“Innovation needs to be part of your culture. Consumers are transforming faster than we are, and if we don’t catch up, we’re in trouble.” – Ian Schafer, CEO
Digital marketing is no longer an option or an extra for businesses. Today, for an organization to thrive, online marketing and an effective digital strategy needs to be at the heart of everything they do. There is a lot to consider — from social media marketing to SEO, it can sometimes feel like the modern-day marketer needs to be a digital expert to execute a successful marketing strategy. While it is true that marketers often need to know a little about a lot, and the ‘next big thing’ is always on the horizon, it is crucial to remember what digital marketing efforts are for. Predominantly, they exist to raise the profile of your B2B organization, create a strong online presence and build highly-personal business relationships with potential customers. According to Biznology, more than half of B2B buyers search for information on social media. And, CMO found that 90% of B2B buyers say online content has a moderate to major effect on purchasing decisions. This dramatically impacts the role that digital content marketing plays in B2B organizations.
According to Status Labs, 90% of searchers haven’t made up their mind about a brand before starting their search. This puts B2B marketers at an advantage. Consider this when outlining your marketing objectives — your digital presence could be the difference between getting ignored by your ideal buyer or creating a lasting high-value relationship. But how do marketers ensure they catch the attention of their target buyers? That’s where a personalized marketing approach comes in. For the modern business, a one-size-fits-all marketing approach no longer works. Instead, consider developing multiple marketing strategies to meet different audiences with different needs. In B2B marketing, teams are often serving more than one industry or demographic, and promoting several different products, services or packages. So, as marketers, why should we treat each audience member the same way? If you want to stay ahead of competitors, individualization is crucial — Epsilon Marketing found 80% of consumers are more likely to do business with a company that offers personalized experiences. Don’t miss out on these opportunities through mass-marketing.
“Personalization is pointless without knowing the individual. Understand the dreams, hopes, and fears that motivate your customers, then hit them where it counts.” – Paul Gillin, B2B social media speaker and adviser
For digital marketing to be effective today, not only is a robust strategy key — but ensuring that individualized experience is at its core is equally as important. By personalizing every piece of marketing communication your potential customers receive, you will see better results across the board. Bluecore found that personalized emails have the highest open rate and see a 139% higher click-through rate. It can also improve CRO and bounce rate — OneSpot saw an increase of 5% in conversion rate thanks to personalization, and according to Beeketing, it can reduce bounce rate by up to 30%. This, in turn, dramatically impacts your SEO — moving your website to the top of the search engine and increasing your brand’s discoverability. And, it’s important to remember that it’s not just metrics and measurables that personalization enhances — it can play a huge role in improving your reputation, enhancing customer loyalty and streamlining customer experience. If any of these areas sit within your goals, then personalization is the key to success.
According to Smarter HQ, brand loyalty among millennials increases by an average of 28% if they receive personalized marketing communications. So, if millennials are a part of your target audience, don’t dismiss personalization. In fact, not including it as part of your strategy could cause problems for your organization — InstaPage found almost three quarters of consumers are frustrated by impersonal websites, and Accenture found that a third of consumers that abandoned business relationships did so because personalization was lacking. The role of digital marketing is just as much about your buyer as it is about your brand — so it’s time for personalization and bespoke experience to take the lead within your wider digital marketing strategy.
Discover Webeo — a leading website personalization tool changing the face of B2B websites. The software works by tailoring your B2B site to develop bespoke experiences based on the user visiting. Thanks to a global leading database of business IP addresses, Webeo can edit your site to meet the needs of the specific business visiting. Display industry-specific content, show imagery that resonates with them and language that positions you as a leader in their industry. This online personalization impresses everyone — from first-time buyers and engaged leads to pipeline prospects and existing customers. Improve CRO, reduce bounce-rates, advance your SEO ranking and enhance customer experience. Take your digital marketing strategy to the next level with personalization. Book your free Webeo demonstration today.