B2b Social Media – B2b Buyer Touchpoints In The Customer Journey

By Author: maria
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Importance of Browsing Experience
Every incoming user to your website is unique with their own personal agenda. However, one similarity that they all share is how an e-commerce website adapts to match their requirements. Today, we are going to precisely talk about this form of strategy that allows you to tailor your browsing experience to target these audience segments.

Remember the first time, you entered a website and got addressed with your name? Personalization, in the contemporary world has been consistently improvised as days go by. Keeping this in mind, we have enlisted 7 ways to tailor browsing experience to target audience segments of your e-commerce business.

Omni Channel Integration
Standing on top of this list is omni channel integration.

What is onmi channel integration? Quoting Hubspot: Omni–channel, at its very core, is defined as a multi-channel sales approach that provides a customer with an integrated shopping experience irrespective of his medium of approach. For instance, a customer can visit a website via desktop, mobile or even a tablet and end up feeling the same experience.

Today, ...
... with technology creating a wave, its imperative to tailor your browsing experience by creating an omni-channel offering. By doing so, you enable your consumers to experience your brand consistently, irrespective of their shopping method.

Img Source – Hubspot

Dynamic Content
Like any other ecommerce website, your content is likely to cover diverse topics that caters to all forms of audiences. Yet, not all topics mean the same to users. A sophomore shopping for a chunky beachwear might not be interested in buying a branded handbag although its on sale! This is precisely where a need to adapt to dynamic content arises.

This form of tailoring browsing experience guides your users, by making use of intellectual tools and seamlessly guides them into a journey of exactly coming across what they love.

For example, amazon.com incorporates dynamic content into its website as it allows users to choose from a wide range of options and tailor their search results based on their interests.

Demographics
Have you off-late noticed users from certain geographic locations gravitate towards a specific part of your website? Do you have something interesting that can specifically targeted these audience alone?! BINGO! Create specific messages like drip marketing e-mailers or customized Facebook ads that can target these independent audience groups and lure them to your website.

Targeted Landing Pages
Customized landing pages are a smart way to target segmented audience. These are independently packed, landing pages that holds still, providing information that is looked upon by web users.

You can always target your demographically segmented audience through different forms of marketing and divert them to a unique landing page that speaks holistically of what you sell! Users who click on a link to one of these pages will already be interested in the subject matter, so they’ll be getting an entire page full of content based on their interests.

Previous Behavior On Website
Heatmaps like Crazy Egg are as trending as Google Analytics to understand a user’s web browsing experience. Heatmaps show you precisely where your customers are clicking on a website, scrolling through a web-link and reading in order to learn more about a product.

Psychographic Segmentation
Psychographic segmentation of audiences digs deeper. This data solely focuses on people’s lifestyles, behavior, and their belief systems.

Although, this type of information is difficult to attain, it is by far the most valuable way of appealing to your customers since it helps you appeal to a person’s intrinsic and emotional beliefs that turns out to generally be extremely effective.

For example, you can appeal to a targeted segment mothers (of new born babies) by providing day care, baby care and nourishing products.

In contrast, such products have no such significance when shown to a teenager or a college student!

Selling people on beliefs and lifestyles rather than products have been a key strategy in marketing for years.

Prior Purchases
Deriving information about previous buys can help you gain insights on the types of products and services that interest a particular person. For example, if a person has previously bought a new comforter for their bed, they may be interested in buying pillows as well.

Therefore, using website features that sell complementary products or services can make your customers’ lives easier. Even prior to purchase, you can give your customers smart options. Many e-commerce sites such as Amazon show similar products that others have looked at so users can compare products and make a purchase.