If you’re at the stage in your business where you’ve tried Google Analytics and it’s just not cutting it for providing all the information you need to analyse your incoming traffic (organic or paid) and easily target new leads, then using digital marketing technology could well be the answer to your prayers.
You can do such a lot with Google Analytics, including seeing where your traffic is coming from, and splitting it into social, organic, direct, referral and other, so what do these digital marketing technologies do in addition?
The features do vary a little across the three marketing technologies but they massively help you with identification of leads by giving you far more information than you can get with standard web stats.
You don’t just get to see how many people visited your site on what day, you can actually see which companies visited, where they are located, what pages they viewed and even who it was that clicked on your site.
You can then click on the company name and get further details about them, including their revenue and their industry, and you’ll be able to click through to their LinkedIn presence, giving you instant company research, without having to spend hours looking for it.
And the apps will suggest related companies who might also be a good fit for your marketing.
The apps do this with detection of IP addresses, and there are some limitations with that, for example, small businesses generally don’t have their own IP address, so if it’s a small business visitor, chances are you won’t be able to tell who they were and all you’ll get is the name of their internet service provider, but even so, just imagine the possibilities from the information you can get from the bigger companies.
With information on precisely who is visiting your site, and real time notifications of new leads, you can get ahead of the competition and be pitching your new leads before they’ve even thought about the possibility.
You can also search for companies by keyword, including location, so if you have sales teams across the country, you can pass on those new leads straight to the perfect sales team to pick them up, or even give your sales teams access to the software so they can get the leads themselves.
With details on which pages people are visiting, you can improve your website, more precisely target your call-to-actions, boost your content marketing efforts by seeing which pages are popular and writing more of that type of content, find any problems with your sales funnel and fix them, and even target your customer support more as you can see what people are searching for and what they might need help with.
You can use that same information to see where the conversion opportunities are on your site, and quickly interact with any prospects while they are actively interested in your site.
And you have an edge when you’ve already put in a pitch or a proposal to a company, as if they then visit your site, you can see what they are interested in and how long they stick around, giving you an insight into how likely you are to get the job.
How much more targeted would your sales and marketing efforts be with all that information?
With that sort of knowledge at your fingertips, you can ensure your website and your marketing efforts are fully consumer centric, from the first time someone visits your site to the time they become a customer.
While these technologies do have a free trial and some of them have a free version, there is a price attached to getting all this data and those fresh leads, but when you consider how much more efficient and more targeted your inbound marketing would be with the addition of all that extra information, it could very well be worth it.
Monday, May 21, 2018