Veterinary Marketing Tips

How Dynamic Content Creates Custom Digital Experiences4 min read

, Veterinary Marketing Specialist October 29, 2020 3 min read

How Dynamic Content Creates Custom Digital Experiences4 min read

Reading Time: 3 minutes

Think you’re ready to fine-tune your marketing with dynamic content? If you’ve got the will and the first-party data, you’re well on your way to providing a personal touch to all your messaging.

Dynamic content creates custom experiences that stimulate engagement and convert more leads. If you want to add dynamic content to your user experience, you need to know who your customers and prospects are and what is most relevant to them. You’ll find this via first-party data.

Related Article: What Is First-Party Data?

How You Can Get Started Using Dynamic Content

Many companies in the veterinary industry are already using CRMs to collect data, but they haven’t yet put it to work to narrowly target audience segments with niche messaging. To do that, you must integrate a marketing automation platform.

Beginner tip #1: Your CRM provider can tell you what compatible solutions are available, and thanks to tools like Zapier and in-CRM app marketplaces, chances are you’ll have options.

Once you select a marketing automation platform, you’ll be able to place it “on top” of your CRM. The platform will then feed data into your CRM via forms, landing pages, emails, social campaigns, and automation workflows. Data should always be congruent between your CRM and your automation platform to enable accurate, real-time dynamic content delivery.

The Personal Touch

Be sure to select a platform that is capable of delivering the level of personalization or dynamic content you need, like custom email and landing page experiences. This allows you to serve a custom message based upon the visitor’s data attributes.

For example, say you’re sending an email about pain management. You know that the recipient is a certified canine rehabilitation therapist or practitioner (CCRT or CCRP), so you opt for messaging about the rehabilitation school they attended. You may also serve more advanced topics based on their in-depth knowledge of rehabilitation-based pain management techniques. And you could customize your call-to-action to read, “Take the Next Steps in Your CCRP Training.”

Without dynamic content, everyone from veterinary technician to practice manager to certified rehabilitation specialist receives the same message. Your message likely wouldn’t hit the mark for a CCRP or CCRT, resulting in low conversions for that target audience. Dynamic content makes it possible to speak more clearly, and ultimately be more helpful, to each visitor, client, or prospect.

Use the Data You Have for Immediate Results

With dynamic content, you can take practically any direction to customize. Let’s make it a little easier. Here are 6 data points you likely already have in your CRM that allow you to create personalized content experiences:

  • Demographic information
  • Interests
  • Lead scoring
  • Current customers
  • Phase in buying cycle
  • Historic engagement patterns

Let’s dive into each of these options and see how they might work for you.

Demographic Information

This information will be most readily available in your CRM and is the easiest place to start when creating dynamic custom experiences.

  • Job Title/Academic Certifications: Message your content differently for technicians, businesspeople, veterinarians, and specialists.
  • Specialty: Marketing to feline-only practices? Don’t use a dog picture on the landing page! You should also customize your content experience for specialty practices, equine-only, mobile practices, and so on.
  • Geography: Are there geography-specific considerations? For example, messaging on fleas and ticks in the month of February would be different for a clinic in Minneapolis compared to a clinic in Florida.

Interests

You may have some of this stored in your CRM, but if not, you can start collecting it moving forward. Interests may include surgery, pain management, feline-only topics, and more. You can either make assumptions of interests based on previous behavior or start asking questions and gathering information on forms.

Beginner tip #2: Make sure you provide a predefined list (also called a picklist) for these types of questions so you can leverage the answers for dynamic content. Free response fields are not useful for dynamic content purposes.

Lead Score

If you have a lead scoring system in place, you can serve different content based on score. Scores are typically an indicator of engagement and are a hallmark of an incredibly active lead (ie, highly engaged prospects or current customers).

Current Customers

Serve different content to customers vs. prospects. Don’t ask a current customer for the sale (unless you mean to).

Phase in Buying Cycle

Tracking buying cycle phases in your CRM through opportunity records or deals? Take that into account when displaying dynamic content. Provide the right content and messaging to help a prospect take the next step toward the sale.

Historic Engagement

For niche campaigns, consider leveraging historic behavioral data such as campaign and other specific content engagement. You may be tracking this data in your CRM or existing marketing automation platform.

Marketing Automation Platforms

Ready for the boundless possibilities of dynamic content? Here are a few marketing automation platforms worth investigating.

Beginner tip #3: Speak with the company directly about your dynamic content needs and choose a partner who can meet them.

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