Smart Content. Instructor: Angela Hicks

Transcription

1 Smart Content Instructor: Angela Hicks

2 TODAY S AGENDA 1. Contextual Marketing 1:10 pm 1:40 pm 2. Segmentation 1:40 pm 2:20 pm 3. The Smart CTA* 2:20 pm 2:55 pm 4. Contextual Marketing Strategy 3:05 pm 3:30 pm 5. Smart Text, Forms and HTML 3:30 pm 4:15 pm 6. Contextual Marketing Planning 4:15 pm 4:30 pm *Don t worry! We ll take a 10 minute water break at 2:55 pm.

3 Check out the class resource page! academy.hubspot.com/itd16/smart-content

4 INTRODUCTIONS Total time: 5 minutes 1. Introduce yourself to the table! Share your name, company, what you do and what you re most looking forward to learning about or doing at INBOUND!

5 1 CONTEXTUAL MARKETING

6 SMART CONTENT TOOLS ARE HOW TO CREATE CONTEXTUAL MARKETING IN HUBSPOT.

7 WHAT IS CONTEXTUAL MARKETING? Contextual marketing takes into account the user s needs, habits, and goals to create a personalized website experience.

8 The website experience is the same, page after page.

9 What if there was a way to provide individualized experiences?

10 73% of consumers prefer a personalized online shopping experience. SOURCE: : DIGITAL TRENDS

11 19% sales increase observed by creating a personalized website experience. SOURCE: MARKETINGPROFS

12

13 + Right Content Right Person Right Time Contextual Marketing

14 Contextual Marketing Example #1.

15 Contextual Marketing Example #1.

16 Contextual Marketing Example #2. Would like to provide more targeted content to visitors from LinkedIn.

17 Contextual Marketing Example #2. Content provided to LinkedIn visitors.

18 42% higher view-to-submission rate when using a targeted CTA compared to a generic CTA. SOURCE: : HubSpot

19 Contextual Marketing Example #3.

20 Contextual Marketing Example #3.

21 SMART CONTENT TOOLS ARE HOW TO CREATE CONTEXTUAL MARKETING IN HUBSPOT.

22 SMART CONTENT TOOLS IN HUBSPOT FOR CONTEXTUAL MARKETING Smart CTAs Smart Forms Smart Text and HTML

23 Smart CTA example by location. or Default CTA for anonymous visitors. Smart CTA based on the viewer s location.

24 SMART CONTENT TOOLS IN HUBSPOT FOR CONTEXTUAL MARKETING Smart CTAs Smart Forms Smart Text and HTML

25 A smart form on a landing page allows you to display different forms to your segments.

26 Conversion rates, on average, are 20% higher when pages use contextual marketing. SOURCE: : HUBSPOT

27 SMART CONTENT TOOLS IN HUBSPOT FOR CONTEXTUAL MARKETING Smart CTAs Smart Forms Smart Text and HTML

28 SMART TEXT AND HTML

29 Smart content segmentation options

30 ACTIVITY #1 - IDENTIFY CONTEXTUAL MARKETING OPPORTUNITIES Total time: 5 minutes 1. Select a single high-performing website page or landing page where you will add contextual marketing. To decide, go to Content > Website Pages or Landing Pages. Click Analyze. Select a page with either high views or conversions on landing pages. 2. Next, click the page name you ve chosen and bookmark the details page. Write down the page name in the workbook for your reference.

31 2 SEGMENTATION

32 SEGMENTATION IS THE KEY TO CREATING CONTEXTUAL MARKETING. TARGET ONE GROUP OF USERS AT A TIME.

33 Smart content segmentation options:

34 Show content to anonymous visitors, contacts, or customers based on:

35 Provide content that is specific to a country.

36 Provide content that is specific to a country.

37 Show content to anonymous visitors, contacts, or customers based on:

38 Add useful instructions for other devices. Turn your tablet horizontal to see this better.

39 Contextual marketing by device type example.

40 Contextual marketing by device type example.

41 27% higher conversion rates for landing pages using targeted, mobile smart forms. SOURCE: : HubSpot

42 Show content to anonymous visitors, contacts, or customers based on:

43 Segment by . For visitors that arrive on a certain website page or landing page from a link in an , you can provide content that is tailored to them.

44 Show content to anonymous visitors, contacts, or customers based on:

45 The language of the user s choice is set in their browser.

46 ENGLISH FRENCH Search engines will not see smart content in another language. Create multiple websites instead.

47 Show content to contacts or customers based on:

48 Contextual marketing by contact list membership example.

49 ADVENTURE ADAM DEMOGRAPHICS: Skews male, age 30-45, suburban, dual HH Income: $140,000 IDENTIFIERS: Excited demeanor, has assistant screen calls, wants collateral mailed/printed GOALS: Supporting team members, just having plain old fun BACKGROUND: Travel Director Worked at same company for 10 years; married with 2 children (10 and 8) CHALLENGES: Not enough time, not enough budget, not enough puppies in the world HOW WE HELP: Make it easy to manage all employee team outings Provide customized travel packages and travel profiles for each team member COMMON OBJECTIONS: Worried about using a new travel company. Unsure about how to keep all team members happy when planning off-site trips. REAL QUOTES: It s been coordinating off-site travel for all of my employees. I ve had to deal with so many painful integrations for travel databases and calendar software.

50 Buyer persona smart lists are set up automatically in HubSpot.

51 Buyer persona lifecycle stage smart lists

52 Show content to contacts or customers based on:

53 HubSpot lifecycle segments:

54 Provide unique content to a smart list based on the user s activity. The past online behavior of your users dictate how to build these smart list segments.

55 ACTIVITY #2 - CHOOSING A SEGMENT TO TARGET Total time: 15 minutes 1. View the website/landing page that you identified in Activity 1 to help you answer 7 questions. Circle Yes or No and complete the explanation below each question. **Complete the Bonus Activity if applicable.

56 3 SMART CTA

57 A smart CTA is inserted the same way as a normal CTA and can be embedded on external websites.

58 How Smart CTAs work: or

59 Always start by conceptualizing the default CTA. or

60 Smart CTA Example #1. For anonymous visitors or For the Adventure Adam buyer persona

61 THE BUYER S JOURNEY

62 Smart CTA direction can get confusing without a plan. Map out who you are sending and where with smart CTAs.

63 ACTIVITY #3 - VISUALIZE THE SMART CTA VARIETY Total time: 5 minutes 1. Plan a smart CTA conversion process and its variations based on lifecycle stage. You can write down content offers that you ve created in the past or offers that you will create in the future. *Refer to the Content Offer Examples on the next page for help with generating content offer ideas.

64 LIVE DEMO

65 Smart CTA live demo summary Default CTA Smart CTA CTA Variation 1 *Variations 2 and beyond, as needed. CTA Variation 2*

66 ACTIVITY #4 - CREATE A SMART CTA IN HUBSPOT Total time: 15 minutes 1. Navigate to Content > Calls-to-Action. Click the dropdown arrow on Create a CTA and click Create a Smart CTA. 2. Follow the prompts to decide on your segment, set smart rules and attach CTAs based on your plan in Activity 3 or create a new one*. *Use the blank Smart CTA Variety Map on page 7 before creating in HubSpot.

67 4 CONTEXTUAL MARKETING STRATEGY

68 CONTEXTUAL MARKETING STRATEGY 1. Identify the right segments to target. 2. Determine the contextual marketing opportunities. 3. Decide on the smart content type. 4. Visualize the conversion path, if applicable. 5. Optimize the default content. 6. Draft the content. 7. Apply personalization sparingly.

69 CONTEXTUAL MARKETING STRATEGY 1. Identify the right segments to target. 2. Determine the contextual marketing opportunities. 3. Decide on the smart content type. 4. Visualize the conversion path, if applicable. 5. Optimize the default content. 6. Draft the content. 7. Apply personalization sparingly.

70 Make sure that the default content makes sense to a visitor that s not familiar with your company.

71 Optimize default content for both first-time visitors and search engines. Don t focus all of your efforts on your contextual marketing strategy and neglect the first-time visitor.

72 CONTEXTUAL MARKETING STRATEGY 1. Identify the right segments to target. 2. Determine the contextual marketing opportunities. 3. Decide on the smart content type. 4. Visualize the conversion path, if applicable. 5. Optimize the default content. 6. Draft the content. 7. Apply personalization sparingly.

73 CONTEXTUAL MARKETING STRATEGY 1. Identify the right segments to target. 2. Determine the contextual marketing opportunities. 3. Decide on the smart content type. 4. Visualize the conversion path, if applicable. 5. Optimize the default content. 6. Draft the content. 7. Apply personalization sparingly.

74 Personalization should have a good purpose behind it.

75 ACTIVITY #5 - CREATE AND OPTIMIZE CONTENT Total time: 15 minutes 1. Evaluate the current content on the page that you identified in Activity 1. Does this content need to be changed to better address first-time visitors and search engines? Write the updated default content. 2. How will the content for your chosen segment vary from the default content (that is shown to everyone else)? Draft the smart content variation for the segment you identified in Activity Write the name of the personalization token that you would use and describe its purpose in context to the page. If you don t want to use personalization, explain your thoughts.

76 5 SMART TEXT, FORMS, AND HTML

77 SMART TEXT, FORMS, AND HTML SMART TEXT

78 Smart text example Default Content Rich Text Module *Variations 2 and beyond, as needed. Content Variation 1 Content Variation 2*

79 Don t use smart text in blog posts. It s confusing for RSS subscribers and harmful to your SEO.

80 Do not nest smart content inside of smart content. Smart CTAs shouldn t be placed inside smart text.

81 LIVE DEMO

82 Example homepage with default text:

83 Example with smart text by country:

84 ACTIVITY #6 - CREATING SMART TEXT Total time: 15 minutes 1. Navigate to Content > Landing Pages or Website Pages and click the Edit button to edit the page you identified in Activity Hover over the text module where you wish to add the smart text and click the orange Smart Icon that appears. Follow the prompts to input the default content and its variations that you drafted in Activity 5.

85 SMART TEXT, FORMS, AND HTML SMART FORM

86 A smart form on a landing page allows you to display different forms to your segments.

87 A smart field is hidden if a user has already provided information for the field.

88 LIVE DEMO

89 Example with default smart form:

90 Example with smart form for a Persona:

91 ACTIVITY #7 BRAINSTORM SMART FORM QUESTIONS Total time: 5 minutes 1. What kinds of things would you need or want to know about the segment you identified in Activity 2? Draft as many default form fields and questions as possible to ask that segment on a smart form.

92 SMART TEXT, FORMS, AND HTML SMART HTML

93 LIVE DEMO

94 Example with default HTML:

95 Example with smart text by country:

96 7 CONTEXTUAL MARKETING PLANNING

97 Try the Contextual Marketing Certification. academy.hubspot.com/comc16/fundamentals-of-contextual-marketing

98 REFLECT AND REACT: NEXT STEPS FOR YOU AND YOUR BUSINESS Total time: 15 minutes 1. What have you learned today? 2. What will you do to implement smart content? 3. What do you need to collaborate on with your team regarding smart content? 4. What is your timeline or goal to have smart content in place?

99 THANK YOU.