ready and willing to take things to the next level.
One example is one-on-one coaching. If a customer wants to work with you directly, it’s an easy sell—and you can charge a LOT more for your time.
3. Paid Webinars
While “free” webinars can provide a good amount of content, paid webinars is where the higher-level content lies. Make sure that your paid webinars are a step above the free ones and are worth the fee.
You can also transition from paid webinars to smaller groups, or private sessions.
Events are the perfect tool for entrepreneurs to make tons of money—while also pitching their higher-ticket items.
The great thing about events is that the cap is SO MUCH BIGGER.
Events also serve as a great place to get to know customers and pitch them higher-ticket and SUPER-ticket offers.
What Types of Traffic Are YOUR Offers?
If you already have offers, consider which types of traffic they are—then place them where they belong in your sales funnel.If you don’t already have offers, keep these three types of sales traffic in mind when putting your offers together.
With interesting cold traffic offers, engaging warm traffic offers and exciting hot traffic offers, you’ll have a path to millions of dollars paved out for you!