Persuade With Copy That Reflects Your Brand Personality
Does your website context accurately reflect your company’s brand personality? If not, you could lose sales by not appropriately personalizing your online presence.
We think of content personalization mainly from the perspective of website visitors. While true that it’s critical to create content that reflects the information needs and UX preferences of your prospects and existing customers, it’s also important that online content reflects your company’s brand personality. You can provide all the right things, information-wise, but nevertheless fail to hold people’s attention long enough for them to advance to the next stage of the sales funnel.
If your company considers its mission bold, avoid boring content. Use eye-catching images, memorable call out quotes, and short videos. If community involvement is a big part of your company’s raison d’être, your website content should reinforce this. If your company operates in a regulated industry or delivers technology-intensive products to a B2B audience, create content that illustrates your seriousness about quality control and transparency.
Website content should reflect a company’s brand personality as well as the needs and wants of decision-makers you want to visit your business website.
Tags: B2B, Brand Personality, Company Mission
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Susan Mangiero
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