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Improve Your Social Selling and Customer Journey Using Dynamic Content

Dynamic social media content is that which elicits reactions, garners shares, and satisfies a need. Asking yourself if you would share the content if it appeared in your newsfeed can help you determine whether your content is dynamic or not.

Then, consider your content from the perspective of your prospect and observe if you feel any strong emotions, whether you would learn something new, or whether you could use it to solve a problem. Dynamic content, most importantly, is tailored to each prospect's needs. Your content will receive more shares and engagement if it is more dynamic.

How To Get Started With Dynamic Content

Today's B2B marketing strategies are motivated by the desire to provide users with hyper-personalized content by tracking their online behavior. This helps marketers reach their goal of improving leads and conversions.

The idea of a "dynamic content" strategy is useful and practical in this situation. Using important and relevant marketing strategies, dynamic content maximizes conversions. Personalization is frequently regarded as a crucial component of any effective content strategy.

Dynamic content results from incorporating personalization into content strategy. This is the section of the content that alters dynamically depending on the "intent-data" of website visitors doing research. The idea of dynamic content is actually not limited to websites; it also applies to emails, pdfs, docs, landing pages, and even images.

When combined with static content, a dynamic content strategy that is powered by scripts and applications produces the best results. Dynamic content refers to HTML that is displayed on landing pages, docs, emails, and forms and that changes depending on the website visitors' interest, their prior browsing patterns, or even on the basis of their cookie data.

How To Implement And Use Dynamic Content

Modern marketers and sales leaders frequently test out new channels in an effort to advance their cause through a variety of content. Omnichannel marketing is necessary given the fierce competition in the market. Dynamic content is an advanced marketing tactic that uses artificial intelligence (AI) & advanced data analytics to deliver well-tailored messages to viewers based on their segmentation. A centralized, organized customer database is necessary when using dynamic content. With the aid of tools like Poseidon, dynamic content strategies can be created by integrating them with Customer Relationship Management (CRM) tools and sharing PDFs, Documents, and Images with your prospects and knowing when they've viewed them. Another way Poseidon helps is by making it easy to get prospect information based on their demographics, psychography, browsing patterns, technological preferences, etc.

Identify Specific Groups of Customers Using Segmentation and Address Their Needs

Using segmentation, you can categorize your prospects into distinct groups and tailor your content and user experience to each group. For instance, you might provide a different user experience and content for a lead that went cold as opposed to a new lead or a referral.

Focus On Areas Of Impact

Making dynamic social content does require effort and time. You should choose where these efforts will be most helpful for you if, like the majority of people, you don't have access to those things in unlimited quantities. Your best bet might be to concentrate on PDFs, social media platforms, Images, and possibly documents you share with leads given that dynamic content elicits reactions like shares with team members, and responding to calls to action. These are the areas where investing the necessary time and energy will pay off the most.

Use Marketing/Sales Tools To Collect Data

If you use tools like Poseidon for your sales or marketing outreach it can help you gather data that shows when a prospect viewed the document, pdf, or image you shared with them and also the number of times they opened it or shared it with a colleague. Once you're alerted to this you can send them an email or message on Linkedin letting them know you noticed they viewed the file and if that's an indication they're open to further discussions.

To Fit Your Audience Segments, Adjust Your Branding

Making your social content conform to a very limited definition of branding may not be a good idea unless your company is trying to promote to a very single demographic group with hardly any changes in needs or interests. Different audience segments will respond better to different branding efforts, though you shouldn't deviate too much from your message. Disney TV is a good illustration of this. In the US, they run three different television networks. Each is devoted to kids who range in age and have various interests. Despite the fact that the content on the websites made for these channels clearly indicates their affiliation with the Disney brand, the logos, color schemes, imagery, and content are all distinct.

Be Creative With Your Content

Don't restrict yourself to posting only text with a few images thrown in here and there. Since there are so many options available, it is easy to produce captivating content that inspires your audience to take action. Use Poseidon to create cool interactive things like Linkedin tests and quizzes, or go on Figma and create HD images that pop. In addition to these, you can use Snapchat and TikTokto show your visitors a unique perspective of your world or to tell engaging stories that will keep them interested.

Embed video to showcase new offerings, features, and client reviews. Use video to your advantage because it is a much more interesting way to introduce prospects to your business. To grab the prospect's attention, this can include animations, explanations, or recorded interviews that can be set to start playing automatically when the recipient opens the email.

Always Pattern-Interrupt

Content that has the same message as others won't elicit any interaction. Be a leader in your content. Say what you think if you have strong feelings about a topic that affects your sector. Don't be afraid to say it if you think you are doing something better than your rivals. Show enthusiasm, prove your commitment to your solutions, and adopt positions---no matter how divisive---or you run the risk of disappearing into the background. It's acceptable to say things in your content that not everyone will agree with, even if you don't have to be crude or inappropriate.

3 Ways to Increase the Dynamic of Your B2B Content

i. Storytelling

Ii. Use Power Words

Iii. Use Images

I. Storytelling

Stories captivate us. They elicit an emotional reaction and connect our brains more than a dry bullet point list does, just like power words. Complex ideas can be made simple by a good story. In addition to providing them with useful information about your company, this enables you to emotionally connect with your customers. If you know where to look, there are a lot of stories available to you. Here are some story ideas that are just waiting to be written:

  • The effect of your product on a customer.

  • A unique experience that your customers can identify with.

  • Stories about how your company was founded.

  • How your company came up with a novel solution to a current issue.

Every effective business story must go through four stages in order to be compelling. To create a comprehensive story arc that won't let down your readers, incorporate each of the following phases:

  • Create a situation.

  • Find a conflict and provide a solution to it

  • Finish with a decision.

  • A call to conversation (not a fan of CTAs)

Every fairytale story has a moral lesson in it, your business needs the same. A problem you address with your solutions should always be the lesson of your business tales.

II. Use Power Words

In order to effectively drive sales, it is crucial to use words that elicit specific emotions. One method to elicit these emotional triggers is to use strong language. Here are a few power word examples to give you an idea of what we're talking about:

  • Amplify

  • Motivate

  • Exchange

  • Fired

  • Indict

  • Controversial

  • Uncensored

  • Sponsored

  • Pain

  • Ability

When used correctly, each of these words packs a powerful punch. But how can you avoid producing dreadful content without overstating your case? Using powerful words in your content only succeeds when the underlying message is worthwhile. Without providing context, stirring words will not produce the desired results. Write a rough draft to get all of your ideas down on paper, then edit the piece vigorously to make sure it passes muster. If necessary, use the thesaurus.

Here's how to craft an inspiring post that gives its audience an emotional high:

  • Eliminate extra words.

  • Do not use lengthy colloquial expressions.

  • Adjectives and verbs shouldn't be nominalized.

  • Utilize noun modifiers to eliminate prepositions.

Iii. Use Images

It can be tempting to include random stock images just because you can, especially with the growth of stunning, noncommercial stock image collections. However, according to Nielson, "Users focus on images that convey information and display material that is pertinent to the current task.

Users also ignore highly decorative images that don't add any substantive content to the page." It's also important to remember that people are hardwired to remember images of other people. This reveals a few things to us: Incorporate actual photographs of your company whenever possible. Include images of your clients and staff. Don't forget to include captions; they are read 300% more frequently than the body of your blog post.

Benefits of Dynamic Content For the Buyer Journey

It takes time to formulate a dynamic content strategy. The advantages of a dynamic content strategy can be realized once the framework has been established. An invisible Real-Time content strategy is designed and implemented in large part by the CRM. CRM by itself is a potent tool.

Personalized content can be delivered to prospects to improve their experiences and accelerate conversions once the structured data from CRM is analyzed and the users are segmented based on their demographic, technographic, psychographic, firmographic, and fit data as well as on the basis of their past browsing and buying habits.

**A. Your Conversion Rate Benefits From Personalization

Prospects are made to feel important by personalized content and context, which motivates them to act more quickly and increases website conversions. The best part is that a dynamic content strategy can be used during all four of the buyer's lifecycle's key phases, which are as follows:

Attract - When potential customers sign up for information on the website.

Engage - When they communicate their interest or propensity for your product by contacting the marketing department and becoming leads as a result.

Convert - After being asked to make a purchase, potential customers are said to have been converted.

Delight - when previous customers visit the website with the intent to purchase additional or complementary products or services.

B. Real-time content enables the delivery of personalized content across multiple channels in omnichannel marketing. Dynamic content can be used in smart forms, websites, landing pages, and email marketing campaigns.

**C. Using Geo-Targeting to Deliver Hyper-Personalized Content

Dynamic content can use geo-targeting to deliver hyper-personalized content that is geo-targeted to the location of the users. This enables the display of critical information in local languages, if necessary, and the promotion of particular local deals.

D. Relevancy motivates quicker actions, which improves website conversion rates. Because a dynamic content strategy is data-driven, targeted messages are sent to prospects, motivating them to take quick actions.

Conclusion: Dynamic Content Over Static Content

Your content will receive more shares and engagement if it is more dynamic and personalized. As you are already aware, this is what generates the conversions that will aid in the growth of crucial connections and an increase in conversions that will increase your profitability. Naturally, your brand will develop and grow as a result of this. If there is one lesson to be learned from this article, it is that emotional trigger points should be hit in your content in some way to encourage sharing and interaction.

According to a Harris Interactive & Janrain study, 74% of online buyers experience website frustration when they see content that has nothing to do with their purchasing interests. A smart content strategy with dynamic content today ensures that marketers are able to optimize their Return on Investment (ROI) by providing tailored content to their prospects in the face of unrelenting competition in the B2B market.


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