When you're drawing traffic to your website through various channels such as SEO, marketing campaigns and an active LinkedIn account, the next step in the funnel is crucial: measuring and analyzing who is actually visiting your website. This stage not only helps you gain insight into visitors, but also provides valuable information to your sales team for targeted follow-up. By analyzing visitors, you can identify companies visiting your website, which allows you to manage the sales funnel more effectively.
Measuring traffic with tracking: Understanding companies visiting your website
When visitors come to your website, a tracking tool (with permission) allows you to find out which company is behind a visitor, even if they don't fill out a contact form or sign up for a newsletter. These tools work by matching visitors' IP addresses with company data.
- Identifying companies: Each time a visitor comes to your Web site and indicates that data may be measured, an IP address is captured. Many business IP addresses can be traced back to specific companies. This allows you to see which organizations are showing interest in your products or services. You not only know that a particular business visited your Web site, but also what specific pages they viewed and how long they spent on those pages.
- Understanding visitor behavior: In addition to identifying businesses, tracking also provides insight into which pages of your Web site are popular and where visitors are dropping out. This information is crucial in the consideration and decision-making stages of the sales funnel. By knowing which content attracts the most attention, you can cater to potential customers' interests.
- Did they visit the same product page multiple times?
- Have they read blogs about specific solutions?
- Are they interested in pricing information or customer cases?
This data gives you an idea of where a company is in the buying process.
How tracking helps your sales team get to the next stage in the funnel
Now that you know which companies are visiting your website and which pages they are viewing, you can use this information strategically for the next steps in the funnel. It's not always possible to get a direct conversion through the website, but tracking gives you a valuable advantage by making your sales process more targeted.
- Targeted sales follow-up With the information about which companies have visited your website, your sales team can do immediate targeted follow-ups. For example, reaching out to these companies via LinkedIn or sending them a personalized email with additional information that matches their interests. These leads are often warmer because they have already shown interest by visiting your website and delving into specific content.
- Prioritize leads Not every business that visits your website will be ready to make a purchase right away. However, with the data collected, you can prioritize your leads based on their Web site behavior. For example, companies that have viewed multiple pages about products or services may be higher on the priority list for a sales call. That way, your sales team can focus on prospects who are more likely to convert.
- Retargeting and marketing automation In addition to direct follow-up, you can also retarget visitors with targeted ads through LinkedIn or other platforms. This keeps them in mind of your brand. Retargeting campaigns can be tailored specifically to businesses that have visited your site, which significantly increases the chances of conversion.
Conclusion: Effective funnel management through tracking and targeted sales
The combination of traffic through marketing, SEO and LinkedIn, along with tracking and analytics, allows you to gain more control over the sales funnel. You can not only identify the companies showing interest, but also take targeted actions to lead them through the funnel to a conversion. This offers a huge opportunity to proactively approach companies that don't convert immediately and keep them warm, so you can jump in at the right time with an appropriate sales approach. Read customer success stories to see how we applied the funnel.
Want to get more out of your website traffic and optimize your sales funnel with targeted follow-ups? TMC Media can help you implement the right tools and strategies so you can convert more leads into customers. Contact us at the bottom so we can look at the most effective funnel together.
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