Understanding your audience inside and out is important for marketing success, especially in the health and wellness field. This includes your
ideal client audience and cold, warm, and hot marketing audiences.
This is especially important when working with holistic health assessments, like
bioenergetic testing. A cold audience is an audience that knows nothing about you, your business, or bioenergetics.
This is the "introduction part" of the relationship with your ideal client audience, otherwise known as the ideal client avatar.
As a holistic health practitioner, we are sure your primary goal
is to help people, plain and simple. But to reach these individuals in need,
you must first grasp their needs deeply.
- What drives them?
- What challenges are they facing?
- How can your services provide solutions?
These questions can guide your marketing efforts, helping you connect with your audience on a deeper level.
Whether you call them your ideal client, client avatar, client persona, or target customer, the aim is clear: create marketing strategies that speak directly to those who matter most to your business.
So, once you've identified your ideal client, the next step is finding and cultivating their loyalty.
Imagine that an audience is like a cup of coffee—some prefer ice cold, others enjoy it warm, and some like it piping hot.
These “temperatures” represent the different stages of familiarity and engagement with your brand.
Some are just discovering your services and exploring your offerings, while others are actively engaging with your content and considering bioresonance scanning.
Then there are those who have already embraced your brand, are fully engaged in bioenergetic testing, and are starting their regimens. These are your cold, warm, and hot marketing audiences. Your ideal client will fit into any of these 3 audience segments.
In this blog, we'll explore each audience type in more detail and learn strategies for effectively targeting and engaging with them.
You want to drive traffic to your business, whether to your website, blog, or social media pages. The more eyes on you and what you offer, the more customers you can convert, which will mean helping more people.
Cold, warm, and hot marketing categorizes audiences and their behaviors based on their level of engagement and familiarity with your brand.
Understanding these distinctions allows businesses to tailor their marketing strategies effectively, ensuring they reach the right people with the right message at the right time.
COLD AUDIENCE: First on the gauge is the cold audience. These individuals are new to your brand, have never interacted with your business, or may know nothing about bioenergetic testing.
Engaging with this cold audience requires a different approach than engaging with warm and hot audiences because you're starting from scratch to build awareness and interest.
WARM AUDIENCE: Your warm audience are people already familiar with your brand and have shown some level of interest. They might have visited your website, subscribed to your email list, or interacted with your content on social media.
They may have shared content or participated in discussions about bioenergetic testing. Essentially, they're already "warm" to your offer, and this presents an opportunity to deepen engagement and drive conversions.
HOT AUDIENCE: Finally, we have the hot audience. These people are not only familiar with your brand but are also highly engaged and actively considering purchasing or are already clients.
They are individuals who are primed and ready to convert. These are the prospects with a high level of intent, often exhibiting behaviors such as frequent website visits, cart additions, or previous purchases.
Now that we've defined our audience segments let's explore how to target and engage each group in your marketing efforts effectively.
To effectively connect with a cold audience, focus on introducing them to bioenergetic testing and its benefits.
Not sure how to do that?
Refer to the post How to Explain Bioenergetic Testing to Your Client to refresh yourself on explaining bioenergetic testing
If you’re struggling, the post will help guide you further.
Create compelling content that educates them about
CBH Energetics bioresonance scans and how they can help to identify stressors and address their wellness goals.
Other things to try with a cold audience:
Offer introductory incentives or free resources: Consider creating a lead magnet like an ebook, checklist, or guide to entice sign-ups for your email list.
Short on time? Enroll in our course and get a customizable Detox Guide as a freebie.
Keep an eye on CBH Energetics emails: We regularly share
pre-made social media posts and other resources with our affiliate practitioners. Save time and eliminate the guesswork on what to post!
Not an affiliate practitioner with CBH Energetics? Apply here!
Craft Your Email Marketing Strategy: If you haven't already, it's time to develop your email marketing strategy.
Read how email marketing remains one of the most traditional digital marketing methods, one that can boost your holistic health business!
Your warm audience segment is already familiar with your brand, so your goal is to nurture and strengthen that relationship.
Focus on
providing value and building trust through personalized content, exclusive offers, and targeted messaging. Consider segmenting your warm audience further based on their specific interests and behaviors to deliver even more relevant content.
Other things to try with a warm audience:
Tailor content to their interests: Use data from past interactions to customize your content and offers to align with their preferences and needs.
This could involve using tools like Google Analytics to provide insights into user behavior on your website or having an email marketing platform like Mailchimp or Constant Contact, which helps you track metrics like open rates, click-through rates, and conversions.
Your social media platforms will also have user insights that you can monitor. This data helps you see what works and what doesn’t.
Offer exclusive discounts or promotions: Reward your warm audience for their loyalty with special deals or incentives only available to them.
Host live Q&A sessions or AMA (Ask Me Anything) events: Engage directly with your warm audience by addressing their questions, concerns, and feedback in real-time. If your visibility strategy involves Instagram or Facebook, hosting regular Q&A sessions gives your warm audience a chance to see the real you, gain valuable advice, and transform into a HOT part of your audience.
Focusing on nurturing relationships and delivering value to your warm audience can strengthen their connection to your brand and increase their likelihood of becoming hot leads or repeat customers.
With your hot audience segment, the key is to capitalize on their high level of engagement and motivation.
Focus on closing the deal by providing clear calls to action, removing any barriers to purchase, and offering incentives to seal the deal.
Consider implementing retargeting campaigns to stay top of mind and encourage those who still need to convert to take the final step.
Retargeting involves engaging with users who have previously interacted with your brand. It could be things like email reminders or personalized content.
Other things to try with a hot audience:
Provide limited-time offers: Create a sense of urgency by offering exclusive discounts or promotions only available for a short period. This can encourage your hot audience to take immediate action because you’ve already built up loyalty with them.
Our affiliates take advantage of our seasonal sales to offer specials on consultations or other programs.
Show social proof: Showcase testimonials, reviews, or case studies from satisfied clients to continue building trust and confidence in your offerings.
Personalized Reminders: Remember to follow up with your clients to encourage repeat testing once they are partially through their regimen. Your clients will want to see how their systems are shifting. We typically suggest three tests back to back initially, but everyone will differ.
By understanding the nuances of each audience segment and tailoring your approach accordingly, you can maximize engagement, drive conversions, and propel your business toward success.
If you find your marketing efforts seem a bit like leftover coffee, don't be discouraged! A good marketing strategy is not built in a day, especially as a solo-preneur.
Start by understand the person you are speaking to, and then focus on part of the audience at a time.
