Companies run official accounts on social media to invite people, or potential customers, to our homes (accounts) and lead them to their prepared funnels. Account profiles are areas that imply brand slogans, information, and philosophy. Visitors can learn the value and direction of our brand through our feeds. Empathy with our brand and becoming friends (followers) will help us constantly reveal various aspects of our brand. It is also important to provide snacks (free content) and sometimes invite them to parties (events). This is because this process creates customers who want to communicate deeply, such as attending offline events or subscribing to newsletters. You can finally purchase products! As such, operating an SNS account drives potential customer traffic. If you want to expand this traffic further? Get strategies and inspiration through two series of contents!

[Series preview 👀]
① How to Collect Organic & Paid Traffic (→ We're Here Now!)

② Traffic Characteristics and Response Strategies for SNS Channel

Traffic Type and Temperature 

Global marketing strategist Russell Brunson categorized customer traffic by type and temperature through his book, 'TRAFFIC SECRETS'. By classifying traffic, you can come up with a more pointed strategy. First, traffic by type is as follows.

Acquisition traffic refers to traffic acquired through content issuance, e-book, or introduction download. Control traffic is traffic drawn through paid advertising. Ownership traffic refers to a list of customers that have been collected or purchased as leads through acquisition and control traffic. Ownership traffic here becomes an asset for a company that will be used for a long time.

Traffic can be classified into cold, warm, and hot according to temperature. Cold traffic is a problem-conscious customer but does not know our brand, and warm traffic is a customer who recognizes our brand as a solution to the problem. Hot traffic is a customer who has experienced our brand. By classifying traffic according to temperature, you can plan appropriate advertising materials and copy phrases.

How to Collect Organic Traffic

A corporate account is a producer, not a consumer of social media. A corporate account doesn't have to consume feeds like regular users do. Instead, you have to concentrate on producing the feeds that your potential customers want to consume. I'll show you some ways to collect traffic using content power alone without spending a budget!

1) Follow management
Followings for corporate accounts should be prudent. "After resetting following to zero, it's useful to follow only a small number of accounts that meet core targets," Russell Brunson says. This allows you to quickly browse posts from core targets, get inspiration from customers, and plan related events. Sometimes you follow back without a filter as a thank you for following corporate accounts, which can distract you from the countless followings and also miss key information.

2) Comments
Reply to the comments of those who are interested in our feed! And communicate with those who reacted intimately to the feed of Core Target, which our account is following. This way, Core Target fans will naturally start visiting our corporate accounts.

3) Bridge Design
Bridge design is one of the most important strategies for collecting organic traffic. You need to distinguish between cold-warm-hot traffic according to traffic temperature and create a bridge to bring them in. Simply put, you need to plan and regularly expose feeds for cold traffic, warm traffic, and hot traffic! That way, you can get out of the crisis of leaning toward an account for existing customers or becoming a half-account that only new customers will be interested in. If the feed composition is balanced according to traffic temperature, it will grow into a good account for potential customers, new customers, and loyal customers to all communicate.

How to collect paid traffic

Through free informational content, PLATEER accepts subscriptions to newsletters. When a customer who is satisfied with the content naturally subscribes to a newsletter, they communicate by sending out the content on a regular basis. However, the natural collection of subscribers through content results in different results depending on the topic of the month in which the content is published. Some months have a large influx of subscribers, while others have low new subscribers. To overcome this deviation is 'collecting paid traffic through advertising'.

1) Potential Customer Advertising
Potential customers Advertising is an advertisement that advertises our brand to 'potential customers who don't know us very well'. It's like reaching potential customers through targeting, such as gender, age, region, interests, and so on, and then examining their reactions to our advertising materials. At this point, there must be a variety of advertising materials. Russell Brunson revealed a real-world example of how the advertisement for potential customers increased sales by more than four times when it was executed with a variety of advertising materials rather than one attractive one. Advertising costs can be expensive because advertisements have to be turned around with a variety of novel materials, but the cost must be preceded in order to reduce costs in the next stage.

2) Retargeting Advertising
Retargeting advertising is an advertisement that encourages customers who have shown interest in potential customer advertisements once more. A segmented strategy is needed to reach them again. For example, ① those who saw advertisements for potential customers but did nothing, ② those who visited the landing page, and ③ those who signed up for membership are all different. Each group should have different advertising messages and advertising periods.
①You don't have to spend too much money convincing customers of the product's attractiveness. On the other hand, we need to expose a longer advertisement to customers ② so that they can participate in our funnel. ③ We try an advertisement with a completely new or one-level suggestion for customers.

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