3 May 2018 Luke Goldsworthy


Knowing your Customers is absolutely fundamental if you want to understand the right way to talk to them, and what to talk to them about. Flooding your customers with useless information can be a real turn-off when it comes to marketing; sending the wrong messages at the wrong time can result in losing their trust, interest, and ultimately losing their business.

In this post, we talk about the best way to provide an end-to-end marketing solution that will heighten your customer experience and help you to deliver a more relevant and personalised approach to customer communications.

What is Dynamic Content?
This is a type of content that adapts depending on their access time, personal preferences, and their individual information. Some of the most powerful content is that which is tailored to the individual.

Three of the biggest benefits of dynamic content are listed below:

  • Seamless – The user will be able to receive the dynamic content in such a way that goes completely unnoticed.
  • Interactive – It increases the interactions between the site and the customer.
  • Personalisation – Content can be tailored to the individual based on their previous visit to the website or specific request.

Does Dynamic Content Work?
For Dynamic Content to be effective, is to ensure that it is relevant. Whether we are looking at email marketing or content that is hosted on your website, there is no doubt whatsoever that the more personalised it is, the better results it yields.

According to Jupiter Research, personalised content that is relevant to the recipient is almost 20 times more likely to generate revenue compared to generic non-personalised content. Wow!
Another important point is about nurturing your leads. If you nurture your leads or customers with relevant content, then you can expect to see a 20% increase in revenue as a result of that activity.

How to be relevant comes with having customer data, and using that information in the right way, to result in delivering content that is appropriate to the customer, at the right time, in the right way.

Dynamic Content Suggestions
Ok, so now that we have outlined what dynamic content is and how it can help your business, here are some ways you can start to implement this with your marketing.

Dynamic Content ultimately needs to be intentional, targeted and purposeful. If you would like a few tips on where to start and how to start implementing dynamic content into your end-to-end marketing, then please read on!

Tailor Your Content to The Relevant Stage in The Buying Cycle
The lifecycle of a lead essentially refers to what point in the decision-making process a customer or prospect is at. Are they at a point where they are ready to buy a product or is this their first time visiting your store?

Having this information and tailoring your content to suit the precise point of the buying cycle they are at can help you to avoid over-selling or missing out on an opportunity to position your product to sell. There is a range of dynamic content tools we can help you with, which allow you to get the right information that will help you tailor email marketing or website content to your customers.

Eradicate Repetition
If someone has already downloaded a resource or a particular offer, then repeating that content will serve no purpose whatsoever. You can use specific tools that work to remove repetitive content and prevent it being shown to your customers. This helps to make their visit more purposeful as you can serve them with a fresh offer or new information that could help to increase your conversions and sales overall.

Looking After Loyal Customers
If a customer has already been captured as a lead, hiding content behind a form can be a real sticking point. Why would you make them fill in their details again and again to access content on your site?

You can harness the power of dynamic content to ensure that those customers are recognised and give them a better experience by never asking them to continually enter their personal information to your site. It also helps with the problem of creating duplicated leads in your system.

Relevant Customer Sector or Segment
It is perfectly normal that any company will have a number of different customer personas or target sectors that they frequently deal with. By using dynamic content, you can adapt the content and its relevance to the different sectors that you typically deal with. This gives your target audience a completely tailored experience that really delivers content that is personalised for their needs. You can even serve up images that relate to their specific sector, making them feel like your product was specifically designed for their individual needs.

Pet peeves of mine are when I see retailers not using the customer data a customer has shared to personalise the customer experience. If the customer has setup an online account with a saved shipping address, then use the post code to only show Stores which are nearby. If a customer has subscribed, then don’t use valuable homepage real estate for an email subscription block. Competition is fierce and these touches of personalisation add up to a great customer experience and a retained customer base. (Luke H , Online Strategy Consultant)

Dynamic Content using information that is collected about your visitors helps you to deliver a better customer experience by serving up content which is tailored to their specific needs. When a customer feels important, when they are giving information that speaks to their individual pain points, it will result in more sales and an overall improvement in your customer’s experience.

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