When we drive visitors from social media and other sources to our website, they are all at various stages of the buyer journey.

Imagine two scenarios:

Person A: They are not following you but they see an update reshared by a fan on Facebook. This links to a blog post on your website. At this stage, they have never heard of you before and it’s their first time visiting your website.

Person B: They are loyal followers and may have even bought a product off you before. They see a link to a blog post and visit your website.
We’d call ‘Person A’ a cold audience and ‘Person B’ a warm audience.

Both are very different, so the information we share and how we communicate with them should be different.