Big companies like Facebook use data to make their service more relevant to you. They show you content that should be of interest to you, and no one has the same Facebook home page. Super personal. That is great but how can you do something like Facebook does when you are a small company? How can you be relevant to people when you haven’t user profiles as full of data as those of Facebook? You can relate to some super simple things: time and context.
It’s late in the night, and I’m visiting a company website. It doesn’t make sense to have their phone number so big. At night, I would prefer to see their email address directly. And to see then as the second element, their phone number would be ok for me. If I visit a b2b website during the opening hours, let me know that you are open. That is super simple to do, and you don’t need any data nerds or computer scientist to do it.
There are other simple data that don’t need much work to create context relevant websites. A company which sells clothes could use the weather data. For example, they could have a home page which shows sunglasses when it’s hot and warm. The same home page could show pullovers and hand gloves when it’s cold outside. This kind of data is today readily available with open a free to use APIs.
And if you are a nerd you can be even more creative. And this without evening having a user profile feature on your website. Tools like snitcher are available to see if a visitor is visiting your site from the office of a big company. So why not use such information to make your b2b website more relevant. You could show content relevant to the enterprise business of your visitor. And you could this even before they ask you anything.
Today, with just a bit of smart thinking you can make your website more relevant. You just have to understand the context or your users.