You have their attention, they are interested, and are ready to learn more about you, your business, and your offerings, so, what next?
Think of this as an exploration that the visitor is on, with a goal of answering a question that they have on their mind. It’s an information scent trail that they are hoping is going to lead them to the answers they are pursuing.
Your job is to continue to strengthen the smell of the scent that attracted them and do so in a way that doesn’t push them harder than they want to be. If you push warm traffic to hard, you’ll push them out the door.
Aim to help them understand, what’s in it for them, and, why that is so great!
Engage & Build Up Their Interest
The next step in the process is to build upon the interest that you created with your cold traffic strategies. In some cases, the traffic will be warm enough to convert, and any traffic that does should be used to build new audiences and targeting, just as with the cold traffic strategies. A CRO loop is also a good addition at this point.
Segment for Understanding
The rest of the traffic should be segmented correctly based on your analytics data to create more targeted groups so you can target the most relevant content and offers to each.
You want to get a feel for what people want based on where they are coming from and what messaging you have been using and bucket these people in the correct places. The more accurate you are at segmenting visitors, the more success you are going to achieve.
Keep in mind, with warm traffic you should be more focus on micro conversions and economic value, than you are on macro goal completions.
All that said, here are some of the best warm traffic strategies.
Warm Traffic Strategies
- Free Ebooks
- White Papers
- Product Demos
- Free Tools
- Free Trial Signups
- Promotional Offers
It’s All About Information Scent
Maintaining and strengthening information scent is where we are at with warm traffic. If people are falling off, meaning, you’re losing them at any stage within the warm traffic experience; this is a sign of lost information scent.
So how can you strengthen scent?
Information Scent Clues
Here is a list of information scent clues that will help you create great connections between cold and warm traffic:
- Trigger words
- Item Shape
- Item Location
The goal, create an experience that feels natural for the user because if it feels natural, there’s a better chance they will complete the targeted micro goal or conversion.
If your analytics is set up to measure economic value, then you will be able to see what is working and what is not working when it comes to your micro goals; and, how to best distribute your marketing dollars.