Personalization Tools for an Online Business
When you have an online business, there is not always a shortage of online tools to help manage and grow your business. This is certainly the case with customizing content for the web. Here are some of my favorite solutions that make it easy to use personalization on your site in an effort to increase conversions – and revenue!
Triblio: An account-based marketing (ABM) tool, Triblio allows you to display customized content and offers on your website to potential buyers. You can present your content to both known and unknown website visitors, as well as show your customized content to your target buyers (specific potential customers or accounts you are trying to influence and sell). Triblio also works with email or marketing automation platforms and Google AdWords.
Folloze: Account-based marketing is also a core ability of this customizer. But one of the things we really love about Folloze is the unique way to deliver personalized content to buyers. Folloze allows you to create content panels with many different pieces of content all designed for a specific buyer. Think of it in terms of a Pinterest-style layout for a board (or online page) that gathers your content in one easily accessible place. The figure shows an example of a custom panel from the Folloze site. Another benefit of this tool is that it not only tracks the people who interact with or visit the board, but also which parts of the content they interact with; And it lets you know who the potential buyer is watching the board. You can put a link to the Folloze board in an email, on a page of your site, or just about anywhere.
Evergage: This content customizer monitors the intent of your site visitors to find out what content you want to show them. In addition to tracking where offers are clicked, Evergage also tracks the amount of time spent on each page, where visitors’ computer mouse moves, and how they navigate the page. Looking at a set of data points as they occur on your site in real time, or why the visitor is already on the site, the tool uses machine-based learning to make recommendations and decisions about what content to present to the visitor. Designed for major e-merchants and other high-traffic sites, Evergage can identify users, purchases or interests they have made on other sites and then recommend similar products or content to display on your site.
There are plenty of web customizers and account-based marketing tools available. And you don’t have to start using the tools, which can range from several hundred dollars per month to several thousand dollars per month. These tools are a great investment. But for today’s online competition, offering a personalized, one-to-one approach to marketing using content and product offerings is quickly becoming imperative in order to remain competitive.