Internet marketing has never been more important. Research shows that 81% of consumers research online before making a purchase. So if your company can stand out during that research process, it should grow its revenue considerably. One way to do that is by getting started with DNS marketing. It’s a sales strategy that can help you get more leads and convert them at a higher rate. Continue reading to learn what DNS marketing is and how to add it to your plan.
Breaking down DNS
DNS is an acronym that stands for The Domain Name System. DNS names are just the addresses you use to navigate a certain website. For example, if you wanted to check out the latest sports scores, you might type in the domain name of ESPN.com.
The Domain Name System exists to make it easier for humans to use the internet. When computers access a network, they speak to one another through IP addresses. But these are long strings of numbers that are tough for humans to remember.
DNS names are comparatively much easier for humans to remember and are connected to a site’s IP address. Going back to our original example, ESPN.com is essentially shorthand for the company’s IP address.
You might also hear about reverse DNS — especially if you’re looking for a sales pipeline tool. The idea behind these is to take someone’s IP address and return their DNS name.
If someone working at a company accesses your website, you will see their IP address in your visitor logs. Reverse DNS lookups tools take that IP address and give you the information to target the prospect.
DNS marketing: how it relates
When most people talk about DNS marketing, they describe using a reverse DNS lookup tool to find and target leads more effectively. You may use a sales pipeline tool to work more effectively with their DNS information, but you don’t typically need a tool to tell you who they are.
Reverse DNS lookup tools are for when you have someone’s IP address but haven’t reconciled that address with a domain name or an individual yet. These tools are useful for marketing teams because they take technical information (IP addresses) you can’t use right away and translate it into actionable data.
How to get leads with DNS marketing
Getting leads with a reverse DNS lookup tool isn’t complicated. The only thing you need to do is pick the right tool, which we’re confident LeadLander can be for your company.
But with that in mind, here’s a step-by-step process you can follow to procure leads with a DNS tool.
Start by investing in a reverse DNS tool
The first step is to pick out the tool you’re going to use. As you’re picking, you’ll want to make sure that whatever tool you choose is easy enough for everyone in your organization to use.
Connect the tool to your website
The next step is adding the tool to your website. Most platforms have a simple integration process, so you can do this automatically without putting in much work on your end.
Watch as the data comes in
Once the tool’s connected to your website, your job is done – sit back and watch as the IP addresses that visit your website are converted into usable DNS names for your marketing and sales teams.
Adding DNS to your broader sales strategy
Group the leads you get
Lead grouping is an effective way to enhance the impact of your reverse DNS lookup tool. The idea is to put leads with similar characteristics together so you can target them with a single marketing strategy instead of creating customized strategies for each segment.
This helps you get more out of your limited marketing budget and saves your staff time. So a good first step is to figure out how you want to group leads. You could group B2B leads based on their business size or the industry they operate in.
You might also group your leads based on the type of content they accessed on your website. Or by how many times they’ve visited your website.
Come up with a sales strategy for targeting each group
Develop a way to target each group you create with your marketing efforts. The best way to do this will likely depend on the actual groups.
For instance, if you group your leads based on how they got to your website, you might decide that it’s better to target some prospects on social media platforms and another group with email marketing campaigns.
Make retargeting a point of emphasis
The data you get from DNS marketing can be effective for retargeting campaigns. That’s because DNS lookup tools can alert you when a prospect returns to your website. Use that information to send targeted emails at moments when their interest in your brand is at its highest. This can lift your ad engagement rates by as much as 400%.
Consider integrating your reverse DNS tool with other sales technologies
It’s also worth keeping in mind that you can connect most reverse DNS lookup tools to other types of software, such as CRMs.
This enables you to leverage the insights you get from DNS marketing in more familiar ways. In other words, you can benefit from the data from a DNS tool while still operating in whatever marketing software you’re most familiar and comfortable with.
Use your DNS tool to determine the effectiveness of different web pages
This is another excellent way to use the data you get from a DNS tool. These platforms help you identify which of your web pages receives the most traffic from prospects who match your target customer profile.
You can use that information to highlight your most effective web pages and make changes to the ones that aren’t working as well. The net result could be an effective website that generates leads.
Track your results over time and make adjustments
As is the case with any marketing technology, it’s always important to track and analyze the data that you get from your DNS marketing efforts. This is the only way to know how effective your strategies are.
Even if your initial results with DNS marketing aren’t where you want them, that doesn’t mean you need to drop the tool entirely. This can still be an effective marketing style – you may just need to make adjustments to your strategies to unlock its full potential.
LeadLander can help your company benefit from DNS marketing
The first step towards accomplishing your goals with DNS marketing is investing in the right software. That’s why you should check out LeadLander.
Our website visitor tracking tool takes IP addresses from your website visitors and returns actionable DNS information. With it, you can:
- Discover new leads
- Validate interest from existing ones
- Optimize your web pages
- Continuously refill your sales pipeline
- Improve the performance of your sales and marketing teams