Are you reviewing your 2019 strategy ready to tackle 2020 head on? If so, it’s likely that a personalization strategy will come up. And, if it doesn’t, it should! According to Monetate and Salesforce, 77% of organizations delivering personalized services experience revenue growth. So, it’s well worth having a conversation about. As a leading website personalization software solution, at Webeo, we know the power of a personalized approach. But, if you want to include effective personalization as part of your 2020 strategy, then you need to get it right from the start. This will include researching, planning and implementing effective software to help you get there. We’ve put together 5 steps marketers should include in their personalization journeys.
Highlight your goals
Personalization is an effective tool for supporting multiple strategies and helping marketers achieve their goals. For example, according to Evergage, 96% of marketers agree that personalization helps advance customer relationships. And, it works for measurable metrics, too. A HubSpot study found that personalizing calls-to-action improved conversion rates by 202% and Campaign Monitor found that marketers see an average increase of 20% in sales when using personalized experiences. Before you get started, it’s important to identify your own goals. This way, you can set targets and ensure personalization is helping you reach them. What do you want to improve or achieve in 2020? Clearly outline SMART goals, and utilize personalized marketing practices to help you achieve them.
Know your audience
With clearly defined goals in place, it’s time to start getting personal. But, a huge part of personalized marketing is identifying and gaining understanding of your target audiences. While innovative technology can enable mass personalization, providing your potential customers with the content they actually want and need is crucial. And remember, your customers see value in relevant experiences — according to Segment, on average, 71% of consumers feel frustrated when their shopping experience is impersonal. So, consider implementing a segmentation strategy to identify the smaller groups that make up your audience and conducting research to see what each of them likes, responds well to and wants to engage with.
Create personalized marketing materials
According to Instapage, 87% of consumers say personally relevant, branded content positively influences how they feel about a brand. And, 63% said they’d think more positively of a brand if it provided them with content that was more valuable, interesting or relevant. So, build a personalized, data-fueled content marketing strategy designed to engage your dream, target clients and drive them to your business website. Cover topics that matter to the decision-makers in your key industries and ensure you’re active on the channels that are relevant to them. This will include identifying the social platforms they use, and could include creating anything from video marketing material to downloadable eBooks and running a B2B blog.
With a highly relevant content marketing strategy and personalized marketing campaigns in play, the next step is your website. If your marketing materials are engaging, they should be driving hordes of engaged traffic to your site — but what happens when visitors land? If relevant and engaging content is what has driven the traffic there, then why should your site be any different? Website personalization is an effective tool that can ensure your personalized process is seamless across all digital touchpoint. According to Fresh Relevance, personalized homepages can increase sales by up to 7%. And, Infosys found that 59% of consumers said personalization influenced what they purchased. By embracing software that works in real-time, your website visitors will receive a highly personalized experience as soon as they land on your site.
Test and optimize
Like all things in B2B marketing, testing and optimizing is crucial. Establish benchmarks, set clear and achievable targets and regularly review your progress. Run tests to see what is working and what isn’t — according to Builtvisible, 44% of businesses use Split Testing software. This can help you identify what your audience wants to see. Then, use the results to help you optimize your website with your target audience in mind. Amend calls to actions to ensure they’re clear and easy to find, enhance your user journey to guide your visitors through your website efficiently, and identify where your website needs updating or changing for supercharged results.
A personalized website should be a key part of your wider marketing strategy. Webeo is a leading website personalization software that can streamline and supercharge your visitors’ on-site experiences. The tool works by tailoring your business website in real-time and utilizes a global leading database of business IP addresses. Users can edit the greetings, imagery, language, content and calls-to-action that appear on their site to meet the needs of the visitor. Improve your website CRO, increase time spent on your page, prove ROI fast and enhance customer experience. Create the perfect website for every visitor, every time and discover the power of website personalization. Book your free Webeo demonstration today!