In this video, we will be talking about why industry segmentation is essential for personalization success.
 
Personalization is more important now than it has ever been before.
 
Your entire marketing approach should be tailored to suit your potential customers and meet their needs.
 
This includes email marketing, advertising, and all other marketing communications…
 
Including their experience with your company website.
 
In fact, according to Business 2 Community, 74% of customers feel frustrated when website content is not personalized.
 
Mass-marketing or a standard, static website just won’t cut it anymore.
 
You need to create something that will wow potential clients and give existing clients a reason to stay with you.
 
When you’re planning your website personalization strategy, the most important thing to consider is your audience.
 
As a B2B business, working that out is a little more complicated than building individual customer profiles like B2C companies can.
 
Your customers are businesses and brands.
 
The key decision makers in those companies are the ones that will decide whether you make the cut or not.
 
But, their decision will ultimately be a reflection on the company they work for.
 
So, impressing them is important, right?
 
Industry segmentation for a personalized website experience is the best way to do that!
 
It is one of the most popular approaches to the website personalization process.
 
This approach sees a different website experience created for each of your target sectors.
 
It’s great for businesses that operate across multiple industries because your website will provide a totally unique experience for each one that pays it a visit!
 
And, better than that, you can get really specific with the industries you target.
 
Let’s say, for example, you work extensively with the healthcare industry.
 
You could create one bespoke experience for the healthcare industry. And, everytime someone from that sector visits your site, that’s what they’ll experience.
 
This is a great start but delving a little deeper will create something unforgettable!
 
It’s likely that there are multiple segments within the healthcare industry that you work with.
 
And, each of these has a different requirement from your website.
 
Perhaps within the healthcare industry, there are three areas that predominantly use your services and buy your products. These could be:
 
● Private care homes
● Pharmaceutical companies
● And, hospital supplies manufacturers
 
It is likely that the products they are buying are different…
 
The service they require might be different…
 
The demographic and values of the decision makers might be different.
 
So, creating a one-size-fits all user experience for the healthcare industry may not be best practice.
 
Instead, it might be more beneficial for your company to create a bespoke experience for each of the industry segments.
 
This will make the customer feel truly valued and improve their overall user experience with your brand.
 
If you’re new to website personalization, this is a fantastic place to start.
 
Adopt this approach and apply it to the industries that are important to your business.
 
Segmenting industries that matter to you will help you create experiences that improve ROI, increase CR and add to your brand’s reputation.
 
After all, according to Fresh Relevance, even basic personalization can create an 8% uplift in sales, and personalized product recommendations can increase click-throughs by over 100%!
 
Using industry segmentation for your website personalization is also extremely beneficial to your website optimization.
 
It ensures your website ranks high for your valuable, target audiences.
 
This is ultimately how other businesses in your target sector will find you, so this is a huge benefit!
 
Some additional benefits to using industrial segmentation for website personalization include the following:
 
● It makes your marketing approach more relevant than ever before
● It enables you to reach target audiences quickly and effectively
● Knowing and understanding your audiences saves you valuable time and money
● And, it increases your ability to cross-sell and upsell products, because audiences are so much more engaged than before!
 
So, as you can see, industry segmentation really is essential to your personalization strategy.
 
Especially if you’re thinking about transitioning to an account based marketing approach. You can find out more about ABM on the Webeo Futures blog.
 
Website personalization software, like Webeo, helps businesses create unique, engaging user experiences for key industries and businesses that matter to them.
 
When a business views your website, they’ll be greeted with a personalized welcome message, bespoke language and imagery, and an array of products that meet their needs.
 
I hope you found this video helpful. Please feel free to comment below the video should you have any questions or requests for future content, and one of the team will get back to you.
 
We have plenty more exciting videos planned, featuring cutting edge expertise. Please follow @WebeoGlobal on LinkedIn to see the latest Webeo Futures assets in your feed, as they go live!