A few months ago, we wrote a post about dynamic content — and why it could be considered marketing’s secret weapon. By making the personalized selling techniques of B2C companies like Amazon accessible to B2B marketers, dynamic content is changing the game for B2B. While every buyer was previously exposed to the same messaging, dynamic content makes it possible for marketers to personalize their messaging to each segment of their audience.
Think about how Amazon displays product recommendations based on your purchase history. Marketers can now harness that same power to alter website and email content so that it’s pertinent to each buyer. A simple example of this would be a website that displays different content to prospects and customers (perhaps a section promoting your new white papers to prospects, and a section linking to self-help resources for clients).
There are plenty of creative uses for dynamic content that aren’t always readily apparent. Whether you’re new to using dynamic content or have already implemented advanced dynamic content on your website, here are a few cool ways to think about using it in your marketing:
Dynamic email sign-ups.
I recently came across an article on Funnel Optimizer based around the following idea: “no one signs up for your newsletter twice.” And they have a point! Why show an ever-present newsletter sign-up in your sidebar when you know that a portion of your audience has likely already signed up? Use that opportunity to display sign-ups for additional email digests or other relevant content to the segment of your audience that has already signed up for your newsletter.
You can apply this to other email sign-ups you might display in your sidebar as well, not just your newsletter. Whatever the case may be, think about ways that you can appeal to their interests, whether that means displaying sign-ups for an eLearning course, a webinar, a white paper download, or another relevant piece of content.
Your autoresponders are another smart place to consider using dynamic content. If you’re using marketing automation, you probably have autoresponders set up for things like content downloads and form submissions. Since autoresponders aren’t segmented in the same manner as your other email communications, it can be difficult to add personalized touches. That’s where dynamic content comes in.
With dynamic content, you can display different calls to action based on whether your email recipient is a current customer or a prospective buyer. Consider displaying a CTA to a product demo to your prospects, but a link to additional white papers or a relevant webinar to your current customers. Tailoring your calls to action to each audience makes it more likely that your email recipients will take that extra step to convert.
Quick pro tip: Do you have email content that you use across your emails and email segments — like banners or social icons — that need consistent updates with new offers or creative? Instead of updating them in each one of your email templates, set them up as if they’re dynamic content. This will allow you to make updates in only one place in your system, instead of manually hopping from one template to another each time you need to swap out a banner or add a social sharing icon.
How else are you using dynamic content in your marketing? Let us know in the comments!