Prospecting Potential Leads From Analytics

In my working with a client I was reviewing Google Analytics data was inspecting a feature that focused on the network domain.  Some companies like to setup their network to show the name of business.  This makes sense for various reasons for the company.  Sometimes this data is shared with Google’s reports.    This is where I had an idea that perhaps this could be a means to prospect a company that might be interested in you despite them ever calling or filling out a form.  

Mining your analytics for the network domain can lead to sales.  The idea is to identify the user of the particular page based on their type of visit. If you drill down in Google Analytics to Behavior>Site Content>All Content.  Within there you will see a set of URLs.   Above the list of URLs, you will notice a Secondary Dimensions.  Choose User> Network Domain.  The result is a list of domains.  Now, this can have a lot of worthless domain names but there can be some that are worth looking into.  As a note, if you have the money it can be worth paying for a service that would pull this data and then source the information from other sources to help you more quickly target the type of customer you are looking for.  This is a quicker method for gathering information about visitors of your website. 

The network domain is where a company may have installed a network that hosts all the servers, website, etc. under one roof. Organizations do this in order to make it easy to identify and work on. When a user on the network visits a site, your website, it can leave a trace that it came from the network of the company. Now depending on your industry and type of business, this may not be useful. But if it is then, it could pay off.

Once you’ve identified the network domain that looks promising you will need to find the target demographic of the company. There is one thing you have to consider in this process, understand your buyer persona. Now if you don’t know the type of person who buys from you, then researching the website may not be of help to you.  If they are always the owner then great, research away. If not, you may need to do additional research to find the type of person you need to contact.