How to Increase Conversions with Dynamic Content for Marketing Automation
If your marketing automation campaign is successfully driving lots of people to a single landing page, how do you make it relevant to each person with only a single call to action?
The answer is, you don’t; that is, you use dynamic content to make the single landing page different for each person. Dynamic content is a feature that reads a variable pertaining to each visiting prospect and changes the offer based on this variable. You have a few different ways to create dynamic content, as follows:
Embedding dynamic content blocks: The dynamic content block is something your marketing automation tool may have. If you have this advanced feature, you can take your landing pages and website to a new level. Using dynamic content will be the same for landing pages and your website. Here are a few things you need to know before adding dynamic content to your landing page:
Data point: You need to have a data point that you want to use to change your content. This data point is the trigger to show different content. Good data points to use are lead score, job title, or stage in the buying cycle.
Content created: You need to have your different content pieces created; your dynamic content will render the correct piece of content based on the data point you choose. For example, if a VP shows up to your landing page, the page will show a different piece of content than it would to a manager.
Content blocks and automations: You set these elements up in your marketing automation tool. If your tool allows for the creation of dynamic content blocks, your vendor can walk you through the steps of setting up these blocks. Make sure that your automation rules are based on the same data point to ensure consistent results.
Notice how the content being shown is tailored to the early stage of the buying cycle.
This time, the content shown is tailored to someone with a higher score. This is the power of using dynamic content, making your content relevant to someone at all times.
Using a dynamic content management system (CMS): Your marketing automation tool might not be capable of offering dynamic content. This feature is currently found only in the higher-end tools or as an expensive add-on to your existing marketing automation tool.
Despite this, you still might be able to get the effect of dynamic content through functionality in your CMS. Some CRMs offer plug-ins to create your landing pages and use dynamic messaging. The WordPress CMS system is a good example of a CMS that offers plug-ins to help accomplish some dynamic actions.
A plug-in is a basic tool that you can add to your CMS to get more out of it. Plug-ins are usually built by other people who use WordPress, and they’re offered for free or at very little cost. Be aware that plug-ins offer a wide variety of functions and more are being added daily, so make sure to check on what’s available.
Consider each one’s strengths and limitations. Some plug-ins can track users and suggest content for them; others can help you create content to ensure that yours is always fresh. Do note that a plug-in specific to your CMS might not connect to your marketing automation tool — because it is a feature of your CMS, not your marketing automation tool.
The more advanced you are looking to get with dynamic content, the higher the likely cost to your organization because of the level of technology required by fully automated and highly customized dynamic content.