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How to Get the Most Out of Visitor Tracking

A website visitor tracking solution will never be a magic bullet to increase visitors to your website. If you bought your visitor tracking solution for that purpose, you will be very disappointed. Website visitor tracking is a middle-of-the-funnel solution. It gives you insight into who is visiting, what they are interested in, and how interested they really are. You can tell a lot by dissecting the behavior of your Prospects. Here are a few tips on how to get the most out of your visitor tracking solution.

Improve Conversions

Lead Liaison can boost conversions on your website – but not without taking some steps to tie in these methods. Without them, you’ll rely on tracking businesses only. Lead Liaison provides a number of active methods to convert visitors (see graphic below). When a person is identified their activity, while anonymous, is connected to their present and future activity thereby creating a holistic profile of their interests. Identifying people is helpful for the following reasons:

  • When the prospect returns to your website sales can better time their follow up.
  • It makes it easy to tailor a salesperson’s follow up as the prospect’s interests and activities have been captured on their profile. You’ll know what they looked at, how they engaged, and what they care about. Having relevant conversations will bolster the relationship.

ProspectCast™

Integrate your Web Forms

Easily integrate web forms with Lead Liaison. Rename the name or ID fields. If the ID or name attributes cannot be changed then use our snippet of JS code to set the custom mapping.

Integrate Email Campaigns

We suggest including email, company, and name attributes. We can also help you measure the true ROI of your investment in a 3rd party email system.

Create/Integrate Downloadable Content

Create content that “teaches” people something. Think about helping/teaching, and not selling, when you put together your content. Use Lead Liaison’s Trackable Content feature to identify most popular content pieces.

Integrate Onsite Videos

Think about a video explainer, testimonial, or other forms of educational content that can be used on your site. Use Wistia for videos. See this Wistia and Lead Liaison press release for more information. With Wistia, you’ll get business-level analytics and conversion tools, all of which are integrated with Lead Liaison, for better lead conversion and analytics.

Then, Use Marketing Automation to:

  • Nurture prospects on behalf of sales
  • Automate one-to-many posting on social media
  • Run static/dynamic segmentations to have continual lists built of the hottest prospects that meet specific criteria
  • Better qualify prospects through advanced lead scoring
  • Development of web forms and landing pages without the need to involve IT
  • Run sophisticated targeting and retargeting campaigns
  • Run responsive marketing campaigns
  • Automate their GoToWebinar event 1x per year
  • Build and send sophisticated emails with full tracking, all in one integrated source
  • Send multi-channel marketing campaigns using best practices for B2B sales (5 to 7 touches, using a combination of email, postcards, handwritten letters, text messages, and more).
  • Develop stronger marketing ROI
  • Capture and convert more visitors through compelling offers (SiteEngage) with engagement windows / popups
  • Build surveys for customers and prospects

 

Generate Sales Insight with Website Visitor Tracking

Generate Sales Insight with Website Visitor Tracking

Generate Sales Insight

Interested in finding out more about what your website visitors are thinking and what they want from your content and website? While no one has a crystal ball, website visitor tracking does come fairly close in terms of providing critical insight into your sales prospects. No longer do you have to wonder and guess what it is that your visitors are looking for when they visit your site. Technology exists to generate sales insight using website visitor tracking tools.

Timing is Part of Good Sales Insight

Beyond simply giving insight into what your visitors want, website visitor tracking can also help you identify precisely the right time to follow up with a visitor. It’s well known that timing is critical to marketing. Follow up too soon and you run the risk of scaring away a prospect if he or she is not ready to take the next step. Wait too late to make contact and you also run the risk of losing that prospect, often to the competition. It’s a delicate balancing act, and with so much on the line, including your bottom line, you simply cannot afford to make any mistakes. Website visitor tracking helps you maintain that balancing act by identifying the right time to follow up with prospects.

Good Sales Insight Means Better Lead Qualification

Over time, website visitor tracking can also be used to build much higher-quality leads. While all leads have some value, the fact that some leads are more valuable than others cannot be denied. It’s also true that your resources are better spent following up and cultivating higher-quality leads than poor leads that might not ever go anywhere. Website visitor tracking helps you do that by qualifying leads. For instance, you can find out whether a lead actually has a need for your products and/or services. It should always be kept in mind that people will often search online for things they might want, but that does not necessarily mean they are willing and/or able to purchase those items. Qualifying leads is vital to successful online marketing. Website visitor tracking gives you the insight you need to qualify leads and avoid wasting resources.

Giving Salespeople a Lead Generation Tool with Visitor Tracking

Giving Salespeople a Lead Generation Tool with Visitor TrackingEvery Salesperson Needs a Good Set of Lead Generation Tools

When it comes to surviving in the world of B2B and B2C sales today, your business needs every lead generation tool available. Regardless of whether you actually sell services and/or goods online or have a brick and mortar business and are trying to attract more customers, you still need tools in place for generating leads. Visitor tracking is an incredibly effective tool for doing just that.

The reality is that you probably have more people who are primed to be excellent leads visiting your website than you know. Unfortunately, when you do not know about those leads, you cannot take action. Visitor tracking is designed to help you identify every possible lead and provide that relevant information to your salespeople, so you can ensure that there is never an opportunity lost.

What Exactly Is Visitor Tracking?

Visitor tracking works to provide your salespeople with the ability to monitor visitors to your website by name, company, and/or location. With this information, your salespeople will be better able to identify prospective clients as well as their needs. As the world of business becomes increasingly competitive, visitor tracking is beginning to form the crux of all online marketing efforts.

If your business has a sales team in place, you need visitor tracking. Most companies provide a number of tools to help their sales teams succeed, and marketing automation is an effective tool. Visitor tracking is another lead generation tool designed to aid your sales team in approaching potential customers intelligently and at the right time. When handled correctly, visitor tracking can help your sales team work more efficiently and effectively.

Visitor tracking can be particularly beneficial if your sales team travels to networking events, conventions, or tradeshows. Rather than having your team waste significant resources following up via phone with contacts, you can instead take advantage of visitor tracking to ensure that you make contact with prospects when they are ready.

As digital marketing efforts continue to evolve, it becomes incumbent upon businesses in every sector to make the most of every available opportunity. Visitor tracking can help your sales team stay competitive. Get out there and grab a great lead generation tool for your company!

Identify People that Visit Your Website

Identifying People that Visit Your WebsiteYes You Can! Identify People that Visit Your Website

So, you’ve got a website up and running and you think you’re doing well in terms of attracting people to your website. While that’s certainly a positive step, you might be missing another critical piece of the puzzle. You also need to identify people that visit your website. Why does that matter, you might wonder?

Why You Need to Identify People that Visit Your Website

Perhaps the biggest reason for identifying who visits your website is so that you can take advantage of the ability to offer your visitors personalized content. If you already have great content on your website, why do you need to be concerned about personalized content? A few reasons, actually. Along with increasing your open rates and click-through rates, personalized content also helps drive higher conversion rates.

The only way you can achieve that level of personalization is by knowing who is on your site, however. Without knowing exactly who is visiting your site, there is a certain amount of ambiguity regarding your target audience. Personalized content helps to cut through that and also works to build trust by delivering relevance based on the wants and needs of your audience. Visitor tracking allows you to deliver the right content to precisely the right person at the right time. When you are able to do that, you will be able to convert more visitors into paying customers. Without visitor tracking in place, it’s likely you are missing incredible leads and opportunities because you simply do not know about them. There is no need to miss those leads. We encourage you to check out Lead Liaison’s solution for website conversion and engagement, called SiteEngage™.

Ensuring that you have the right tools in place for identifying the people who visit your website is essential. Ultimately, it’s simply not enough to know how many people are visiting your website. You also must be able to target precisely who is visiting your website and what it is they hope to gain from your website, your content, and your products and services. Once you are able to do that, you will be in a much better position to deliver exactly what your customers want and watch your conversion rates start climbing.

Website Visitor Tracking Isn’t Just for Salespeople – It’s for Marketers, Too

Website Visitor Tracking Isn’t Just for Salespeople—It’s for Marketers, TooWebsite Visitor Tracking Isn’t Just for Salespeople

Think website visitor tracking is just for salespeople? Think again! While visitor tracking does offer a number of important benefits for your sales team, marketers can also take advantage of the opportunities offered by effective visitor tracking. That’s why we’re confident in saying website visitor tracking isn’t just for salespeople, it’s for marketers too!

Stop and think for a moment. How do you know the best way to reach out to prospects and capture their attention? Suppose you are planning a new marketing campaign—what words would best resonate with your target audience? You could guess. You might even review past marketing campaigns to determine what worked and what didn’t. Without knowing exactly who is visiting your website, however, you would simply be taking a shot in the dark.

Gain Insight Into Your Website’s Visitors

Website visitor tracking can provide you with a wealth of information that can be used in a variety of different ways. Along with determining precisely when is the best time for your sales team to reach out to prospects, visitor tracking can also help you design the most effective marketing campaigns possible.

Once you know exactly who is visiting your website, and are able to identify their primary interests, you will be able to deliver highly customized, personalized content. That can prove to be invaluable in terms of crafting content that is most likely to catch the attention of your target audience. This will not only help your marketing team deliver more effective content, but will also help you save a tremendous amount of time and resources. Rather than spending time on content that is destined to be ineffective, meaning you eventually have to go back to the drawing board, you can instead focus your attention and efforts on designing highly customized marketing campaigns that will truly resonate with your target audience.

Marketers today need every available tool and advantage they can muster. When implemented correctly, website visitor marketing can help your business move ahead of the competition by gaining tremendous insight into what your visitors are thinking and what they want from you.

Measure Return on Marketing Campaigns

We’ve worked with companies using 3rd party software to send out email campaigns or hired 3rd parties to send out email campaigns on their behalf. A little known secret of website visitor tracking is that you can add special hooks into the links inside your 3rd party emails to measure click-through activity and subsequent engagement on your website. Website visitor tracking brings it all together. For example, we’ve worked with automotive companies (car dealerships), that are sending out email campaigns from four to five different vendors at a time. How do you know which vendor’s campaign is delivering results? With visitor tracking it’s easy to answer those questions.

Check out how our company saved $9,618 on an email marketing campaign by using website visitor tracking!

Yeah, now you see website visitor tracking isn’t just for salespeople.

What You Didn’t Know About Website Visitor Tracking

What You Didn’t Know About Website Visitor TrackingThink website visitor tracking will only tell you the number of people who visited your website? Actually, you can learn a great deal more about who is visiting your website than simply the number of people visiting. Website visitor tracking tools have advanced significantly in the past few years, and there may be quite a lot that you don’t know about such tools.

Identifying Interests

Along with identifying who is visiting your website, visitor tracking tools can help you identify the products and services those visitors are specifically interested in. This can be particularly helpful if your business happens to offer a vast array of products and services. Rather than trying to guess what a visitor may be interested in, you can instead hone in on precisely what brought that visitor to your website, and deliver content customized to their specific interests. These tools are super handy for salespeople. Because visitor tracking tools will also track people visiting your site, when the salesperson catches wind of such activity, they’ll know what the person’s interests are with a few clicks of the mouse.

Identifying Location

Website visitor tracking tools can also tell you where those visitors are from. Why might that be important? Understanding where a visitor is from not only helps you personalize your content even further, but also helps you customize it. When a visitor sees content that is personalized as well as customized based on his or her location, they are far more likely to pay attention to it. Additionally, you have a greater opportunity to begin developing a rapport and relationship of trust with that visitor. Ultimately, this leads to a better opportunity for converting that contact into a customer.

Timing your Follow Up

By implementing website visitor tracking, you can also find out when someone is visiting your website. Once you know when someone has visited your website, you draw on a tremendous amount of insight. For instance, this can help you to understand the best potential time to reach that individual, as well as what might be driving his or her motivation for visiting your website. Timing is huge in sales. With tools like these salespeople can nail their timing!

Website visitor tracking is about much more than simply keeping a tally of the number of people who have visited your website. With the wealth of information offered by visitor tracking, you can craft a far more successful marketing campaign. Now toast with us, as you went from what you didn’t know about website visitor tracking to having a nice foundation in place.

Who Provides the Best Website Visitor Tracking?

Who Provides the Best Website Visitor Tracking

Want to Know Who Provides the Best Website Visitor Tracking?

In determining who provides the best website visitor tracking, a number of factors must be taken into consideration.

First and foremost, it is important to choose a company with a solid reputation. As digital marketing has become increasingly important, the number of companies providing such services has grown significantly. Do not make the mistake of assuming that just because a company provides a service, they are able to do so reliably. Website visitor tracking can provide your business with a number of benefits, including ensuring that you do not miss out on lead opportunities, and gain crucial insight for your sales team. In order to take advantage of those benefits, however, you need to have the right tools in place. This means choosing a company that has been in business for a while, and not a fly-by-night business that may or may not be there tomorrow.

What Types of Services Are Offered for Marketing Automation and Visitor Tracking?

Along with a solid reputation, it is important to take into consideration other services offered by the company. Website visitor tracking is only one aspect of sales and marketing. Ideally, it is best to choose a company that is able to provide you with a full suite of marketing automation services and tools. Doing so will help save you an incredible amount of time and resources, while also giving you the best opportunity to mount the most successful marketing campaigns. If you really think about it, it’s not really even about who provides the best website visitor tracking. It’s more about who provides a holistic visitor tracking solution, which includes a robust tracking package along with the opportunity to scale into sales and marketing automation.

Finally, consider exactly what you are getting for the price. Take the time to truly compare your options and ensure that you are getting the most service and value. For instance, does the company provide customer support and assistance if you should have any questions or need help with anything? This is a vital aspect that should not be overlooked.

There is simply too much riding on the line in today’s competitive world of online marketing to trust your business to anything but the best for marketing automation and visitor tracking. Taking the time to compare your options and ensure that you know what you are getting can help you to make the most of every available lead opportunity and inbound activity.

Using Website Visitor Tracking Over Time to Build More Sales Leads

Using Website Visitor Tracking Over Time to Build More Sales LeadsAll businesses want the strongest leads possible. After all, the stronger your leads, the more conversions you have, and the better your bottom line. While you cannot exactly create strong leads from thin air, there are some things you can do to grow stronger sales leads over time. One of them is to implement website visitor tracking.

You might be surprised to find that website visitor tracking is actually able to improve over time. This happens as behavioral patterns become more apparent as the software evaluates more and more sales leads. As a result, it becomes easier to identify relevant buying triggers. The key to making this work, however, is consistently following and analyzing the paths that recently converted leads have taken.

Building a Comprehensive Lead Profile

Website visitor tracking also gives you the ability to develop a comprehensive lead profile. This type of profile covers all of the demographic and behavioral characteristics that a qualified lead is likely to display throughout the entire buying process. Imagine how valuable that type of information would be. Not only does this information make it easier to connect with leads, it also increases the chances of converting more leads and the more leads you are able to convert, the more your revenues grow.

Ensuring You Do Not Miss Any Leads or Opportunities

By implementing website visitor tracking software, you gain the ability to capture every single lead on your website and ensure that you do not lose any. In addition, you can determine precisely which stage in the buying process a lead may be in at any given time. This makes it much easier to respond quickly to interested leads while also determining the best time to follow up with leads that may not be quite ready to be contacted yet. This is precisely why it is important to ensure you have a reliable website visitor tracking system in place. The stronger your leads, the more you will be able to understand what drives sales. Ultimately, you will be better able to respond to the needs of your customers.

For more posts from this series see:

  1. Uncovering lost opportunities with website visitor tracking
  2. Getting the most from website visitor tracking
  3. Going beyond page views and gaining insight into online activity
  4. Actionable data from tracking visitors
  5. Understanding when to follow up, the importance of tracking
  6. Using website visitor tracking over time to build higher quality leads

Understanding When to trigger Lead Follow Up

Understanding when to Trigger Lead Follow UpDo you know the right time to follow up with leads? It can be tricky to know the best time. If you follow up too soon, before a lead is actually ready, you run the risk of losing them. Conversely, if you wait too late to follow up, you also run the risk of losing them, albeit to the competition. While it is a bit of a balancing act, lead follow up can be best accomplished when you have the most relevant information available. The best way to obtain that information is with website visitor tracking.

One of the most important benefits of website visitor tracking is that it gives you the opportunity to determine exactly where your lead is in their specific stage within the buying process. It is absolutely vital that you monitor each lead’s online activity. Website visitor tracking gives you incredible insight into exactly where a lead is in the buying process. A variety of triggers, such as visiting your site’s contact page can prove to be a strong indicator that your lead is nearing the end of the buying process. This is information that you will not have available if you do not have website visitor tracking implemented. If you should happen to miss that particular trigger, you could also easily lose the opportunity to reach out and follow up with your lead. That could result in a lost sale. Naturally, losing a sale is something you never want to happen.

Some leads take a little time to warm up and are not immediately ready for follow up. Yet, other leads are ready, willing, and able to make a purchase right away. When that is the case, you also need to know about it. Website visitor tracking is incredibly effective for identifying interested buyers. If the online behavior and characteristics of a lead indicate that the lead is ready to make a purchase right away, you can take immediate action and ensure you do not lose that opportunity.

With website visitor tracking, you know precisely when to implement lead follow up so that you are always in touch with visitors at precisely the right time.

For more posts from this series see:

  1. Uncovering lost opportunities with website visitor tracking
  2. Getting the most from website visitor tracking
  3. Going beyond page views and gaining insight into online activity
  4. Actionable data from tracking visitors
  5. Understanding when to follow up, the importance of tracking
  6. Using website visitor tracking over time to build higher quality leads

Why Visitor Tracking Technology Exists

Why Visitor Tracking Technology ExistsYou’ve heard of website visitor tracking, by why does it exist? Let’s answer that very point, why visitor tracking technology exists, in this post. Would you put your home on the market, put a sign in your yard, list your house on a bunch of real estate websites, and then have an open house without the realtor there to see who showed up? No way! You’d be wasting your time and your realtor’s advertising dollars. You could hope that someone calls you up, or you could be proactive, and identify visitors along with their interests as they walk in the door to look around.

Similarly, in the business world, companies spend tons of money on outbound marketing. Retargeting, pay-per-click, blog content, marketing collateral, and more. Unfortunately, 98% of a company’s website traffic is hidden. The other 2% fill out a form. Without visitor tracking technology, the vast majority of website activity goes undetected, resulting in lost opportunity and a shortage of valuable insight to help your sales team – there’s no agent (realtor) at the front door of your business, your website. Effectively, what happens on your website is a complete mystery until you begin identifying and tracking people and businesses.

Analytic solutions help with website performance; whereas website visitor tracking is largely a tool for sales people. Businesses would be remiss not to spend $3,000 to $8,000 per year on a good website visitor tracking solution to help identify crucial website activity.

For more insight into visitor tracking check out the other posts in this series:

  1. What is Website Visitor Tracking?
  2. How Visitor Tracking Works
  3. Benefits of Website Visitor Tracking
  4. 20 Ways you can Use Visitor Tracking to “Spice Up” Sales and Marketing
  5. What Questions Should you Ask your Visitor Tracking Provider when Evaluating a Solution?