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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.
COVID-19 changed the way that everyone marketed, very quickly and very extremely. Overnight events were cancelled, shops were closed and face to face meetings died out. More and more people were using digital methods to stay in touch and that included social media.
Social media networks were suddenly under pressure to help their users maintain relationships with their loved ones, and at the same time were looking to provide business tools that addressed all of the new challenges.
Many didn’t disappoint, and here are a selection of some of the tools and even tweaks that social media networks made as COVID-19 swept the world.
Launched in May, Facebook’s newest videoconferencing feature – Messenger Rooms – allows up to 50 people to video chat at the same time, with no limit to how long you can talk for. In addition, you don’t even need a Facebook account to join a room so it’s open to everyone.
For a B2C company that uses Facebook a lot, who were planning on holding a small event of around this number, Facebook Rooms made this an adaptable possibility.
In the world of work, sharing information on LinkedIn has been a bit of a minefield. People are having to share news of furlough, redundancies, temporary or permanent closures and product changes and delays. A ‘like’ or a round of applause or even a sad face doesn’t seem appropriate when you’re trying to communicate ‘keep your chin up’.
It’s of little surprise that LinkedIn released a new reaction button which essentially means ‘sending you support’. Messaging changes as times do and LinkedIn got this absolutely right.
This actually came out a while ago but it was a relatively low key affair. In a time where people can now not hand over a real life catalogue, the potential to send people a virtual catalogue on something as easy as Whatsapp has a big appeal. It has become much more publicised and widely used as a result of COVID-19.
How it works is, a business owner gets a digital store using WhatsApp Business and inside the store, you can create any number of catalogues. You can put prices, descriptions, pictures and other ordering information. You can even add a website to each catalogue.
If you’re looking to use more social media marketing in the aftermath of COVID-19, get in touch.
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.
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