In my past experience, even when working closely with SEO and PPC marketing firms, our online marketing campaigns have yielded a few big ugly doughnuts. And those dog campaigns are demoralizing, even when done in the context of “testing”.
Given the amount of investment and hard work spent in building traffic to websites, it makes sense to cull value from visitors in any way possible. Yet tactics to capture visitor value, short of form and purchase conversions, is rarely considered. And when I write “value” I’m not referring to abstract insights like click path and conversion funnel analysis, I’m talking about tangible actionable assets. Also known as champions and prospects.
Visitor identification has been around for as long as I can recall and it’s common. No magic there. I’m referring to the process of deciding who to contact, what to say and write to them, and properly executing follow through to capture the asset. The process is uncommon and not widely used; so start applying the tactic before it’s completely overused. So here it is – Next time you use visitor identification, add their CEO to two separate lines of automation.