SMART CONTENT: THIS TIME IT S PERSONAL

Transcription

1 SMART CONTENT: THIS TIME IT S PERSONAL We will be starting at 2:00 pm ET. Use the Question Pane in GoToWebinar to Ask Questions! 1 Use the hashtag #InboundLearning on Twitter 2 Question of the day

2 #INBOUNDLEARNING

3 Mark

4 Dee Dee de

5 AGENDA 1 Why personalize your website? 2 How smart content serves your users 3 How to use smart content

6 1 WHY PERSONALIZE YOUR WEBSITE?

7 94% of businesses agree that personalization is critical to current and future success (Source: Econsultancy + Monetate)

8 Have a website that never gets old. Create a remarkable user experience by showing new and relevant content.

9 FLICKR USER CATALINA OLAVARRIA Increase conversion rates.

10 42% higher submission rate for Smart Calls-to-Action. (Source: HubSpot)

11 19% uplift in sales from companies using personalization (Source: Econsultancy + Monetate)

12 2 HOW SMART CONTENT SERVES YOUR USERS.

13 FLICKR USER JOSHUA BARNETT Be the company that cares about its users. You re thinking about your users and delivering the content that they actually need.

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16 FLICKR USER SEANTOYER Smart Content aligns with the right stage of the Buyer s Journey. This lets you guide users further along the buying process, increasing conversions.

17 FLICKR USER ASENAT29 Smart Content promotes new offers. This gives you an opportunity to boost conversions.

18 FLICKR USER WESLEY ELLER Smart Content cuts the number of steps to a conversion. Offer relevant content instead of making users search for it, and never ask the same questions on a form twice.

19 3 HOW TO USE SMART CONTENT.

20 What is smart content? FLICKR USER KELLY ZZKT Smart content delivers the right content, to the right people, at the right time. It s available in the Professional and Enterprise level accounts.

21 Personalizing your website in HubSpot.

22 Smart Calls-to-Action Smart Text Smart Form Fields Personalization Tokens

23 Smart Text Personalize the text on any page to tailor your content to different audiences.

24 Smart Calls-to-Action Show a new, relevant offer every time and boost your conversion rates.

25 Smart Form Fields When a contact revisits a form, Smart Form Fields replace old fields with new ones.

26 Personalization Tokens Personalization tokens insert small bits of information pulled from a user s Contact record.

27 Smart content placement.

28 Personalize your site pages. Map your site pages to the Buyer s Journey to figure out which smart content will be most relevant.

29 Personalize your landing pages. Tailor your offer to different audiences and never ask them for the same information twice!

30 Personalize your blog sidebar. But caution! Don t use smart text in your blog posts. Having multiple blog posts drives more traffic to your site - so don t use smart text to compress all of your content on one post.

31 Personalize your s. According to Experian, s with personalized subject lines have a 26% higher open rate.

32 Personalize your thank you pages. Thank the user for getting your offer, and provide some tailored direction. Note: To make sure that the form on the landing page has time to sync, don t personalize here with information that you just gathered.

33 Smart content best practices.

34 SMART CONTENT BEST PRACTICES Promote a good user experience create smart content that carries weight. Start small. Optimize default content for both first-time visitors and search engines. Don t be creepy. Make sure users can get to all valuable content.

35 SMART CONTENT BEST PRACTICES Promote a good user experience create smart content that carries weight. Start small. Optimize default content for both first-time visitors and search engines. Don t be creepy. Make sure users can get to all valuable content.

36 57% of people are OK with providing personal information on a website as long as it s for their benefit. (Source: Janrain/Harris)

37 SMART CONTENT BEST PRACTICES Promote a good user experience create smart content that carries weight. Start small. Optimize default content for both first-time visitors and search engines. Don t be creepy. Make sure users can get to all valuable content.

38 Start small. Don t let yourself get overwhelmed with the possibilities! Personalize one area at a time.

39 SMART CONTENT BEST PRACTICES Promote a good user experience create smart content that carries weight. Start small. Optimize default content for both first-time visitors and search engines. Don t be creepy. Make sure users can get to all valuable content.

40 Optimize default content for both first-time visitors and search engines. Choose content that you know performs well with a broad segment of your audience, and optimize it for the keywords that you want to rank for.

41 SMART CONTENT BEST PRACTICES Promote a good user experience create smart content that carries weight. Start small. Optimize default content for both first-time visitors and search engines. Don t be creepy. Make sure users can get to all valuable content.

42 FLICKR USER DON MCCULLOUGH Don t be creepy. Pick personalization tokens wisely don t make your users feel surprised to see their information. And craft other smart content to address the user s needs.

43 SMART CONTENT BEST PRACTICES Promote a good user experience create smart content that carries weight. Start small. Optimize default content for both first-time visitors and search engines. Don t be creepy. Make sure users can get to all valuable content.

44 Make sure users can get to all valuable content. Show offers, products and services to all visitors if there s even a remote chance of crossover between your different audiences.

45 SMART CONTENT BEST PRACTICES Promote a good user experience create smart content that carries weight. Start small. Optimize default content for both first-time visitors and search engines. Don t be creepy. Make sure users can get to all valuable content.

46 Smart Content examples.

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53 CONTEXTUAL MARKETING CERTIFICATION Deliver the right content, to the right people, at the right time. Speak to your HubSpot Account Manager to learn more or purchase. Available to users on the HubSpot COS platform and with Professional or Enterprise level accounts.

54 TRAINING DAY Presented by HubSpot Academy SIGN UP FOR YOUR TRAINING AND START YOUR INBOUND WEEK OFF RIGHT!

55 NEXT STEPS 1. Pick the audience for your smart content, and decide on your segments. We recommend starting with your customers first. 2. Decide where to place smart content on your website. 3. Create one piece of smart content and place it on your website.

56 RESOURCES 1. The Contextual Marketing Training + Certification 2. How to Use Smart Content 3. The New Online Rulebook: Seven Elements of Contextual Marketing 4. An Introduction to Using Dynamic Content in Marketing

57 QUESTIONS?

58 THANK YOU.