Understanding your target audience is more critical than ever. But at the same time, achieving this is becoming increasingly difficult.
As you know, more and more users prefer anonymous browsing. In addition, opting out of cookies made it challenging to determine the origin of the visitor. Visitors like your site's content, but they want to avoid being identified. This means that user-level visitor tracking will no longer apply. Now there is a question. How do you know your target audience if you can't track your website or visitors? Are there other ways to track visitors? The answer is unequivocal: yes. Visitor tracking is possible at the account level with the help of modern website visitor tracking software; this key solution helps marketers get valuable information about visitors, having a helpful opportunity to turn visitors into potential (regular) customers of your business.
Why should marketers know their visitors?
Please understand what fundamental factors can help you get to know your visitors. Knowing who visits their site is extremely important to today's marketing teams. You are the marketing manager of a company that provides software solutions for large companies. You and your marketing team work around the clock to deliver effective marketing campaigns. Blogs and emails go hand in hand with books, tutorials, newsletters, and other offline SEO campaigns. After six months, it is time to analyze the results: more traffic, lower bounce rates, and better rankings. But apart from all these advantages, the conversion rate is the same. On average, only 3 out of 100 visitors fill out a form or sign up for a preview or newsletter. The thought of reporting to the CEO and stakeholders is intimidating. It's even more frustrating to explain why the conversion rate is so low. I think it's most likely; you would like to know why this happens. Your marketing campaign may need to be reaching your target audience. But how do you know your target audience if you need to know who your visitor is? Here it is essential to identify the visitors who visit your business web pages if you don't mind. By tracking visitors at the account level, you can determine precisely what the customer is interested in. The process of turn anonymous visitors into identifiable people allows you to identify customers accurately, and your business will have an effective opportunity to adapt its marketing efforts and communicate effectively with its target audience of users.
Key benefits of the visitor identification process
Visitor identification has three key benefits:
- Marketing groups can analyze individual user companies and plan effective marketing campaigns; there is an opportunity to launch promotions successfully;
- Visitor identification provides real-time interaction at the level of your business environment through visitor recognition, website personalization, and chatbots;
- Visitor identification provides metrics for inbound marketing activities such as advertising campaigns and creating effective and informative content marketing.
What key metrics should I be tracking to focus on increasing current conversions?
Web traffic, clicks, and other critical metrics are proven visibility metrics. You need quality content. The monitoring metric is certified traffic. Marketers define certified traffic as the percentage of website visitors who meet KPI criteria by company-wide attributes such as industry, revenue range, and number of employees. The relevant traffic will be the percentage of visitors from large companies.
But is visitor tracking legal?
In short, yes, it is legal. Data protection laws such as GDPR and CCPA require all website operators to obtain user consent before collecting and processing data. They must also provide clear and transparent information about the data collected and its use. Therefore, visitor tracking is considered legal as long as all parties carefully follow these laws. Anonymization tools do not track or identify individual users. Visitors to your business environment are determined by analyzing visitors' web browsers' IP addresses and other data.
Careful monitoring and critical analysis of user activity on the site can provide valuable information about the company's interests and future needs. For example, you are the marketing manager of a company that offers software solutions for large companies. You use various marketing analytics tools daily, such as tools to track website visitors. Most of the participants were representatives of large companies, mainly in health care. With this in mind, I would like you to please review your healthcare marketing strategy for regulatory software solutions such as email. Books, blogs, and advertising campaigns and how they can help healthcare companies stay compliant. This will help you increase your traffic and find ways to get even more traffic from these companies.
How can visitor tracking be the secret ingredient to improving your marketing?
The visitor tracking process is an invaluable part of your marketing mix. The visitor tracking process provides information about website visitors' behavior to help them make better decisions and improve your marketing efforts by your marketing team. You can improve your marketing campaigns with the help of a visitor tracking process. Companies cannot collect data from visitors without their consent. In addition, almost all users today want to view content anonymously. They don't like sharing personal information like their email or mobile phone number, and users usually want to turn off third-party cookies. This makes it difficult for marketers to track the journey of their target customers. By combining anonymization technology with advanced web analytics platforms, marketers can determine which account a visitor belongs to, even when browsing anonymously. This allows business environments to:
- Identify relevant sources of received traffic;
- Understanding customer behavior on websites;
- Converting a link to all previous interactions.
You can also use visitor tracking to determine the effectiveness of offline marketing campaigns that your business has run. For example, could you imagine an event you organized offline? Several representatives of the company spoke with you during the event. They are usually interested in your product/service. Could you upload information about these members to your CRM, please? You can now know who is visiting your business website by removing the anonymity. This allows you to quickly analyze the impact of various offline marketing events in the company. Key performance indicators for an offline campaign include increased website traffic from specific accounts and increased engagement (time spent on page, page views).