Tag: hyper-personalization

How to Use Web Push Notifications for B2B

Web push notifications are short, immediate and highly personalised messages delivered to users through their browser after agreeing or subscribing to receive them. This channel is quickly gaining popularity amongst e-commerce sites due to its inherent characteristics and benefits:

  • No 3rd party cookies required
  • No personal data from users required
  • They reach users from desktop and mobile devices
  • Messages get delivered even when users leave the website

Additionally, platforms like Frizbit offer the possibility to reach users through their entire journey by creating automated sequences of messages for each step of the marketing funnel based on individual user behaviour. 

You can easily see why web push notifications are becoming the number one marketing tool preferred by online store owners and digital marketers to engage with their customers and bring them back to the site to finish a transaction. 

Despite being recognized as most effective and profitable for e-commerce, this new channel has applications for all types of websites including B2B. One of the things that make web push notifications so great is that they can be personalised to adapt to any business, from tailoring the message to adjusting timings, languages and sequences, this is the most versatile digital marketing channel you can get. 

How to Use Web Push Notifications for B2B

Digital marketing strategies for B2B don’t usually differ so much from B2C, the main difference is that B2B processes last longer than in B2C businesses. This presents a different challenge for marketers because they need to find ways to keep audiences interested during longer periods of time. 

The traditional way to do so has always been by sending emails with interesting and relevant content with the objective of finally achieving conversion. However, with the saturation of content on the Internet it is getting harder to cut through the noise of thousands of messages daily and actually make an impact. 

Bottom line, customer engagement is key for B2B businesses to succeed and increase their lead conversions and web push notifications are a great channel to interact with customers and create a hyper-personalised experience. 

  • Reach Anonymous Users and Turn Them Into Leads

As we mentioned before, web push notifications don’t require any type of personal data to reach users after they leave the website. When a person visits your site for the first time, if they have enabled the channel, they will be shown a browser based prompt asking them if they wish to allow web push notifications.

Web Push Notifications for B2B

If they leave without taking any further action, you can re-engage them via web push notifications after a certain period of time you decide is best. Since you can customise the notifications as much as you want, you can decide which page you want subscribers to go to when they click on the notification.

This is a great opportunity to redirect them to a page with super useful information you think will tilt the balance in your favor and also peak their interest. For example you can offer them a trial period or present them with a special discount for first time customers as an exchange for them filling in a form and leaving their contact details such as email address or phone number.

How to Use Web Push Notifications for B2B

This is a great strategy to turnt anonymous visitors into leads so you can contact them later and give them your full pitch. This is not possible to do with any other channel. With retargeting ads you won’t know for sure if your message got delivered, maybe you have competitors who are paying more than you so your ad is never shown and you lose that visitor for good. 

  • Re-engage Dormant Users

Through some stages of the marketing funnel, people are browsing around a lot of pages looking for information. They jump from one site to another investigating and searching around and this might go on for some time while they decide to move forward with the process. 

Web push notifications are a great channel to target people during these stages when they think and research and maybe lose the information from your site as they stumble into other similar solutions.

Web Push Notifications for B2B

You can send manual web push notifications campaigns sharing information they might find valuable to bring them back to your site or, at least, maintain your solution on their top of mind so they keep it as a valid option. You can send notifications about:

  • New features
  • Updates about your solution
  • New downloadables such as whitepapers
  • Use Recurring Web Push Notifications

One of the most important stages of the marketing funnel is the “loyalty” and “advocacy” which, sadly, often gets overlooked. B2B businesses should invest time and effort in keeping their customers engaged even after they have converted. 

Since this implies “spending” resources after the goal was achieved and extending the work beyond the main objective, its importance is diminished. But businesses need to understand that the best customers are recurring customers and the way to keep them coming back is to offer them an engaging post-purchase experience. 

If you are a provider, you can do this by sending automated recurring web push notifications alerting them that it is time to repeat their order, for example. These types of messages keep customers engaged and offer the feeling that you care about them and appreciate their business.

Web Push Notifications for B2B

 

  • Sequences for Lead Nurturing

Once you have established the journey your customers go through when visiting your business site, you can create a sequence of automated web push notifications to keep in touch with them after they leave your site without converting. 

You can send them hyper-personalised messages that will show on the screen of their desktop or mobile devices to re-engage them and bring them back to your site. Segmentation and automation will allow you to reach specific audiences based on their individual behaviour, targeting their specific needs.

Web Push Notifications for B2B

You can recommend them services or products that fit their requirements based on their most recently viewed category or products. Remember that the objective is to maintain a flow of communication with regular contact by providing useful information that ultimately leads to a conversion. 

To sum up…

We hope these tips allow you to understand the applications of web push notifications for B2B. This channel offers online businesses a world of opportunities, you just need to strategize and find the right mix that works best for you and your audience.

Sending web push notifications to prospects or customers will increase your return rate and help you grow your business. Remember that the important thing is to keep your solution present in their minds throughout time as a valid option to solve and fulfill their own business needs and requirements. 

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Hyper-Personalization: What is it and How it Differs from Personalization

Hyper-personalization has the power to take any business to the next level. It might sound a bit clichè to say that we are currently living in a world with excess information and constant stimulation, but it is the truth. How many notifications, emails, messages and ads have you seen today? Think about it. 

How many of those do you remember the best? Probably the ones you felt were personally addressed to you. The ones that showed you or mentioned something you have been thinking and searching for. 

Customised experiences win the battle when it comes to catching people’s attention in highly competitive environments, like the Internet. That’s why businesses started using personalization techniques to increase the chances of their messages standing out with the hopes of making themselves relevant and memorable. 

However, times keep changing and it turns out that plain personalisation is not enough anymore. Adding the customer’s name on the subject line of an email campaign has always been a nice practice but it doesn’t cut it anymore. The time for hyper-personalization is here

What is the difference between Hyper-personalization and Personalization?

Web Push Notification Personalisation

Personalised Web Push Notification

Hyper-personalized Web Push Notification

Hyper-personalized web push notification

 

Personalization uses basic customer provided data such as user name, gender or location to tailor messages that speak directly to a user as an individual. Hyper-personalization goes much further and includes user’s browsing behavioural information to address specific needs and desires to deliver highly relevant messages. 

This practice can be applied to almost every digital marketing channel:

  • Emails: all types of emails can be highly customised  with very specific user information inviting them to come back to the site and complete an action based on their individual behaviour.

Hyper-personalized Email

  • SMS: the same goes for SMS marketing, with the added value of the immediacy of the channel.

Hyper-personalized SMS

  • Web push notifications: web push notifications by Frizbit can retarget users through every step of the funnel with hyper-personalized messages that make the content extremely relevant. 

 

What is Hyper-personalization

  • Websites: hyper-personalization can even be used on websites. For example, imagine you go on an e-commerce clothing site and search for women’s accessories. Through hyper-personalization, the next time you go to that same site, you will get women’s accessories shown to you by default over the rest of the items. One of the most perfect examples out there is Amazon, the most customer centered shopping site.

Website Hyper Personalization

 

  • Retargeting ads: thanks to this practice, when you visit a site you will then get ads that specifically show you the product you expressed interest in. 
  • Apps: this might be the most relatable example of hyper-personalization. Apps like Netflix or Spotify user AI to learn from your behaviour and suggest similar choices that you might also like. 

 

App Hyper-personalization

What is personalization?

Traditional personalization in digital marketing makes reference to the use of customers’ personal information to increase the relevance of promotional communications suchs as ads or emails. 

The most common data used for personalization are the customer’s name, purchasing history or general demographic details. This is the typical information you see on commercial emails that greet you by your name and recommend products based on your last purchase, for example. 

The objective of personalization is to create tailor made messages that increase the relevance of the content in order to connect with users on a deeper level.

All these years later experience has proven how important it is to offer users a personalized experience in order to engage and truly connect. That’s why, as everything, personalization has evolved throughout the years and now we begin talking about hyper-personalization.

What is Hyper-Personalization?

What is Hyper-Personalization

Hyper-personalization is the customisation of digital content based on individual behaviour. It is personalization taken to the next level by going further than collecting data provided by users, such as name and email address. Hyper-personalization may even use artificial intelligence to gather information about what consumers want and need to offer highly relevant content. 

In an interview back in 2000, Jess Bezos said: “Personalization is when you go into a bar and sit down, and the bartender puts a whiskey in front of you without having to ask what you want”

Data used for hyper-personalization goes from time of day, location, page views and specific details about products browsed, such as name, price, category and brand. By using this technology it is even possible to craft messages that adjust to the stage of the marketing funnel the user currently is. 

Beyond offering a better user experience, the objective of hyper-personalization is to enhance the relevance of the content to increase interaction and, ultimately, conversions. By gathering real-time behavioral data, brands can design custom-made marketing campaigns for each individual. 

How to achieve Hyper-Personalization

If you still haven’t entered the world of hyper-personalization, it’s time to take the step. We will share some insights on how to achieve it and start creating extremely customised digital marketing campaigns to connect, engage and efficiently convert.

  • Data is everything: it is not enough to say that data is the center of everything when it comes to crafting hyper-personalized content. The information you gather from users is what is going to determine the quality of your campaigns. Basically, the more detailed data you collect, the more you can hyper-personalise the messages you send your users. 
  • Use automation: collecting, organizing, interpreting and using behavioral data for each individual manually is just not possible. What you need to do is use an automation platform that automatically gathers data. Platforms like Frizbit collect all behavioural data points available so you only have to set up your multi channel marketing campaigns once. Combining this and the use of dynamic parameters you will be able to send hyper-personalized messages that deliver highly relevant content.  
  • Multi-channel communication: by combining different channels with hyper-personalization, you will take your marketing strategy to a whole new level. Use a mix of web push notifications, emails and SMS to connect with customers with the most useful information through the channel of their choice. 

Benefits of Hyper-Personalization

By now you should be sold on the benefits of hyper-personalization and understand why it is so important for digital marketing strategies nowadays. However, we do have some key points we want to highlight:

  • Highly improve customer experience

People online are saturated with information. Social media ads, display ads, videos, posts, emails and hundreds of other messages every day. Users are eager for personalized treatment and content that speaks directly to them. By using hyper-personalization to design the messages you send, you’re giving them what they want. It’s a win-win situation in which, both you and your customers, benefit: they feel catered and are more likely to engage with your brand, leading to the ultimate goal of conversion.

  • Communicate at the right time

Hyper-personalization allows you to get useful insights about the times users are most active and most likely to engage with your content. Frizbit allows you to schedule campaigns to a specific time and day, configure recurring campaigns that are delivered periodically and triggered messages with custom timings, so that you can reach users at the time they are most likely to be online. 

  • Reduce the gap between you and your customers creating long-term relationships

When you make the effort of catering to individual specific wants and needs, it shows. Your customers will notice it and start feeling more interested and inclined to engage with your content even in the long-term. Remember that more and more each day, people are expecting and demanding customised content and tailored experiences. 

Hyper-Personalization is not the future, is the present

Any digital business should understand by now how extremely important it is to offer customers a highly personalized experience in order to tilt the balance to their favor and reach their business goals. 

Whether talking about email marketing, web push notifications, sms or retargeting ads, hyper-personalization is the single factor that can make a real difference in the performance of your digital marketing campaigns. 

“A total of 86% of marketing professionals consider the effectiveness of an AI-powered hyper-personalization strategy to be changing for the better.” Source

So, if you haven’t tried it yet, what are you waiting for? Get in touch with Frizbit and see the results for yourself. 

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