According to Oliver and company 94% of brand managers across multiple industries believe that it plays a very important role in their quest to increase revenue and meet their marketing objective. There are different ways a business can use and should use personalization across the digital marketing stack. This article will, however, focus on websites.
Websites remain the focal point for brands, especially in the B2B space where brand experience is not complete without a website visit.
What is website personalization?
Website personalization is the process of making customized experiences for visitors to a website. Instead of providing a single broad experience, website personalization allows companies to give sites visitors unique experiences fitting with their needs.
As easy as this sounds, developing a personalized experience for a B2B website is tough. It can be done by following the steps below;
1. Build buyer personas.
One of the first things to do is to learn everything you can about your audiences. Survey your past, current, and prospective customers and based on the results you get, create something we call a buyer persona, or audience persona. It is the personality of your audience that helps you determine the kind of content they’d like to see on your website so you can tailor the website according to their preference. For this, you can use Hello Bar. It helps you customize the user experience as per how often the users visit your site.
2. Create your journey maps.
Create a blueprint of how you know your audience will move through the process of engaging with and buying from your brand.
It highlights the motivations, needs, and pain points at each stage of the buyer journey which can then be mapped to different pages, messages, and offers on the site. Without this blueprint, even the best personalization tools will swing and miss, leading to irrelevant content and disinterested website visitors.
3. Craft compelling content.
It’s now time to focus on how you’re going to address them. The content you create for each of them must speak directly to their needs, challenges, and points that were revealed through the creation of buyer personas and journey maps else your content won’t feel relevant or personalized for your audiences. You can make use of Max Mind which enables you to identify the location of the visitor so it’s able to embed that in the copy of your website or ad. This leaves an impression of you directing your content at them specifically.
4. Audit your data.
Be deliberate about cleaning up your data sources and commit to regular maintenance to ensure that your personalization strategy succeeds.
5. Test and repeat.
It’s important to track the performance of your personalization components, analyze available data, test variations, and make appropriate optimizations on an ongoing basis. This is a sure way to yield the results you’re looking for.
When you enhance your focus on your audience’s experience, your website is then able to satisfy and delight. Look at it this way, a visitor met with the right content at the right
Sharing this post is caring ❤️