How to Successfully Reach Out to Otherwise Anonymous Web Site Visitors Once You’ve Identified Them

We got our demonstration code for the VisualVisitor website visitor tracking service going on Friday of last week. As we wrote in an earlier post, the service cannot identify specific individuals from the businesses identified as visiting a specific web site. But we still think there is a very good chance the service will quickly pay for itself (the monthly cost is $39.00 per website).

It is certainly possible to identify web site visitors without a tool like VisualVisitor. JavaScript developers can likely use the core Google Analytics tag structure, or their own custom design, to match IP addresses to the businesses that own them with publicly available WHOIS servers. The same developers can also write filters to exclude visits from ISPs. But the cost of writing this custom code far exceeds the $39.00 per month charged by VisualVisitor.

Once site visitors are identified by business, VisualVisitor can be configured to connect to a specific LinkedIn account. We experimented with using our LinkedIn account to identify personnel at these businesses involved with the type of product our web site promotes. We went as far as to identify the right people at these visiting businesses, and used the groups feature of LinkedIn to send messages to contacts.

But we need to highlight the importance of keeping the content of these messages very closely aligned to a product or service announcement (in other words, a press release type of format). As we noted in the last post, be sure to include an acknowledgement at the start of your message of the unsolicited nature of the engagement attempt. A couple of the responses we received back through LinkedIn included an assessment, by the recipient, of the “appropriateness” of our message. LinkedIn very carefully monitors the basis for engagement between members. Be sure to carefully build the right content to avoid any restriction on your ability to use this service in the future.

Wherever possible, use either a web site form or an actual email address of a recipient rather than the LinkedIn feature.

Ira Michael Blonder

© IMB Enterprises, Inc. & Ira Michael Blonder, 2013 All Rights Reserved

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