In today’s B2B world, personalization isn’t a choice, it’s an option. Today’s buyers expect tailored experiences that cater to their industry, location, and specific business needs. By using geo-targeting, and behavioral tracking B2B companies can increase engagement, improve conversions, and generate more qualified leads.In the personalization examples below we’ll show you just how impactful these types of dynamic improvements cna make to your website.
The headline (H1) is the first thing visitors see on a landing page. Personalized H1s can increase conversions by making the message instantly relevant to your users. H1 tags are powerful to personalize your content for your users mainly because it will be one of the very first things they see when coming to your website. If your H1 doesn’t speak to them chances are you’ve lost them already.
You can also use various types of A/B testing to ensure your H1 is not only personalized, but optimized for conversions based on actual user data. Not only will your users potentially turn into paying clients, but you can also use their behavioral data to further optimize your content - leading to even more conversions. This effectively turns users who don’t convert into one of your greatest assets.
Personalizing your CTA section inside the hero is an incredible way to not only increase engagement but to also ensure the highest conversion rate possible. A generic CTA like “Request a Demo” won’t resonate with all visitors, but by utilizing personalized copy you can ensure you make your users feel as if you’re speaking to them. Regardless of their location, industry, etc., personalized content will make them see how relevant your solutions or services are for the needs they have.
Rather than a one-size-fits-all navigation, dynamic menus help visitors find relevant content faster. So for example, Healthcare visitors might see “HIPAA Compliance Solutions” in a part of your navigation, but someone in retail might see “Fraud Prevention for eCommerce” in the same spot. If you have your avatars or customer profiles in mind you can set up different versions of your website accordingly.
4. Dynamic Video Content Tailored to Buyer Personas
Videos are one of the most engaging content formats, but generic videos don’t always convert. Personalizing videos based on user persona can improve engagement. Video content on its own will improve credibility, but if you create video content speaking directly to a specific persona - that is one of the best resources a website can have.
Personalizing headings and subheadings is an excellent way to demonstrate to each of your personas specifically. Many users skim through headings without actually reading, until that is, they see a heading that speaks to the reason they are on your page in the first place. Then they will read more, so it isn’t enough to just personalize your hero section. If you want to ensure you are truly captivating the right audience and making the most use of your content, personalizing headings will help the right people find what they are looking for sooner.
Another benefit to personalizing content can come in the form of social proof. If you have a variety of case studies relating to the industries you are targeting, you can only show the most relevant case studies to your user based on various metrics like their IP address, location, etc.
If you have a webinar or an in-person event, you can easily choose to only promote events that are close to the user who is viewing them. This ensures you aren't showing events that are completely irrelevant to your users. Not only will they see the most updated and relevant information, but you might even inspire them to go to the event which could potentially land the sale as well.
In B2B sales, direct communication is almost always required. If a prospect comes to your page and decides they want to move forward, ensuring they have accurate contact information for the representatives in their area is vital. The less friction a prospect experiences - especially early on - the more likely they are to convert, so having contact information updated based on user location is a subtle yet powerful touch.
Lead magnets are already incredible for gathering information on your prospects, but couple that with highly relevant resources, and you are guaranteed to increase conversion rates.
Much like personalized video content, if a user sees you have downloadable resources that are geared toward offering a solution they are interested in, not only will conversions go up, but you have a chance to educate them in terms of how your process works. This means less friction and surprises later on in the process.
For global B2B companies, offering localized pages helps improve engagement while cutting costs. Instead of having to create pages for each relevant country or city (which is still advisable from an SEO standpoint) you can replicate that by ensuring you cover each user profile according to their location just by utilizing B2B personalization.
Another type of personalization that can greatly improve your conversions and credibility is images. Ideally, you want to avoid all stock photography. In addition to this, you also want to ensure that the images you do share - when possible - are as relevant to each user profile you are catering to. Personalizing images isn’t always necessary, but when you do it, it can and will greatly impact your user experience and engagement. If you can show the user through imagery that you and your solutions are relevant to them, they will attribute more credibility to you automatically.
B2B buyers expect relevant experiences. By taking these steps to ensure your content is speaking more closely to what your prospects are looking for you’ll ensure the highest possible conversion rates. Especially if you couple these 10 forms of content personalization with A/B testing, newsletters, and other impactful marketing processes.
In addition to the benefits mentioned above, you can also see things like lower bounce rates, higher quality prospects, improved credibility, fewer objections, and a smoother sales process because you’ve ensured the content and resources shared with the users are more relevant and specific to their needs.
There are many methods to ensuring your website is personalized effectively for B2B sales. One of the methods that has stood the test of time is Geofli. You can start a free trial of Geofli simply by filling out the form below and start increasing conversions and engagement today!
