Getting in front of your target industries is a must for B2B marketers. But, with niche products, small lead pools and crowded markets, how can you ensure your organization cuts through the noise? Put yourself in the shoes of the B2B decision-makers you’re targeting. With fast-filling inboxes, busy social feeds and an ever-growing to-do list, what’s going to make them stop and notice you? Well, according to Harvard Business Review, individual customer stakeholders that perceived supplier content to be tailored to their specific needs were 40% more willing to buy from that supplier than stakeholders that didn’t. So — like a lot of things in the business to business marketing world — the answer is personalization.
To get started, you need to have a clear understanding of what your key industries are — and more importantly, the smaller groups that make them up. After all, if you want to impress them, getting to know them inside out is a crucial first step. That’s where industry segmentation comes in. Segmentation by industry is an effective step towards customer personalization — enabling users to offer tailored communications to entire industry segments, rather than adopting an account-based marketing or ‘mass personalization’ approach. Remember, you don’t have to select just one personalization strategy — using a combination will help you achieve the best results.
Personalized content marketing material
A one-size-fits-all marketing strategy will no longer make the cut — and that goes for your content, too. Tailor your messages to speak to specific industries or job titles, and include a mix of content to keep it interesting — whether that’s video marketing materials, engaging blog posts, downloadable PDFs or anything in between. Gain an understanding of buyer behavior — how often do they purchase from you? Will they need to upgrade, subscribe or re-purchase any time soon? Make it easy for them to do so by putting the content they need to see right in front of them. Consider intelligent content personalization software to help automate processes, get hold of accurate data, eliminate human error and ensure consistency.
Reach the right people in the right places
The distribution channels you choose to deliver content to decision-makers matters. For example, there’s no use investing time and resources in B2B marketing on LinkedIn if your potential buyers don’t spend time there. Conduct research, find out where they spend time online, and do what you can to get noticed. Whether that’s email blasts, PPC adverts or social media channels, weaving personalization tactics into your strategy is key. Talk to your audience, offer a solution to their pain-points, shout about your Unique Selling Points (USPs) and use your channels to share your content consistently and effectively. Most importantly, direct potential buyers back to your website.
Prove yourself as an industry-leader
When it comes to making a business investment, it’s safe to say B2B buyers aren’t making snap decisions. In fact, the B2B buyer journey has evolved to become quite complex — with an increase in research, a higher demand for great customer experience, and the involvement of multiple decision-makers. In fact, according to Status Labs, the average consumer reads as many as 10 reviews before feeling able to trust a business. Show your target industries that you’re the obvious vendor to work with by sharing relevant case-studies, commenting on sector-specific news, using language and imagery that resonates with them, sending bespoke offers and showcasing products or services relevant to them.
Make your B2B website count
According to InstaPage, as many as 74% of customers feel frustrated when website content is not personalized. That’s three quarters of people potentially exiting your website because it doesn’t resonate with them, makes for a poor user experience, or simply doesn’t match up to the personalized content they’ve received. With a focus on developing more bespoke content for your target industries, it only seems right that your website follows suit. After all, what good is a personalized B2B marketing campaign if the different recipients all end up in the same place? Software for personalization can take your website to the next level by tailoring content in real-time. Depending on the tools you choose, your visitor will receive an entirely personalized experience — every step of the way.
Webeo is a leading site personalization software that transforms static B2B websites into engaging, bespoke online experiences. It works by utilizing a global leading database of business IP addresses, so when a visitor lands on your website, Webeo tailors the language, content, imagery, greetings and calls-to-action to meet their needs in real-time. This way, users can create the perfect website for every visitor, every time. Boost your website conversion-rate, reduce bounce rates, increase the time spent on your site and enhance customer experience. Get the most out of your digital marketing campaigns, impress key industries as they land, discover the power of website personalization and book your free Webeo demonstration today!