Catering to Different B2B Personas

Learn how your business can cater to multiple personas who might need different ways to engage with you, your company, and your message.

00:00:08 - 00:26:12

What's up, everybody? It's Ryan Draving. And today I'm going to walk you through how to cater to multiple personas who might need different ways to engage with you, your company, and your message. So you're probably used to Contact Us buttons. You see them all over the place, especially with services companies. But what happens when you have multiple ways that your personas of your customers need to interact with your brand and different calls to action that you need to serve them?

00:26:21 - 00:48:06

Well, there are a couple of different ways to do that. One of the ways that I like is Vidyard. Vidyard is a company which has grown significantly, primarily through their Google Chrome extension. That's a good way for them to, in a freemium model, offer some free value. And then when users want some additional features, they pay to upgrade, as I have for myself.

00:48:18 - 01:08:11

So on here, what you see is their calls to action in two places. Up top we've got the "Get a Demo" and the "Add to Chrome. It's Free." And down here, we've got the same calls to action. You'll notice that the emphasis color-wise is on "Add to Chrome. It's Free." But then there's also a third call to action down here, and that's the "watch a video to see how it works."

01:08:21 - 01:33:19

Now, the assumption here is that you will be able to find video and learn about how it works as you kind of go through the site. So they don't need to make that a huge call to action, but they're making it really clear and really easy to get to the top two ways to become a customer. You'll also notice over here that they've gone almost overboard with and actually I would say overboard with the number of call to action options within their existing chat.

01:34:03 - 01:48:08

So that chat functionality pops up very quick and then expands very quickly. So they might want to minimize that a little bit and trim that down. But overall, this is a great way to present some good information. I'm Ryan Draving and I'll look forward to talking with you next time.