One fantastic way of picking up leads is to identify website visitors. By determining who hits your site, and may thus have interest, you’re then able to launch targeted outbound marketing campaigns at those companies. The key to successfully achieving this end is using simple IP tracking software, which is found in a lot of marketing automation tools.
These tools won’t tell you the exact person who visited your site, only the company. However, if you’re in a niche – say you sell HR or compensation software – there will only be a handful of people from compensation in the HR group. So, if you know a particular company visits your site you can narrow down the specific person. The software tells you what page on your site they went to and how much time they spent there.
There are a couple of different players in this space; the least expensive that I’m familiar with is Visual Visitor. Lead Forensics and Leadlander are two of the other major players in this space. All you need to do is install a little piece of tracking code in your website and it does the rest, telling you who visited your site. It’s not 100% accurate, but it’s still incredibly useful.
After you know who visited your site, you launch an outbound campaign at them. I’d either pay an outsourcer or manually add those contacts to a multi-touch campaign. Once you get people into a consistent multi-touch campaign you’ll find that as you start reaching out to people they’ll admit that they were interested in your product. They won’t put two and two together, however, and figure out you got their information from when they visited your website.
It’s a great way to get at people visiting your website who may have interest in your product. Once you start to run outbound campaigns at them, you’ll find that they’re some of your hottest prospects. It makes sense, as they likely wouldn’t have been researching you if they had no interest in the first place.
If you use Visual Visitor, Hubspot, or another marketing automation tool, work with your marketing team. Have them give you a daily report of who visits your site and start launching campaigns at them. I like to not only use multi-touch campaigns, but also paid advertising campaigns via retargeting at these prospects.
It’s a simple, yet effective way of finding new business.
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