Have you visited Amazon.com lately? Chances are you saw a product on the homepage that was displayed just for you based on the pages you've visited and the purchases you’ve made. Today B2B marketers have that same power when they utilize dynamic content for targeted on-page nurturing.
Dynamic content is an image, call to action or any other type of content that is customized for an individual website visitor. This means a visitor’s website form submission can be used to provide more relevant content when they visit your website again. Such dynamic on-page nurturing accomplishes two things:
Creates a better buyer experience by displaying content that matters to a specific visitor
Enables marketers to focus on buyers that are most likely to become a sales qualified lead
Over time, you can create hyper-targeted scenarios for any website visitor depending on who they are and what they are interested in. But you’ve gotta start somewhere.
Here are four types of segmented lists that you can create right now in preparation for adding dynamic content to your website:
Lifecycle Stage—Is a website visitor just a lead or a marketing qualified lead? Maybe a returning visitor is a sales qualified lead or an opportunity. Just like sending the right email at the right time, you should display the images or call to actions that will move a visitor further along in the sales lifecycle.
Industry—Do you sell products to higher education and K-12 schools? Or do you provide services to distinctly different industries like energy services and healthcare? Having a banner or call to action that is too broad or too specific, targeting the wrong industry, can turn off a website visitor. Segmenting visitors by industry ensures that the visitor sees content that matters to them. You wouldn’t try to sell dog food to a cat owner, would you?
Title/Role—Everyone in an organization can be an influencer, whether they are an associate or a vice president. By providing dynamic content for a specific role or title, you can give a visitor who is further down on the corporate ladder the tools he or she needs to convince the boss to buy. And for the decision maker, you can display the content that can help them make up his or her mind to actually buy your product or service.
Product/Service Interest—Whether you have two products or 200, you can focus your marketing efforts on the actual product that a website visitor is most interested in. Once that user becomes a customer, you can continue to nurture that visitor to reduce churn and maybe even sell them another relevant service.
Of course creating these segmented lists is just the first step. Once you develop your lists, your next step is to develop the dynamic content. This can be as simple as creating a new homepage image or as complex as developing a downloadable guide for a specific vertical. The key is to keep improving overtime based on what you learn from visitors, buyers and customers.
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