This is a blog by Mark Verzijl, Consultant at Sciential.
Brand marketing will probably not bring you leads or sales overnight. It is typically a process for the long term, to establish desirable associations in the mind of your audience. However, it truly helps to seriously track and monitor your website visitors. And I am not talking about just implementing a Google Analytics (or other web analytics software) on your website. I am talking about knowing which companies are visiting your website.
Company visits tell you something about the audience that you are addressing. Since you will not typically get direct response on your brand building efforts, it helps to see what companies look at what webpages. There are multiple SaaS companies out there that provide you these insights through a paid software subscription. But did you know that you could set this up yourself, quite easily? I will just give you the steps.
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So, if you are doubling down on building your brand, make sure that you track the company names visiting your website to see whether you get noticed by the right audience.
