Despite sounding like a collection of buzzwords, this blog post title is actually a simple formula for turning website traffic—especially from Google visitors—into new paying clients.
The synergy effect comes into play when leveraging bottom-funnel (solution-aware stage) website traffic.
Organic blog content marketing can drive highly relevant prospects to your website, and new solutions for website visitor identification can help you reach out to these companies during their research stage.
This strategy allows you to capitalize on the 99% of website visitors who usually leave without taking action. In industries with long sales cycles, like IT services, technology, and industrial sectors, the conversion rate can be even lower. By reaching out to prospects before they’ve contacted you or your competitors, you can stand out.
After reading this blog, you’ll know exactly how this approach works and how you can apply it to your business—or hire our full-service agency to do it for you!
What is SEO Content Marketing for B2B Companies?
Simply put, SEO and content marketing are synonyms for creating blog content pieces like this one that will attract Google visitors in their research phase.
You can address different types of visitors that are either in their research stage for information, or have more transactional-based search queries like “Top 10 Best Tech Content Marketing Agencies US”.
We use these different types of content in a combination to build authority on Google and cover top-funnel, mid-funnel and bottom-funnel search intent.
Read our Ultimate B2B Content Marketing Guide!
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What is Website Visitor Identification?
Website visitor identification is the process of recognizing and tracking users who visit your website. Visitor identification tools provide insights into who your visitors are, their company affiliations, and their browsing behaviors.
These tools can reveal crucial details, such as the companies visiting your website, their industry, and their level of interest based on the pages they view.
Unlike typical web analytics, visitor identification goes beyond tracking general traffic and demographic data. It helps you understand who these visitors are, how often they visit your site, and what they’re interested in.
This means you can filter out visitors who are unlikely to convert and focus on high-intent leads, such as businesses actively searching for your solutions and engaging with your content.
Key benefits of website visitor identification include:
- Enhanced Lead Generation: Identify potential business leads you wouldn’t have found through other means. Especially those in their research-stage.
- Increased Sales Efficiency: Focus efforts on companies or individuals who have already shown interest in specific types of content or offer/pricing pages.
- Tailored Marketing Campaigns: Create highly targeted outreach strategies based on actual visitor data, build an email lead nurturing sequence.
Several tools, such as Snitcher, Leadfeeder, and Clearbit, offer website visitor identification functionalities.
New tools like RB2B even let you identify individuals and get their LinkedIn profile!
These tools track visitor behaviors and match IP addresses to company databases, offering insights into which companies are showing interest in your products or services.
On our B2B tech review platform Sermondo.com, we have put together a full comparison of the 10 best website visitor identification tools that you can use. Most come with a free trial period.
How to Combine Website Visitor Identification with SEO
Combining SEO with website visitor identification provides a powerful framework for capturing high-intent visitors at the bottom of the funnel.
Effective SEO brings organic traffic to your website, but identifying the visitors who are most likely to convert is key to optimizing lead generation efforts.
Driving Bottom-Funnel, High-Intent Traffic
Bottom-funnel visitors are typically closer to making a purchasing decision, meaning they have more transactional intent. These users often arrive on your site after searching for solutions or specific companies in your industry. To attract these high-intent visitors, you can optimize your SEO strategy by focusing on:
- Long-tail Keywords: Target specific, transactional keywords that indicate a user is ready to take action. For example, terms like “best SEO agencies for B2B” or “top 10 lending platforms” imply the searcher is actively looking for a solution.
- Comparison and Review Blog Posts: Content like “Top 10 Software Development Companies in the US” or “Best Software for Lead Generation” ranks well for users who are evaluating their options. This kind of content also attracts high-intent visitors, who are closer to making a purchase decision. This segment is called solution-aware or product-aware.
- Product-Specific Pages: Optimizing product pages and service descriptions for highly targeted keywords is essential for capturing leads further down the sales funnel.
Once SEO is driving targeted traffic, the visitor identification tools can help reveal who these visitors are and where they’re coming from.
This gives you a deeper understanding of which content attracts high-quality leads and whether your SEO efforts are converting into actual business opportunities.
Picking Out the Best High-Intent Leads
Now that you’ve attracted high-intent traffic to your website through SEO, the next step is identifying which visitors are most likely to convert into leads. Tools like Snitcher and Leadfeeder are invaluable for identifying these visitors and providing detailed insights about them.
How Visitor Identification Tools Work
Visitor identification tools track your website’s traffic and identify companies or individuals behind the visits. These tools work by matching the IP addresses of your visitors with company databases, offering you detailed reports on the businesses visiting your site. The data often includes:
- Company Name: Identifying which company your visitor works for.
- Location: Geographical data that could help you tailor follow-up efforts.
- Pages/URLs Visited: Insights into the specific pages or services/products visited.
- Visit Frequency: The number of times a company or individual has visited your website.
- LinkedIn Profiles & Emails: Most tools show you the LinkedIn profiles and email addresses of the companies employees. Visitor-level identification like RB2B can even identify individuals.
Both Snitcher and Leadfeeder offer integrations with popular CRM systems like HubSpot and Salesforce, allowing you to automatically import identified leads into your database for follow-up actions.
Sorting and Prioritizing “Hot Leads”
Once you’ve gathered visitor data, you can segment and prioritize leads based on their behaviors:
- High-Intent Leads: Companies or individuals who visit product or pricing pages show clear signs of purchase intent. You’ll want to prioritize these leads for outreach.
- Multiple Visits: Visitors who return to your site multiple times should also be flagged for follow-up. Frequent visits often indicate increased interest.
- Specific Content Consumption: If a company frequently visits your blog posts about a specific service or product, it’s a sign that they’re evaluating their options and could be ready for a direct conversation.
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Using Website Visitor Data to Build a Value-Driven Nurturing Sequence
After identifying high-quality leads through visitor identification tools, the next step is to use that data to create personalized follow-up sequences that engage these prospects. Here’s how you can develop an effective follow-up strategy based on visitor data:
Step 1: Create Segmented Lists
Not all visitors are at the same stage of the buying journey. Segment your leads into different lists based on their behavior:
Hot Leads List: These are visitors who have shown strong intent, such as viewing pricing. If you don’t have more than +100 identified companies per month, we recommend qualifying hot leads simply by their attractiveness!
Visitors: Visitors who have engaged with specific blog posts or service pages but haven’t visited any pages that can help you identify their intent. If they are within your ideal client profile definition, you can
Step 2: Tailor Your Messaging
Craft personalized messages based on the visitor’s interaction with your site. For example:
Hot Leads: Use direct, action-oriented language like “We noticed you viewed our pricing page. Let’s schedule a quick call to answer your questions.”
Visitors: Focus on value-driven follow-ups that offer more information, such as “We noticed you’re interested in [service]. Here’s a case study that might help.”
Step 4: Monitor, Experiment and Adjust
It’s important to track the effectiveness of your follow-up sequences. Monitor key performance indicators (KPIs) like open rates, click-through rates, and conversion rates. Use this data to refine your messaging and outreach strategy over time.
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Conclusion: Let Our Agency Help You Build an Inbound-Led Outbound Strategy and Marketing Channel to Drive Revenue
Combining SEO with website visitor identification is a game-changer for modern lead generation strategies.
By driving high-intent visitors to your website through SEO/paid ads combined with using tools to identify them, you can dramatically improve your chances of converting these high-intent leads into customers.
However, implementing this strategy can be complex and time-consuming. That’s where we come in. Our agency specializes in building out comprehensive inbound marketing strategies, including SEO and visitor identification, to help you generate and nurture the best leads.
We’ll help you develop targeted SEO content, set up visitor identification tools, and design personalized follow-up sequences that convert prospects into customers.
Ready to supercharge your lead generation?
Contact us today, and let’s build your inbound-led outbound strategy.
We’ll turn your website visitors into paying customers and optimize your entire marketing funnel for success.
