Ryan Narod heads marketing at Mutiny, a no-code AI platform that helps marketers convert their top-of-funnel demand into revenue without engineers.
Your target customers can discover your website through ads, search, word of mouth, or offline channels like direct mail or events, but when they arrive, 99% of them usually scan your home page and bounce off.
The fastest growing companies show each visitor the most relevant content to instantly signal that it is a good fit and worth further investigation.
While there are hundreds of ways to personalize and optimize your website, it can be difficult knowing what and when to focus if you want maximum impact. After years of website personalization experience, we’ve gathered unexpected yet effective and scalable tactics from some of the fastest growing companies.
If you perform all 10 of these tactics well, we’re confident that they will help you grow faster and look really, really smart while doing it.
Help TechCrunch find the best startup growth marketers.
Make a recommendation in this short survey and we’ll share the results with everyone.
Promote the right content to the right people
You spend a lot of time creating content for your customers, but they usually have a hard time finding the content that is relevant to them. Consider adding a personalized banner that presents the right content to the right visitor.
Banners are a great way to grab target accounts’ attention during the evaluation phase. And banners that advertise whitepapers or link to analyst reports are relatively quick and easy to implement.
When creating your banner content, keep the text in the banner short and clear – a short, crisp sentence that will generate interest. Your CTA should be strong, actionable, and tell the visitor what they’re getting.
Invite prospects to an event with their peers
Creating a peer set focused on solving common challenges is a powerful event tactic that we have used. We have seen it with companies like Segment too.
Create a personalized invitation to an event that is about the industry or the use case of your target account. The component should lead to a landing page for a recurring event such as a weekly webinar or a large tentpole event.
Take advantage of your potential customer’s competitors
We take it easy, assuming that in any business you do, you pay special attention to your competitor’s movements. Here’s another crazy idea: the same goes for your target accounts.
Use this inherent drama to create personalized banners that lead to a case study showing target accounts how their competitors are using your product. While it can be straightforward to implement, it will still take some work to create the competitor case study for each target account industry.