Tag Archives: website

Concoct the Perfect Recipe for B2B Personalization

21 Jun

B2B Buyers Seek Personalization Efforts

B2B_mix

It is no secret that personalization is essential when marketing to B2C buyers. In fact, according to a recent article, 80% of marketers believe personalized content is more effective. So then why is there a lack of personalization within B2B marketing? This is something that those in highly personal industries (like building products) must especially consider. One of the biggest challenges facing B2B personalized marketing is that there is no perfect recipe consisting of equal parts strategy, data, and technology usage. But as someone who knows a thing or two about making concoctions, here’s one that virtually any B2B marketer can use:

Take 1/3 Parts Strategy…

It is important to keep in mind that B2B buyers have different needs and desires than that of B2C buyers, and therefore they need to be approached differently. B2B buyers are more understanding as to how the industry works, and they are looking for transparency and recommendations, as well as content that will educate them and solve a problem.

According to an Accenture survey, 54% of B2B buyers want personalization and “personalized recommendations across interactions.” This allows you to establish a relationship with your client before a sale even takes place, creating loyalty amongst clients.

No matter how flashy your marketing ploys may be, they won’t mean anything to a customer if they don’t have a need or desire for it. Knowing your audience and their demographics, purchasing behaviors, motivations, and location can change how you garner content for each client.

Add 1/3 Parts Data…

To help capture useful data and to better understand your target audience, you can create a brief survey for them to fill out. When personalizing content for B2B buyers, including data attributes such as their name, company, and role within their company can be the deciding factor in whether or not your client is initially engaged. This can also be helpful when generating leads or creating a personalized lead-nurture campaign. It can even help you tailor emails to those specific buyers and even include imagery and links that will create a personalized touch.

Mix with 1/3 Parts Technology…

While content and strategy are essential to personalization, so is technology. According to Rapt Media, 94% of B2B buyers say better content technology is crucial to creating personalized content that is measured and optimized. So what does that mean? Technology can be used to simplify your company’s message and can be used across different platforms that relate to your audience. For example, content from whitepapers can be repurposed for short, digestible videos and then the audio from the video can be used to make a podcast for clients who don’t have the time in their day to watch a video.

Shake Well and Serve

Granted, my preferred concoctions usually involve a shaker and a cold glass, but the perfect personalized B2B marketing campaign can taste pretty satisfying. And with a fresh strategy that is geared toward B2B buyers, you can satisfy your customers’ needs while also gaining new revenue and retaining reoccurring revenue. All you need is three ingredients and a shaker.

Share via email

3 Reasons to Renovate Your Website (And 3 Sites That Are Getting It Right)

18 May

An Outdated Website May Have Bigger Consequences Than You Think

web design

ChrisGuest Contributor:
Chris McCutcheon, Interactive Manager

Websites. We see and interact with them every day, and it seems there is one for just about everything. As an interactive manager at ER Marketing, I’ve seen it all when it comes to websites—the good, the bad, and the oh-so-ugly.

Not too long ago I had someone ask me to look at their website. I pulled it up on my phone and nothing showed up. Thinking it was a little strange, I waited until I got home and found it on my iPad. Still nothing. I knew then that something was definitely going on with this site. She said it was new, so why wouldn’t it come up? Turned out the entire site had been done in Flash, which I discovered after I pulled it up on my laptop. She was extremely disappointed and had no idea the person she hired to do her website built it using old technology.

So, ask yourself a few questions about your own website. Does it look good on mobile? Is the site built in Flash? Still using clipart from 1999? Still relying on misguided keyword stuffing? Is it supporting your brand? Unless it’s been updated recently, it might be time to rethink your website.

Here are 3 reasons why it may be time to renovate your website:

1. It’s not mobile friendly.

  • Two-thirds (64%) of adults own a smartphone, which means if your site doesn’t render properly, or delivers a bad user experience, potential customers may go elsewhere.
  • Google will ding you. They announced last year that sites will be penalized in the rankings if they aren’t mobile friendly. According to research by online ad network Chitika, Google page one results enjoy a whopping 95% of all search traffic, while 91% of searchers never reach page two.

2. Unknown security vulnerabilities.

  • Security flaws affecting an older website are much more likely, as these sites rely on older technology.
  • Even if you might not have confidential information you are worried about being stolen, there are other reasons you should be concerned, like letting unfiltered data insert into your database. This can cause a high risk of SQL Injection, which leads to your site being hacked—and unwanted links being injected into your site.
  • If you use any kind of third-party software—meaning your IT department didn’t code it—you must make sure it is always up-to-date. Any outdated software with security flaws can cause your site to be at risk.

3. High page abandonment rate.

  • Many older sites take forever to load. Sure, you may love the large images and the huge slideshow, but it’s probably making your site lag. 47% of consumers expect a webpage to load in 2 seconds or less, and 40% of people abandon a website that takes more than 3 seconds to load. [1] Google values the length of time someone stays on your page, so if your website has a high abandonment rate, your SEO will be negatively impacted as Google puts delivering the best and most relevant content to users first and foremost above all else.
  • Poor navigation. If the user doesn’t know what to do or where to go, you are missing out simply because there isn’t any clear direction for the user.
  • Many websites fail to deliver a clear sense of what the company offers. Unless you are a well-known brand, you need to let people know who you are and what you can offer them in a way they can understand and easily access.

Here are a few sites in the building products industry to inspire you and get you thinking about your own site:

Blu Homes

  • Site is responsive and mobile friendly
  • Good user experience
  • Nice, easy to navigate design

Royal Building Products

  • Loads fairly quickly, even with a full screen slider
  • Offers a clear sense of who the company is and what they offer
  • Displays well on mobile devices

Guardian Building Products

  • Utilizes a card-style layout for chunks of content
  • Mobile friendly
  • Easy to navigate

[1] https://blog.kissmetrics.com/loading-time/

Share via email

ADA Website Compliance: Get Ahead Before You’re Behind

26 Feb

design

New ADA Regulations Could Affect Your Website Design Practices

Corey1Guest Contributor:
Corey Morris, Digital Marketing Director

For a long time, the only constant related to the web and the Americans with Disabilities Act (ADA) has been confusion. Recent news and information floating around has caused many companies and web development firms to consider changes to website design and development practices to ensure compliance. Are we finally about to get clarity on the topic?

This topic has been discussed for years with many predictions of future actions with the Department of Justice (DOJ) and proposed amendments to ADA guidelines. For years, government organizations, some publicly traded organizations, educational institutions, and other entities have been concerned with ensuring their websites are ADA compliant. The bulk of other industries and focuses have worried only about certain usability aspects. Now, industry professionals are predicting that everyone will soon be required to comply with the ADA or face the penalties associated with breaking the law.

At this point I feel compelled to include a disclaimer that I’m not a lawyer and nothing in this post or on this site constitutes legal advice. I’m in the same boat as everyone else when it comes to rethinking how we build websites to ensure that all businesses, regardless of industry or sector are ADA compliant to the right standard.

Until now, many of us have followed the lead of Google in pushing for all image and video content to be labeled or marked up in a way that is friendly for the visually impaired by utilizing screen reading software. We have also emphasized rendering content in a user-friendly way for all sizes of screens and types of devices. And these have been great improvements—but we’re finding that they aren’t enough to meet the potential new standard.

While there has been a lot of talk and speculation about what the new standard will be and when it will be officially adopted, the consensus that I (and colleagues I’ve spoken with) have found is on WCAG 2.0 Level AA. That is a specific standard and level defined by the World Wide Web Consortium (W3C) that works to define standards for the web. This level of ADA compliance would require a decent amount of work for a lot of existing websites. But when integrated into design and development processes for new websites, it won’t add too much extra effort in the long-run.

The two biggest challenges that I see for digital marketers are:

  1. Finding a way to get our sites ready for the potential April DOJ mandate
  2. Finding the budget to invest to update existing sites in a cost-effective way.

The more you read, the more uncertainty you’ll find regarding predictions for what is going to happen. Interestingly, the DOJ has chosen not to amend ADA guidelines in the past, but has taken enforcement action. Regardless of all of the speculation and confusion out there, the time is now to start considering where your web properties stand regarding ADA compliance and start determining how your organization will prepare for these new standards, whether they are officially adopted or left to be just guidelines.

References and Further Reading:

Share via email

Content Your Audience Wants But Isn’t Getting

23 Jul

Is Your Content Passive or Interactive?

myf021 (hi res)

It’s no longer enough for content to be good. (Heck, maybe it never was.) It’s not even enough for content to be timely, personalized, well-distributed, or repurposed. What’s also important is that your content is interactive—or at least, some of your content is interactive. In fact, a Customer Think article argues that the #1 type of content that is most impactful to today’s buyers is also the same type of content that they get the least of: interactive content.

While whitepapers, webinars, and case studies are still widely consumed in the B2B space, there is plenty of room for new and innovative content. B2B marketers shouldn’t feel constrained by these more traditional types of content, described in the article as “passive.” Interactive content such as interactive presentations, ROI calculators, and assessment tools is highly valued by B2B buyers. Not only will it break through some of the clutter by simply breaking through established norms, but according to the survey, it also outperforms passive content in:

  • Producing prospect conversions
  • Educating the buyer
  • Creating differentiation from competitors

Most importantly, this is the type of content B2B buyers want. And the proof is in the numbers:

  • 45% of respondents rated the value of interactive presentations as a 4/5 or 5/5, but only 31% of them had been able to access any in the past year
  • 23% of respondents rated the value of ROI calculators as a 4/5 or 5/5, but only 31% of them had been able to access any in the past year

One of our clients features a piece of interactive content on the homepage of their site, which allows their prospects to calculate estimated savings based on the typical ROI from utilizing their services. This is a prime example of simple, interactive content that educates and produces more conversions because it offers a simple number that a B2B buyer can walk away with and have some idea of what the services can do for them.

Interactive content is the content your audience wants but isn’t getting, so take advantage of this opportunity to set your content apart. For more interactive content marketing revelations from the survey, click here to read the full article.

Share via email

B2B Email: Only As Good As the Inbox It Lands In

16 Jul

Simple Tips for Email Deliverability

iPad Finger ThinkstockPhotos-178480834

You’ve done the unthinkable: you’ve crafted the perfect marketing email. A stunning design, perfect CTA, and breathtakingly relevant content.

And guess what? None of it matters if it doesn’t land in an inbox. Email deliverability is one of the most important things to keep in mind as you engage with your audience. And yet, it seems like it’s often overlooked. This article from Marketing Profs talks about the importance of email deliverability and a few tips on how to improve it. Here are a few of the best tips from the article:

  • Personalize Your Emails: The more personalized your emails are, the more likely your audience is to engage with it. This will produce a more positive sender reputation with ISPs, who can make or break sender reputations. This should be a “gimme.” In fact, we’ve recently discussed the importance of producing personalized content based both on Buyer Personas (who your audience is) and the Buyer Journey (where they are in their sales journey). But according to this article, even simple customizations like variable first names and region-specific modifications make a big difference. There is even evidence that some users will sacrifice online privacy for personalization—in other words, they’re giving up one of their most precious online commodities simply to guarantee that the emails that land in their inbox are actually relevant to them.
  • Optimize Email for Mobile: Sorry, B2B marketers—this applies to you just as much as anyone else. Mobile open rates are growing for B2C and B2B industries alike, and B2B marketers will need to adapt their email code accordingly. Shockingly, only one-third of content publishers say their emails are mobile-optimized. This is unacceptable; since emails are usually opened once, marketers have one chance to make a first impression, and that means creating a content environment that the audience wants to participate in. So maybe it’s not just about personalizing based on where your audience is in their Buyer Journey—it’s about personalizing based on where they are literally reading the content. Don’t let your email deliverability suffer because you’re not willing to optimize for mobile.

These are just a couple of the tips from the article. For the full list of email deliverability best practices, read it by clicking here.

Share via email