Thursday, May 6, 2010
If your web site isn't delivering relevant content to visitors, you may want to make it a top priority.
Targeted content drives activity.
Research show that content and messaging delivered with contextual meaning for your web site visitors (derived from session activity and historic profiles) constantly outperforms one-size-fits-all content. You can accomplish this relevant content by mining customer intelligence data to calculate buying intentions and identify web site browsing behavior that indicates a visitor's readiness to act.
Meaningful experiences begin with relevant landing pages.
Deep-linking visitors to relevant or customized pages within your web site is not only a good practice...it's a key benefit. Relevant experiences should start immediately upon arrival. This strategy minimizes the risk of alienating visitors with a difficult to navigate web site while it opens access to more meaningful interactions. Advancing relevance requires marketers to maintain distinct data profiles about their known users and marry these identifiers to real-time session activity...to inject content at critical decisioning junctures.
Segmentation builds relationships.
Segmenation ranges from basic to highly complex but helps marketers target differences between visitor types by collecting explicit information with every visit. Perhaps you try for a job title and industry segment with the first visit; a job title and company name with the second visit; an email address with the third visit; and so on.
Simply identifying with web visitors through segmentation provides fuel for increasing relevance. By identifying with what your prospects are searching for, you can give them what they want, when they want it, to ultimately increase your conversions.
To share common sense lessons learned with 40-plus years experience in marketing, sales and as a B2B publisher.
- I'm really just a "mature" guy picking up experience along the way. If only by osmosis, I've observed what works and what doesn't work under the marketing umbrella -- with 11 years in sales and marketing at Procter & Gamble; 30-plus years in B2B publishing (including three years as a publisher); and 1,000's of calls on every size company starting with the likes of Microsoft and Hewlett-Packard all the way down to small, brash start-ups.
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