Much is spent on ‘driving traffic’ to your business website. You either do it by having some SEO done on your website, or you pay Google – for pay per click or you do extensive blogging. However you do it, there is a cost. Either in terms of money or time.
Once someone browses your website then what? You hope of course that they click on a link or sign up for your newsletter or complete your contact form. Great. But how many browse your site and then wander off? And more importantly who are they?
You can now find out who browses your site by employing the services of one of a handful of companies who offer this service. You add some code to your website and they then feed back to you who is browsing your site and what pages they’re looking at and how long they linger. Extremely powerful stuff. I should stress here that this is only useful for B2B companies. It won’t (can’t) tell you who the person is, but it’ll tell you the company.
Do you have a process for logging enquiries?
It still surprises me how many companies don’t effectively record any enquiries they get into the business. They should be recorded on a spreadsheet at least, or ideally straight into your CRM system.
This has nothing to do with the web browsing stats mentioned above but it’s all about having a system. Not necessarily a sophisticated system, but a system nevertheless.
Joining it all up
There are various bits of very clever technology out there, which will allow you to prospect and find out what marketing is working and to who. My view though is that they still have to be harnessed into a cohesive plan to allow you to capitalise on any interest – quickly and effectively. Modern marketing allows you to be a sniper, rather than using artillery. You may use any of the following, which can all be brought together;
- A system for logging all enquiries (CRM ideally or spreadsheet)
- E-mailers going out through MailChimp (or altenative) This allows you to see who is opening your e-mail and who is clicking through to the various offer messages you’re putting out.
- Web Stats services to allow you to see who is browsing your site on a daily basis and what they’re looking at.
- LinkedIn – which will help you identify which individuals are likely to have been looking at your website.
- Then some form of follow-up plan. But what?
At this stage you need to make a phone call to follow-up this interest. And quickly. So it needs to be somebody’s job and daily I suggest. If you contact someone a week or so after they browsed your website looking for one of your products or services, chances are it’s too late.
If you’d like to explore the ideas here and discuss how you can ensure you’re following up your potential prospects quicker than anyone else then drop us a line to firstname.lastname@example.org. Or to discuss your business application specifically, phone on 01858 461148.
To Market helps companies across the Midlands sell more by a combination of telephone training, and marketing systems development as outlined above in Birmingham, Derby, Nottingham, Leicester, Coventry, Milton Keynes, Peterborough, Cambridge, Newmarket, Loughborough, Rugby, Lutterworth, Northampton, Kettering, Wellingborough, Corby, Warwick and Tamworth, as well as wider parts of Leicestershire, Northamptonshire and the West Midlands.