Visitor tracking gives salespeople the ability to monitor site visitors by name/company/location so that they can better identify prospects and their thoughts. Progressive companies are beginning to understand that visitor tracking is the foundation for all digital marketing and sales efforts.
Here are 5 key signs that you should be using individual visitor tracking on your website:
1) You invest in SEO, PPC, or retargeting campaigns
These technologies draw people to the “door” that is your digital presence. If you don’t have a way to “hear” who is at your door, and what they are thinking; it kills your ability to develop a relationship with each individual buyer.
Now consider how much you are spending for SEO/PPC/RC campaigns. If you spend $5 per visitor, and only 1 in 40 site visitors identifies themselves; then you are paying almost $300 per lead. A quality visitor tracking system will help you triple the effectiveness of turning your SEO/PPC/RC investment into leads that can close. Our clients find that on average, their company gets 9X more bang for its buck when using visitor tracking with SEO/PPC/RC campaigns.
2) If your company has a sales team
Why would you pay for a sales team, and not help their success? Gone are the days of “pounding phones”. The trends in digital marketing revolve around self-education and timing. If you are able to identify WHO is investigating you, it allows you to intelligently approach potential customers AT THE RIGHT TIME. Bottomline: visitor tracking helps you work smarter and more efficiently.
3) Your salespeople will go to a tradeshow or networking event in the next 12 months
Only a small percentage of your prospective clients are ready to buy at any given point in time. You have two options. You can use visitor tracking as a way to highlight when contacts are ready to talk or you can have your salespeople call everyone every two weeks and hope they stumble upon something good. The latter is a very costly strategy, that will kill your reputation of potential buyers.
4) You use email
It doesn’t matter if your email is coming from Gmail, Outlook, a CRM, a marketing automation platform, or a third party “email blaster” provider. 90% of your emails will never be responded to. That doesn’t mean that they aren’t effective. Instead, it means that your emails are simply planting seeds for future action in the minds of your prospects. You need visitor tracking to give your salespeople the necessary information to have a “green sales thumb”. That means that they know:
- When a prospect is interested
- What they are interested in
- Their potential concerns with approaching you.
5) You have a website
Most companies see value in tools like Google Analytics that will tell you things like “ 155 people were on my website today”. How does that help salespeople? True sales value comes from giving your salespeople the name, company, location, and interests of the visitor.