OK, so you know all about lead nurturing: what to do once a suspect accepts one of your landing-page offers and gives up their contact info.
But what about all the others? …the ones who exit your landing page without converting, or the even larger number of “touch-&-gos” who visit various pages on your website (possibly multiple times!) and then disappear with nary a howdy-do? You basically have two choices on these: you can passively wait around for them to (maybe) come back; or you can take a proactive approach, as recommended by Christian Templeton in his recent post over on the B2B Insights Blog.
Here’s a boiled-down version of his recipe (and please do click on over for more):
- You add a snippet of code – as specified by your software-tool partner in this venture (Christian’s post supplies links to four such suppliers) – to the pages of your site that you believe you should track, and which your analytics package can help you identify.
- Using that code, your software tool will be able to tell you which companies are coming to your site (and when), what pages they’re visiting, and how long they’re staying. (Note: this is much more than you can get from Google Analytics.)
- You feed your target job functions/titles into that same tool, and voila’! Assuming it’s linked up with a large compiled database (as most of them are), out pops full name and contact info for your targets at accounts with known interest in your kit.
- Proceed with a direct leadgen campaign with this list as you would with any other well-targeted acquired list that is likely to be interested in your product/service. (Christian discourages making any mention of the presumed website visit, since it’s not all that likely that you have the exact person who made the visit.)
That’s it! Christian suggests adding this method in to a well-structured online marketing program – excellent website functionality/usability, strong optimization (SEO) program, tailored PPC/Adwords campaigns – rather than as a starting point. But used properly, it’s a terrific supplemental way to build up your list of to-be-nurtured prospects.
