Dear Traffic,

We get it! And while many marketing strategies promise clicks for cheap, it’s smart of you to wonder “okay great, clicks from whom?”

Social media advertising is the number one way to drive more relevant traffic to your website — and the answer to “which users will find my site?” is all in the targeting. You’ll want to develop a cold traffic strategy and a warm traffic strategy. Facebook advertising is a great place to start.

Cold Traffic

These are new users, potential (one day!) brand ambassadors who are currently unfamiliar with what your company offers. They are, however, likely interested in what your brand offers — they just don’t know it yet. 😉

This cold traffic target should include many different groups of people. Say you own a coffee shop with three locations in Massachusetts as well as a related online coffee business selling products across the US. This is a grab-n-go type place, for people on the run. Who is it you want to sell to? Create a few customer avatars.

In Facebook, build out audiences to reach these people. Funnel in interests, demographics, locations (you name it!) to match as closely as you can to your “ideal customer” avatars.

Now you’re ready to launch a Facebook advertising campaign with a traffic objective — let’s get these audiences to your website!

Pro tip: As long as you’ve installed a Facebook pixel onto your website, you’ll also be able to retarget these site visitors in “warm traffic” ads.

Warm Traffic

If you’re looking to drive relevant website traffic, installing a pixel is a no-brainer. This small snippet of code will allow you to track traffic to your website and retarget people who have been there before.

In addition, the pixel will allow you to create “lookalike” audiences with Facebook. You’ll want to create “lookalikes” of the people you’ve driven to your website via cold traffic ads — groups of users whose demographics and interests are similar to those who have visited the site before.

These audiences are extremely powerful for finding and converting relevant users beyond your cold audience targets! Run ads to this warm audience and to your cold audience simultaneously. In no time, you’ll see your website traffic numbers skyrocket.

With this strategy in place, you’re at a great starting point. Want help setting it up? Curious about getting your business more involved with social media advertising? Reach out to us here.

Metter Media LLC is a Boston-based social media management company that implements community-based, localized social engagement strategies for small businesses and corporations alike. Need help with your social media? Email us today.