You can have three types of marketing campaigns working together to move your prospect through your sales funnel.
Cold Traffic Campaign
Use cold traffic campaigns to enter a market, introduce yourself, and establish authority while you drop a pixel. This is how you bring in new prospects to your business, so you‘re not swimming in the same pond of people who have already seen your products. This is where you make a good first impression.
Cold Traffic Campaigns:
- Blog posts
- Social media updates (video on YouTube or your blog)
- Content videos
- Podcasts
- Lead magnets
- Quiz/survey
- White papers (for B2B)
You are adding to your customer relationship and building assets.
Warm Traffic Campaigns
Retarget your warm audience to generate leads or small dollar sales.
- Lead magnet
- Quiz – opt in for results
- Free or paid webinar
- Flash sales / low dollar offers/tripwire
- Product demo
- Book (free plus shipping or paid)
- Free trials
An example of a lead magnets is a coupon or exclusive deal. You‘re making a withdraw from the relationship equity at a low level with a small and discounted offer to try and acquire a customer.
Hot Traffic Campaigns
Retarget your hot prospect throughout the funnel – almost no one does this, and they‘re leaving a lot of money on the table. Hot Traffic Offers: Run traffic to past buyers to get them to buy again.
- Events
- Paid webinar
- High dollar offers
- Done-for-you services
- Built-for-you funnels
How Much Should You Spend?
Try testing with the 6/3/1 ratio.
60% of your ad spend can go to cold traffic to bring in new prospects 30% of your budget can go to retarget warm traffic 10% of your budget can go to retarget hot traffic leads.
You may lose money on the cold traffic, but you are looking for an overall high ROI across the whole funnel. This works on any traffic platform. Think about where your market is hanging out. It‘s all about creating campaigns that work together. Your lifetime value will increase, and you‘ll have an automated acquisition system that builds your business.