How to Use Your Website Traffic Data to Conduct Targeted Sales Follow-ups

When you drive traffic to your website through various channels—such as SEO, marketing campaigns, and an active LinkedIn account—the next step in the funnel is crucial: measuring and analyzing who actually visits your website. This phase not only helps you gain insight into your visitors but also provides valuable information to your sales team for targeted follow-up. By analyzing visitors, you can identify the companies that visit your website, which enables you to manage the sales funnel more effectively.

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Measuring Traffic with Tracking: Understanding the Companies That Visit Your Website

When visitors come to your website, you can use a tracking tool (with their consent) to find out which company a visitor represents, even if they don’t fill out a contact form or sign up for a newsletter. These tools work by linking visitors’ IP addresses to company data.

1. Identifying Companies: Every time a visitor comes to your website and consents to having data collected, an IP address is recorded. Many business IP addresses can be traced back to specific companies. This allows you to see which organizations are interested in your products or services. You’ll not only know that a particular company visited your website, but also which specific pages they viewed and how long they spent on those pages.
2. Insights into visitor behavior: In addition to identifying companies, tracking also provides insight into which pages of your website are popular and where visitors drop off. This information is crucial during the consideration and decision-making stages of the sales funnel. By knowing which content attracts the most attention, you can tailor your approach to the interests of potential customers.
    
   • Have they visited the same product page multiple times?
    
   • Have they read any blogs about specific solutions?
    
   • Are they interested in pricing information or customer case studies?

This data gives you an idea of where a company is in the buying process.

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How Tracking Helps Your Sales Team Move to the Next Stage of the Funnel

Now that you know which companies are visiting your website and which pages they’re viewing, you can use this information strategically for the next steps in the funnel. It’s not always possible to achieve a direct conversion through the website, but tracking gives you a valuable advantage by helping you tailor your sales process more effectively.

1. Targeted Sales Follow-ups With information about which companies have visited your website, your sales team can immediately conduct targeted follow-ups. For example, by reaching out to these companies via LinkedIn or by sending them a personalized email with additional information tailored to their interests. These leads are often warmer because they’ve already shown interest by visiting your website and exploring specific content.
2. Prioritizing Leads Not every company that visits your website will be ready to make a purchase right away. However, using the data you’ve collected, you can prioritize your leads based on their website behavior. For example, companies that have viewed multiple pages about products or services can be moved higher on the priority list for a sales call. This allows your sales team to focus on prospects who are more likely to convert.
3. Retargeting and Marketing Automation In addition to direct follow-up, you can also retarget visitors with targeted ads via LinkedIn or other platforms. This helps keep your brand top of mind. Retargeting campaigns can be specifically tailored to companies that have visited your site, which significantly increases the likelihood of conversion.
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Conclusion: Effective funnel management through tracking and targeted sales

The combination of traffic from marketing, SEO, and LinkedIn, along with tracking and analysis, allows you to gain more control over the sales funnel. Not only can you identify the companies that show interest, but you can also take targeted actions to guide them through the funnel toward a conversion. This offers a tremendous opportunity to proactively reach out to companies that don’t convert immediately and keep them engaged, so you can step in at the right moment with the appropriate sales approach. Read our customer success stories to see how we’ve optimized the funnel.

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Do you want to get more out of your website traffic and optimize your sales funnel with targeted follow-up? TMC Media can help you implement the right tools and strategies so you can convert more leads into customers. Request a free website scan or contact us at the bottom of the page so we can work together to identify the most effective funnel.

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