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Quick question. Do you know who is visiting your website(s) or other online quality content? You pour money into steering people to landing pages or home pages and once they’re there . . . then what? Do you even know who they are? If not . . .
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Getting prospects to visit your website is just the beginning. But of course the ultimate goal is to have them spend money with you. How much money are you losing with potential customers visiting your site to poke around but never making purchase?
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Don’t Miss Out on High-Value Targets
Who could possibly be more valuable to you than those who have already shown interest and visited your site? So, the question is:
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- How do you know who is visiting your website?
- How can you use this information once you know?
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Well, let’s take a look at a couple of ways that allow you to know exactly who visits and talk about how you can use that information moving forward.
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Harness the Power of Remarketing
Google Remarketing
Think of your typical browsing habits. You get to a website, look around for a bit, get distracted, and then move on to the next website. Your prospects are no different. Odds are that once a prospect leaves your website, they land on one of the 2 million+ websites in Google’s Display Network. Placing a code (a remarketing tag provided by Google) on pages throughout your website allows Google to track who is visiting and what they’ve done on the page. Which means you can retarget these prospects who have shown interest on any of the 2 million websites in Google’s Display Network.
Ramping Up Remarketing Through Search
They also allow for a more sophisticated approach with their remarketing lists. This gives you the option to customize search ad campaigns built to cater specifically to those who have visited your site.
You can also take it even further by bidding on new keywords that will only be applied or bid on when someone on your remarketing list is searching for them. Creating these custom lists based on your websites traffic and increasing your bids to reconnect with them ensures that you follow-up with an audience that has already expressed interest in what you have to offer.
Remarketing with Social Media
Search may be the most obvious choice for remarketing, but it’s not the only option you have available to you. People today spend a huge amount of time online monitoring their social media accounts. We’ve all seen people walking down the street staring into the glow of their phones completely unaware of that pole they’re about to walk into. Only one thing can mesmerize that completely. The sweet sweet release of a social media dopamine high (which believe it or not is an actual thing).
There are a multitude of social media platforms out there each of which offer their own take on how to best reach your target audience. For now let’s focus on the three platforms most B2B marketers have and embrace using. Facebook, Twitter, and LinkedIn all provide options to help you retarget the people who have visited your website on their platforms.
Facebook has the Pixel, Twitter has conversion tags, and LinkedIn offers the Insight Tag. Although they all call it something different it’s essentially the same idea. Each offer a snippet of code or tag that you can add to your sites to track traffic which can then be used to target those visitors with your ads through the social media platforms.
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Go Further with Data
As great Google remarketing lists are it can only get you so far. Knowing who visits your site is one thing, but knowing who they are, what equipment they have, where they operate, and how big they are is another thing entirely. That’s exactly the information you can have access to with Randall-Reilly’s Priority Prospects.
How Does Priority Prospects Work?
Priority Prospects analyzes your website traffic and then cross-references those visitors with the EDA or RigDig Business Intelligence databases (depending on your specific industry). Any matches that are found, meaning prospects who visited your site also found in the database, are emailed to you. This means that you not only know exactly who visited your site, but with the available data you also know who to contact, where they operate, what equipment they run, and how old it is.
Whether you choose to take advantage of Priority Prospects or decide to try your luck with Google alone, if you’re not already looking into tracking and remarketing to those who visit your site you absolutely should be.
If you’re not sure where or how to start the folks here at Randall-Reilly will be glad to help. Whatever you do, stop leaving money on the table. Start actively pursuing those who show interest in your product by visiting your sites. Stop missing out on sales and start converting your marketing spend into profits.
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