See Who Visits Your Website
You probably already have a strategy in place for converting website visitors into B2B sales leads for your sales funnel.
But what about the 95% of visitors that come to your site, but don’t leave their contact information? Wouldn’t it be nice to do something with them, too?
Here’s an overview on how you can see who visits your website, what the such tools can do, and some of the advantages and pitfalls of using them on your site.
How Visitor Identification Tools Work
Visitor Identification systems work by a process of IP recognition. That is, they use software to identify a site visitor’s IP address and link it to a company with a known IP address.
The majority of smaller businesses use a shared IP address that sometimes changes. So you’ll only really benefit from this form of IP recognition when trying to identify visitors to your website who are based at larger organisations. And if you are doing Account Based Marketing (ABM), then the ability to see who visits your website might be perfect.
If you are doing account based marketing then you need to see who visits your website
What’s Account Based Marketing?
Account based marketing is a long term sales and marketing strategy aimed at making marketing and sales efforts as efficient and focused as possible. In brief this is achieved by:
1) Define a list of target businesses that you’d ideally like to have as clients.
2) Identify the key personnel within those businesses that you should develop a relationship with for the future.
3) Target your marketing efforts towards these people, attempting to get them further along your sales funnel with each contact you have with them.
Many marketing initiatives are aimed at as broad an audience as possible. ABM seeks to meet the needs of ‘best buyers’ who are pre-qualified as a good fit for your business.
Uncovering Company Engagement
The first phase of ABM involves identifying your best buyers to whom you would ideally like to see as clients. Unfortunately there is no data set that is 100% complete, and companies change from month to month. So a tool to see who visited your website can be very useful in expanding your targeting list. This could be done by:
1) Develop blog content that is specifically-tailored to your target audience.
2) Promote this content using organic SEO, or behavioural targeting methods on Facebook and LinkedIn.
3) Identify target companies from visitors to your content using the visitor identification tools.
This works doubly well because your dashboard also shows which of your best buyers are engaging with your content. If they are engaging with your content then they may appreciate a quick call to remind them how you serve their industry.
A Few Visitor Identification Tools
There are several more tools available on the marketplace, with various online review sites you can check out for comparison purposes. A couple of better-known companies include leedfeeder and Who Is Visting. Both companies offer a free trial, and have similar pricing models.
If you are using a WordPress site then services that promote their WordPress plugin (including Who Is Visiting) might make for an easier installation.
Some Potential Pitfalls
As well as the issue highlighted above regarding smaller companies, there are other issues that could reduce the usefulness of a visitor identification tool for your business.
Effect on Site Load Speed
Whenever you change your site you run the risk of slowing things down. ALL visitor ID tools say that they won’t affect the speed of your site, but it’s worth verifying. When we did an internal test we found one instance where site speed was slightly reduced.
As well as being bad for your visitors – ie they may be tempted to click away from your landing page if it doesn’t load quickly – a slow page loading speed can be detrimental to your Google rankings.
For that reason, you should always check your page load speeds using Google’s Page Insights tool – https://developers.google.com/speed/pagespeed/insights/ – which also provides useful recommendations for how to fix issues they identify with your site. (You should benchmark your site speed before loading the plugin, then test again with the plugin activated so you can see if there’s a significant difference).
Some users find that the type or completeness of information available is sometimes poor.
And even when you do get relevant company info, this doesn’t usually enable you to specifically identify people within an organisation. Instead the software provides a “catchall” IP address which identifies the company.
Who Visited Your Website – Summary
Despite the limitations of a tool that shows who visited your website, it’s worth doing a free trial. These tools compliment every ABM strategy by helping you:
- Identify new prospects
- See which target clients are engaged with your content
- Coordinate contacts with times they are already exploring your brand.