What are the different types of traffic and why does it matter for advertising?

Not all traffic is created equal — there are three main types. Cold traffic consists of people who’ve never heard of you and know nothing about you or your work. Warm traffic includes people who’ve had some interaction with you and are starting to know who you are. Hot traffic are people who are very close to making a purchase, having built a strong relationship with you already. The critical mistake most people make is talking to all three types of traffic with a ‘hot’ message — aggressive sales language that only works on people already ready to buy. You need different messaging for each traffic type. Cold traffic needs introduction and relationship-building. Warm traffic needs continued education and engagement. Only hot traffic is appropriate for direct sales messages and special offers. Matching your message to the temperature of your traffic is essential for success.

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Asked by general teaching · Answered by Patrick Shanahan · art-marketing-podcast · 2017-02-25