You work hard to drive traffic to your website. Search engine optimization, paid ads, social sharing, email newsletter content – you name it. It’s all part of a greater effort to drive web traffic to your digital front door.
Unfortunately, if you don’t target website visitors, you may not get the most out of your marketing efforts. Here are five pitfalls you can avoid when you effectively target website visitors.
Pitfall #1 – Missed Opportunity
Unfortunately, only 6 percent of web traffic will bother to fill out a form. In other words, 94 percent of your visitors – potential leads you’ve worked hard to earn – are wandering aimlessly into the digital abyss. What’s worse, many of them are sales-ready, and they’re landing in the lap of the competition.
When you proactively target website visitors, you can identify these prospects even if they don’t fill out the form. That means you can make contact before the competition.
Pitfall #2 – Misunderstanding Your Audience
You’ve identified your ideal customers, created detailed buyer personas, and crafted custom content designed to resonate with your target website visitors. But as you know, customers tend to have minds of their own. They don’t always behave exactly the way you’d expect.
When you target website visitors, however, you can actually gauge customer behavior. You’ll not only see which of your web pages are being visited most, but you’ll also see which content is encouraging maximum engagement – links clicked, actual downloads, etc.
What better way to learn more about your audience and adjust your marketing strategies accordingly?
Pitfall #3 – Not Reaching Key Decision Makers
Website visitor tracking software does something special. It allows you to target website visitors and identify the companies that are interested in your products and services. But it goes beyond that – it actually identifies key decision makers within those companies!
When you know exactly who to contact, you eliminate a lot of wasted motion. You can reach out directly to the people who matter with content designed to alleviate their specific pain points.
Pitfall #4 – Sending the Wrong Content at the Wrong Time
Marketing isn’t a one-size-fits-all affair. If you’re not sending the right message to the right people at the right time, you’re just spinning your wheels. When you proactively target website visitors, you can identify behavior patterns. This allows you to pinpoint their position in the buying cycle and nurture accordingly.
And when you find leads that are sales-ready, you can put them on the fast-track to conversion!
Pitfall #5 – Not Prioritizing Leads
To follow up on that last point, it pays to know which leads are the most important. If a lead is on the verge of conversion, you don’t want to waste their time with entry-level content. When you target website visitors, you’ll know which visitors are sales-ready, which visitors are just browsing, and which visitors are actually your competition checking up on you! Prioritize accordingly!
