{"id":72086,"date":"2022-09-18T14:40:13","date_gmt":"2022-09-18T12:40:13","guid":{"rendered":"https:\/\/www.key-one.it\/?p=72086"},"modified":"2022-09-18T14:40:38","modified_gmt":"2022-09-18T12:40:38","slug":"dynamic-content-or-smart-content-how-to-attract-leads-and-customers","status":"publish","type":"post","link":"https:\/\/www.key-one.it\/en\/dynamic-content-or-smart-content-how-to-attract-leads-and-customers\/","title":{"rendered":"Dynamic Content or Smart Content: how to attract leads and customers"},"content":{"rendered":"<p><strong>Dynamic content<\/strong> or <strong>smart content,<\/strong> is web content suitable for specific <strong>contacts<\/strong> and <strong>customers,<\/strong> it can be created through specific software and changes according to their characteristics and is a winning strategy to give the reader a <b>user-friendly<\/b> digital experience. .<\/p>\n<p><b>Dynamic content<\/b> refers to the text that appears on <b>websites<\/b> and \u201ccustomized\u201d <b>e-mails<\/b>, but <strong>images<\/strong> can also be dynamic. Dynamic contents are influenced by the previous online behaviors of contacts and customers such as: <strong>keyword<\/strong> research on Google, <strong>visits<\/strong> to websites, <strong>time spent<\/strong> on web pages, <strong>online purchases<\/strong> or saving of items in the <strong>cart,<\/strong> interactions with <strong>marketing campaigns<\/strong>.<\/p>\n<p>Other elements that influence <strong>dynamic content<\/strong> are their <strong>personal characteristics<\/strong> of contacts and customers, such as <strong>age, gender,<\/strong> <strong>geographical location<\/strong>.<\/p>\n<p><strong>Localized dynamic content<\/strong> allows a <strong>brand<\/strong> to meet the culture of a particular place, offering important details to reinforce a consumer&#8217;s idea.<\/p>\n<p>As for campaigns, personalized <strong>Google Ads<\/strong>\u00a0can be created using Google Web designer and linking ad elements to user <strong>data feeds<\/strong>.<\/p>\n<p>Compared to <strong>static content<\/strong> that never changes, <strong>dynamic content<\/strong> is more efficient in building customer <strong>loyalty<\/strong> to a brand, and also in convincing them to recommend products or services for sale to other online users.<\/p>\n<p>Some pages with <strong>dynamic content<\/strong> may include <strong>surveys, infographics, or case studies<\/strong>.<\/p>\n<p><strong>Call To Action<\/strong> or <strong>CTAs<\/strong> can also be dynamic, inviting users to click on a <strong>link<\/strong> to enter a purchase cycle or to subscribe to a site. <strong>Custom calls to action<\/strong> based on user segmentation <strong>convert<\/strong> much better than static CTAs.<\/p>\n<p>A striking example of dynamic content are the Netflix and Amazon platforms that offer customers a wide range of titles based on their interests previously demonstrated on the web with their searches, their interactions through the device used.<\/p>\n<p>For those who want to create <strong>dynamic content<\/strong> based on their contacts and customers, the <strong>main rules<\/strong> to keep in mind are:<\/p>\n<ul>\n<li>do not read things that have already been read;<\/li>\n<li>not to offer products and services that have already been purchased or downloaded (but rather offer something related to these);<\/li>\n<li>do not be repetitive with value propositions and commercial offers that have already won the same customer.<\/li>\n<\/ul>\n<p>We also remind you that dynamic content can be available not only within web pages but also in the <strong>previews<\/strong> of these pages, therefore in the <strong>Snippets<\/strong> present various search results of the Google SERP.<\/p>\n<h2>How Dynamic Content works: which tools to use and which strategies to adopt<\/h2>\n<p>To understand <strong>how dynamic content works<\/strong>, it is advisable to know the suitable <strong>tools<\/strong> to use. In this regard, we start from <strong>CRM or Customer Relationship Management<\/strong>, which has a <strong>database<\/strong> where all the <strong>interactions<\/strong> with a specific lead or customer acquired are entered.<\/p>\n<p>Each contact or customer who has entered their <strong>data<\/strong> on a website through an <strong>online form<\/strong> or <strong>cart page<\/strong> is organized within the database as a real <strong>profile.<\/strong><\/p>\n<p>At this point, the <strong>dynamic criteria<\/strong> must be established based on the data acquired for each contact or customer. For example, if a contact has provided the <strong>name of his company<\/strong>, then a <strong>dynamic content<\/strong> can be planned for that contact that inserts the name of the company within the text that he will then read. With this expedient, the attention of the contact is immediately attracted, who can dwell on the text to be read much longer than what could happen without the name of his company.<\/p>\n<p>A couple of well-known <strong>software<\/strong> useful to create <strong>dynamic content<\/strong> are <strong>HubSpot,<\/strong> the most famous marketing automation software in the world that can work with CMS and CRM, <strong>Content Builder<\/strong>, another <strong>cross-channel content<\/strong> management tool with multiple features, and <strong>Tiled<\/strong> which offers the ability to create <strong>interactive panels<\/strong> and other effective gimmicks on web pages.<\/p>\n<p>These software are able to generate <strong>dynamic content<\/strong> based on precise contact and customer <strong>data<\/strong> such as <strong>nationality,<\/strong> (country of origin determined by the IP address), the <strong>language<\/strong> set in the browser, the type of <strong>device<\/strong> used, any <strong>referral traffic<\/strong> (links clicked to visit the website).<\/p>\n<p>With <strong>HubSpot<\/strong> you can set up <strong>smart content<\/strong> for <strong>website, landing<\/strong> <strong>page, CTA, email and newsletter<\/strong>. But it is also possible to propose <strong>new online forms<\/strong> to be filled in, with new information to be requested from the contact or customer, which can be used to better understand the <strong>details<\/strong> of his<strong> purchasing preferences<\/strong> or their\u00a0<strong>lifestyle.<\/strong><\/p>\n<p>For those who use a <strong>CMS<\/strong> like <strong>WordPress,<\/strong> <strong>dynamic content<\/strong> can be created with a <strong>plug-in<\/strong> like <strong>If-So<\/strong> that does not require any\u00a0programming skills and allows you to create smart content quickly and easily.<\/p>\n<p>But it is also possible to do <strong>dynamic content<\/strong> with the <strong>JavaScript<\/strong> programming language which allows programmers to insert new HTML elements, load CSS files, using encoding.<\/p>\n<h3>Customized Emails and A \/ B Testing: How to understand some content is more suitable<\/h3>\n<p>To create <strong>customized e-mails<\/strong>, it is always recommended to resort to the so-called <strong>A\/B tests<\/strong>.<\/p>\n<p>What is an <strong>A\/B test<\/strong> and what is it for? It is a useful method for testing <strong>two versions<\/strong> of the same <strong>web content<\/strong> but also two <strong>layout<\/strong> versions for the same site, as well as two or more versions of <strong>landing pages<\/strong>, or <strong>titles<\/strong> for web pages. These versions are sent to various groups of different users and in this way it is possible to understand which version of content works best based on the <strong>KPIs<\/strong> or <strong>Key Performance Indicators<\/strong>.<\/p>\n<p>The <strong>data collected<\/strong> by <strong>A\/B testing<\/strong> can be used to obtain numerous <strong>advantages<\/strong> such as increasing <strong>traffic on web pages<\/strong>, <strong>landing pages<\/strong> and increasing the <strong>conversion rate<\/strong>. Here are the data to be collected with A \/ B testing, useful for improving your marketing strategies: time spent on the site, bounce rate or bounce rate, Click to Rate or CTR, average cart value or CRO, number of abandoned carts, conversions and micro-conversions.<\/p>\n<p>Some <strong>software<\/strong> for <strong>A\/B testing<\/strong> are: <strong>Lucky Orange, Zooh Campaigns, Upflowy.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dynamic content or smart content, is web content suitable for specific contacts and customers, it [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":71491,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[94,347,95,338,343,344],"tags":[],"class_list":["post-72086","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consulting-and-strategy","category-digital-en","category-digital-marketing-en","category-ecommerce-en","category-seo-and-content","category-social-media-marketing-en"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.1.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"Dynamic content or smart content, is web content suitable for specific contacts and customers, it can be created through specific software and changes according to their characteristics and is a winning strategy to give the reader a user-friendly digital experience. . 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