The website is now Rome for nearly every business - all roads must lead to it. By driving visitors to your website, you enable them to find out more about your business, your offer, your people and your values.
Getting traffic to the website in the first place can be tough enough, and while exceptional tools like Google Analytics can tell you everything you could want to know and more about the number of visitors to your site, including how they got there and what they did when they arrived, you are still several steps away from turning those visitors into customers if they don't fill out your contact form, make a call or reveal their identity in some other way, for example, by downloading some content.
Software that allows you to identify the companies that are visiting your website has been around for a couple of years now, bridging the gap between marketing and sales and putting users more firmly in control of the lead generation process.
We have just started to use a website visitor identification programme at The Marketing Eye and have been very impressed with the added momentum it has put into our sales programme. Like all things, it isn't a panacea and we thought we would share with you what we have learned so far.
All of the platforms work by matching the IP address of the visitor against a database of IP address owners. The quality of any of the platforms is therefore entirely dependent on the depth and accuracy of the provider's database.
Number of visitors identified
We are finding that approximately 20% of our visitors are identified. The leakage is a combination of personal visitors, visitors accessing the website from a remote location, e.g. at home or a hotel lobby, and IP addresses not being on the provider's database - most providers claim to have around 60%.
When a visitor is identified, the detail provided is very powerful indeed. You get the name of the company and a short profile, the pages that have been visited and a consequent grading of the potential lead. The software remembers previous visitors, so the warmth of a lead can build up over time.
Links are provided into Google to help you find out more about your visitor and the system we use also integrates with LinkedIn, which is particularly useful when trying to identify decision makers and any existing contacts we might have with them.
Here are a few reminders and points to note based on our findings to date.
In summary, we have found visitor identification software to be an integral part of our holistic inbound marketing and lead generation strategy: it is a great way to maximise the ROI from the channels and activities that we use to get visitors to the website and it means we have a regular flow of marketing qualified leads to pass into our sales process.
Used intelligently and with realistic expectations, it can do the same for you.
The Marketing Eye uses and is happy to recommend Wow Analytics.
Neil is a Chartered Marketer and Fellow of the Chartered Institute of Marketing with many years' experience in marketing, brand and communications.
CEO / The Marketing Eye
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