In part one of this series, I shared how you can target contacts with emails based on their behaviors, from specific content interests to viewing habits. In this blog, I share how you can customize prospects’ website experiences with some of the same marketing automation tools and behavioral scoring methods.
Marketing automation has multichannel potential, making it easy to engage your customers with customized content quickly and easily, regardless of where they are in the buying funnel. By connecting your marketing automation platform to your CMS, you can serve up targeted website content that engages prospects throughout their buying lifecycle, immersing them in personal experiences that appeal directly to their unique viewing and buying habits.
Here are six ways you can take advantage of this functionality on your website:
1) Deliver dynamic content by demographic
Based on metrics you’ve gathered, you know a prospect’s industry, company and job role. Use this preliminary information to make decisions about what content to display when he visits your site. For example, a CTO would probably be interested in reading about the high-tech benefits of your product, while a COO might be more intrigued by how that product will help her company function more smoothly.
2) Display relevant date-based content
With sophisticated digital marketing tools, you can use relevant date information about a customer’s account status — renewal deadlines, bill due dates, trial expirations — to contextualize your call-to-action: “Your subscription expires in 10 days. Would you like to renew?” This strategy converts your website into a tool that helps prospects make proactive buying decisions.
3) Target precisely with lifecycle content
Guide prospects deeper into your sales funnel by customizing the way they navigate your website based on their current buying stage. For example, a customer whose account has expired might see a prominent link to “reactivate.”
4) Compel with customized offers
On each landing page, front and center, include a relevant, timely and ultimately irresistible offer customized to each individual customer. For example, you might offer a special deal on your mid-level edition HR software to a VP of HR at a mid-sized company, knowing it’s a product that’s relevant to his role and one he hasn’t yet purchased.
5) Use behavioral scoring to target offers
In my last post, I discussed the importance of using behavioral scoring to rank your prospects’ downloads, purchases and social media influence. Now, use that specific information to display customized offers on your site. A customer with a high engagement score might be considered a prime candidate for a “sneak peak” at a new product, or to help test a service as a premium member. Labeling your high-scoring prospects as “VIPs” or “premium members” makes them feel valued and opens the door for more interaction, better engagement and more sales.
6) Keep program/campaign-level content consistent
If a prospect is currently enrolled in a series of emails or another marketing campaign, keep the messaging on your website landing pages consistent with the email content she engages with. For example, if she clicks on an email link to an ROI calculator, take her to a page that displays not only that calculator, but also other relevant ROI content.
Just as personalized email campaigns can drive prospects deeper into Web content, Web activity can also drive email marketing content. That’s the potential of automated, behavior-based marketing strategies: to offer a consistent and positive content experience across platforms that drives engagement, shortens sales cycles and introduces you in buyers’ extended social media circles.
1) White Paper: “20 Ways to Personalize Content and Enhance the Customer Experience”
2) Blog: “Website, Meet Marketing Automation”
3) Video: “Personalizing the Web Experience for Every Customer”