Anouk van Deurse
For many companies, the content on their website serves as a business card for their prospects. Catchy blogs with good hyperlinks, informative text or maybe even demos of your product or service can be very helpful in getting your website high in search results. Your content does its job and you notice the number of website visitors growing. You also receive quote requests. That's already super! But what do you do with website traffic that does not ultimately lead to a quotation request? You have to pay attention to that too!
Who are your website visitors
The visitors to your Web site are (unfortunately) not all interesting prospects. The brother of your Office Manager's neighbor will probably visit your site out of curiosity. But Decision Making Units of companies in your target market will undoubtedly also visit your website, for example if they encounter a problem within their organization that they can solve through your product or service. So it is very important that your ‘business card’, the website, looks good. This may convince them to contact you.
How do you get more from your website traffic?
Mapping your Web site visitors is crucial to your sales-funnel management for several reasons. Below we outline those reasons and provide suggestions you can use to improve your Web site traffic analysis.
1. Generate website traffic
Pay attention to online marketing: make sure your website is findable and advertise through social channels or Google Ads. By entering the right keywords in Google Ads, make sure you generate relevant website visitors. Make your keywords specific and carefully filter what you do and do not use as keywords.
2. Monitor website traffic
There are several tools that you can then use to monitor your website traffic. In addition to Google Analytics, there are analysis tools such as Salesfeed, LeadInfo and Datacollective. These allow you to monitor and analyze your website traffic:
- What kind of industry are the companies visiting your website in? Then you might be able to conclude that it makes sense to create a structural telephone acquisition campaign Unleash on that industry!
- Is one of your propositions routinely viewed more than the other? Then it's not a crazy idea to do a mailing with a new offer for your popular proposition.
- And what kind of content scores best for your business? Is it blogs, white papers or demos? Through web traffic analysis, map out what your visitors are clicking on the most and then provide more of that type of content.
3. Give structural follow-up to website traffic
In addition, don't be afraid to pick up the phone. Do you observe that a certain company has looked at your website several times for a long time? And do you see that they are now following you on LinkedIn? Not a bad idea to follow up on the website visit. So definitely don't be afraid to pick up the phone and just call for a sales call. After all, calling is faster, is our motto.
Outsource lead generation
The process of structural B2B lead generation, and in particular telephone acquisition, takes time and effort. It can therefore be a good consideration to outsource lead generation. By engaging a party for telephone market approach, you ensure structure and focus on your sales process. This way you never miss opportunities with interesting website visitors!