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Your website is the lynch pin of your online marketing, but websites are now more than an online brochure or a way for people to read about your business. The aim of all websites should be to convert visitors to active leads or even prompt people to buy. It’s a sad fact that the average landing page conversion rate is only 2.35%. Whatever counts as a ‘conversion’ to your business, do you let the rest of that traffic die? For B2B businesses, if you can identify your website visitors, then you can follow up this traffic by targeting those businesses.
This is possible with reverse IP tracking. Reverse IP tracking can be a B2B marketer’s secret weapon but it is consistently underused. It’s a technical process needing specialist tech and skills but basically, you can look up the owners of the IP addresses of your website visitors and from there you can often tell from which business the website visitor is from.
The implications for B2B marketing is immediately obvious. If you have a target marketing, and a list of all the businesses that have recently visited your website, you can cross reference them and find potential leads that haven’t converted online. You can then proactively target this lead yourself.
This might all sound a bit ‘big brother’ but it is totally legal to identify your website visitors in this way, and it’s an invaluable way to mop up the 97.65% of your website visitors that aren’t converting. You might even spot your competitors sneaking a peek at what you’re up to!
This isn’t completely lost on B2C businesses either. Getting an idea of the kind of companies that website visitors are coming from could give you an idea of the kinds of people/professionals you’re attracting to your website.
You can’t track every single IP address unfortunately. There are those with settings on their IP address which means you can’t identify them, but even a high percentage of identification creates leads you otherwise would never have known you even had.
Get in touch for more information on using reverse IP tracking to maximise the success of your website moving forward.
In 2019 an average of 61 shops closed per day, and recent predictions believe that the the ‘retail apocalypse’ is due to continue at least another 2 years. This doesn’t mean there won’t still be a demand for products and services, but that businesses will need to think more laterally and focus on online marketing and presence to survive the shift in the way the world is working.
How are businesses surviving the Retail Apocalypse?
There are a number of businesses that might have had a shop or office where they can actually operate from home or on the move. The beauty industry, technology repair and the beauty industry are classic examples of ones that can pick a corner of their home and keep less stock or keep the tools of the trade mobile and lightweight, and negate the need for a retails space.
The lack of ‘store front marketing’ means that online marketing such as a website, social media and email marketing becomes important. But the cost of online marketing compared to the running costs of a premises works out much more realistic as well as an opportunity to promote your brand to a wider market.
Buying online is no longer a novelty and also no longer just for the big businesses. With an effective website design you can sell online safely and take out the need for a premises to display products. Promoting the website using social media – both paid and organic – is an affordable option as is online sponsorship, and alongside more traditional forms of marketing such as print.
The ‘death of the high street’ doesn’t have to be a negative thing either, in that there will be deserted store fronts in a ghost town. There are many new ways that people are making use of retail premises that are no longer in need. This includes community hubs, service based businesses, indoor markets for businesses to come together, the hospitality industry and of course, those businesses that will always need a shop of sorts.
Get in touch if online marketing will help your business thrive in a digital world.