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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.
It feels as though the key marketing tools these days are all online, as people find products, services and businesses online through search engines and targeted ads. This in no way means that print is dead nor should it be. $24.66 billion was spent on print marketing in the US alone in 2018 and many businesses still have a brochure as a key piece of marketing collateral. Here are 5 reasons that brochure design is still relevant in a digital world.
Websites are good to showcase and raise awareness, but if you have a product or service that has more to explain, contains a lot of technical information or involve large drawings where you need to be able to see it all at one time, then you’re going to get more space and flexibility with a A4 brochure design.
Research on how people read websites has shown that 79% of website users always scanned any new page they came across, as opposed to actually reading it. If you’re happy with that level of interest that’s fine, but if the text itself is what’s important then a print item might be much more appropriate for your needs.
“We don’t need a brochure because now everyone has a mobile people can just look us up there and then.” Is there always signal? Do they always have battery? Is their screen playing up? Is their kid using their phone at the time to play CBeebies? And if all of this backfires on you, are they going to remember you, your name and your business or event when they get their mobile back online? If you have a brochure to give them, that’s the most mobile kind of marketing there is. And assuming the brochure design isn’t too heavy to carry you can have some on hand at all times.
If you’re running local events in particular, it’s easier to get people using brochures and flyers, as you can get your message to people in the relevant area only. It also means that people don’t actively have to be looking for your online and you don’t have to have the technical expertise needed to run localised social media campaigns.
Alien concept I know, but more than five million people have never used the internet in the UK, and in 2018, of all households in Great Britain there were 10% who still didn’t have internet access. Reasons for this might vary but the fact is that there is a decent size audience that will never see you without an offline presence.
Get in touch for more information about our print and brochure design services.