Prospects visit your website daily, but you do not know who they are, and Google Analytics only offers insights into how users find and use your website. Companies want to know who is specifically visiting so they can alert sales reps, deploy remarketing strategies, close more prospects – and be able to scrub out the less serious contacts.
This is especially important for companies selling business to business due to their typically longer sales cycles. The length of the sales cycle is often not because your offerings aren’t appealing to prospects… they may require more education that was not gleaned from a quick glance at your website… they may need a stronger business case to change from a current product or service that your future content or events can support… they may require multiple decision makers throughout the company to choose to go with your offering… they may be stuck in an existing vendor contract where your continued nurturing campaigns can keep you top of mind when the time is right for them.
Website Visitor Identification tools can help. They come in many forms, so here are a few to consider:
1. Website visitor tracking software (e.g. Visitor Queue)
Software like Visitor Queue identify specific details about your web visitors—user’s names, contact details, and data of businesses. Some of these software’s even track what source the user came from (e.g. paid ad or social) and the pages they navigated to when they were on your site. To get the most out of this software you can set up real time “triggers” to notify your sales team or marketing department when a new prospect hits the site (note: sometimes additional 3rd party software is necessary for these notifications). We suggest developing targeted sales and marketing campaigns based on the data.
2. All-in-one CRM subscriptions (e.g. HubSpot)
CRM’s like HubSpot combine contact/list management with email marketing and automated drip campaigns, but they also can track companies who visit your site anonymously, using browser cookies, that have not yet converted on a form. You can see companies visiting your site in real time or receive daily reports by email. This provides intelligence to your sales representatives for prioritizing follow-up on their most engaged leads instead of chasing down cold contacts. Once a contact exists in HubSpot, you can track them with deeper details, including every web page and document download—perfect for remarketing with tailored content.
(Note: If a visitor deletes their cookies, they will be considered a new visitor and will be assigned a new cookie.)
We suggest that you should “always be remarketing” to web visitors, leads, and customers because there are no prizes for how many email addresses you collect in your CRM or for increased web traffic.
Regardless of the solution(s) you choose there is one more piece to the puzzle that can help make drive traffic on your website, which is:
3. Retargeting display ads via the Google Ad Network
Once your web visitors have left your site, they are eligible to start seeing ads repeatedly on other sites they visit. Google places cookies on your web visitor’s device(s) when they meet your criteria. Their cookie I.D. is added to your remarketing audience list. We suggest promoting educational content and online events with lower barriers of entry to convert visitors into leads (opt-ins) with simple forms that enter data in your CRM. The nurturing process starts here to motivate prospects along their buyer journey with opportunities to start a sales conversation.
Let the team at TME help sort out your remarketing and marketing automation strategy. Talk to us.