Cold Audience - What is it?

Have you ever heard the term cold traffic when it comes to advertising on Facebook? The purpose of this post will be to educate you around what cold traffic is for a business, what it means to you, and how you can capitalize on it. Let’s get started!

My definition of cold traffic or a cold audience on Facebook or Instagram is potential customers who have no prior knowledge or extremely limited about your company. That simple.

The lifeblood of any company is new customers. At Omni Digital our name is that from the word Omnipresence - to be everywhere, at all times. This is what we help clients with. But, when it comes to getting new customers, how do you know if your advertisements are working on new customers/a cold audience? Well, Facebook will actually tell you based on the relevancy score of your ad and how people are liking, commenting, and sharing it on Facebook. This is very big.

What does cold audience mean to your business? Well, NEW CUSTOMERS. It really is that simple. If a person does not know about your company, how can they possibly become a customer? Now, how do you capitalize on a cold audience? You take them from cold to warm. Let me explain.

Let’s say you are a sports apparel brand. You are running advertisements geared towards Men ages 25-35 to buy your baseball cleat. When you run this ad it will be Men who have never engaged with your brand on Facebook (we can help you do this at Omni Digital). What you would do with them is not to ask them for a sale right away, you could have them watch a video of your shoe being displayed. That is all. Then, you would RETARGET these potential customers on Facebook and ask for the sale. It is called retargeting. This is the secret sauce of Facebook. Next post I will give you 10 examples of what a warm audience is on Facebook.

Hope you enjoyed this post and let me know if you have questions.