Internet marketing is a tricky business. Advertising online from Nigeria can be a very wasteful experience if you do not know what you are doing. This article is a guide to understanding the process behind advertising that works and gets one results.
The ₦5000/day traffic plan isn’t suggesting that you advertise with only ₦5000 per day. Gaining reasonable results over time will require at least ₦15000/day worth of advertisements over a period of time.
What this ₦5000/day traffic plan does is to guide you on how to apportion your online advertisement funds for each ₦5000 invested and besides, most brands when advertising, choose to begin with a ₦5000/day advertisement budget.
Nigerian entrepreneurs and business owners face a very hostile market currently, consumers are buying less and less as the purchasing power reduces; people are very careful with how they spend their money in these times.
Some of the trends we’ve noticed are:
- Traffic platforms are changing.
- Online buying cycles are changing.
- Consumers and users are changing.
- Automatic relationship building has become paramount.
That’s why having the right strategy as a business person who operates online and an e-commerce owner is very important.
Before we dive into strategies and processes, let’s talk about temperatures.
Understanding the difference between traffic temperatures is the defining line between success and failure in advertisement.
The three traffic temperatures are:
- Cold
- Warm
- Hot
Let’s define them a bit.
Cold traffic temperatures are those people who do not know you and know of the existence of your brand. They have no idea what you do and when you’re advertising., It will be the first time they will ever hear from you.
Warm traffic temperatures have heard of you and have interacted with your brand, and most times they have indicated an interest in your offering.
Hot traffic temperatures are your customers who have bought from you and are your customers, but most times they are first time purchasers of a very low naira ticket offer which was only put out for conversion.
Your goal in online marketing is to move your users/prospects from cold traffic to warm traffic to hot traffic.
We have a three-way process by which we go about doing this:
- Awareness
- Evaluation
- Conversion
Imagine giving a marriage proposal to someone you just met. How silly would that look?
Honestly, that’s how most Nigerian e-commerce brands operate. They expect consumers who have never interacted with their brand and don’t know who they are to buy from their store page just because they pumped money into advertising.
It doesn’t work that way, conversions take time, it’s the third step in the advertising process and it involves a systematic approach of moving customers from your cold traffic to hot traffic, it’s a game and you have to play it well.
Another analogy that works here is the frog analogy. If you throw a frog into hot water it will jump out immediately, but if you throw that frog into cold water and turn up the heat slowly and systematically, the frog will keep adjusting until it boils thoroughly. Harsh but truth.
Let’s dive into the process:
Awareness: This is the indoctrination phase for your visitors and relies on advertising to your cold traffic. The objective is to introduce your business to your users. This phase relies a lot on content creation and marketing
Engagement: This is the phase where you engage your visitors with a free offer, like a lead magnet and this is for your warm traffic. The objective is to convert your site visitors into leads for a free offer. This phase relies a lot on lead magnets, quiz surveys, free webinars, and low discount offers
Conversion: This is the phase where you convert your prospects into customers and gain repeat customers, and this is advertised for your hot traffic. The objective is to activate the customer who hasn’t bought in a while or an interested prospect.
The ₦5000 Traffic Split Plan
- Cold Traffic (60%) – ₦3000
- Warm Traffic (30%) – ₦1500
- Hot Traffic (10%) – ₦500
For every ₦5000 you spend, ensure ₦3000 is spent on advertising to your cold traffic, ₦1500 to your warm traffic and ₦500 to your hot traffic. When you apportion your ads correctly you gain better results and grow your e-commerce business.
If you want to learn more about how to drive the specific kind of right traffic to cold, warm and hot traffic that gets you the results you are looking for, Get in touch with Damola by clicking here or call 08184308535
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