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Marketing

Unlocking Your Brand’s Success with Website Visitor Data

by
Carena Marchi
on
Jul 2, 2020

As a marketer in today’s world, you probably know that your company’s website has a big impact on how consumers view and form decisions about whether to engage with your brand. In fact, it takes about 0.05 seconds for that opinion to form.

You also probably know that it’s often challenging to figure out whether your web strategy is connecting with your target audience. Luckily, data can help with that.

This means collecting and analyzing website visitor traffic data is vital for your company’s overall success. Without an effective web strategy, it’s nearly impossible to meet the needs of your target audience. You can learn so much about your target audience from the data that comes from your own website. By analyzing your website’s visitor data closely, you will be able to pinpoint problem areas that you can improve upon while honing in on the strategies that are already working for your company's long-term goals.

What is Website Visitor Tracking?

A website visitor is a lot like someone ringing your doorbell. You not only care that someone is at your door, but you also want to know who this person is and whether he or she is worth your time. The same is true with a website visitor. You want to tap into the data that helps you figure out who your visitors are and if they are a potential lead worth keeping an eye on to follow up with in the future.

With a website visitor tracking software, you can glean key information about the people visiting your site. Information beyond what other popular tracking platforms like Google Analytics provide, such as detailed background and contact information to help you better understand your audience and build a well-informed contact list.

The Marketing Manager's visitor tracking feature gathers data like visitors' company information, geographical location, and social media profiles to build a detailed contact list.

This in turn gives you a better chance of turning those contacts into reliable, high-quality leads that your marketing and sales teams will appreciate. Now, they can execute data-driven, effective campaigns and spend less time on unreliable tactics like cold-calling and cold-emailing. Overall, website visitor tracking enables a more efficient way of analyzing your company’s current strategy and identifying areas for improvement.

Things To Consider Before Diving Into Data

Before you even begin tracking and analyzing specific data benchmarks, remember to think about the big picture. Think about your brand’s marketing funnel and how your audience will be able to connect with your brand as they interact with your site. How do you want to improve the following aspects, and how important are they to your brand specifically?

  • Awareness
  • Consumer Consideration
  • Lead Generation and Conversion
  • Audience Growth
  • Brand Perception

These umbrella concepts will help you determine how to utilize the conclusions you make from your website’s data.

Tracking and Using Website Visitor Data

When looking at the data you receive from your tracking software, it’s important to brainstorm some actionable behaviors you can put into practice. Here are three ways you can gather data and put your insights into practice…

1.  Keep track of your visitors’ journeys.

Mapping your consumer’s journey is important to identifying trends in decision making and buying behavior.Understanding how a visitor transitions from prospect to customer helps you connect with current and future website visitors. Awareness of your visitors’journeys will also allow you to improve the overall user experience. Plus, tracking which pages and content your visitors are drawn to, engage with and spend the most time on will help you make well-informed decisions about your website content strategy.

With Marketing Manager, you're able to see how visitors, both unknown and identified, arrived on your website and interact with your website's content.

This kind of data is vital for marketing and sales teams because it helps you boost conversion rates while improving the overall experience that future visitors will embark on when they visit your site.

2.  Develop visitor personas and optimize your lead generation.

In order to create a site that is able to connect with your visitors, you must first understand who they are on a basic level. Creating buyer personas that take into account aspects like their location, age, occupation, and interests will allow you to create a website that features content your visitors will be inclined to further explore.

Besides using your visitor data to create these personas, be sure to look out for overarching trends and commonalities among groups of website visitors. This will help you target more successfully and improve your overall lead generation and conversion rates.

Speaking of lead generation, don’t neglect your CRM software and tools you may already have in place for this purpose. Syncing your website visitor data with your pre-existing software will allow you to determine likelihoods of lead conversion and more.

3.  Analyze your content and campaign strategies.

After you’ve gained a deeper understanding of your visitors and your lead generation tactics, you should start to take a closer look at your content and campaign strategies. By this, I mean it’s important to look at what content is getting the most attention, and which campaigns people are actively interacting with.

A website visitor tracking software not only helps you identify who visits your site and how long they remain on certain pages, but it also tells you how these visitors reached your site in the first place. This can help inform which channels you put the most marketing efforts into.

Looking at the data behind your individual content pieces and how they factor into your overall campaign strategy will give you a new perspective on how to connect with your site’s visitors and lead to smarter marketing efforts.

Using Data to Your Brand’s Benefit

Today, consumers are constantly flooded with information and content on the internet. Because of this, people are generally becoming pickier and more impatient with what they choose to engage with. That’s why your website strategy needs to be informed by real data.

Thankfully, tools like website visitor tracking software are here to help. With the data they gather, you’ll be able to make informed decisions that make the most out of your marketing and sales efforts.

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