Turn up the Heat on Facebook Ads: Introducing the Cold, Warm and Hot Audience Funnels

As a business owner, it can be frustrating to decipher the different levels of interest between leads and how to get the best return on investment for your ad dollar. However, regardless of where your customers sit on the temperature scale, it’s important to stay top of mind.

Today, I’ll introduce the cold, warm and hot audience funnels. More importantly, showing you how you can implement this method into your social media strategy to personalise your approach and increase conversions. FYI, we have leveraged this tried and tested method for all of our social media marketing agency clients

Tapping into the three audience funnels

You can categorise your audience into three buckets:

• The Cold Audience — those who haven’t seen or engaged with your content.
• The Warm Audience — those who have engaged with your content, visited your page, or watched more than three seconds of your video.
• The Hot Audience — a Custom Audience of people who have visited your website or supplied their contact details.

Cold Audiences

To reach your Cold Audience, you can target based on interests, demographics, or other online behaviours. If you want to go even further, you can create a Cold Audience of just those people who have, for example, already become a customer, visited your website or have even watched 95% of one of your videos. This process relates to Look-a-Like Audience, which we will take a deeper look into on another video.

What you want to be doing when you’re reaching the Cold Audience is giving before asking. You can do this through thoughtful Content Marketing. So, think about the problems your potential customers have and how you can give them free and useful information to educate, build the trust of your brand, and ultimately build a loyalty between yourself and the client. This way, when they become a Warm Audience, you’ve already gained their trust, and you’ve got some credibility.

Warm Audiences

The Warm Audience are people who have engaged with your page in some way or become a fan. In this case, they could have watched more than three seconds of a video (which can be a rarity), liked your page, or commented and engaged on a post or advertisement.

What you want to be doing with this specific audience is educating them more about your product or service that you offer. Once they visit your website or supply you with their contact details, you can now shift your focus on them and create your Hot Audience.

Hot Audiences

Finally, for your Hot Audience, you’ll want to try to overcome some common objections or challenges they might have before using your product or service. For example, if they’ve visited your website, or you had them as a potential lead (you have their contact details but they’re not yet a customer). Change your mindset to discover why they may not be converting from a lead to a customer. If it’s price, you could offer a promotion or a value-add for your services. You could also put a case study in front of them to highlight how you can better what they are looking for and overcome their objections.

Still feeling out in the cold?

If you think a social media marketing agency like us could scale your business please don’t hesitate to reach out via our contact page, give us a call on 1300 031 686 or book a time with Perry here

 
 
 
 
  EXCELLENT  
  
 Based on 34 reviews 
 
 
  
 
 
 
 
 
 
 
 
 
  
 
 
 
 Posted on Google  
 
  
 
 
 Britt Ruja 
 
 
 
 Trustindex verifies that the original source of the review is Google. 
Perry, Chris & the team are extremely knowledgable in all things digital marketing from strategy to implementation and everything in between!
Highly recommend their services.
  
 
  
 
 
 
 Posted on Google  
 
  
 
 
 Jaden Frame 
 
 
 
 Trustindex verifies that the original source of the review is Google. 
We were a bit unsure of what was needed and a bit hesitant to go with Missing Link due to the higher investment compared to another agencies. We were also a bit unsure about the research, workshop, and strategy process because we thought we were across our marketing strategy. Since engaging with Missing Link for Research, Strategy, Workshop, Social media and Google ads, we have been blown away with their sense of urgency to keep to the agreed time frames and the follow up, assistance and patience throughout the process. My eyes have been opened to the potential of social media for our business. Thank you Missing Link Social Media.
  
 
  
 
 
 
 Posted on Google  
 
  
 
 
 Shania Hornsey 
 
 
 
 Trustindex verifies that the original source of the review is Google. 
Working with Perry and the team at Missing Link Social Media has been fantastic. We were looking for an advertising company who matched our values and visions at Svelte Kitchens and they were a great match. Working with them has been great, from easy communication to working to specifically accommodate our requirements.

From $9k in ad spend, we've generated 109 leads and amazing awareness with 252k impressions, leading to a 15.7 times return on our advertising spend. We would highly recommend Missing Link Social Media for their great communication, incredible results and their tailored approach to our business.
  
 
  
 
 
 
 Posted on Google  
 
  
 
 
 James Cant 
 
 
 
 Trustindex verifies that the original source of the review is Google. 
Perry and the team are awesome! They’ve done a fantastic job with profitably scaling our ads up to $80k per month in spend
  
 
  
 
 
 
 Posted on Google  
 
  
 
 
 Jason Campbell 
 
 
 
 Trustindex verifies that the original source of the review is Google. 
Perry and his team completely opened my eyes (and those of my colleagues!) to the potential of reaching new audiences. They took us on a journey of discovery, showing us how to leverage social media to connect with the perfect customers for our products and services.

I know there are countless businesses out there like ours – companies doing fantastic things but hesitant to dive into social media marketing. The fear of wasted investment is real, but Perry's team addressed those concerns head-on. They showed us clear strategies for maximizing ROI and measuring success.
  
 
  
 
 
 
 Posted on Google  
 
  
 
 
 Teneke Ranson 
 
 
 
 Trustindex verifies that the original source of the review is Google. 
Missing link have been exceptionally helpful for our business and are always professional with an approachable friendly team that are passionate about what they do. No hesitation to give 5 stars.
  
 
  
 
 
 
 Posted on Google  
 
  
 
 
 Jeremy Jones 
 
 
 
 Trustindex verifies that the original source of the review is Google. 
Yes, they're worth it.
I've got a background in ecommerce and have always run my own social ads but when I launched my most recent business last year it grew faster than I could manage on my own.

I reached out to several marketing agencies and after meeting with many (and trying out one other one) it seemed clear that Missing Link was the one for us. They truly care, are highly responsive, and spend copious amounts of time trying to understand every inch of my business so that they can get the best outcomes for me. They worked out my expectations and haven't stopped striving to meet and exceed them.

We were unsure how our usual peak season would go with the rising cost of living as many consider our products a "nice to have" and not a "must have" but they exceeded our ROAS targets and outperformed the same period YoY (yes, even including their fees).

Their knowledge of the industry is immense and they treat our business as if it's their own.

Highly recommended. Thank you Missing Link!
  
 
  
 
 
 
 Posted on Google  
 
  
 
 
 Irwin Hau 
 
 
 
 Trustindex verifies that the original source of the review is Google. 
We recently had the opportunity to work with the Missing Link Social Media team on a social media strategy we had in mind for our company, and the experience was nothing short of enlightening. Their expertise not only brought clarity to our vision but also transformed the way we approach social media. Their frameworks were easy to understand and made a lot of sense. The team has a knack for translating complex concepts into actionable insights, and that's something we've seen benefit not just us, but many of our clients as well. They have helped us elevate our clients' success, making us look like superstars in the process.

I special thanks to Perry Henderson, who has been a guiding light throughout our journey. You're a true champion and social media guru my friend! His personal touch, commitment to understanding our needs, and constant support have made working with Missing Link a truly exceptional experience. If you're seeking a partner who can bring clarity to your social vision, you're definitely in the right place.
  
 
  
 
 
 
 Posted on Google  
 
  
 
 
 Bec Jerdan 
 
 
 
 Trustindex verifies that the original source of the review is Google. 
I have worked with Perry & the team since 2018, on multiple client accounts.  They deliver above and beyond with both results and service month on month.  I HIGHLY recommend the team to help with your social media advertising needs.
  
 
  
 
 
 
 Posted on Google  
 
  
 
 
 Leanne Rehua 
 
 
 
 Trustindex verifies that the original source of the review is Google. 
I called Missing Link on a whim seeking some important information about social media marketing. He was on vacation, however was more than happy to run through everything that I needed to do to get on track. Perry was clearly an expert in the industry but also a genuine down to earth human that was helpful and supportive. I highly recommend reaching out to Perry from Missing Link for any social media marketing concerns.