How you can use DNS lookup to improve your marketing campaigns

Yes, even DNS can play a role in your marketing strategy.

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Marketing a business can be tricky, especially with so many competitors vying for customer attention. Whether you use social media, email, traditional advertising, or a combination of these approaches, if you aren’t measuring your efforts, you may be wasting time. But how do you know which of your marketing messages are sending customers to your site to make purchases?

Reverse DNS lookup is one cutting-edge way to stay ahead of the competition. This technique takes you beyond traditional analytics to tell you who your visitors are. This tool lets you see the IP address and geographic location of your visitors so that you can determine areas where you need to adjust your marketing.

Website visits

If you take analytics seriously, you likely realize that existing tools give you the ability to look up the IP address and location of your website visitors. However, these tools aren’t always accurate since home broadband and mobile phone visitors can skew the results. A reverse DNS lookup tool helps fill in the blanks, giving you a clearer look at the audience that’s seeing your website content each day.

Email delivery

If email is an important part of your marketing strategy, you need to understand reverse DNS lookup from the email perspective. Servers use reverse DNS to identify and redirect spam, which means your email messages may never make it to the potential customer’s inbox. More than 20 percent of marketing messages are diverted, which means brands aren’t even getting a chance to win customers. Work with your IT administrator to ensure your DNS is pointing to the most desirable zone.

Search ranking issues

Reverse DNS lookup can identify situations where multiple sites share the same IP address, letting you know of a situation that could potentially harm your search rankings. Google penalizes businesses that have multiple domain names pointing to the same location, which means your business could be falling below the competition in searches. You’re better off combining all that in one website and simply building more content that helps customers find you in searches.

Identify interests

Today’s reverse DNS tools can also monitor what visitors do once they arrive at your website. Do they go straight to a specific section without even glancing at the content on your landing page? Do certain visitors focus on one area of your site while others focus on a separate area entirely? The answers to your questions could prove vital as you’re planning new content for your site.

Email integrations

With a tool that integrates with your business’s email, reverse DNS lookup can be used to gather information on what happens as a result of your email marketing efforts. Is there a specific time when emails are most likely to be opened? What part of each message sends the most traffic to your site? This information can be invaluable in planning email marketing campaigns.

Link building

Link building is an important part of keeping your content high on search results. Those rankings can make the difference when you’re competing for customers. Reverse DNS lookup works in conjunction with Google Analytics to help you trace your site visits back to their point of origin. That will have the primary benefit of showing you exactly where your link-building efforts are paying off. But secondarily, tracking this information will let you differentiate between link-building efforts that boost your search rankings versus those that send traffic to your site where they can possibly lead to conversions.

Database improvement

Marketers work hard to build and maintain a contact database that they can use for customer outreach. Yet Marketing Sherpas estimates that B2B data becomes outdated at a rate of 2.1 percent a year. Annually, that means more than 22 percent of your contact database is outdated by the end of each year if you aren’t proactively preventing it. Reverse DNS lookup can be set up to automatically generate new leads from the customers who are showing an interest in what you offer.

Success at marketing means constantly tracking the results of your efforts. With so many other brands now using analytics to improve their campaigns, it’s important to be as innovative as possible if you want to remain competitive. Reverse DNS lookup is one of many tools to have in your toolkit to reach as many customers as possible.

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