Personalised home pages – the secret ingredient to lead conversion

As dramatic as it may sound, generic home pages are dying. Gone are the days when websites welcomed visitors with the same page whether you are a millennial in South East Asia or a retired businessman in Mexico. Just like how old-school drip marketing is being replaced with customised emailers and native apps are getting substituted by new-age progressive web apps, universal home pages are being upgraded to pages that are personalized as per the demographics of the audience, and nothing in the online space is the same anymore!

Ever since we hopped on to the bandwagon of the Internet, digital marketing has taken over the world of branding and advertising. The ease in which you can showcase your company and literarily reach out to the palms of viewers across the world is unfathomable. Keeping this strategy in mind, why would you want to show the same webpage to all your visitors when each one of them has different needs and expectations from your brand? Let’s take a look at the benefits of personalising your homepage and the different ways in which you can wow your website traffic till you ultimately convert them into loyal consumers.

Benefits of personalising your home page

Procuring quality leads

A tailor-made home page will help in generating premium leads as the page will display what you specifically have to offer for each visitor. Attracting potential clients by showcasing types of content they will find engaging is the basis of digital marketing and personalised web pages do exactly that.

Creating unique experiences

Through customised home pages, brands can welcome their online visitors with a personalised message. This triggers a unique user experience as you add a personal element to your page, assuring viewers that you have already hand-picked your services as per their preferences and requirements.

Widening your reach

Personalised homepages also add value to your marketing strategy by widening your global reach. Since you can personalise pages based on the location, you can now easily target consumers with what is trending in that particular locality. This makes the content on the homepage more relatable for the visitor and adds to the possibility of them converting to your brand.

How do personalised home pages work?

Apart from showcasing the brand and attracting target groups, websites also provide business owners with a plethora of other useful information to understand online traffic. From the location of the viewers and the time of peak traffic to the type of content most-consumed on the website, marketers can observe the patterns of activity and use this to their advantage. Let’s understand this concept better with a hypothetical situation. Consider yourself to be the owner of a B2B organisation which provides end-to-end HR services. A potential client has recently visited your website through a Facebook carousel ad and spent seven minutes going through your HR packages. The next time the individual visits your website, they will either have to manually search for the packages they were interested in or bounce back with a last minute change of mind. However, through a personalised homepage, the visitor will be welcomed with a customised message. This message will showcase the services and packages they had clicked through with an effective CTA to either buy the package or know more about it. The unique user experience will draw the user into your website and boost the lead generation of your B2B organisation.

Personalised homepages as per content consumption

Adobe India is one of the first Indian websites who has upgraded their website with a personalised homepage. Visitors around the world are initially welcomed with a homepage that displays a blurb on their next-gen Creative Cloud segment. There are two CTAs – one for individuals who are interested in the concept and the other one for businesses.

In order to explore the effectiveness of the personalised homepage, we clicked on the “Creativity and Design” tab and ventured into the field of photography by scrolling through the Creative Cloud Photography plan. After spending a good ten minutes on the website and surfing through the various plans available for individuals, businesses, students and universities, we clicked on the Adobe icon in the top left corner to go back to the homepage.

If the Adobe website had a generic homepage, one would expect the same page to show up as discussed above. However, since the website has a personalised home page, we were welcomed with a customised page which helped us continue from where we left. In this case, since we had browsed through the various Creative Cloud Photography plans earlier, we were welcomed with the blurb “Ready to buy?” followed by a CTA which helps us with choosing a plan as per our preferences.

As you can see in the above image, the blurb about the Creative Cloud is still present, but you also have a personalised message on the plans you were interested in earlier.

Personalised homepages as per location

Personalised home pages work as an excellent marketing strategy for B2C companies and social media platforms as well. In a quest to provide consumers with what they are searching for, personalised home pages read the IP address of the visitors and categorise them as per the location. The visitors are then welcomed with topics and concepts that are trending in their locality or that are the most searched for in the region.

Let’s take the example of Youtube to understand this theory better. Youtube has personalised their homepage as per the location of the visitors and showcases all the trending videos in the region.

As you can see in the image above, Youtube viewers in India are welcomed with a series of trending videos that include snippets from the regional entertainment industry. The ads on the page are also targeted to the audience based on the location of the guest.

The image above is the same homepage viewed from Dubai. As you can notice, the URL entered is the same, but the content on the page is different. In this homepage, the trending videos are based on the popular activities of the region. They also include videos in Arabic – the regional language of Dubai. Additionally, the advertisements on YouTube are entirely different from the ones displayed on the homepage when viewed from India.

Personalised homepages – one step at a time

Big names in the digital space like Adobe and Youtube are already leveraging the benefits offered by the adaptive nature of personalised homepages. But, what about small-scale businesses and start-ups? The best part about this new-age concept is that you can personalise your homepage one step at a time. It is not a go-big-or-go-home kind of situation.

For example, we, at Social Beat, recently explored the idea of personalised home pages by customising our website as per location. With our headquarters in Chennai and regional offices at Mumbai and Bangalore, we decided to start by customising the address in the “Get in touch” tab as per the location the visitor is at.

As seen above, if you visit our homepage from Chennai, the “Get in touch” tab in the footer will display our Chennai address.

The same homepage displays the Bangalore address when you log in from Bangalore.

Top personalisation tools for your homepage

There are a wide range of tools available out there to personalise your homepage based on a multitude of integrations like Google Analytics, Hubspot and WordPress. Let’s take a look at a few of them.

Personyze

With this tool, your homepage will be personalised based on a variety of factors such as geographic location, data from their social media profile and CRM information, to name a few. You can also opt for a free trial or schedule a demo as per your preferences.

Evergage

Evergage focuses on enhancing visitor engagement by providing them with a tailor-made user experience. Visitors are welcomed with more relevant offers and appropriate content which is guaranteed to help in lead conversions and customer success stories.

Apart from these tools, you can also check out Bound, Convert and Optimizely that are brilliant in examining your traffic and providing visitors with unmatched customer experience.

Now that you have a better idea about personalised homepages and the vital role they play in visitor engagement and lead generation, its time you upgrade your company’s website with this ground-breaking technology and stay ahead in the ever-lasting race of digital marketing.

Contact us at Social Beat and leverage the multitude of benefits a personalised homepage can bring to your business.

7 reasons why you need to use Quora in your digital marketing strategy

At first glance, Quora doesn’t seem like it would be an important tool for a marketer. However, underestimating the value of Quora can be one of the worst mistakes you can make for your brand. Quora has 1.5 million visitors every month. That’s 1.5 million visitors who have the potential to discover your brand and become prospective leads. This is why one of the biggest digital marketing trends of recent times has been the growing focus on Quora. Quora has a distinct edge over other question and answer forums because of its highly monitored content. User profiles are strictly verified and content is routinely checked for quality. Building your brand’s presence on Quora can help increase awareness of your brand, increase traffic to your site and even generate leads. Here are seven crucial reasons why your brand needs to make use of Quora in its overall marketing strategy.

1. It Helps Your Consumers Find and Learn About Your Brand

The biggest advantage Quora offers is that it is made up of a large community built on trust and whose members rely on each other for information. When you provide informative answers to questions users pose, you’re automatically increasing the credibility of your brand. Quora allows you to engage in meaningful conversations with your target audience and establish your brand as an expert in your field.

However, it’s important that you never attempt to oversell your brand on Quora. The community on Quora is distrustful of marketers and hates self-promotional material. When you’re marketing your brand on Quora, ‘less is more’ is a strategy that always works. Instead of speaking about your brand in great detail, focus instead on providing informative answers to the questions being asked. This will gradually build your brand credibility and bring users organically to your site.

2. It Can Improve Your Search Result Rankings

Google search results often include Quora posts among its highest ranking sites. This makes Quora a powerful SEO tool to drive organic traffic to your site. You could even increase your chances of showing up in the top results by strategically using important keywords with the help of keyword research tools. However, you need to make sure your content is relevant. Dropping keywords with abandon and speaking extensively about your brand with little to no connection to the actual question will decrease your chances of showing up in search results.

3. It Helps You Find Crucial Influencers

One of the biggest digital marketing trends this year has been the growing importance of influencer marketing. If you’re struggling to find key influencers for your brand, Quora could be a great resource. There are many users who are identified as key contributors by Quora because of their highly informative answers. Users rely the most on these key contributors because they have repeatedly established their credibility. You can engage with these contributors by answering their questions or by providing comments to their answers. You can even directly reach out to them and ask if they would be interested in helping you promote your brand.

4. It Can Help You Market Your Content

If you have excellent content and blog posts on your brand’s website, then Quora is one of the best ways to amplify your content. Again, the key here is to be subtle about promoting your website. Instead of replying to a question with, ‘Visit my website for information about this’, introduce it slowly within your answer. Your answer needs to cultivate interest that will actually make users curious enough to visit your blog. Provide key information within your answers and link your content to it by saying that you’ve written about it in more detail on your blog.

You can also use Quora to crowdsource information for your article. You can mention that you’re writing a blog on ‘How to Improve SEO Rankings’ and ask users for their tips on the subject. When users feel like they have actively contributed to a blog post, they will even be more likely to share it themselves.

5. It Helps You Gain Insights into Your Target Audience

You don’t need to conduct expensive, complicated surveys when you have a simple resource like Quora at your disposal. Instead of guessing what your target audience needs, why not let them tell you directly? The questions on Quora are an invaluable source of information about what type of content your target audience will find engaging. If a number of people are asking questions about the same problem, can your brand be the solution to it? Questions (and their answers) are great ways to learn more about your customers, the way they think, what they use and what they need. By actively catering to their problems, your brand can continue to stay relevant.

6. It Can Help You Come Up With Content Ideas

If you’re stumped for new content ideas, trawling through Quora can help you ideate. A good blog post needs to provide answers to relevant questions anyway so what better place to find these questions that Quora? For example, if a number of people are asking, ‘How do I increase my Instagram engagement?’ then you immediately have an idea for a relevant blog post. Using questions on Quora to ideate for your blog also serves up another advantage. You can link the blog post you’ve written along with your answer to the question and amplify it further.

7. It Can Help You Establish Thought Leadership

Thought leadership is a coveted badge every marketer wants for their brand. Establishing thought leadership makes your brand an authority in its field and increases trust in it. Building thought leadership can take some time, but the payoff makes it all worth it. One of the best ways to establish thought leadership is through Quora. By providing meaningful, informative answers to your consumer’s questions, you’re demonstrating the extensive knowledge you have on the subject. Many brands struggle with building thought leadership because they don’t know how to steer a conversation in the direction of their brand’s offerings. Quora saves you the trouble because the conversation already exists; you just need to contribute to it.

Clearly, no marketer can afford to ignore Quora if they want to successfully build their brand’s digital presence. Quora is even more essential when it comes to marketing for a start-up because it helps new consumers come across your brand. So take full advantage of this site for a well-rounded digital marketing strategy.

This article was previously published as Quora: A must-have in your digital marketing playbook on Business Line on Campus.

Casagrand generated a record 190 crores in revenue via Facebook

Casagrand is one of India’s fastest growing real estate companies and committed to building aspirations and delivering value. It offers superior homes in premium locations of Southern India. To date, the developer has delivered dream homes across 68 landmark properties to over 4,000 happy families.

We are delighted to announce that Facebook has published a case study on Casagrand’s meteoric success using Facebook marketing solutions. This is an important example of how no brand can risk ignoring the power of social media in today’s digital landscape. In the last financial year, Casagrand, a real estate company based out of Chennai has generated an incredible 190 crore in revenue using Facebook marketing solutions and at a 60% lower cost per lead compared to other digital channels. Find out about how we helped our real estate client grow with real estate digital marketing for Facebook marketing solutions.

CG Facebook Case Study

 

The goal

Casagrand came to us with the objective of increasing their residential project sales through online enquiries and reducing their acquisition cost by 50%. To do this, we knew we had to devise a unique approach to Facebook marketing. We couldn’t afford to use Facebook as just a brand building tool, but also as a sales channel to boost residential sales. In all, we used 8 Facebook marketing tools to generate record sales for our client through online enquiries alone. Each of these tools was crucial in brand building and lead generation.

How did we do it?

To help our client achieve their goals, the first thing we did was to run video ads on Facebook. Video is one of the key trends in social media to increase brand awareness and recall. Once we knew which of our target audience had viewed the videos, we were able to build a Custom Audience and target them again, using lead generation ads. These lead gen ads came with a pre-filled form with key information such as name, email and phone number so all the potential customers had to do was click on the ad and enquire. Additionally, the builder also created lookalike audience of these leads and targeted them as well. The sales team too was quick to follow up on these leads and convert them into buyers.

Using Facebook’s reach and frequency tool, Casagrand pushed a specific offer to potential buyers for five days. This method increased both brand awareness and leads. To expand the reach beyond Facebook, the builder also used the audience network and Instagram platform to reach their target audience.

Using a combination on lead ads, slideshow ads and Canvas ads, Casagrand was able to achieve their targets with real estate digital marketing using Facebook marketing solutions.

This case study is an important example of the power of social media marketing. With higher sales numbers and lower cost per lead, digital marketing has transformed the real estate industry. Don’t forget to check out our comprehensive guide for digital marketing for real estate for a more in-depth analysis.

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