How do you spend your free time away from work?
If you’re like most people, you enjoy watching your favorite Netflix or Hulu shows, listening to your favorite curated Spotify playlists, scrolling through Facebook, and shopping through your favorite app.
Top apps like these all have one key feature in common: endless streams of personalized content.
I’m willing to bet that when you visit a new website, you feel frustrated if it doesn’t live up to the UX and personalization standards set by tech giants like Amazon, Ali Express, and Facebook – even if you don’t realize it.
Well, your B2B buyers feel the same way about your website.
According to the latest research, 62% of businesses will consider switching vendors if a brand doesn’t even try to personalize its communication.
Self-nurturing landing pages are the answer to generating more (and higher quality) leads while meeting buyer expectations.
Why Your Form is Outdated
According to research from Google, 50% of B2Bs conduct searches from their smartphone with the average buyer spending an average of three hours each day on their mobile device.
By next year, this figure will skyrocket to over 70%.
Source: Google
Your website might be optimized for mobile browsing with a responsive design, but what about your lead magnets and landing pages?
If you’re nodding your head “yes” but still using forms, your website isn’t completely mobile-friendly. Let’s get real: no one likes filling out forms—least of all B2B buyers on their phones. It’s just not a fun experience.
Sure, if there’s an emergency like time-sensitive concert tickets or event registrations, you’ll race through the form – but that’s the exception to the rule.
I promise that no B2B buyer is arriving at your eBook, report, or authoritative blog post and thinking “Awesome! I’m so glad I can give another company my email address, job title, and name just to access this piece of content!”
Forms are holding you back. Self-nurturing landing pages are the future.
Self-Nurturing Landing Pages: Your Roadmap to Generating Leads
Ditching forms needs to be part of a broader personalization strategy.
By implementing the following strategies, you can generate not only more leads but higher quality ones.
Boosting access to your content means that people won’t hand over their email address unless they’re 100% confident that they genuinely want to stay in contact with you.
Personalize Their Route Based on Weather Conditions
B2B marketers across the board say they struggle to leverage data across multiple sources.
That’s really the first step to creating a personalized self-nurturing strategy: getting your data in order.
With Hushly, for example, we can personalize content as soon as someone visits your website based on data from various sources. By showing them the best topics and types of content, they’ll stay on your website longer which instantly improves your brand awareness.
Let’s say a buyer visits your website and based on data from other sources, we can tell that they work for an NGO. Your website would then continue showing them similar content that other NGO workers may find interesting, for example.
Drop Dead Ends with Content Bingeing
When someone gets to the end of your eBook or case study, what happens?
If it just ends without other personalized content offerings, you need a new solution. Self-nurturing content bingeing features can help you clean up dead-end landing pages.
Why is this important?
B2B decision-makers like to educate themselves at their own pace and 78% say they consume at least three pieces of relevant authoritative content before committing to a vendor.
Are you allowing buyers to consume content at their leisure – or rationing it?
Put yourself in their shoes: would you rather browse and research an endless stream of relevant content or read one blog post, sign up for a mailing list, and receive content stretched out over an email sequence?
Probably the former.
Source: Hushly
Supply a Few Route Options – But Avoid Roundabouts of Endless Choices
Roundabouts can help keep traffic flowing but when a city first constructs one, people initially hate it.
Why? Because it supplies too many options and drivers don’t know how to use it.
How would you feel if Netflix or Facebook started showing you random topics that you’ve never expressed interest in? You’d get angry. You may even take a screenshot and share your frustration with friends.
Choices are good. Too many choices aren’t.
By properly categorizing content and employing data-driven personalization tactics, you can create a mini-Netflix on your own B2B website.
Get Them Off the Expressway at the Perfect Time
The average office worker receives 121 emails every day.
The last thing your buyers want is more newsletters in their inbox that they know they’ll unsubscribe from later or just never open.
People don’t mind handing over their email address, but they need to be in control. Let your content speak for itself and let buyers give you their contact information when they’re comfortable.
Instead of using popups, use widgets and other tools that aren’t intrusive and don’t get in the way of accessing most of the content.
Skip the Toll Roads (Fully Gated Content with Forms)
If you haven’t noticed, forms are not enjoyable experiences on mobile devices – yes, even with Google’s autofill feature.
When you do attempt to ask for an email from your self-nurturing landing page, make sure you’re sticking with the bare necessities. At Hushly, we recommend only asking for an email address and country location – that’s it.
You wouldn’t tell personal info to someone you just met on a dating app, right? Let your buyers get to know you a bit before asking for more information.
Generate More (and Higher Quality) Leads Now
Beyond the strategies above, it’s also important to thoroughly vet your leads. Eliminating forms means that you’ll already deal with less fake email addresses, but human verification is also important to prevent non-business emails from slipping through.
Hushly can help you increase your lead conversions by 51% – guaranteed. See it in action now!
