It’s the key to your business’ success in the not-so-distant future, so you need to become familiar with the term and best practices for using it.
Let’s say you’ve been diligently building a library of content on your blog. You’ve been posting faithfully every week, and driving awareness by broadcasting it on social media platforms. Once you’ve performed these actions, the articles is not destined for the content graveyard.
This is where dynamic content recommendations begins.
Personalizing content enables your business to offer customers a dynamic web experience that will help convert sales. Generic content is a thing of the past. Soon — and maybe it’s already happening — customers will balk at non-personalized content experiences, expecting much more from brands than standard blog articles and generic product recommendations.
Individualized content experiences will also help to separate your brand from the content noise, setting your business apart from the other businesses on the web. With a personalized experience, you can expect visitors to stay on your site longer, click through to more downloads and offers, and in the end, make more purchases.
Shining examples of content recommendations done right
Netflix and Amazon are two examples of brands giving customers uniquely personal experiences. For example, Amazon customizes each user’s homepage experience by populating the page with products previously viewed. The brands base personalization on factors like the user’s viewing history, ratings on products/shows, and past purchases. With these metrics, they’ve been able to increase engagement, resulting in even better, more personalized experiences for users.
Waste not, want not
You don’t have to let each article you’ve created go to waste once you’ve post them to your blog, or let cart abandonments be just that: products to be discarded and never purchased. You can use dynamic content recommendations based on your visitor analytics.
Whether you’re selling information products, tangible products or services, dynamic content recommendations based on user behavior is the key to ensuring your small business will stick around for the next decade.
Building a strategy
Here are some factors to consider when creating a recommendation strategy:
- Choose the level of engagement and personalization. Some of the content options you can control include home page content, product-level recommendations and complementary products for cross-selling. For blog content, for example, you can offer content recommendations based on keywords and relevant content, most-viewed blogs, and so forth.
- Identify user behavior. Select the behaviors that will drive engagement and personalize the experience, including past purchases, products browsed by the user, products placed in shopping carts, abandoned products, content viewed, content shared, etc.
- Work the recommendations into your marketing channels. Some options include personalizing emails, newsletters, webinar blasts, etc. For example, based on the user’s interests, adjust webinar email recommendations to allow the choice of beginner options or advanced topics. Or send a newsletter that segment events based on locations.
- Offer a tailored experience on the web. When a user lands on the homepage, for instance, your site can automatically adjust the logos of clients you’ve worked with based on their industry or change case studies based on relevant skills.
- Personalize landing pages. The more you know about users, the better you can tailor — and engage — prospects on landing pages. Some of the tactics to use include adjusting the images, body content, and calls-to-action.
Dynamic content recommendations can help your business get and stay ahead. Research shows that relevant emails drive revenue by 18 times the rate of generic emails. Dynamic content recommendations also drives a 20 percent increase for converting sales.
Personalization isn’t just for the future. It’s for the now. If your business isn’t yet taking advantage of personalized content, what are you waiting for? Take the dynamic content by the reins and start better directing your customers’ recommendations.