The Code Breaker Newsletter - Issue #007

From Hot to Cold: Understanding the Three Levels of Traffic and Their Impact

Hey Code Breakers,

Have you ever wondered how to unlock the conversion potential of the traffic you get or how to attract more or just any traffic consisting of your ideal buyers? In this weeks newsletter you’re going to discover how to unlock this potential and how you can harness its power to transform your success.

Picture this: You have a powerful message to share, but you struggle to get the right people to see it. You post like you should and you even follow some of the plans the top guru’s are using but you’re just not seeing the results.

Now imagine that you make a couple of minor tweaks and things begin to click. You’re still doing the same things you did before, but now people are liking, commenting, and sharing your posts. They’re opting into your email list and they’re even taking the next steps to work with you.

The secret to making this happen lies in understanding two crucial factors: who and when! Getting this right is the secrets to creating content that not only resonates but most importantly content that converts!

Unfortunately, most B2B Sales Consultants and NLP Coaches misunderstand what’s meant by “who and when”.

People buy from those they know, like, and trust, unfortunately, most content isn’t built that way.

Most people think audience growth is an enigma. And if you build your content the way most content creators do, you’re probably right. That’s because most creators create their content for the same “persona” each and every time.

But here’s what happens when you create content that way:

• Your content only resonates with a limited number of people.

• You fail to recognize what works vs. what doesn’t.

• You find yourself wondering why more people don’t join your lists.

• Your audience gets stuck at certain points in their journey.

• And, you know there’s huge potential for what you offer and the unique way you offer it, but you just can’t seem to get people to buy in.

The secret to unlocking the potential is figuring out how to meet your customer where they’re at right now. Not just who they are, but when they are on their journey towards working with you. It’s done by first understanding the temperature of the traffic you’re speaking to, then defining who your ideal buyer is at each stage, and finally by tailoring your messaging to suite the buyer based on when they are within their journey.

Let’s Dive In:

Step 1: Get To Know The Three Distinct Traffic Types

The first thing we have understand is that there are three very distinct types of traffic, each requiring a slightly different approach.

The three types are:

1. Hot Traffic: Lighting The Fire

   • Hot traffic refers to individuals who are already familiar with you and have likely shown a high level of interest.

   • They’re either existing customers or highly engaged prospects.

   • They either have or have had a problem, they’re aware of it, and they’re aware that you provide the solution.

   • They’ve likely engaged with your content, attended your webinars, or interacted with your previous programs.

   • Identified Problem

   • In layman’s terms; these people know you, like you, and are willing to trust you, if they don’t already, and they know you can provide a solution to a problem they have.

   • Simple Formula = Know + Like + Trust + Solution Aware = HOT

2. Warm Traffic: Nurturing The Potential

   • Warm traffic refers to individuals who have shown some interest in your content but haven’t fully committed yet.

   • They may have signed up for your newsletter, followed you on social media, or attended a free workshop.

   • They know they have a problem, but they’re still searching for a solution.

   • The goal with warm traffic is to nurture the relationship and guide them towards becoming hot traffic.

   • In layman’s terms; these people know of you, aren’t quite sure if they like you yet, and could trust you at some point in the future but aren’t quite there just yet. And, they’re aware they have a problem and are actively searching for a solution.

   • Simple Formula = Aware of You + Don’t Dislike You + Might Trust You + Problem Aware = WARM

3. Cold Traffic: Sparking the Interest

   • Cold traffic refers to individuals who are completely new to you and your world.

   • They may see you in their feed or they might not even know you exist.

   • They may not even know they have a problem and they certainly don’t know that there’s a solution or that you offer one.

   • The goal with cold traffic is to address their needs and challenges in order to help them recognize the problem(s) they have and create interest in finding a solution.

   • In layman’s terms; these people don’t know who you are, what you’re about, or why they should even care. And, they’re either unaware or completely oblivious at this point.

   • Simple Formula: Unaware of You + Unaware of Their Problem = COLD

Step 2: Identify WHO and WHEN Your Content Is For

Now that you know the three distinct types of traffic, are you starting to see how your messaging has to adjust to meet each who when they are within their journey?

Let’s dive a little deeper:

1. Adjusting For Hot Traffic

   • Focus on reinforcing their interest and building/strengthening trust.

   • Craft personalized messages that highlight the unique benefits of your programs.

   • Share testimonials from satisfied customers.

   • Create exclusive offers to encourage them to take the next step.

   • Improvement Exercise:

     1. To improve your messaging for hot traffic consider creating a map of all the touch points throughout the buyers journey and go back and look for ways to improve their experience.

     2. Create a tailored welcome sequence that’s value driven and increases trust right out of the gate.

     3. Determine what percentage of your traffic IS hot traffic vs. what percentage of your marketing messaging addresses hot traffic, and make adjustments if these don’t match up.

2. Adjusting For Warm Traffic

   • Focus on providing value added content that helps them bridge the gap from problem to solution.

   • Consider a mix of blog posts, videos, case studies, and videos.

   • Offer free resources or mini-courses to deepen their engagement and demonstrate the value you and your business provide.

   • Improvement Exercise:

     1. To improve your messaging for warm traffic think of as many ways as possible to bridge the gap between problem and solution. Ask yourself what questions the customer is facing at this stage of their journey and help them answer those questions in advance.

     2. Create a tailored welcome sequence that helps them identify and then bridge their gap.

     3. Determine what percentage of your traffic is warm traffic and what percentage of your social media, email, and web content addresses their concerns. Again, if the percentages are skewed, make the necessary adjustments to address this segment.

3. Adjusting for Cold Traffic

   • Focus on providing content that surfaces the issues, problems, and challenges they may not even be aware of.

   • Consider guest blogging, podcast interviews, or collaborations with influencers who address your ideal buyer either right before they need you within their journey or immediately after.

   • Offer a lead magnet such as an e-book or a quiz, capture their contact information and nurture the relationship through a targeted email campaign.

   • Focus on building credibility and establishing yourself as an authority in your space.

   • Improvement Exercise:

     1. To improve your messaging for cold traffic think ways to create curiosity within your messaging. Remember, cold traffic typically doesn’t even know they have a problem so if you don’t phrase things in a way that makes them curious they won’t dig any further.

     2. Create a series of social media posts, blogs, or emails that all link together to reveal a specific problem they have and how you help to solve it. Meet them where they are.

     3. Determine what percentage of your traffic is cold traffic and what percentage of your social media, email, and web content addresses their concerns. Again, if the percentages are skewed, make the necessary adjustments to address this segment.

Step 3: Tailor Your Message Further With The Following Strategies

1. Segmentation: Use marketing automation tools to segment your audience based on their traffic temperature. This allows you to deliver personalized messages that resonate with each group.

2. Language and Tone: Adapt your language and tone to match the level of familiarity your audience has with you and your business. Speak directly to their pain points and aspirations, using relatable language that builds rapport.

3. Social Proof: Incorporate testimonials, success stories, and case studies into your messaging to provide social proof and instill confidence in you and your business.

4. Call-to-Action: Clearly define the next steps for each traffic temperature. Whether it's scheduling a discovery call, signing up for a free consultation, or joining a waitlist, guide your audience towards taking action.

Remember, effective marketing is not a one-size-fits-all approach. By understanding the different traffic temperatures and adjusting your messaging accordingly, you can connect with your audience on a deeper level, build trust, and ultimately drive better results.

We hope this weeks Code Breaker Academy Newsletter has provided valuable insights into tailoring your message for traffic based on the three distinct types of traffic. As always, we're here to support you on your journey. If you have any questions or need further guidance, don't hesitate to reach out to our team at [email protected].

Keep Breaking The Code,

Nate