Identifying your anonymous site visitors: A potential business development tool

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leadlander page
A screen grab fro the Leadlander web page, one of the commercial services that help identify anonymous visitors to your website

Some commercial services offer tools to allow you to identify the source of visitors to your websites, even if they arrive anonymously — that is, the visitor arrives, sniffs around, but doesn’t complete any sort of contact or lead-form.

These IP-tracking services include Leadlander, Visual Visitor, and LeadRocket.

I haven’t tried any of them, and all have fees (after a free subscription period). These services would be most appropriate for catches, if possible, to your landing pages. In our case, we would gather much information from people wanting to read our news content in our regional construction publications, but who would not be interested (or suitable) for advertising. Even if you feel direct communication with these invisible “leads’ is creepy, the data could be valuable in defining your marketing objectives, because you’ll have better insights into who is visiting your various webpages, and when.

Visual Visitor outlines some of the potential advantages of its services:

The Perfectly Timed Phone Call
Selling is hard work but selling to interested buyers is so much easier! Did you know that only 2% of all anonymous visitors to your website ever identify themselves by filling out a contact form or picking up the phone. We can help you to identify the other 98% with more than an IP Address. In today’s online world, being able to identify those interested visitors before your competitors can make all the difference in a sale made and a sale missed. And by identifying these visitors with Visual Visitor’s website lead generation software, you can make a perfectly timed phone call to those unidentified visitors. This will allow you to take the advantage over your competition. You can now engage in the sale earlier in the process, build on the relationships, and close more sales.

Outbound Sales Effectiveness
Cold calling is common sales tool, and no matter how we try to avoid it, it will be around forever. What happens after the call? How many of those contacts that you reached or left messages for will ever pick up the phone? Most of the time, if they listen to your voicemail, they will quietly visit your website to review your product or service but never call back. With Visual Visitor’s Anonymous Visitor Tracking and Identification you will now be able to identify those anonymous website visitors. This will show who you are reaching making it easier to focus your sales efforts. Knowing that the calls and or emails that are sending out are working or not working can help you to define and strategize better.

Market Segmentation
Marketing is, beyond a doubt, complex and getting more so every day. PPC, SEO, Email, Landing pages, Events and social media all drive people to evaluate your products and services. Have you stopped to evaluate if you are attracting the right industries? With Visual Visitor’s you can gain a better understanding of companies evaluating your products and services. Knowing which marketing plans – social media marketing, banner ads, etc – are bringing the most clicks AND conversions can help drive a more effective marketing plan. Marketing is expensive. Knowing what is working and what is not can make a huge difference in your marketing bottom line. Not to mention that your sales team will thank you for attracting better leads that convert more easily.

If you’ve used any of these (or similar) services, I welcome your observations about their effectiveness. You can email me at buckshon@constructionmarketingideas.com or post a comment.

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