How Top B2B Marketing and Sales Teams Reengage Website Visitors
You’ve done all the heavy lifting. The content on your website is optimized. You’ve deployed multi-layered ad campaigns, and site traffic is increasing. But when the world’s top brands are converting fewer than 1% of visitors, you know that warm leads are passing you by.
Visitor tracking platforms, both paid and free, give marketers GDPR-compliant insight into who is engaging with their site, but not everyone has a strategy for getting them to re-engage and convert. If you’re driving qualified leads to your webpage but are seeing minimal goal completion, consider these strategies to get those leads back in your funnel.
Get Social and Build Relationships
With enhanced tools such as Visit Intel, sales teams can see exactly which companies are interacting with their site. The last thing people want, however, is a cold call saying, “Hey! I saw you were on our site; let’s talk!” So lose the big brother vibes and build more natural relationships on social media, specifically LinkedIn.
If you see that a great prospect is making multiple visits to your site, consider connecting with the project decision makers within their organization. You’ll keep the lead engaged with your company, serve as a knowledge resource, and remain top of mind once it’s time for them to buy.
Want to take the relationship offline and away from distractions? Visit Intel Co-Founder Thom Stallings suggests “send[ing] a box of cupcakes with hard pamphlets and marketing information along with it” to those companies you know have a strong interest in your product or services.
Don’t be afraid to get creative. These light touches can truly set your brand apart.
No digital advertising strategy is complete without a thoughtful remarketing campaign. You’ve already invested the time and money to get this lead to your site, so don’t let that brand awareness slip away just because he wasn’t ready to buy.
Use the audience tracking data available to you to stay in the conversation. Yes, it’s beneficial to put a generic display ad compared to doing nothing, but imagine the power of a layered audience experience. If you apply the granular audience data that analytics programs provide, you can be serving up the right message to the right people at a critical time — when they’re interested!
From Google display ads and feed ads on Facebook to pre-roll video ads on YouTube, you can build your remarketing campaign around the specific interests of your visitor to stay relevant throughout their discovery phase and try and recapture the conversion.
Use Data for Content Inspiration
Take note of your audience data. Are you seeing any trends in the industries visiting your site? Are certain products or services seeing more traffic despite similar marketing campaigns? These results highlight which of your content is resonating with visitors.
How can you capitalize on this new traction? Become an authoritative voice in the sector by creating new content targeted at your discovered niches. Breakdown common pain points experienced within an industry and how your business can help. You could even host live Q&A session on social media to engage prospects.
Pro Tip: Promote whatever longform content you write within your remarketing campaigns. You’ll be targeting a qualified audience with niche materials that directly meet their needs.
Remember, your website isn’t just a destination for users; it’s the beginning of a conversation. Don’t give yourself only one shot at bat to get that conversion by being static. If you build a sales and marketing strategy around your visitor data, you’ll start pulling warm leads back into your funnel.