Do you understand what your website tracking & analytics information means? Can you manage what you don't measure?
"People don't call us like they used to." Are you tracking the success of your industrial internet marketing strategy by how many phone calls you get, and asking them how they found you? Welcome to the 93% of industrial business executives who are just like you and frustrated that your website isn't generating the business you expected it to.
Understanding how industrial website tracking & analytics work, what information is available, what tracking method is best, what information is important, and whether or not all those bells and whistles promoted by all the expensive tracking software providers are worth the price, are important if you want a profitable industrial internet marketing strategy.
By simply implementing the right website tracking and analytic solution, understanding how to use the tools, and how to intelligently look at the information, we have helped many industrial businesses get a better handle on their online and offline buyer behavior. In short, respond to buyers faster, make quicker business decisions, and reap higher returns on your industrial internet strategy.
The first thing you need to be sure of is that your software is a client-side tracking solution. This tracks each individual who gets to your website and doesn't track the "search engine spiders". Search engine spiders (also called "robots" or "crawlers") are a software program that continually scans websites for the most releveant match to what the user is looking for in a search engine. Tracking them does nothing for you.
You also need to know the path that an individual took to get to you. What site or search engine directed the user to your website? For example: you have paid for a link on an association's website. Do they direct anyone to yours?
What did the prospect type in that got them to your website? This area can be somewhat confusing. Remember that prospects will only get to your site if the information is contained within it. You can't expect buyers to get to your website if the information isn't contained within it. Remember, your buyer isn't always going to describe your product or service the same way you do.
Recently during an analysis of a customers strategy, they were overly impressed with their Google results and proudly showed me how many hits they had gotten from Google. They also had a client-side tracking program implemented. As we sorted the activity by source, Google, and took a look at what the users were typing into google, 84% of the individuals who came from Google had typed in their company name as the key word (search string).
In contrast, they implemented an internet business development strategy in early 2005. 97% of the prospects who were directed to their website, had typed in a description of the service or product they supplied. As we analyzed the information in greater detail, we even learned through the website tracking & analytics that there had been several recognizable companies they had been targeting, who had gotten to their website. The customer immediately recalled the project they did for those now new customers, and that they will likely increase their sales by 12% because of those few new orders.
Can I track the effectiveness of our direct mail or print advertising campaigns?
If you use your website as a 24/7/365 sales person, implement the right strategies, work with the right business development company, YES.
Another customer relies heavily on their monthly direct mail campaign to drive business to their website because the uses for their products are very difficult to describe as there are hundreds of uses. He prefers to spend his time making products and developing new solutions for customers than focus on selling his existing ones.
So, monthly we collaborate on their search engine optimization, their tracking information, news updates, new applications, successful sales, and their direct mail strategy. 5-7 days after a direct mail piece is sent out, we can routinely see a spike in the number of visitors to their website. Interestingly enough, because the direct mail campaign is strategic, it is more cost effective than in previous years, and they close a higher percentage of sales.
The key to the industrial internet game isn't hits. Instead it is quality. Our most profitable customers are those who we have developed a complete industrial internet business development strategy with.
Contact us now and let's see if you can start converting more prospects into profits.