Quality has always been one of the most important aspects of business, now possibly more so than ever before. This is because the world is so interconnected with each other that if your business provides a poor-quality service to a customer, they could write a review that could be read by people the other side of the planet instantly.
Moving onto a more marketing frame of mind, it’s essential that the content you produce is of the highest quality possible. Of course, this goes without saying otherwise your posts won’t receive any likes, shares and comments, will lose your website traffic and harm your SEO ranking.
However, with all the attention you put into your content, how much of that attention is focused on the people that you’re blogging to? It seems obvious that you would market to an 18-year-old girl from the US entirely differently than you would a 60-year-old man in Japan, but does your content reflect this?
Introducing Dynamic Content
Dynamic content, simply defined, is a way to segmenting your readers into various categories and then customizing your content to meet the expectations of those demographics. There are seemingly endless ways you can divide up these categories, for example;
- Age
As mentioned in the introduction, you’d market differently to individuals of different age ranges.
- Gender
Male and female customers and leads will have different purchasing preferences.
- Location
Customers in the US will have different interests and buying habits to those in other parts of the world.
- Buying habits
Segmenting how users have used your website in the past and how people use your website differently.
- Website interactions
Taking into account the types of user above and what content they read and what pages they are interested in.
- Social preferences
The stereotypical preferences that certain generations have and their priorities in life.
- Business information (B2B)
If you’re a B2B company, divide up your users into the companies and industries they work for, as well as geographical information.
- Demographic interests
The general interests that the demographics above have, for example, purchase history, lifestyle interests and priorities.
Using this information above, which should be presented in an organised and easy-to-understand way, you can proactively customise and personal your content to meet the needs of these individuals. This is a much more targeted way to advertise your services and products, and you’ll be able to generate high-quality leads that are much more likely to convert and increase sales.
How to Use Dynamic Content to Boost Your Conversion Rates & Generate High-Quality Leads
There are multiple ways in which dynamic content can boost the performance and success rates in your business, many of which we’ll explore in detail below;
Personalised Content
As mentioned briefly above, personalising your content is one of the best and most effective ways in which you can generate sales. For example, the personalised recommending system that Netflix uses generates an estimated $1 billion in watchable material.
Using the information you source from your users, you can tweak your content, and related content sections, to give your users what they want and what they expect. This is a common practice with a tonne of globally operating companies, such as Amazon, iTunes and Spotify.
Providing an Enhanced Site Search Feature
How much attention have you paid to the search feature of your website?
“If the answer is not a lot, then this could be costing you a tonne of sales and potential leads. Using the analytics collected from your website, you’ll be able to customize your user’s search preferences, a sure-fire way to increase your sales, especially if you’re running a product-based website, such as an e-commerce store,” shares Jack Whitehall, a content writer for Academized.
If you also take the time to implement auto-correct features auto-complete features, you’ll be personalising your search feature for maximum efficiency. Using your customer data, you’ll also be able to add recommended products and similar suggestions, making it much more likely that you’ll secure a sale.
Implementing Dynamic Calls to Action
You should already be well aware of the fact that calls to action are so essential to the success of your business but dynamic calls to action can be even more effective. This is because you can implement these calls to action at certain areas of your webpage to streamline your customer’s purchasing journey but cutting out steps, making it a lot easier for them to make a purchase.
Using the segmentation data you’ve acquired, you’ll also be able customize your calls to action depending on the type of content that you’re implementing them on. For example, you could use something like ‘Get Started Today’ on a piece of content that’s direct, perhaps younger generations, whereas older generations may prefer something like ‘Click here to get started’.
Even these slight tweaks can make a world of difference when it comes to generating your leads.
Creating Personalised Pop-Ups
Having pop-ups on your website is a great way to encourage users to take action or to inform them of something that’s happening elsewhere on your website, maybe a customer survey or a special offer.
However, the technology exists where you’ll be able to customize these pop-ups to be a lot more effective to each individual user. For example, you could set up these pop-ups to match to a lead’s geographical location, their referral links, the contents of their cart as well as their engagement levels on your website.
Customising Your Existing Content to be Dynamic
Of course, the most important area of marketing that you’ll be implementing is your content marketing strategy. When you’ve created a piece of content, there’s no harm in replicated and editing it to match certain demographics that we’ve listed above.
Let’s say you’ve finished a piece of content. Now define what audience and demographic this has been written for and now go through and edit the tone of voice, the language, the format, the headlines and the headers to make sure it’s targeting another demographic.
This is a great way to effectively target unique demographics while making it much more likely to generate high-quality leads that generate sales.
When creating your content, it’s understandable that this may seem time-consuming, time that you might not have, but there are many tools out there that can help you do this effectively and to a high-quality;
Via Writing – A free online blog where you can learn everything you need to know about grammar to write professional posts.
State of Writing – A free online blog with everything you need to know about language for easy post conversion speeds.
Word Count – A free online tool for proactively managing and tracking the word count of your blog posts.
Cite It In – A free online tool you can use for managing and professionally formatting your quotes, references and citations in your content posts.
Grammarix – A free online website dedicated to teaching you everything about grammar and how to use it professionally.
UKWritings – An online writing community where you can connect and meet other like-minded writers for support and advice.
My Writing Way – A free online website that’s dedicated to sharing writing guides you can follow when generating and creating your dynamic content.
Analysing & Improving
Once you’ve started to implement your dynamic content strategies, you should start to see a near-enough instant change in your analytics, sales and post-performance, such as engagement rates and reach.
It’s so important that analysis the performance of your posts and techniques to make sure they are working as intended. If not, you’ll need to go back and tweak these changes, so they are getting the desired results and start to generate those leads. You can also use this analytics to enhance any future content you post so you’re always performing at optimal capabilities.
The Bottom Line
All in all, using dynamic content is a great way to personalize your website experience for yourself and for your customers. With a much more targeted approach, you can guide users throughout your website and their sales journey, directing them through content which is much more applicable to them as individuals, rather than a mass audience.
With content that they want to read, these customers are far more likely to engage with your content and your business and will naturally become high-quality leads which are far more likely to generate sales.
Now you can start implementing these factors, tactics and benefits into all aspects of your business, whether it’s into your email marketing campaign, your newsletters, your social media campaigns and more.
You’ll also be able to divide your sales-ready leads from your leads that need more nurturing, allowing you to generate sales from both groups of leads leading to more success for you.
