Potential Clients Hidden in the Data
As a B2B firm, leads are important. Knowing who is interested in your services, the level of their interest, how to reach them, and how to help them trust you are big challenges. What if there was a simple way to help answer all of these questions and increase not only leads, but also lead conversion? There is.
The Network Location Metric
Let’s take a look at one of the widest used and free web analytics tools (Google Analytics) and see what it can tell us. This data could, of course, be extracted from other web analytics services as well. Looking specifically at Google Analytics, however, under the ‘Visitors’ tab there is an interesting sub tab called ‘Network Properties,’ and under that sub tab there is another one called ‘Network Location’. That is the metric we are interested in.
When looking at this metric, you are likely to see some network locations such as ‘comcast cable communications inc’ and ‘at&t internet services.’ These represent broad internet providers and are not particularly useful. However, you may notice some that can be helpful to us, perhaps something like ‘3m company’ or ‘dell computer corporation’ or ‘raytheon company executive office.’ These represent actual companies (hence potential clients) crawling you website. Why not use advanced segments to find out what content interests them, how long they spend on certain areas of your site, and whether or not they are completing your site goals? (In Google Analytics, the metric 'network location' is under the 'system' tab the in Dimensions section of advanced segments)
Using This Insight
Knowing what companies are looking at your site and what they are looking at, you can then know who to contact and can form an idea of how to package services for them according to their needs. Why not also contact them to ask how their experience was on the site and get their feedback? You can also potentially connect with all of these companies through social media channels such as Twitter to help them keep interest and let them know what you have to offer them.
Keep in mind as well that these companies may not be potential clients, they may also be competitors. Perhaps you will find competitors you were unaware of, and you will be able to gain insight into their company by what content they look at on your site.
On the other hand, these companies may not be potential clients or competitors, but potentials for business partnerships. The same principles of getting to know where their interests lie are the same.