Digital Marketing Blog

Website Personalization Will Be Your Best Marketing Tool In 2017

  • By Brad Poirier
  • 01 Dec, 2016

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website personalization software 2017
As the 2016 year comes to a close many of us are dining out. Wether it's because family is in town or you're out shopping or you just want to take advantage of those 1/2 price late-night shakes at Sonic. Let's say you're out to dinner though, it's Wednesday aroudn 6 P.M. You and your friends sit down, the waitress greets you and hands a menu and printed specials page. The menu is the lunch  menu and the specials print out is for last  weekend's specials. How rude!

This scenario doesn't present itself in real life, or at least it shouldn't. It gives you an idea of how silly it is though, for a website to display untimely information or the wrong information to a user at any given time. This applies to more than just restaurants, it's across any vertical really. Home services, Auto, Medical, so many categories can benefit from website personalization. It doesn't take rocket science to accomplish this, it just takes the right software and the right creativity.

So what is website personalization?

It's website magic, that's what it is. No really, it is. Magic is really just a bunch of tricks and slight of hands. Website personalization is software that dynamically changes the content of your website based on a predefined set of triggers, or rules. Let's use our bad larry restaurant. The better restaurant on Wednesday at 6 PM would show: a) the dinner menu when you are greeted and b) specials that are for Wednesday only. This is what website personalization does. It changes the content of your website based on triggers such as time of day, day of the week, how many times a person has visited your site, if they have spent a certain of amount of time on it, etc. The triggers can also be set based on geography or a specific URL they were coming from, like a Google AdWords campaign .

What can website personalization do for my business?

The competitive edge. That's what. The majority of business owners won't adopt website personalization, so the smart ones like you that do embrace it will have a leg up on your competition. Let's say you are an oil company that offers 24 hour service, for example. Instead of someone arriving at your website at 2 A.M. In the morning with no heat and fumbling around your website looking to see if you even offer 24 hour services, let's try something different.

Try this: Let's set up a rule that basically says this: TRIGGER: If someone visits my website between 5 P.M. And 7 A.M. (When the office is closed), do this ACTION: Change the homepage to say: "We offer 24-hour oil delivery. Call our 24-hour emergency line now: 800-555-1212 . You'll be cozy and warm again in no time!"

Now, let's say that person visited your site first before the other oil companies they Googled, because well, you have great search engine optimization or they found you from a well written Google AdWords campaign . It's likely you will be the person they call because you are making a very good assumption that they're looking for an emergency oil company and you're telling them you are an emergency provider immediately on your homepage.

Restaurants and Oil companies receive immediate sales and revenue though. What about categories that have a longer buying cycle, for instance a kitchen and bathroom design company. That buying cycle is much longer than just dinner options. It might take 3-6 months from the initial point of contact until they make the final decision. There's a good chance your potential customer has visited your website at least a couple of times. Your static based website though, is showing them the same content every time. They're getting bored!

Try this: On their second visit to your website, display a "Welcome Back" message. Place a contact form right next to that message inviting them to ask any questions they have on their return visit. Or on their second visit and IF they are from a certain town, display a gallery of photos of a recently completed project from the town they are currently in. It reassures them that you a) do great work and b) offer services in their town.

Their are lots of ways to use website personalization, you just have to jump in and try it out. Where can you get This type of software? A select few website CMS's have this built in. Our CMS happens to be one of them. We have a built in personalization tool that allows you to quickly set up your rule and action to follow. We think ours is the best, obviously! If you're not yet using our CMS, I feel bad for you. There are other options though. Companies like HubSpot and AddThis offer their own version of website personalization.

Want to see website personalization in action? Schedule your own personalized demo (no pun intended).

Breeze Digital Media News & Resources

By Brad Poirier 18 Dec, 2017

Sometimes a potential client will ask us : “Do you use templates to build your websites?”, or also “What do you [platform] use to build your websites”.

The answers are : Yes/No and Whatever works for your business!

First of all, we are a Duda Pro partner, they cater to design agencies, and we primarily use them for our website development. We can use Wordpress,  but it will likely cost you 3x the price . We also recently starting using another design-agency-specific platform called Webflow.

Again, we use whatever it takes to build a performance based website that fits both your budget and your goal.

By Brad Poirier 22 Nov, 2017

Offline Advertising + Marketing Automation go together like PB&J (Jelly or Jam, whatever your fancy is)

If you’re like me, then you my friend, are a data junkie.

Even if you’re not a data junkie, you can still appreciate measuring your ROI (return on investment)

What I’m saying here, is that while the world is going (has gone) digital, you can still make excellent use of offline marketing campaigns and advertising. Let me explain.

Suppose you are advertising on traditional media, such as print, radio, TV – or even something as simple as handing out 500 flyers around town. Those media formats are excellent for reaching wide audiences, and yes, they CAN be tracked. There’s several ways to track offline advertising. We’re going to discuss tracking offline advertising using automation methods.

By Brad Poirier 18 Oct, 2017

Deadlines. Employees. Networking. Accounting. Advertising. HR. – The Party Planning Committee.

As a small business owner, you likely wear many hats.

“Wait, now I have to wear a marketing hat also?”

Well the short answer is no, you don’t have to. It really depends on how competitive you want to be in your industry.

Your big competitors invest lots of time and money into marketing their business, but that doesn’t mean you have to. Outsourcing your digital marketing to a digital marketing agency can both improve your lead quality and improve your overall ROI.

Let me explain.

By Brad Poirier 15 Aug, 2017
We are a visual society, so you should be using at least one of these options on your website.

Just like website design ranges from no use of images to the overuse of them, same is true with icons today. More than ever, some webpages are being cluttered with icons, that often add no context to the page or just add nothing to the user experience.

When is it good to use an icon on your website? Here's a few criteria I follow plus some resources for putting icons on your website.
By Brad Poirier 13 Jul, 2017
What’s more important to you: A shiny trophy for being number one on Google or a boat load of new clients coming your way.

Yes, we have said before that the number one position on Google gets 33% of the traffic for that keyword, but what do you see coming up as number one now-a-days?

Local Directories come up first. Do a quick Google search for anything local business related, for instance "restaurants near me". I did this search, and not one result on the first page was from a local business website. ALL of the first 10 results were local review sites such as Yelp, TripAdvisor and OpenTable.

Now to be fair, there were three local results that appeared first, in what we call the Google Snack Pack. Before the website results, Google displays three locations from Google Maps, which is also very important. For websites though, it was all local directories.
By Brad Poirier 18 May, 2017
There's pros and cons to this type of Facebook post. The pro, well, you're making an attempt to create business. The cons? How do you set an expiration date on that? Even if you indicate one in the post, there could be that customer that just says "oh, I didn't see that". Further, how do you keep track of it? Are you going to write down on a sheet of paper every time someone comes in and says "Hey, I saw this post on Facebook". Also, not everyone wants to mention that. People want to present coupons and get a deal, they don't want to announce that they're getting a deal.

There is a much better way to accomplish what you are trying to do. You may have seen it, used it, tried it, but here's how to get the most out of the post type called "Offer". Watch the video below to see an example or read below.
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