In this day and age, it is not as simple as posting brand content to Facebook and earning customers right away. Delivering value to your customers at every stage of the buyer’s journey is extremely important in order to capture sales. If you are not keeping your audience engaged and interested, they won’t continue to move down the sales funnel. It is essential to use content to convince your audience that your products and services are valuable and necessary to have.
Related: How to Deliver Value at Every Stage of the Customer Journey
Throughout the buyer’s journey, your traffic needs to be segmented into different groups. These traffic groups (cold, warm, and hot) should be treated differently. The content that works with cold traffic isn’t the same content that will be successful with your hot traffic. In this article, we will be specifically focusing on warm traffic and the type of content that performs well for this particular audience.
What Is Warm Traffic?
Warm traffic is a segment of people who know about your brand, but have not yet made a purchase. These people may have read your content, visited your site, followed your social media pages, or signed up for your email list. In one way or another they have engaged with your brand at some point. But, these people have yet to purchase from you.
They may have liked content you wrote, social media updates you promoted, or a lead magnet you offered, but they still haven’t reached in their wallet to purchase. So, the goal is to serve them content that inspires them to become a customer.
Compared to cold traffic, the warm traffic audience is much more likely to purchase your products. Warm traffic is considered the in-between phase because they know your brand, but don’t know you well enough yet to purchase. During this stage, your brand needs to build trust and convince them your services are the best. So, the content needs to align with this strategy and deliver value while also advertising your brand.
Content For Warm Traffic
The goals of “warm-traffic content” include generating leads, growing the retargeting list, initial customer acquisition, and growing the email list. Some of these are the same goals as cold traffic content, but where it becomes different is in obtaining that initial purchase from your audience.
Related: What Are The Goals of MOFU Content?
One way to earn an initial customer acquisition is by utilizing a tripwire. A tripwire is a low dollar offer that you promote in hopes of turning prospects into customers. The tripwire has to be valuable so that people will want to purchase it. Since it is a low price offer and therefore a small commitment, people have less fear and are more likely to give it a try. Then, once they see the value in your products/services they will be more willing to purchase your core offer.
Since these audience members are considered warm traffic, it means they were interested in your brand enough to engage with you. Now it is your job to keep them interested and nurture them through the sales funnel. In addition to utilizing a tripwire, other types of content that are successful in this stage are educational resources, discounts, coupon codes, quizzes, surveys, webinars, and software downloads. Any content that will nudge your audience to make that initial purchase is perfect for this phase.
Related: What Is A Tripwire?
This audience is aware of your brand, but doesn’t know enough to make an educated decision on your products. Therefore, now is the time to share a video or infographic explaining how your product compares to others on the market. In every stage of the buyer’s journey you will be educating your audience, but in different ways.
For instance, people who are in the warm traffic stage are still looking at their options and are interested in learning more about your brand. They are deciding whether or not your products are the best for them or if another product on the market is better. That is why sharing content that will help them decide to purchase your product is essential.
These are simply the basics when it comes to warm traffic content. Of course, there is much more that goes into nurturing your audience and convincing them to convert. A great way to stay on track of your different traffic segments is to create a content calendar for each audience.
Only promote content that will help push each traffic group further down the sales funnel. If you are sharing the wrong content, it can be detrimental to your brand and impact your customer acquisition. It is important to understand your audience and what stage they are in the buyer’s journey in order to provide them with the correct content.