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How to personalize content by industry

December 2, 2020 | Teemu Raitaluoto

There are a lot of products and services, especially in computer software, that don't serve just one industry. However, different industries have different special needs when it comes to the kind of service and use cases they need. Read more to learn how to speak directly to different industry needs.

When to use this Playbook

To understand whether this Playbook is for you, you need to first determine whether your product and service is very industry specific or can serve a wide customer base.

Sometimes, even if your focusing on one specific industry, there might be other stakeholders from different industries that you need to market to. For example, in the construction industry there are contractors, city administrators, and housing developers that have unique needs when it comes to doing business with you.

It pays to get to know well the different industries you are serving. If you don't operate in the same industry as your customer, have informal chats with your customers to get to know them better. To dive deeper into the kind of industry you're serving, you can hire or consult a domain expert.

How to personalize

Top-of-the-fold

To capture your audience as quickly as possible, you need to show that you understand the visitor's unique industry and its problems you can solve.

Usually, when the generic top-of-the-fold has no contraints about which customer segment to target, the content defaults to describe what the company does. Instead, the content should describe how the company can solve a customer problem, which is only possible if the customer's industry and its use cases are known. 

Language

Throughout the web page, you can use industry specific lingo, which will build a better customer relationship with your audiences. Usually, it's recommended to avoid using lingo/jargon, but that's because you need everyone to understand your message instead of speaking to each audience separately.

Logos

It's almost intuitive that the logos on a website should reflect the visitor's industry. We look for social proof from "customers like us" using the vendor's products or services.

A company that serves McDonald's and has its logo on the site might have near zero relevance to a visitors that is looking for a vendor that can serve other software companies.

Use cases

Pain points can be industry-specific which means the use cases describing how the product can be used in a certain way can also be industry-specific.

If you show that you truly understand the problems of an industry better than a competitor, it resonates much better with your customers. 

References

When customers are looking for references, they want to understand how you solved a problem another customer had. If that reference is from the same industry as the customer asking for the reference, the social proof is much stronger. It also indicates that you understand them based on past experience dealing with domain-specific challenges.

Integrations

Different industries use different technology stacks. For example, in e-commerce, your customer is much more likely to use Shopify than a customer from the banking industry. If you offer lots of integrations and some of them are industry-specific, show those only to the visitors from relevant industries.

Call-to-actions

A call-to-action can also be an opportunity to create a better customer relationship. Industries are different when it comes to the level of seriousness of doing business. You can get away with a quirky call-to-action if your dealing with software companies compared to doing business with people from finance and law.

A call-to-action is also a way to direct visitors to different sales funnels. For example, you can direct software companies to a self-service because they are much more likely to try the product out themselves compared to more traditional industries where sales is conducted through meetings. 

How to create this segment

  • Industry (NAICS and SIC) is any of the selected values (one or multiple)

Alternatives

Many companies try to solve the problem of serving multiple industries by either creating specialized pages for each industry or using some hacky Javascript that spins the work of each target industry to complete a sentence.

Having specific landing pages for each industry can be useful, but you're also relying on the visitor finding those landing pages and taking the time and effort to navigate to them. Instead, why not make your main page more relevant right away and reduce the amount of time to find the information your visitor wants?

If you do insist on using specific industry pages, you can auto-redirect visitors from that industry to the specific page. This saves them the trouble of finding the page on their own and avoids the risk of them bouncing.


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