Factor in a site visitor’s knowledge level or traffic temperature type to convert them

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 21, 2020, 7:48 AM UTC

Reactivating existing consumers with reminder emails can help brands maximise their profits.

Traffic temperature indicates the likelihood of an audience to buy a brand’s product or service. These audiences are categorised as “hot”, “warm” and “cold” based on their level of familiarity with a brand and their previous interactions with it. Be mindful of the difference between each traffic temperature type.

To earn the trust of cold audiences, first-time website visitors with no previous interactions, craft valuable pre-sales content and start conversations with them on emails. Warm audiences are social media followers, repeat visitors or email subscribers.

Offering free trials, consultations and building trust using testimonials lets brands engage warm traffic and prompts them to buy. Develop upselling and cross-selling strategies with discounts to target hot audiences, the consumers who’ve already purchased once before or multiple times.

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