Stalking your website visitors

10:00 am Website Analytics

Most readers will be aware that it’s often possible to identify the names of companies and organisations that have visited the website, including what pages they looked at and for how long.

However, a comment often made to me is:

“That’s good to know which company came to our website, but what do we do about it if we don’t know anyone within that company?”.

There are two answers here:

  1. If you’re seeing various companies visiting your website and you believe there was initially genuine interest, but they didn’t make contact, then it tells you that your website may need to be strengthened in order to encourage contact to be made.
  2. Use LinkedIn intelligently.

The purpose of this blog is to focus on point 2 and I’ll use Custwin as the example, and first of all the ‘slow burn’ method …

The screenshot below shows that the Custwin website was visited on 15th July by someone from a company called Jacksons Fencing:

I see that they came in to an email newsletter page from May 2009.  It could have been anything that brought them there but just perhaps, there may be something to build on.   So I go to my LinkedIn page and search on the company ‘Jacksons Fencing’ and I find that I’m connected to 5 people there and one of them is the Business Development Manager (someone who may, at some stage in the future, be interested in how Custwin can help, but in the short term, perhaps someone to nurture).   The screenshot below shows how I’m connected to that person via 10 of my own connections:

A few of those connections are people I could ring up and say “How well do you know that person?” and if they say it’s more than purely an electronic connection then I could say “Would you mind if I connected to them, via you, within LinkedIn?”.  If their answer is “that’s fine” then I use the LinkedIn system to request a connection to them, with an appropriate message.

Chances are that they’d connect and after a brief initial intro dialogue via LinkedIn, the link has been made to nurture for the future.  Way down the line, it could even lead to business.

You may be thinking:

“Sod that, what a load of effort just to try and make a connection that may be useful sometime in the future”, but there’s a few points to make in response to that:

  1. You never know where a connection can lead to.  If you spend a bit of time connecting to numerous companies, who you know have visited your website, then the law of averages says that some of those will come to fruition that outweighs the time investment.
  2. If you’re not connected to people within certain companies then you won’t get people coming to you to request connections (which can rekindle contacts with people).  I know many people who are very well connected (to genuine connections) via LinkedIn and I consider them ‘go to’ people when I’m looking for connections.
  3. The more connections you make on LinkedIn, the better.  It can’t harm you.

Of course, there is the other method, which is faster, may or may not involve using LinkedIn to leverage contacts, but could have a more immediate level of success or failure …

  1. Identify the company who has visited your website and what they looked at.
  2. Use Google and also LinkedIn to try and drill down to the names of people within that company, who could be the right people to speak to.
  3. Contact them by phone, referring to someone from their company having been to your website (and what they looked at), and offering further assistance.
  4. Pause for either the positive or “get away from us, stalker!” reactions.

Whichever method you use, if you have identifiable companies visiting your website and your view of the website visitor path movement implies that it’s of genuine interest, then it’s got to be worth doing something about that.

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