We don’t gatekeep anything that helps improve your business and marketing strategies. We’ve figured out these tips all on our own, and we’re lowkey pissed no one told us before. That’s why we’re revealing these 7 on our website to make your life easier.
Know who came to your website without requiring a form submission (kind of).
How? By leveraging IP-to-company tools like Sticher, Clearbit, ZoomInfo and others, you can identify anonymous website visitors by matching their IP addresses these databases. This method works ONLY for B2B companies with long sales and lead nurturing cycles. This technique provides information about the companies visiting your site and, coupled with other data points, can give you a more accurate picture of what’s working offline.
With these tools, you can see which companies were intrigued enough to visit your website after a cold call, a site visit, or a presentation. You can see what service pages, blog posts, or case studies they visited and from there, you can make more strategic sales decisions related to how you approach the sale.
It’s like a marketing crystal ball, allowing you to prioritize and tailor your follow-ups and pitches based on the specific interests these visitors showed on your site.
Know which previous leads/customers are back on your website and what they are doing.
Another use for your Customer Relationship Management (CRM) is as a tool for strategic follow-up. Once someone completes a form on your website (newsletter, contact form, or other), you can track their later visits, including which pages they explore. This integration easily identifies which cold leads to re-engage and helps craft personalized follow-up emails tailored to the interests they displayed on your site.
Many leads find it serendipitous and charming when we reach out just after they’ve revisited our website—perhaps their first visit in months—making this approach timely and impactful.
Advertise to everyone attending a conference or event with geofencing.
Imagine you’re tasked with expanding the customer base for a B2B jewelry wholesaler. One effective strategy is to utilize geotagging and geofencing technologies, to position your ads and promotions directly in front of prospective clients or partners at industry events-such as watch conferences or jewelry trade shows.
This marketing/targeting strategy enables you to engage with a highly targeted audience at specific industry events. You can significantly enhance your brand presence, showcase new products, and interact with prospective clients or partners by delivering personalized advertisements and promotions within the event space.
We’ve employed successful geotagging campaigns by crafting messages that are not only relevant to the attendees, but also provide tangible value, making each interaction (actually) meaningful.
Customize the messages a visitor sees based on personalization.
In today’s digital landscape, personalizing a user’s experience on your website is it’s not only possible, it is expected. Though technically straightforward, the challenge lies in discerning which personalization will provide value to your business, and which won’t. While I can’t pinpoint the perfect strategy for every scenario in this blog post, I can share a successful example from one of our jewelry e-commerce clients.
For this client, we personalized the shopping experience based on the province of origin (Ontario), and the destination province to highlight potential tax savings. Due to differing tax rates, customers in provinces like Manitoba, British Columbia, and Quebec could enjoy lower taxes when purchasing from our Ontario-based client. By displaying these savings directly on product pages for visitors from non-HST provinces, we bring this clear financial benefit to the forefront to enhance a visitor’s likelihood of purchase.
You can track exactly where your site purchases come from.
If there’s one thing we’ve learned the hard way, is that there’s more to your sales data than meets the eye. Imagine seeing not just where your online sales are coming from, but tying them back to your offline efforts and CRM data. That’s what integrating these data sources does—it’s a total game changer for getting a complete picture of how your customers behave.
Tracking where purchases originate on your site is just the beginning. Integrating offline purchase data with CRM data into digital platforms represents a game-changing strategy for a unified view of customer behavior, significantly enhancing marketing performance. This approach allows businesses to marry offline interactions with online analytics and advertising efforts, unlocking valuable insights for more targeted and effective marketing strategies. It leads to improved customer segmentation, better marketing precision, and increased ROI.
This integration is particularly crucial when dealing with high-value products. For instance, one of my clients runs a campaign that generates significant revenue despite costing thousands of dollars annually and yielding only a few conversions. Each conversion typically exceeds $15,000. Without the insights provided by a detailed analysis of the average order value from these campaigns, we might have prematurely halted it based on the sheer number of conversions alone. Such precise data prevents misjudgments and underscores the importance of understanding the full context of campaign performance.
Record your visitors on your site (their screens, relax)
Fun fact: Exploring user behaviour on websites goes beyond what Google Analytics can offer. Tools like Microsoft Clarity and Crazy Egg, provide a granular view of how users interact with various site elements—from navigation menus to content and forms. businesses can gain a much deeper understanding through features like heatmaps and session recordings. Such detailed insights are invaluable for informing website redesigns, improving conversion rates, refining content strategies, and enhancing overall user experience.
However, it’s crucial to navigate the challenges that come with advanced analytics, such as addressing privacy concerns, managing the vast volume of data collected, and interpreting this data within the broader context of website performance analytics. Businesses must address these challeges to properly leverage the potential of these sophisticated tools to optimize their digital platforms.
Talk to your customers.
Here’s a reminder that sometimes goes overlooked: talking to your customers—and even more crucially, to your leads who didn’t convert—is invaluable. Engaging these groups can reveal significant insights into the perceived value of your offerings versus the actual value your customers experience.
Sometimes, all it takes to get this feedback is a simple request. Other times, you might need to offer a small incentive, like a bottle of wine, to encourage their participation. This direct communication can uncover critical gaps in your value proposition and help tailor your approach to meet market needs.
