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As a marketer, you only have a few minutes\u2014or less, to capture the attention of a website visitor with engaging content. Since prospects are often quick to judge the value and relevancy of your\u00a0content<\/strong>, each blink of an eye can make the difference between piquing their interest in your company, or sending them back to Google for another search.<\/p>\n Although company websites were found to be the most popular channel, buyers are not satisfied with the level of information offered; only 37% of B2B buyers think websites are the most helpful channel for this purpose. This demonstrates that companies must focus on providing targeted website content to educate their prospects and generate more qualified leads.<\/p>\n Delivering the right message, at the right time, to the right person, is a prerogative for any marketer looking to make a meaningful connection with a website visitor. By featuring content that prospects not only find educational, but also relevant to their pain points and challenges, a website can effectively nurture prospects, generate more\u00a0qualified leads<\/strong>, and help to effectively move them down the funnel.<\/p>\n Your Marketing Efforts Need to Be Where Your Prospects Are<\/strong><\/p>\n While digital advertising, email marketing, and industry conferences are bastions of the marketing arsenal, it\u2019s time to realize that\u00a0website engagement<\/strong>\u00a0is just as crucial for nurturing and lead generation. Why? Primarily, because of potential audience reach.<\/p>\n most company websites attract tens of thousands of visitors per month. This works out to approximately 100-200K visitors per year\u2014which is certainly not a number that any marketer can afford to disregard. In this context, chances are that most of your prospects are at the top of the funnel, a stage where website engagement is vital.<\/p>\n In the first stage of the buyer\u2019s journey\u2014the awareness stage, audience volume is the highest. If you fail to invest enough effort to engage prospects at this point with custom content that captures their attention quickly, you may risk losing much of your audience before they reach the next stage, the middle of the funnel. Relevant content can also ensure lower bounce rates, and lead to higher conversion rates.<\/p>\n Not All Website Visitors Were Created Equal<\/strong><\/p>\n Can you imagine visiting a website, and only seeing content that matches your industry, job function, or demographics? Wouldn\u2019t that be grand?<\/p>\n According to Marketing Sherpa,\u00a067% of prospects<\/strong>\u00a0find content targeted to their job function valuable, while 82% value content targeted to their specific industry. These stats demonstrate that people not only want\u2014but even expect\u2014a company to develop and serve content that matches their individual attributes.<\/p>\n Every buyer segment has an exclusive \u201cDNA\u201d made up of demographics, industry, location, and more. It\u2019s a marketer\u2019s responsibility to ensure that every website visitor is served content that aligned with his or her DNA, to increase potential engagement.<\/p>\n Even though most companies have created substantial amounts of content, they still don\u2019t have the ability show it to the right people, at the right time.\u00a0Real-time website personalization<\/strong>, provides the opportunity to deliver a targeted and customized experience that increases your chances of converting a prospect into a lead.<\/p>\n 2015: The Year of Website Personalization<\/strong><\/p>\n While the last few years have substantiated the value of content marketing, as 2015 takes off, personalization will undoubtedly be at the forefront of marketing trends. As more and more content becomes available, it will be increasingly important to stand out from the crowd. Engaging visitors on your website with granular-level content and messaging is an excellent way to achieve this, and maintain top-of-mind preference.<\/p>\n Not only does this approach heighten the chances of prospects staying on your site for longer, but it also encourages them to read more content to educate themselves. This will help secure your company\u2019s position as an industry thought-leader, and encourage prospects to return to your website multiple times to educate themselves about your offering and differentiation\u2014ultimately becoming truly qualified leads.<\/p>\n Manager\u2019s Office<\/strong><\/p>\n Marketing Dept<\/strong><\/p>","protected":false},"excerpt":{"rendered":" Why Website Engagement is the New Marketing \u201cMust-Have\u201d Business Advices As a marketer, you only have a few minutes\u2014or less,…<\/p>","protected":false},"author":1,"featured_media":4522,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mo_disable_npp":""},"categories":[102],"tags":[],"yoast_head":"\n