Understanding Traffic Temperatures in Local Business Marketing

In digital marketing, there are three levels of traffic, which we call traffic temperatures. This refers to the level of familiarity that they have with you and your business. Because of this, they need to be spoken to in a way that reflects that. There are different audiences and goals for each temperature, which will guide your advertising as a whole.

The goal is to funnel them through each level. The ad type is going to be different based on which traffic temperature they’re in.

Cold traffic – we’re educating and building an audience.
Warm traffic – We’re trying to offer something to get them to convert.
Hot traffic – retargeting to convert, to ascend, or validate.

You want to segment the audience based on what they engage with. Your content should be very tailored to the products and services that you offer.

If you do this in an educational way, you’re going to really see:

    Who is very interested?
    Who is moderately interested?
    What topics or services or products are they most interested in?

For instance, let’s say you have a blog and it’s on a specific question that someone would have before purchasing a product that you offer.

If someone clicks on that blog, they’re raising their hand and saying, “I have an interest in this”. Even if they don’t read that blog, they’ve still allowed you to segment them based on their interest.

The next ad, they should receive should be directly tied to that product that they showed interest in.

So again, not just building an audience of people who like your funny cat video, but it needs to be so tied to your products and services that it allows you to send those targeted ads that are going to be more successful.

By doing this, you are creating this smaller audience of people that you can show your offers to, but essentially you can do that at a lower cost because they’ve already signified that they have an interest in this.

If you’re trying to send your offers directly to cold traffic, it’s going to be far more expensive, a lot more inconsistent, and less successful than using this strategy.

Ultimately, it may not work at all moving forward.

Let’s look at some of the differences.

Cold Traffic:

For cold traffic audiences, you’ll be using:

    Saved audiences
    Look-alike audiences
    Demographic, interest and some behavioral targeting

You want to turn cold traffic into warm traffic, segment, and build the relationship.

Warm Traffic:

Your warm traffic audience is going to be someone who has engaged with you or visited your website.

These custom audiences include:

    People who have viewed your videos
    Those people who have gone to your website
    Some people who have read your blogs
    Those who have liked, commented or shared your Facebook or Instagram post content
    Possibly your email list

The goal at this level is to convert:

    To get an email subscriber
    To get someone to convert on your offer

Hot Traffic:

Hot Traffic is often going to be your list of past buyers, past clients, or current leads that have not converted.

The goal at this level is to upsell or cross-sell or get them to convert after they have shown several signs of strong interest.

Again, validate that the decision to work with you is going to help them. That will help them follow through and ultimately purchase from you. Nine times out of ten if you’re a local business, your actual transaction is happening offline. We can’t let them go the moment they sign up as a lead, because the battle isn’t won just yet.

There are still steps they need to take, such as:

    getting on a phone call
    getting to an appointment
    buying additional products or services

We have to make sure that the lead is not wasted and we maximize every opportunity.

Remember, the way you target, speak to, and funnel people in will be different at every traffic temperature, so if you’re not segmenting these groups currently, it’s time to implement NOW.

Have questions? Drop them below. Want to talk about working together? Visit alliebloydmedia.com/local-call to schedule a time to talk!

Local Business Ad Strategies: Leveraging Buying Cycles and Awareness Levels

As a local business, your ad strategy won’t be successful (or nearly as successful) if you’re not using the length of the buying cycle and awareness levels to build your ad strategy.

This is what I use to craft the types of ads that we would be shown to a local audience for any industry or any market. The most important thing to think about right off the bat is how long your customer’s buying cycle is.

Short vs Long Buying Cycles for Local Businesses

There are some businesses that have very short buying cycles.

For instance, if you are an emergency restoration and water cleanup company. That’s something that happens and you need someone right away. You’re going to be making a very quick decision about the company that you hire. The strategy that you would need to build around is going to be significantly different than something that takes a long time to think about.

Things that are the higher ticket, they naturally tend to have a longer buying cycle. That’s not always the case but that usually is a pretty good gauge. There are some statistics out there that say that it can take for any business up to two years for someone to make that buying decision.

There’s a small percentage of people that are going to make that decision within the first three months, but there is a much more significant portion that is going to make that purchase over the next two years.

If you don’t know how long it’s taking your audience to make these decisions, you’re not going to have a good plan in place that follows them through the length of the buying cycle. That’s very important if you are a business that it could take someone up to two years to decide. You can’t expect results right away or a return on investment specifically.

You may see results. You may get leads. You may get foot traffic but if you’re looking for an immediate return, you’re not being realistic.

This is a very important thing to know. If you don’t know, you absolutely need to find out. This is also something that’s gonna affect your re-targeting strategy, something that’s going to affect your email strategy and your manual follow-up.

Understanding Awareness Levels for Your Local Business

You must be crystal clear about the overall awareness levels of those making a buying decision.

You’ve got the top of the funnel, which is simply being aware of either a problem or a product.

Then you’re gonna start to develop interest.

It’s going to lead you into the decision-making process and finally, the purchase.

There is no one length of time that people make these decisions. You need to know exactly how long your ideal client is taking if you need to pull past customers. Or simply pull past data on the time that someone reached out to you versus the time that they purchased pull as many of those as you can.

You will start to see a pattern or at bare minimum an average on that. This is what I call the local buying cycle sequence.

Those awareness levels should depend on the content and ads that you’re putting out to your audience and at what time they’re seeing them.

Most businesses never consider that there are people who may need them, but they don’t even know they have a problem. That happens more often than you would think.

You’ve got the problem unaware level, where they don’t yet know there is a problem to solve.

You have the problem aware level – They know they have a problem.

You’ve got a solution aware level – They know there is a solution to their problem.

Then you’ll have YOUR solution aware, meaning they’re aware of your specific business and the solutions you provide.

Then, they’re going to make the decision to purchase.

The goal is for us to funnel people from the top to the bottom and walk them through these different levels via our content and our ads.

Utilizing Traffic Temperatures in Local Marketing

What else can impact your buying cycle sequences?

Traffic Temperatures

Different Approaches to the Traffic Temperatures:

    The types of messaging
    The types of content
    The types of ads

The ads that you’re sending these people are going to be significantly different depending on their traffic temperature.

For the most part, a cold audience is either going to be a problem unaware or problem aware.

Your warm audience tends to be solution aware and your solution aware and finally your hot audience there.

They’ve either already purchased or they’re ready to buy.

Cold traffic, these are the people who don’t know who you are. They’ve never engaged with you. They’re not familiar with you. They have no trust with you.

Then you’ve got your warm audience. These are people who do know who you are. They have engaged with you. There’s already more of a relationship started there.

Your hot audience is going to be someone who has purchased from you in the past. Maybe someone who has reached out and inquired. They could be:

    A past lead
    Anyone who is very close to the business,
    Anyone who is close to making that buying decision as possible.

You could define these slightly differently based on the type of business that you have. But overall that’s how I established the different levels.

The majority of your leads are going to come from warm and hot traffic. The goal has to be to turn cold traffic into warm traffic and so on. We’ve got a much larger audience at the top. We just want to make it smaller and smaller by identifying the best prospects and people who are most interested today.

There you have it. If you simply leverage buying cycles and awareness levels in your advertising, you’ll be lightyears ahead of other local businesses and your advertising will immediately see an improvement in terms of results and ROI.

Have questions? Drop them below. Want to talk about working together? Visit alliebloydmedia.com/local-call to schedule a time to talk!