“Content is king” is a phrase thrown around left and right these days. But what does it mean, and how can you craft content that sells? In this blog, you’ll learn everything there is to know to create dynamic marketing content that captures your customers’ hearts.
Before we dive into how to produce dynamic content, you should know what it is. Dynamic marketing content is web content that changes based on a consumer’s behavior. For example, if you log into an e-commerce store you previously used to buy a bunch of stuff, you’ll be greeted with a “welcome back!” poster. You will also notice that the products you see are something you’re interested in.
That’s not magic – the website simply sees what you have searched for in the store earlier and uses that information to personalize your shopping experience. If you have a diverse target audience, you’ll need dynamic content tailored to each audience segment. Here are some tips on dynamic marketing content to get you started.
Use slideshow-style videos to display more info in less space.
When you have tons of information to share and not enough room on your website or social media platform, turn to video! Videos are great for dynamic content because they can pack a lot of punch in a short amount of time. In fact, did you know that 1 minute of video can pack up to 1.8 million words?!
To create slideshow-style videos, all you need is an online graphic design tool like PosterMyWall’s custom slideshow maker. I have personally used it multiple times to run promotions for my real estate business, and every time, it has worked like a charm. An online tool like this is perfect for creating marketing with photos and text. Plus, it’s so easy to use that you don’t need any video editing experience.
Get personal with your audience
People buy products from brands that go the extra mile to connect with them. One of the best ways to create that connection is to get personal with your audience. Statistics show that 71% of consumers get frustrated with online shopping if their experience isn’t personalized. But more importantly, if you sprinkle in some personalization, almost half of them keep coming back to you for more!
With that in mind, you should focus on the specific segments of your target audience. For example, if you run a real estate business, you would have customers who want a place to crash in for a few days or a week tops. But then, some families want to rent a home for a year or more. What should you do to accommodate both groups? Posting a video that targets both would work, but it won’t be as personalized an experience as it can be. Instead, you can create two landing pages on your website, each targeting one segment of the audience.
Similarly, if you are a VPN service provider, some of your prospective customers will be avid streamers who need to see streaming-related web content on your website. In contrast, others will be more interested in reading about its privacy and security features. Again, having two landing pages is the best way to target each target audience segment.
Use customer testimonials
Customer testimonials are a great way to build trust with your audience and show them that your products or services are worth their time and money. If you have happy customers, ask them to write a review or record a video testimonial that you can post on your website or social media pages.
Not only will this help with conversions, but it can also increase the chances of getting featured on a popular website like Yelp or Google My Business. According to Nielsen, 83% of people trust online reviews as much as personal recommendations from friends and family members! So make sure you’re taking advantage of this valuable social proof.
Customer testimonials typically go on the website. But if you want to flaunt them on social media, it’s best to avoid mentioning them in raw text. There’s nothing worse on social media than a wall of text. Customer reviews should stand out on their own, so you should use creative banners to highlight them. A nifty flyer maker like this will take you a long way.
A final piece of advice
As you can tell, dynamic content is much harder to create than static content. You need to create multiple landing pages to separately cater to each target audience segment. If you own a large e-commerce store, you would probably need a machine learning algorithm embedded into the software code to learn your audience’s behavior and produce dynamic content personalized to their shopping experience.
Ultimately, there’s no one-size-fits-all solution to producing the best dynamic content for your business. The only way to find out is to keep testing and measuring results until you find your sweet spot.