Biznet Digital is a SharpSpring agency partner that specializes in digital marketing, website development and marketing automation services. One of its clients, Henry Ford Village, is a senior living retirement community located on the historic grounds of Henry Ford’s birthplace. Biznet Digital recommended marketing automation for Henry Ford Village, including web visitor tracking, dynamic content, lead scoring, automated email campaigns and personalized email responses.

Henry Ford Village (HFV) provides five levels of service: independent living, assisted living, memory care, rehabilitation and skilled nursing. On the HFV website, a contact form allows visitors to indicate which service they’re seeking. The form is on the most popular page of the site, but the process that HFV was using to follow up on form fill-outs was less than stellar.

When a prospect completed the form, HFV responded with an automated, on-screen “thank you” message that notified the prospect that someone from HFV would soon be in touch. An HFV residency counselor would then have to manually contact the prospect to continue the conversation.

Biznet Digital suggested setting up automated emails that would be sent to prospects immediately upon form completion, acknowledging their specified interest and providing more information on that topic. At first, the agency contemplated creating individual emails, but it quickly realized that such an approach would present a logistical nightmare. Writing content to cover all possible scenarios wasn’t a challenge, but managing the many different emails, tasks and workflows to support the effort was something Biznet wanted to avoid.

It was around this time that the agency had an “aha” moment — and it decided to implement dynamic email content.

SharpSpring’s dynamic content operates based on buyer personas that are created in within the platform. In this case, the persona is defined by the type of service in which the prospect has shown interest. Upon form-fill-out, a single email builds itself dynamically according to the persona. Both the personas and the dynamic content are set up easily using a point-and-click interface with no coding required.

If a prospect indicates interest in independent living, that persona would be assigned and then independent living content would be presented in the email; if someone selected assisted living, assisted living content would be provided, and so on.

The beauty of this is that a single email in one workflow can handle all the permutations of interests that might come in from the “Contact Us” form. With dynamic email, Biznet was able to implement nearly a dozen different emails to address the needs of HFV’s prospects and leads.