Personalize content pages based on industry

Would you consider your current content strategy a success? Are people looking for information online and finding themselves on your website? That’s great! Next step is to ensure that when they read your blog post, they don’t leave as an anonymous visitor.

Does your value proposition change depending on your customer’s industry? Then consider this recipe to personalize your content pages with relevant recommendations and CTAs for different industries. Recommend an article or e-book relevant to their industry or suggest they sign-up to your newsletter. Make that interaction last with the help of personalization.

Start by identifying a couple of industries that you tend to work with. You can then use Unless to create audiences for each industry. It is possible to target broad industries or get very specific by making use of something like SIC (Standard Industrial Classification) codes.

Personalized headlines

Your headline is the first thing visitors see. Personalize it by industry to spark their interest. Say you are an analytics vendor targeting companies in different industries. Your headline for financial services can be: “The #1 analytics solution for banks and insurance providers.” While your headline for logistics companies can be “The analytics platform trusted by the world’s leading logistics companies.”

Relevant content recommendations

Got your visitor’s attention with a personalized headline? Keep them hooked with relevant content recommendations. Does your visitor work in banking? Display case studies and white papers targeted at financial services companies. Do they work in logistics instead? Show them your logistics case studies. You can also highlight specific case studies using Unless components, like pop-ups and bars.

Different CTAs

Some industries have a longer sales cycle, involving many different stakeholders. For these visitors, a CTA like “get started” may not be as effective. Display CTAs like “learn more” or “talk to an expert” instead.

This time the example is from our very own website! We have set up this overlay component to encourage interested visitors who have been on a blog page and read a portion of the post to book demos. We know they are already interested in Unless since they are reading about a specific subject on our blog and the overlay acts as a simple nudge.

Knowing that our message resonates well with certain industries, we have added more industry-specific information and visuals to ensure the visitor that they’ve come to the right place. A further step could be to recommend relevant case studies as well. Below you see our examples for the retail and SaaS industries.