4 Tools You Need to Nurture Leads with Dynamic Content

Each visitor to your website is an individual, coming to you with a unique background and unique needs. Some are visiting for the first time, others have an established relationship. They may represent a variety of industries, locations, business sizes and structures.

Why would you want to show them all the same information?

You don’t, which is why you want to use dynamic content in your marketing. Dynamic content provides a way to establish a personal connection with a prospect, lead or customer, despite the remote nature of online marketing.

Dynamic content is the term for aspects of a website or email that change based on a website visitor’s profile data or history of interactions with a company. What makes dynamic content so effective is its relevancy and ability to nurture leads through the sales funnel.

Consider this:

• Relevant emails drive 18 times more revenue than broadcast emails. (Click to tweet)

• Nurtured leads make 47 percent larger purchases than non-nurtured leads.(Click to Tweet)

To implement dynamic content throughout your lead generation, nurturing and sales cycle, you will need four key tools.

Your marketing database is the brain behind your dynamic content. It stores your contacts’ download and interaction history with your site. Not only does this kind of database (such as HubSpot’s CRM) enable you to customize your contacts’ experience on your website, but it also provides a wealth of information to be passed on to sales once a lead is qualified.

A dynamic site has to be one that is easily editable. If you have to go through another department or a contractor, updating your site will always be a bottleneck. You want to be able to update your site easily in other ways, as well, such as adding pages for additional content as your business grows. (More on creating a website enabled for dynamic content and growth.)

Smart content is content that is informed by data and a set of rules. A smart content generator will show or hide content (blocks of images and text) based on your marketing database. For example, if a visitor has already downloaded a white paper on a specific topic, your website will not show them a call-to-action for the same offer; instead, it would show CTAs for related case studies, templates or a consultation. Or, if the visitor’s profile shows they are from Saint Louis, the site will provide information for your company’s Midwest division, not the California location.

Dynamic content doesn’t have to be relegated to your website alone. If your email system is tied into your contacts database, you can also add dynamic content in email sends.

Lead nurturing emails are, by definition, dynamic content. Each is personalized to the individual based on their interaction with your site, since a lead nurturing workflow is triggered by a visitor’s action of converting on a landing page. Each email in the workflow should be personalized with the lead’s name and possibly his or her company, along with offering additional content relevant to the original offer on which the lead converted.

Other email can also be segmented based on information in your marketing database, targeting a specific industry, job title, level of interaction with your company, or any number of other criteria you select.

By using dynamic content, you show your visitors and leads that you understand what they are looking for and you provide it for them intuitively, without forcing them to search. Download An Introduction to Dynamic Content to find more specifics and get started creating a connection with your leads and prospects.