How can you combine website traffic with cold outreach?

Why should you consider combining your inbound and outbound channels?

Combining inbound and outbound channels can be a great way to increase the reach of your marketing efforts, as it can give you multiple ways to interact with potential customers.

By using both channels to create content, drive traffic, collect leads, and nurture prospects, businesses are able to extend their reach and broaden the scope of their overall marketing strategy.

Additionally, when businesses integrate inbound and outbound channels in an effort to attract more business opportunities, they have the opportunity to leverage data and insights from both directions to refine their campaigns in order to achieve desired outcomes.

By combining your website traffic with your cold outreach you are making sure that no opportunity for business is lost and no lead is left behind in the funnel.

Another benefit is that that same group of people and potential customers will receive information and “messaging” about your business on different channels, giving them space for more informed decisions when the time for closing the deal comes, and giving you the advantage of being more visible to the audience and having an advantage in front of the competition.

How to identify anonymous website visitors?

Anonymous website visitors are those visitors whose identities are untraceable or unknown. To identify anonymous website visitors, you can use a combination of technologies like analytics tracking, IP tracking, cookie tracking, and even behavior tracking.

You can also take advantage of third-party services like WHOIS Lookup or other IP lookup services to track down the origin or point of contact for the visitor’s IP address. Once identified, it is easy to understand their preferences and interests and potentially target them with personalized offers and content.

We must admit it’s not an exact science, but it will ensure that you are at least targeting your Ideal Customer Profile by identifying the companies that the people work for, and have visited your website.

So, you can go from there.

Ideally, you would like to have this automated as well. you can give some tools a go, that can automatically track website visitors by their IP, like Albacross or HappierLeads. If they also offer a database of possible contacts from the found company by their IP, it’s a win-win situation.

Another option would be to get a list of the companies that have visited your website and enrich your list with contact data for outreach. 

If your outreach tool has data enrichment possibilities, you are one step ahead. 

Let’s take Sales.Rocks as an example for your outreach tool. You could upload a full list of companies that visited your website and have been identified by IP address by an external source (either manually, or by using a tracking tool, like the ones mentioned above) and get direct contact information for the people working there.

Using the Bulk extractor, you can upload a list of company domains and even choose criteria for the contacts you need. You can choose by department, hierarchy, and even job title, and also you can tell the Bulk extractor how many contacts you would want/need from a single company so that you don’t reach out to the entire company with the same content.

Setting up your cold outreach for website visitors

Now that you know how to identify your website visitors and how to reach them, you’ll need to prepare your cold outreach.
Cold outreach can be done using different channels, like direct phone calls, SMS, or messaging apps like WhatsApp, but the most convenient channels for the B2B segment are still email and LinkedIn messaging.

This is because it’s mostly covered by the GDPR and LinkedIn has its own rules for contacting that will allow you to stay compliant, while doing cold outreach.

To do proper cold outreach, you’ll need to plan it out and then have resources to set it up (manual cold outreach and prospecting is a very outdated method and has proven to not be beneficial, thus automated prospecting is in the spotlight).
If you are wondering what you’ll need when searching for a prospecting tool, you might want to check this article here about what should you actually look for in a sales prospecting tool.

Now, let’s say you have your cold outreach tool in place and need to combine your website traffic with your cold outreach. How to best do that?

You can always export, import, download and upload lists, of course, but come back to automation again.

1. Using Different tools

If you want to use lead scoring, IP tracking, and data enrichment tools that will be more suitable for your marketing processes, it’ll be hard to find one single tool that does that. However, there is a quick workaround that you can set up using Webhook and API calls to send and receive data and connect it to your cold outreach tool.

For example, we tried a combination of IP tracking tools like HappierLeads, pushed the found contacts into our Marketing Automation tool via Pabbly Connect into a campaign, and were able to send out transactional emails to the specific list with relevant content. Don’t forget, these contacts are not your Newsletter subscribers and are still far from your client list, so make sure there is a legitimate interest in contacting them.

2. Using Sales.Rocks

Another way of automating your cold outreach to website traffic is by using the Dynamic Google Sheets upload within the Sales.Rocks Campaigns. What does it mean? You can connect a Google Sheets that will get new contacts from your IP tracking app each time a website visitor is identified, and add it to an evergreen campaign on Sales.Rocks, which will perform your cold outreach to those contacts. No need for manual contact entries at all! 

Your automation could run (exaggeratedly said) forever, and you can set up an automated email sequence reaching out to new contacts that land on that list from your website visitors.

Choose proper email templates for different audiences and different stages of the sales pipeline.

For example, you can set up a list of blog post visitors to receive sort of content updates similar to what they were reading in your outreach emails. Another email list can contain visitors to your pricing page that can be informed of industry innovations, product updates, comparisons between powerful tools, and so on.

Conclusion

An effective email sequence for warming up cold website traffic can be a huge boon to your business. Without having to do any work, you can engage with self-qualified prospects and move them from inquiry to purchase faster. The key is to have the right messaging in place that speaks directly to the needs of your target audience.

Automated cold email sequences can eliminate the manual task of crafting a custom marketing experience while ensuring the most relevant aspects of your offering are always included in each touchpoint. What should you always take into account is the potential customer behavior and prepare the right combination of personalized emails, triggered campaigns, and conversion path optimization needed to nurture and convert leads into paying customers.