Why Not Identifying & Engaging With Unknown Website Visitors Is Commercial Suicide

Imagine your website was a plush high street store. You’ve spent the time building it and you have invested a relative fortune in its construction, its layout and its valuable inventory. Furthermore, you’ve spent a wad of money making sure that your store can be found by your potential customers (think SEO, PPC, email marketing, social media and even the url’s you litter across all your sales collateral). So you’ve done all the hard work and shoppers walk into your store…

Wouldn't it defy commercial belief that in this scenario you would ever even dream of not having any staff in your store to welcome visitors, observe their buying behaviour and take their contact details before they walk out the door (so that you can then engage with them and encourage them to purchase either then or at a later date)? Okay, so you may have Google Analytics but that’s not the paragon of virtue since it’s the equivalent of just having a little bell on your shop door that merely lets you know an anonymous person has walked in - and walked out. You even may have something like Lead Forensics, Wow Analytics, Ruler etc. but they at best only tell you, in a percentage of cases, if a particular company has visited your website. While these products are fantastic (and we use them a lot in conjunction with other tools and techniques plus our automation platform allows us to track unknown visitors anyway) that is sometmes not ideal because they can only identify company level visitors (which some would argue they do in a non-permissioned way). How useful is that information in terms of you being able to drill down to the actual person who came into your store to spend money with you? Not much unless you can stitch that together with other individual level data (like we do). Web-help style pop ups that allow visitors to speak to someone online, there and then, are great but often (especially when ‘shoppers’ are in research mode) they expressly want to avoid direct contact with a human being (although facts show that they are usually happy to leave their contact details in exchange for getting the information they came looking for - exchanging their credentials for content).

Carrying on this analogy, what if the person keeps coming back into your store and you still don’t know who they are? What if they go to your other trade outlets and you keep blanking them? Worse still, what if they came looking for information - information that you readily have available and could send by email perhaps - but they couldn’t find it so just left to go to one of your competitors stores instead? Do you think you would be in business long? At best you certainly aren't maximising your profits and potential. What if your competitors do have the tools to do what you're not doing?

They're taking food from your table...

Also, there are different types of shoppers who all need to be treated differently depending on where they are positioned in your buying cycle. Should tyre kickers be given the full personal shopper service while the big spender standing impatiently at the till with a cheque book in their hand is ignored? If someone has visited your shop several times and you’ve observed them look closely at your pricing and other key areas of your store - areas which indicate genuine buying behaviour - then wouldn't you want your staff to make sure the customer was immediately given relevant and personalised information that helped tip them over the edge? Think case studies, testimonials, special offers etc. (marrying content with context).

So what’s the solution? 

Professional marketing automation and marketing orchestration dovetailed with harmonised, omni-directional content marketing is the only sure-fire way to put in place all the mechanics to identify, track, lead score and proactively engage with your online shoppers and do so regardless of device or channel. The contemporary techniques, technology and tools used by Superfluity for our clients allow us to turn an ever increasing percentage of your unknown digital visitors into known visitors and then ensure that you can not only track and lead score them but that you can immediately pull them into lead nurturing and drip marketing programmes and/or contact them directly by phone, email, social media etc. In doing so you can then pull these opportunities through your sales funnel with higher velocity, higher conversion and higher spend. You wouldn't believe the impact we could have on your business in this area and many others.

Superfluity specialise in bleeding edge, cross-channel visitor identification, lead nurturing, drip marketing and customer relationship marketing. We’re also experts in making sure new customers come to your store in the first place and that all your online outlets are linked and working in completely harmony. Why not book a short and friendly Discovery Call with us below and we’ll show you precisely how it all works and how we can completely change the game for you when it comes to social, digital, automation and orchestration – and how we do it economically and with agility.

BOOK NO-OBLIGATION DISCOVERY CALL

No matter how big or small your website and no matter how low your current visitor traffic is; don’t be the person who runs a shop with no customer facing staff. Speak to Superfluity and get the equivalent of the worlds best digital and social concierge who will also drag customers into your store who are ready to buy at a rate of knots that will blow your socks off. At the very least, even if you're not ready for the full suite of marketing automation, do get some basic website visitor tracking technology onto your web site quickly and begin the process of using that kind of technology to turn some of your unknown visitors into knowns.