Understanding Hot and Cold Traffic & How to Market to It

Some internet marketing experts say that hot traffic can convert up to 20 times higher on ClickBank products than cold traffic. However, not all internet marketers know the real difference and how to use each traffic source for promotion, and they lose commissions by sending traffic to the wrong pages. The following article explains how marketers can warm up visitors for much higher conversions and turn both types of traffic into profits.

What is cold traffic?
Cold traffic is basically visitors on a site who do not know or have any previous relationship with the blog owner or the person behind an offer. It can be from paid advertisements to include pay per click or search engine traffic. While cold traffic can be used untargeted, the goal should be to turn it into warm or hot traffic, as cold traffic has very low conversion rates (since no trust has been established). Cold traffic is sent to squeeze pages by many marketers to build mailing lists or sell low-input, low-commitment products. Although cold traffic is not usually suitable for directly selling products such as those on ClickBank, it can be very useful for email submit CPA offers or building lists. The targeting of cold traffic will determine the conversion rate, and greater success comes by segmenting and targeting visitors more specifically.

What is hot/warm traffic?
Warm traffic occurs when a visitor is returning to a site because they are either involved in a discussion, are subscribers, or were recommended to do so by a respected source. The strength of warm/hot traffic is based on the level of involvement of the visitor, and this is often based on reciprocity. If a person is the website owner’s mailing list and has already received free gifts, tips or just watched some tutorials on the site, more in-depth interaction can be expected from them. If the person they trust recommends a product, the visitor will be more likely to consider it than as if they were recommended by someone they do not have an existing relationship with. This is the main reason why warm traffic converts better for marketing campaigns and why the refund rates are much lower. There is trust and an existing relationship to strengthen the motivation to buy.

Another distinction in the differences in the types of traffic can be seen in how they should be approached. With colder traffic, the sales pitch needs to be concentrated more on letting the potential customer know how the product might help them. Since warmer traffic has already shown an interest in the topic, the focus can be more on the features of the product and how it measures up to the competition.

How to warm up cold traffic
The most effective way of turning cold traffic into something more personal and build trust is through email marketing. For example, by giving away free information, which has a high perceived value for the customer in a campaign, the internet marketer can build reciprocity. Building on this reciprocity, they will find that their email campaigns will be more successful.

A popular method is to create blog post series or social media campaigns, where the marketer publishes new content regularly.  This is like a newsletter, but there is no need for the customer to submit their personal details. However, by encouraging visitors to sign up for content and updates on the site either via email or through one of their social media accounts, internet marketers can more effectively communicate product campaign updates, as well as news on the site.

Surveys offer another way to hook potential customers. If someone completes a short survey on a specific topic (this may need to be incentivized), they have shown an interest in the field. With their interests determined, more targeted information and offers can be sent.

Basically, warming traffic up consists of engaging with potential customers without asking for much commitment, particularly not monetary.

Ways to build relationships with customers and increase conversion
To really build relationships with prospective clients, it is best to be present in their lives. Sending out occasional updates and emails is not good enough, considering that there is a huge competition in marketing digital products. Being personal is one of the strengths of building a relationship, so people know that there is a real person behind the posts and emails. Encouraging participation in discussion on a blog and creating surveys also generates a higher level of commitment. A campaign should be built up to make sure that the most common problems and questions are addressed, and people find value in what is given away by either free downloads, email newsletters or blog posts. Incorporating social media, such as Twitter and Facebook and posting regularly is one of the best ways to build relationships with potential customers.

hot cold traffic marketingCold traffic campaigns
When affiliate marketers are just starting up and have no lists, they might consider setting up cold traffic campaigns (if they can afford them). These campaigns should be designed to build a list, since cold traffic might be wasted if it is directed straight to a sales page.

However, some people choose to incorporate ClickBank products in their cold traffic campaigns. For example, after offering a free download in exchange for the visitor’s email address, they might redirect them to a one-time offer. That being said, there is a need to build a level of relationship and trust with subscribers before they are sent to a high-ticket (costing more than $100) item. If not, the traffic may be wasted. Some affiliates have successfully managed to create profitable ClickBank campaigns with cold traffic, but this requires a wide knowledge of targeting.

Warm or hot traffic campaigns
Warm or hot traffic occurs when the visitor knows and trusts the person who sends out the promotion and reciprocity is already built. A good example of warm traffic is mail campaigns to prospective customers have they have received useful information from the list owner. Authorities in popular niches can create a large amount of warm traffic by simply posting on their personal or business blogs. The hottest traffic is that from existing paid customers, who are satisfied with their purchase and think that the value they received is higher than the price they paid. Some marketers are able to achieve a 30 percent conversion on their mailings using this method. However, the general rule is that affiliates should first create a relationship, then send out freebie offers, and increase the level of customer involvement gradually.  High-ticket items should only be offered after the relationship is built with low-price products. Keeping the balance between selling and building relationships is the way to succeed in affiliate marketing.

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Working full time from home, I am interested in blogging, online marketing, financial topics and technology. My aim is to constantly build my knowledge of affiliate marketing and related topics while help others in the process by creating online resources that enlighten and inform.

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