It’s a general misconception that once you have a website and it’s content ready, it’s ready for visitors as well as your leads. The idea that same vanilla content or one size fits all content can attract maximum visitors needs to change. Let’s look at the reasons why we believe the above doesn't work.
Marketers spend a lot of money driving the traffic to the website through various channels like outbound efforts, email campaigns, or social media, or it can be ads or search engine optimizations. With all these efforts marketers bring the traffic onto websites with the ultimate goal to convert them. So the aim is not about driving more and more visitors to your website. Typically you see 99% of the visitors who land on the website are only traffic not leads.
You try to bring different segments of the audience onto the website and showcase whatever you have which is the "one size". But it's generic content that doesn't appeal to all these segments of audience.
Let’s consider the B2B industry. When you go and talk to different prospects, the way you are going to converse with them completely changes based on a lot of factors. For example, how we are going to engage with the companies from the startup background may be completely different than how we handle the companies from the enterprise segment.
Also, how we engage with the companies from the US region is highly different from how we engage with those from the Austrian region. So the way you are going to talk about your product changes based on who the prospect is, what challenges they are facing, what kind of use cases suit them.
Our communication is also based on factors like — are you meeting them for the very first time? Or is it a second time? Say that in the case of a second or third meeting, you've learned what appeals to that particular prospect or what is that one core proposition, which he can, he's willing to buy your product and all those things, and you can utilize all that information when you try to meet him for the second time.
So likewise, your website is interacting with a bunch of different segments of the audience and you need to go and capture them. You need to showcase the best pitch for each of those segments so that they can connect with what you're trying to say. That leads to engagement and that eventually leads to conversions.
Another problem is that a lot of manual actions need to be taken by the marketers once they know the lead is coming or how they are behaving on the website and there's all the different problems you as a marketer faces like what we are proposing or who the customer is. It’s all about communication to each customer as a person.
Consider, there is a store where people are walking in. Most people want to see whether the items are exactly tailor made for them.
That's what actually will convince someone to buy. It's all about increasing the conversions by showcasing the personalized goal-oriented dynamic content. As if it's been catered to each of those individual segments.
For example, say that when a visitor lands on the website, even if your website is intelligent enough to understand who we study and showcase the relevant content, it’s important to get the match right. That is what engages them finally leading to the conversion.
Now, I want to discuss how to create various content for each customer persona.
We recommend a framework for creating relevant content for visitors. We created a framework which we use to understand our customers. We ask them a bunch of different questions that make them think what kind of content appeals to different segments of the audience they are trying to target.
The key answer is to talk to the subject matter experts. These SMEs can be inside your company and outside the company.
For example, the best sales representatives are all the people who day in day out are talking to the prospects. They will be engaging with the customers. They know what works, what does not work and all those things, you just need to go and interview them.
Your Subject Matter Experts (SMEs) can be -
Customer Success Executive
They will be constantly talking with your customers to understand what is the pain point? What are those aha moments your product is trying to create and what is making them not use your product, or creating a negative impact and all those things.
Like with product managers, these are all the people when they are creating the products, or when they are trying to build the products or proposing the products.
They would have done extensive research on that segment of audience. For example, I want to target the companies in the SME segment, for example from the e-commerce background, coming from the region USA. That's my segment. No, when I'm trying to drive the traffic onto the website, I want to showcase the relevant content. You need to go and talk to these different subject matter experts.
Summarize and study the insights
Decide and apply the right insights
Go one section after another
Analyze the visitor response and iterate
You can even talk to your customers. Sometimes even customers will be open and they will be willing to share why they are buying your product or why they brought your product or what exactly they're trying to see inside your product and what are those value propositions they want and leverage all of those things.
Now, we need to consider what are the common reasons why your customers in this segment are not buying it? What is the resistance? What are the core value propositions and capabilities, which our customers are looking for? You may need to consider the features that need highlighting for the segment. We suggest it should be an open ended question.
These will help you understand what are the common problems that keep them from buying the product.
Your website is the number one salesperson, basically no one can sell better than your website.
If they don't get that core value proposition or feel they are bombarded with vague messages, they won’t convert. It's all about showcasing the customized content.
So now you got the relevant answers from them. Now it's time to summarize all these. Whenever you're actually trying to do this framework, you need to interview not just one bunch of those people for that particular segment, so that you derive insights out of them. You need a set of sample responses, study those and decide what to apply and what to apply when to apply. Constant iteration is important. Create a constant feedback loop.
CustomFit.ai is a complete no-code website, personalization platform, specifically built for marketers and sales professionals. Whatever your website technology, we can customize the content on the website.
It's just three steps, like installing the Chrome extension. Go to the webpage, you would like to personalize and generate a shareable link. CustomFit.ai provides functionalities like analyzing the visitors.