You want more leads from your marketing so that you can generate more sales.
I know it’s an obvious statement, but let me challenge it for a moment.
What if you could close more of the leads you get? Would that be just as good?
Your marketing is planned and implemented with the sole aim of generating more leads for your business. Now some will say that it is also there to develop and maintain brand awareness (usually those focused on social media), but brand awareness is there to ensure that people know who you are and what you do – so they can buy from you when the right time arises.
The question is: when is the right time?
Answer: when the data tells you it is the right time.
Let me explain.
As a B2B business (most SME Needs’ clients are B2B), you are luckier than most B2C clients. You get a little bit more data to help you know about your clients. Let’s look at the data that is available to you and then we’ll combine it to help you close more sales.
Google defines an IP address as: “a unique string of numbers separated by full stops that identifies each computer using the Internet Protocol to communicate over a network.” When you are working in the B2B space, far more of the traffic to your website will come from fixed IP addresses, because many businesses have a fixed IP, rather than a dynamic one. (click here for an explanation of the difference between dynamic and fixed IPs) That means it is registered to them and so you can find out what company your visitor came from.
Your email marketing will tell you what the people on your mailing lists are doing. It will tell you who is reading (opening) your emails. It will tell you who is engaging with the Calls to Action you put in your emails. Over time, it will tell you who is engaged and who isn’t.
Google Analytics won’t help you sell more (at least not directly), but it will tell you which pages on your website are working and which aren’t. It will tell you how many people are returning to your website (as a %age of total audience) and how they got there. It will even tell you how far down your pages they read.
Web analytics takes things a step further and shows you what happens in individual visits and starts adding other data to those visits. Many platforms will add the IP address (see above) so you know what companies are visiting your website. If you know who your Ideal Client is, you’ve got a good chance of being able to close in on the visitor.
Web analytics will show you the path an individual visitor took through your website. Email data will show you the page they clicked through to, but not what happened then; web analytics will.
This data can show you WHO is visiting your website, what they are looking at and when they are returning. Would that be useful?
What shall I talk about?
Many sales calls go something like this:
- Tell me about your issue.
- These are all the things we do, so you can work out which are going to be useful to you
- When can I come to your office and repeat what I’ve just told you?
Would this be better?
- Tell me about your issue
- This product/service is just what you need, as it will help with your issue
- When can I come to your office and help you understand more about how this will help resolve your issue?
Imagine a scenario where you knew what products or services they were interested in. If you knew what they’d been looking at on your website, you know they’ve already starting thinking that service/product can help. All you’ve got to do is continue extolling the benefits and the results achievable from it. Guess what: web analytics can tell you what that person is looking at and how frequently.
When should I talk to them?
One of the most critical aspects of sales is knowing when to talk to your prospects. So if you know when someone has visited your website, you know when they are thinking about your business and your products or services. Web analytics can tell you when they return, with most platforms having functionality that will email you when someone returns to your website.
At this point, we don’t recommend you call them immediately, as that would be a little too big-brother-ish. But there’s nothing stopping you calling them later:
You: Just following up on our last conversation
Them: That’s great timing. I was looking at your website yesterday
You: Were you? What were you looking for?
Them: Just checking your [insert your product name]
You: How about we have a coffee and talk more about [insert your product name] and how it can help you.
Following up when you know they are interested in you and thinking about you dramatically increases the chances of you moving them further through your pipeline and to closing them as a new client.
If you would like to see how this works, click here.