If you’re new to inbound marketing you’re probably also new to some of the unique terminology and strategies used to attract consumers. If you’ve heard the term “dynamic content” and weren’t sure of its meaning, rest assured you’re in good company. It’s one of those terms that are commonly used under the assumption that everyone will at least be able to figure it out. However, if you’re one of those that want to nail its definition down, here are the basics.
What Is Dynamic Content?
Basically, dynamic content or “smart content” refers to information on your website or blog that can change based on the preferences or the needs of the consumer. This changing content will be based largely on where the visitor stands on his journey to becoming a buyer (is he in the awareness, consideration, or decision stage?). Those who are just visiting the site for the first time will receive different content than a visitor who is already in the consideration stage. Unlike traditional websites that remain relatively static no matter who visits them, dynamic content sites adapt to what the visitor would be most interest in, based on where he is in the buyer’s journey. If a consumer frequently visits a dynamic webpage his activity while visiting is monitored and evaluated so that each time he visits, it will provide him with information or data that he will most likely enjoy viewing, while leading him gradually towards that final point where he becomes a buyer.
The Database
Dynamic websites start this process through the means of a marketing database that holds every interaction you’ve ever had with a customer. Their place on the buyer’s journey will determine which category they fall in and what content they will see when the land on your site. The system factors in the visitor’s familiarity with the site and how much knowledge they already have about your company. That profile becomes the foundation for the dynamic content or personalized content that is used to make their experience on the website more practical and enjoyable than a visit to a static website.
Best Way to Use Dynamic Content
More often than not, dynamic content is used to enhance the customer’s experience so you need to always be aware of their interests. For this you need to develop an effective strategy that takes into consideration how well you understand your customer. Even before you begin to create a personalized home page there are several factors that you need to incorporate into your plan:
- The information you provide must not be repetitive – by always offering something fresh and new you keep the customer coming back.
- Make the information appropriate for the person or industry – by using only information that will be useful to the consumer you reduce the risk of them losing interest.
- Don’t treat existing customers in the same way as you would potential customers.
By applying these simple guidelines in creating dynamic content you can create a unique experience for everyone who visits your site. While the site does not change for every single visit made on the site, it does change based on where they are in the buyer’s journey. These customizable changes are based on the info that you have about the visitors and where they are in that journey. Having a dynamic website may require a lot of front end work in order to lay the groundwork for this type of marketing, but the end results will be not just a steady flow of traffic to your site but an increased flow of repeat traffic that can swiftly be converted into real customers with real dollars to spend.