The answer is rather simple. If you set out to create a first-class user experience, you’re building a strategy that attracts, converts, and delights your audience. The best way to approach this challenge is to approach it from the inside out. In today’s thought hive, strengthen your engagement strategy by exploring the following tips on how to create dynamic and interactive content that directly addresses your community.
Dynamic content is speaking directly to your audience through messages that are tailormade for them. For example, if you have a form linked to a CTA and a user fills it out, you know a little more about this particular audience member.
The idea behind personalization is to effectively use each and every bit of data collected to build a stronger connection with your community. This form of personalization can be thought of as a way to sprinkle your brand’s message with great care—making sure that your message aligns with the needs of your audience.
The key ingredient to a better content experience is relevance.—Jason Miller
Dynamic content is unique to a person or group of people who have commonalities. These commonalities vary depending on the marketing goals, the target market, lifecycle stages, and the buyer journey.
Use personalization to strengthen your strategy in the following ways:
- Create customized and personalized landing pages and CTAs: With a personalized landing page and CTA, you’re targeting the needs of your audience through both the CTA and landing page copy as well as the relevant content they sign up for using the form on your landing page.
- Send emails or reply to comments using one specific person within your business and not an automated bot: Using one person to be the voice of interaction between you and your audience helps humanize this digital experience. It creates a point of reference for your audience to get in contact with your business about any questions they may have about your brand and how it relates to their needs. In fact, having a personal one-to-one interaction with someone is WAY better than an automated message especially based on some of the worst online interactions created by auto responded messages like this one.
- Personalize a form submission thank you page: Whether it’s their name or providing additional relevant content that they can look into further, personalize this page that’s based on answering their pain points.
- Segment your contact list to create more targeted and personalized email marketing campaigns: Your contact list is just as a diverse as your overall audience.—allowing you to develop more effective and highly targeted lead nurturing campaigns. Using personalization will help you create better campaigns and strategies especially in order to convert your leads into customers.
- Personalize your emails by including your prospect, lead or customer’s first name: When you receive emails, do you feel that the email you received for someone else? If so, then you received a common malpractice. Using a segmented contact list that includes leads with similar pain points is great. But your audience shouldn’t know that when they’re reading your emails. Personalize your emails by including your audience’s first name in either the subject headline or in the greeting. Keep it personal especially if you are using an automated system to handle your marketing. Just because it’s automated doesn’t mean that your message has to be.
We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.—Jeff Bezos
Interactive content is requires a user to participate actively in your content. From live streaming to images, diversify your content by using interactivity in your strategy. Here are a few types of content that you can create using interactivity in order to excite your user experience:
- Calculators: Interactive service cost calculators are an exceptional way to put the power in the hands of your leads and prospects. They help drive traffic to your website, provide valuable insight to both your sales and marketing teams, and are a great way to build brand awareness.
- Polls and Surveys: These are a big hit on social media. For example, if you have a Facebook group, a Twitter account, or even on a YouTube video, you can create a poll that tallies your audience’s choices—allowing you and your audience to see the results live. This will help you map out and plan what types of content your audience wants, certain topics to discuss, and other relevant data to help strengthen your marketing.
- Quizzes: You can create these quizzes on their own or embedded them within your marketing videos. Put your best interactive foot forward in your next online quiz by creating trainings for your business or even for your audience about your products and services.
- Assessments: Developing an interactive assessment for your customers can help you solve their biggest problems and address their most agonizing pain points. It allows participants to actively contribute to the process of diagnosing and resolving said issues. Assessments can also be used to track and measure benchmark performances, and help form customized solutions to problems.
- Livestream: Facebook Live and Periscope have created interactive ways for your audience to engage with you online. Through live feedback, you can build community using live Q&A sessions, behind the scenes content, and so much more.
- Consultation Scheduling: Interactive consultation scheduling puts the power in the hands of the user. Presenting a website visitor with an open calendar of time slots (even if the majority are filled) empowers the visitor to schedule your next contact at a time that is most convenient to their schedule—boosting your chances of a successful sales call.
- Infographics: Didn’t think an infographic could be interactive? Think again. Now with interactivity, data over design is not big deal. Include your visual wants while including the relevant data that your audience needs in your infographics like the one referenced below:
You can acquire some measure of knowledge from various research techniques, but nothing beats living, breathing, and feeling the same things your customers do.—John Jantsch
If you want to take your marketing to the next level, stand out from the rest, and boost community engagement, it is time to harness the power of dynamic content and interactivity. However, there is one very simple way to harness the power of engagement. Just watch the following video to learn more:
Put a few of the above-mentioned methods into play and see how your engagement strategy will strengthen through personalized and interactive content.
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