When you work in the B2B sector, it is important to remember that each business, sector, or industry is an individual, potential customer.  Website personalization is all about giving your customers an entirely tailored online experience.  It is revolutionizing the online experience and taking personalized marketing to the next level.  You can find out why it’s so important here.

To get the most out of it, there are several things you should first identify. This is called your website personalization strategy, and it is important to create one before making any decisions. Here we have provided the ‘what’, the ‘how’ and the ‘why’ of your personalization strategy.

WHAT do you want to get out of website personalization?

Setting measurable, achievable goals for your business is the first step.  Your marketing activity should always align with your wider business plan, so make sure there is a clear outline of what is to be achieved.  As part of your marketing strategy, your website goals should be established.  What are you hoping to achieve from your website?

Whether you are looking for more purchases of your product, more leads and enquiries, or more newsletter sign ups, each action within your website strategy should aim to help you meet this target.  Your personalization strategy should, in turn, fit in with your wider website strategy.  See where we’re going with this?

HOW are you going to achieve this?

Now you know what you want to achieve, it’s time to decide how you’re going to get there!  And, work out where site personalization fits into that plan.  This will include finding out who your audience is, learning what they like and don’t like to see, and interpreting the data you have to put together a plan.  If you want more purchases, and the majority of website users lurking on your purchase page happen to be travel companies, or office suppliers, or marketers, then that gives you a clear idea who is most interested in your product or service.

Let’s say, for example, you really want to target the sustainable energy sector, but visitors from this industry never make it any further than your homepage.  It may be worth asking some more questions.  Why are they not venturing further than the homepage?  Is this audience worth using my website personalization budget on, compared to the return I will get from it?  How could I use website personalization to ensure this audience makes it to the purchase page next time?

WHY is it the best option for your audience, and your website?

Now, let’s imagine you’ve made your decision.  Your priority is getting more purchases from the sustainable energy industry.  Now it’s time to work out why they should pick you over your competitors, and present that information to them in an attractive way.  Eye-catching imagery.  Language they will relate to.  Case studies that highlight your experience and eligibility to work with the industry.  Calls to action with a clear, devoted message.  A welcome message letting them know you recognize their importance.

This combination of bespoke visuals, language and content works to let your visitors know why your business is the one to work with, and why they should make the decision to work with you.

How to develop a web personalization strategy

Developing a strategy in any area of marketing is about deciding what is important and working out how best to get there.  Here are a number of questions you should ask yourself before sitting down to develop a plan.  Think of it as a ‘pre personalization checklist’!

  • Who is your audience?
  • Have you broken your audience up into segments relating to their sector?
  • Have you broken your audience up into high, medium and low priority audiences in terms of their value?
  • What journeys your website users go on while on your website?
  • What do you want them to get out of the personalized content they see?
  • What do you want to get out of personalizing your website?
  • What do you want to get out of your website as a whole?
  • Have you set measurable conversion goals for your website? You can find out more about how to do that here.

How to segment your audience

There are several ways to divide your audience to ensure you are targeting the correct people in the correct way.  You could look at their behavior, demographic, geographical location and attitudes.  This segmentation model can be applied to businesses, sectors, and industries, too.  The Webeo software recoginses website users by IP address, so specific businesses can be welcomed and receive a personalized web experience.  Let’s see what this could look like!

Behavioral

How have they engaged with your company?  What are they looking at?

This could be a ‘welcome back!’ message for returning visitors, or a ‘first-time purchase offer’ for customers who haven’t been to your site before or simply bringing a product/service you know they are interested to the forefront.

Demographic

How old are they?  What are their circumstances?

A change in the look, feel and layout of the website based on the typical demographic of decision makers in the company could work wonders.  After all, an established, traditional bank or a finance company are likely to be home to a different demographic of decision makers than a tech start-up or an online magazine.

Geographical

Where do they work, and at what location?

You’ll know the name of the company, and which location they’re visiting your website from.  Now, you can address them by name — i.e. ‘Hello, BT!’, or ‘Thanks for your purchase, BA!’.  Or, it could mean the primary contact details on your website changing to an office that matches their area code.

Attitudinal

What are their personal interests, values, attitudes?

Your website’s appearance and messaging can be tailored to the interests and values of the business visiting.  Website personalization tools can move the content that matters to where it will be seen by decision makers.

All these elements will determine what your customers want and need to experience through your website.

Where are you currently collecting data?

There are a number of existing tools that enable you to collect data about your website visitors. Are you using any of the below?

  • Surveys and forms on your website
  • Email sign ups
  • Cookies
  • Website analytics tools, like Google Analytics
  • Account Based Marketing (ABM)
  • Company social media pages

The information you collect from these channels can be used to help you understand you audience.  This is key to your website personalization strategy.

It’s important to remember that personalization isn’t a one-off, one-size-fits all approach.  As time goes on, your client base may adapt, your goals may alter, and desired outcomes may be revisited.  Evolving your personalization strategy for success is crucial!

The more in-depth and well thought out your personalized strategy, the more successful it will be.  Once you have created a website experience that engages and excites your potential client base, your business will reap the rewards!  From improved website optimization to reduced bounce rate.