You’re Losing 98% of Your Website Leads and the Sky is Falling

EAG, November 29, 2016

Hi, From what I can tell, you are doing a lot of great marketing, but around 98 percent of leads to your website are leaving without taking any action on your site. I can show you how, through reverse IP lookup, we can identify the companies and individuals visiting your site.

I can also provide you with the contact info – including names, emails and phone numbers – of these visitors, effectively doubling or tripling the number of leads that can be harvested from your existing web traffic. My team has over twelve years of experience driving results for our clients, and we want you to be a part of their long reputation for success. We’re based in Los Angeles, we’re Google partners, and we’ve received accolades from Inc. magazine and the LA Business Journal. Is there a time this week that works best to set up a call?

Wow. That reads like a pretty legit email business solicitation. It is convincing enough that it raised concerns for a few of EAG Advertising & Marketing’s small business clients. After all, so many businesses live and die by their internet leads, so losing 98 percent of them is certainly cause for alarm – if it weren’t just a scare tactic to get you to react instantly instead of working your rational lead generation plan.

EAG doesn’t condone or engage in this type of digital marketing. We (well, our account services and copywriter) turned to our digital experts to learn exactly why it’s bogus.

What we (our account services and copywriter) knew:

  • Using fear is a common advertising technique that elicits a knee jerk reaction that the consumer almost certainly soon regrets
  • As soon as we looked at the website for the company that was sending these emails, we started receiving emails from that company stating that 98% of the leads to our website were leaving without taking action. Hmmm, that sounded familiar

What we learned from our on-staff digital experts:

  • This email message is spam from a company that is simply fishing for its own leads
  • If you receive a similar one, or the exact same one, delete it because it’s spam
  • Without access to your site analytics, they wouldn’t be able to tell how much traffic the site was generating or the proportion of that traffic that became leads
  • Using reverse IP does not provide “contact info – including names, emails and phone numbers – of these visitors”

Make Your Lead Generation Plan and Work It
When you have a rational and solid lead generation plan in place, you’re less likely to fall for these scare tactics because you’re seeing stats showing what’s working. More importantly, when something isn’t working, you can quickly adapt a digital marketing campaign to fine tune results.

What makes for a good lead generation plan? EAG creates, implements and adjusts lead generation plans for our clients every day so we know a thing or two about generating leads.  A solid plan includes a cohesive campaign of brand messaging, targeted prospects, most promising delivery channels, landing pages, follow up processes and analytical reports that verify it’s working.

But Reverse IP Sounds Appealing
In a perfect world, using reverse IP to gain your website visitors’ contact info, – including names, emails and phone numbers would be a compelling digital marketing technique. Alas, we live in this world, so let’s go a little in depth about why that isn’t possible.

Reverse IP tracking is a method of looking at a visitor’s IP addresses to identify identities. The problem is that IP addresses often cannot be identified due to the different ways ISPs (Internet Service Providers) handle traffic. EAG Advertising & Marketing, located in Kansas City, could show up as being located in California, depending on how our ISP’s routing.

If the location of the IP address can be identified, it can only show the building where the computer is located, not the specific computer or person visiting your site. In that scenario you would have to call the company and ask if you could speak with whoever was looking at your site, hope that person could be identified, and then complete a sale. That is not a very promising prospect compared to working a bona fide lead generation plan, in which you reach prospects who are truly interested in your product or service and reach out to you for more information and a sale.

However, there is the ability to sometimes identify the business, as this particular company identified EAG after we’d visited their website. The company did not contact one of us directly and by name, but the company used our contact form to send the spam message.

There are legitimate and effective ways marketers can reach consumers (B2C) using IP targeting. Take El Toro for example. This IP targeting solution gives marketers the ability to target consumers by matching physical addresses in your customer database with real-time IP address location for true one-to-one marketing. Meaning you can reach targeted prospects by direct mail and digital ads served to their IP.

If you’d like help evaluating priorities and determining which tactics work best for your lead generation plan, let’s talk.


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