Regardless of the tool, tactic, or traffic source you work with on your website, you must take into account the stages of the marketing funnel.
According to these stages, we can divide our traffic into three categories:
COLD: Users who know nothing about you when they are in the first stage.
WARM: Users who have already browsed your website and social media, and thus have you under consideration.
HOT: Users who have already purchased from you or are 100% sure they will choose you as their purchase option.
Why are these categories so important? Because these are the foundations for writing ads or creating content that will convert your users into customers.
When writing ads for the first stage, you must understand that they don’t know your product but they do know their problem. So this user wants to know if their problem has a solution.
In the second stage, our user is looking for alternatives because they already know their solution. So, yours is among their options.
In the third stage, the user is analyzing features, benefits, and comparing your offer with the rest of the market.
Let’s take an example of a business that sells personalized coaching for public speakers. Based on the three stages, three headlines directed at each stage could be something like this:
Cold traffic: “20 Tips to Overcome Stage Fright and Look Like a Pro.” A general headline that grabs attention without selling to avoid creating barriers.
Warm traffic: “Public Speaking Classes: Do You Really Need Lessons to Overcome Fear?” This title sets the stage for developing an offer in the third stage.
Hot traffic: “You Don’t Need Public Speaking Classes, You Need a Coach.” Here we are already introducing our offer.The three headlines create a pathway for a user to follow. It’s a recipe for converting a user into a customer. These are basic stages that I assure you will incredibly improve your startup or business.
Additional Tip: If you follow this formula in ads or blog content and implement optimization techniques, your return will increase significantly.
In the next content, I will teach you to understand the numbers behind the funnel so that all your strategies and campaigns generate positive results. Stay connected for more marketing tips!
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