Tag: web push

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. 

If you found this information interesting, you will surely also like: 

How to choose the right Web Push Notification Service

Web push notifications are quickly changing the way online businesses approach retargeting strategies. This channel allows sites to reach anonymous users in real time encouraging them to visit once more and complete a conversion while engaging with highly relevant content. 

The value they present is undeniable, especially when looking forward to a digital marketing landscape without third-party cookies. Even though web push notifications are a fairly new channel still unknown for many marketers, the ones that have tried them are seeing an exponential increase on their revenue and amazing ROAS results

With the rise of web push notifications as an essential part of digital marketing strategies, hundreds of companies have emerged or added them to their portfolio services. Conducting a quick online search will serve you with many (many) options making it very difficult to choose a provider. We are here to lend a helping hand and let you know:

How to choose the best web push notifications service

If web push notifications have piqued your interest but you’re not quite sure where to start, we have put together a list of the most important features you should focus on when looking for a web push notification service:

  1. Subscriber ownership & portability
  2. Data Security and GDPR compliance
  3. Automated triggered-events
  4. Hyper-personalisation
  5. Segmentation
  6. Scheduling
  7. A/B testing
  8. Customer support
  9. Pricing plans

Let’s dive a little deeper on each of these features. 

1. Subscriber portability and subscriber ownership

Subscriber portability is something that gets overseen a lot. Once you sign with a web push notification provider and implement, you’ll start collecting subscribers every day. What happens, if for whatever reason, maybe a price increase or a lack of needed features you decide you want to change provider and you can’t take with you all of your subscribers with you?

No matter what happens you should be able to switch providers and not lose all the subscribers you’ve gathered and nurtured from day one. You need to discuss this, read the small letters and make sure your subscribers belong to you and not to your service provider.

What happens in many cases is that a lot of web push notifications service providers use a subdomain of their property to collect the subscribers. This means that every time users enter your site and click on “allow” to opt-in to your web push notifications, they get redirected to a subdomain that belongs to the provider who becomes the owner of the data when they accept.

If you don’t carefully read the Terms and Conditions of your provider, you might end up in this position. All the subscribers you asked permission to send web push notifications, won´t belong to your website, they’ll belong to your service provider website

So if in the future you wish to change platforms, you will lose all your subscribers and have to start from scratch, asking already subscribed users to opt-in again which could very easily damage your opt-in rates and your overall web push notifications campaign performance.

Custom Subdomain Opt-in Web Push Notification

Custom Subdomain Opt-in Web Push Notification

Native Opt-in Web Push Notification

Native Opt-in Web Push Notification Example

The easiest way to make sure this is not happening to you is to check you’re collecting subscribers via native opt-in. This is the browser prompt used to ask users to allow web push notifications. If your provider installed a custom opt-in prompt the chances of them registering subscribers under a subdomain of their ownership is higher. Take into consideration that native opt-ins have 3 times higher opt-in rates than custom ones. This is extremely important for the success of your web push notifications strategy. 

2. Data Security and GDPR compliance

Even though web push notifications are GDPR compliant by nature, you still need to make sure that your service provider aligns with all regulations and keeps the data of your subscribers safe. This includes, not only abiying to the General Data Protection Regulation, but also storing the data in highly secure servers. 

Check that your provider complies with GDPR even for subscribers who are outside the European Union and that you are the owner of all the data. This protects, not only your subscribers, but you as well ensuring that no one can share or sell your information to a third party that could even be your direct competitor. 

3. Automated web push notifications by triggered-events

Automated web push notifications are the ones sent automatically. They’re triggered by a specific action from users on the site based on predefined events. You can create as many events as you wish but here are the most common and important ones that you should always include in your sequences:

  • Category retargeting: a push notification sent to users that visit a Category Page but leave the website without taking any further action. 
  • Product retargeting: a push notification that’s sent to users that visit a Product Page and exit the web without continuing forward. 
  • Cart abandonment recovery: a web push notification sent to subscribers who add a product to their virtual shopping cart and abandon the site without completing a purchase.
Automated Web Push Notification

Category Retargeting

Automated Web Push Notification

Product Retargeting

Automated Cart Abandonment recovery web push notification

Cart Abandonment

This is the basic sequence you should implement when using web push notifications. You can personalise it as much as you want depending on your type of business and industry and create additional ones that fit your specific marketing funnel and help users convert. 

It’s important that you check what type of scenarios, triggered events and sequence automation personalisation each web push notification vendor provides before choosing one. 

4. Hyper-personalisation

The next feature you want to keep an eye out for is the level of personalisation offered by the provider. Today’s users are looking for content and experience tailored to their wants and needs. Sending impersonal, pre-made messages just won’t cut it.

Hyper-personalisation is key when it comes to creating effective web push notification campaigns. Besides customising the messages with emojis and an appealing text make sure your provider offers the use of dynamic parameters.

Web Push Notification Dynamic Parameters

By using dynamic parameters your web push notifications can include very specific and relevant information such as product image, product name, user name, price and even brand.  Dynamic parameters pull the information directly from the site and include it in the message of the notifications which, not only saves a lot of time and effort on campaign creation but also makes the notification hyper-personalised for the user. 

5. Segmentation

Segmentation is essential to any marketing effort. The success of any campaign can rely on  knowing who the target audience is and addressing the message properly to them. Is the same case when it comes to web push notifications. 

Before deciding on a provider check what segmentation parameters they offer within the platform. The most basic ones should cover:

  • Location
  • Gender
  • Language
  • Browser
  • Age
Web Push Notification Segmentation

Frizbit Segmentation

Web Push Notification Segmentation

Frizbit Segmentation

Of course, depending on the web push notification service there are many more possibilities. In addition to all the mentioned above, Frizbit allows to target users by behaviour, life cycle and user actions and the possibility to include them or exclude them of a specific campaign.

6. Scheduling

Scheduling is a basic feature any provider must offer. It allows you to design and create a web push notification campaign and choose a date and time to send it automatically for you at a later time.

Web Push Notification Service Provider

By scheduling a campaign you make sure to always stay in touch with your subscribers even if you’re out of the office or maybe too busy to send it manually. A great strategy is to check the calendar, plan ahead and schedule your web push notifications campaigns with enough time. This will help you be super time efficient and to make sure you don’t miss communicating any important sales or events from your site. 

That’s why it’s so important to make sure the provider you choose offers scheduling features within the platform. 

7. A/B Testing

When it comes to any digital marketing effort it’s not easy to get right with the first attempt. Even though you might have a lot of insight about your target audience and have crafted and designed a web push notification campaign based on that information, it’s possible you don’t get the results you were expecting.

ab-testing-web-push-notifications

Frizbit A/B Testing

That’s why A/B testing is so important and you need to make sure your service provider includes this feature. By gathering information on the performance of previous campaigns, you can make small changes and try-out different versions of the same notifications to test which one does better and, little by little, improve your campaigns to make them the best they can be. 

8. Customer support

Whether you’re familiar or not with web push notifications, is of utmost importance that your provider offers you impeccable customer support before and during your contract with them. During the decision making process you´re surely to have a lot of questions you need to clarify and this gives you the perfect opportunity to measure providers by requesting all types of information from them and evaluating their response. 

The most common doubts that your provider should solve at first are:

  • What’s the implementation and integration process like
  • How do I install web push notifications?
  • How long does it take to start sending web push notifications
  • What’s the average opt-in rate for web push notifications

Asking these questions and listening to how the provider answers them will give you important information about the type of service they offer. The best advice we can offer is that you choose a provider that offers a trial period.

This way you can both test the performance of the platform, how it works, what kind of results you can expect long term and the type of support you get during said period: are they solving your issues properly?. Familiarizing with the tool and the provider is key to the success of your web push notifications campaigns. 

Frizbit offers all new clients a trial period of one month with all features available for testing while providing customised support during the entire journey. 

9. Pricing plans

There are as many pricing plan models available, as web push notifications providers. This is where you have to do your homework and research the option that really suits your business needs, size, industry and growth prevision. 

Most providers offer subscriber-based pricing. This translates to you paying for the amount of opt-ins you get. These plans seem very appealing because they start with very low costs and seem very profitable. However, you have to think long term, taking into consideration that you cannot migrate all of your push notification subscribers.

In a subscriber-based pricing you could start paying 100€ for 5,000 subscribers, which seems nice. But as you continue to grow your database, each time you’ll pay more and more: if you reach 50,000 you’ll pay 250€, then 5,000€ for 150,000 and so on and on. The price is always going to scale through time becoming more and more expensive as you grow. 

Other options offer to pay per click, or amount of notifications sent. But what makes the most sense is that you go for a provider that offers you peace of mind with a pricing plan based on your monthly web traffic with unlimited subscribers and unlimited notifications. This is the best way to have your costs fixed for the future, instead of always inflating prices.

When choosing a web push notifications service provider…

If you’re considering adding web push notifications as a new retargeting channel to engage with your customers, you’re already on the right path to improving user experience with amazing results. We hope this guide on how to choose the right web push notification service helps you make the right decision and select the provider that suits all of your needs. 

If you are looking for the only provider which complies with all these above-mentioned criteria, contact Frizbit right away!

If you have any more doubts or just want to learn more about web push notifications, make sure you check out: