VIDEO 1: WHAT ARE THE SMART CONTENT TOOLS? Hello again! I m Angela with HubSpot Academy. Now that you have a contextual marketing strategy in place with segmentation and personalization, you re ready to create a positive user experience through the usage of smart content. Smart content tools in HubSpot include: smart calls-to-action, smart forms, smart text and smart HTML. It s important to note that no matter which type of smart content that you choose to create, do not place smart content inside of smart content. There s only one level of priority, so multiple rules do not display. For example, if you insert a smart CTA, segmented by device type inside of a rich text module, based on lifecycle stage, then which segment is more important? That s a confusing scenario that causes your website to only show the default content, so remember, avoid placing smart content inside of smart content. Now in this class, you re going to see how to create each type of smart content and learn how to insert personalization tokens, so let s get started. VIDEO 2: HOW DO YOU CREATE A SMART CTA? First, let s make a smart CTA. Navigate to the CTA tool, and click the dropdown arrow in order to create a smart CTA on the right. You ll find all of the standard contextual marketing segmenting options. Let s say that you want to choose target one of your personas. That persona will see a different CTA than the rest. This example for Fifth Season Adventure, a fictitious travel company that is used for training, will target their persona Adventurous Amy. To set this up, pick Contact List Membership. Choose the list you ve made for that segment of people. In this example, we re going to target all Adventurous Amys. Next, you have to choose the CTA for the smart rule that you d like that segment to see. If you plan out your contextual marketing strategy ahead of time, then you ll already have decided on the conversion paths for each CTA. In this case, Adventurous Amy is going to see a CTA for a trip consultation. On this step, you can either choose a CTA you already have, or create a new one. Next, create a default CTA to show users who don t match your criteria. For all users that view this CTA who are not Adventurous Amy they will see a CTA for a free travel planning ebook. Again, 1
you can either choose a CTA that you already have, or create a new one. If you want to add another rule at this point you can. Otherwise you re done! The new smart CTA is at the top. Rename it so you know what the rule is about. This example will be called Adventurous Amy - Plan a Trip. You can hover over each CTA to get a preview. You can also add a new smart rule at any time or edit the existing rule by clicking on the settings gear on the right of the smart CTA group.. Now that you re done, add this smart CTA anywhere on your website! Something that s great about smart CTAs is that you can use the embed code to create smart CTAs on external websites. This can come in handy if you write a guest post on an external website and want to use a smart CTA. The embed process for a smart CTA is the same as embedding a regular CTA, just copy the embed code and past. VIDEO 3: HOW DO YOU CREATE A SMART FORM? Let s make a smart form. Go to the Landing Page tool and find the page that you want to add a smart form to. Go to the Form module. Click Make Smart on that module and you will be presented with the standard Smart Content options. Choose the relevant Smart Content Option for your form. When you pick the segment that you want, you can add in a new form to address that segment. In this demo, it s a paid campaign for family travel. Click next step to select the details for the smart rules for referral source. You can display a different form title. Select or create an entirely new form. Let s set up a new form called Family Travel Paid Campaign and the form will ask questions to provide insights into what these users need and are looking for. You can redirect to an entirely different page for this segment. You also have the ability of adding form submission notifications, and add to a workflow or send a follow-up email upon submission. And your default form settings are below. See your default form below. You can check to see what your personalization looks like to different contacts before hitting publish. Click the preview button, and you can preview it as a known contact, or change the preview based on a specific country, language or traffic source. And that s how you create a smart form. When you hover over the form, you ll see how many smart rules have been created. In this case, just one for the paid search campaign for family travel. This is just a visual reminder of your smart rule. 2
Next, let s see how to create Smart Form Fields. Navigate to the Forms tool and pick a form to edit. Smart Form Fields rely on the properties in the Contact tool. If you never want to ask someone again about their industry, for example, mark that field or any field except the email field as a Smart Field with the rectangle button on the right. Those fields will be replaced by any that you drag into the form below the grey line. In this case, once industry is known about a contact, they won t see that question again. Instead, they will be asked about their job title. You can determine the order of the questions that you want to ask over time as Smart Fields get replaced by others! Now don t make the email field smart! Email is what ties someone to HubSpot s Contact database, so you always want someone to fill this out to make sure that you re adding their information to the correct Contact record. You can also mark the fields below the line as smart, to continue to replace those with other fields. Think about how many uses this form will be getting how much information are you able to collect here? Remember, the purpose is to be able to use the same form over and over, and still collect new information to better qualify your leads. VIDEO 4: HOW DO YOU CREATE SMART TEXT? Let s implement some smart text on Fifth Season Adventure s homepage. Whether you re adding smart text to a landing page, email, or website page, there needs to be a rich text module. So if you wanted to change the headline of the page or an image module, you re not going to have the smart content option. If you had a page that didn t have a rich text module for some reason, it s easy enough to add a rich text module to the template. Although, you shouldn t have to do this often. Check out the resources on this page to see how to add a new module. Now, hover over the module that you d like to make smart. When you hover over it, HubSpot shows you smart content insights. The smart content insights suggest to make the content smart by the referral source, country or by lifecycle stage. Smart content insights are specific to your HubSpot account, so you ll see suggestions about your contacts. Remember, if you are adding smart text to an email, the Smart Content Insights will be based on your entire contacts database if you have not specifically selected a recipient list for the email. 3
Or, click hide insights to choose a specific segment to target. Click on the Make Smart button, and choose the segment of people that you d like to target. Let s walk through the different segmentation options here. First, by Country. You can pick your country choice by typing and the drop-down menu will populate some suggestions for you. Pick your choice to show different content or use different currencies to either a single country, or a group of countries. Next, by Device Type. You can choose between mobile, tablet and desktop to create smart text content for users that are browsing with each device. Referral Source gives us the option to choose between Organic Search from search engines, Referrals from other sites, Social Media, Email marketing, paid search, direct traffic and other campaigns. Organic search allows us to show visitors, contacts, or customers different content depending on the keyword that they searched for before coming to your site. Note that it will not pull in keywords used to search in Google due to the search engine s encryption policy. Referrals allows you to show visitors from specific websites different content. Social media allows you to pick between different social sites, so that you could show people coming from Twitter Tweet this links next to content items as an example. You can target people who were part of a particular email campaign, a paid search campaign, or any other type of custom campaign you've created with a Tracking URL. And you can target people coming from direct traffic in other words, manually entered URLs or internal links. There are just a couple more segmentation options to target your contacts and customers. First, by a contact list membership. This allows you to choose a Buyer Persona list, an activity-based list, or really any list that you ve created. Second, by lifecycle stage. Here, you can target your leads, customers and more. No matter which segment you choose to target, the next step is the same. Add in the personalized smart text for that segment. On the homepage for Fifth Season Adventure, let s remind Canadian users to visit Fifth Season s booth at the upcoming Wilderness Travel Expo in Vancouver. To do that, make the rich text module smart and segment by country. Select the country, Canada in this case. And a message explains that Visitors from Canada will see the content you specify with this rule. 4
The smart content for Canada will be at the top. You can see that the default text is already at the bottom. We want Canadian visitors to see the same default message plus an extra message at the top. To accomplish this, copy and paste the default content into the rule for Canada and add the smart content, which is the reminder about the upcoming travel expo. And click done. After adding in the smart text, the page will show the default text. It s a good habit to check what your smart content looks like to different contacts before hitting publish. Click the preview button and preview the page as a Canadian visitor to see the smart text. And that s all you need to do to create smart text. It s recommended walk through the contextual marketing strategy and plan before editing the content on the page. With so many possibilities, you might lose sight of your smart text goal. The final step is to publish the page to update and make the smart text content active. VIDEO 5: HOW DO YOU CREATE SMART HTML CONTENT? Let s see how to create smart HTML content. This will be helpful if you have a snippet of code that you need to add, such as adding a map or integrating other software, like a live chat widget on your website. If you wanted to write your own HTML content, you can do that here. But more often than not, adding smart HTML content is used in instances where the HTML code is generated for you. If you ve ever embedded video to a HubSpot page, then you ve added HTML content before. In fact, let s add some video right now. For this demo, we re going to use some HubSpot video. HubSpot has created two different videos that are posted on YouTube; one that talks describes their company and another video with customer testimonials. And in this example, the customer testimonials video will be shown to all leads that visit this About Us page. Everyone else will view the about us video. Now, there s already a custom HTML module on the page template that s awaiting the video embed code. If your template doesn t have a custom HTML module, check the resources section on this page for how to add an embed code to a HubSpot page. To add smart HTML content, you ll click the smart icon in order to start. In this scenario, you ll click lifecycle stage in order to select Leads. The next step asks for the custom HTML content. You ll paste in the content that the Leads will see, which is the video embed code from YouTube with the customer testimonials. 5
You have the ability to add multiple rules to the smart content if you wanted to. HubSpot could continue showing different videos to different lifecycle stages. Maybe HubSpot has a different message to convey to their blog subscribers or yet another video to show customers. At the bottom, when any visitor doesn t meet the rules above, this smart default will be displayed. This is where the other video embed code will go -- the About Us embed code. If there aren t any more rules to add, click done to finish adding the smart HTML content and don t forget to publish the page to put the new content into effect. VIDEO 6: HOW DO YOU PERSONALIZE CONTENT? So, you d like to personalize a page, email or CTA using personalization tokens. Just like smart text, you must have a rich text module on a page in order to support this type of smart content. Let s add a personalization token on this landing page. Now this landing page is offering a free trip consultation. The landing page is targeted towards leads and customers. In fact, most of the users that will visit this page are customers, because they are being sent an email in order to get to the landing page. The messaging on the landing page says, Wow. It seems you haven t taken a vacation since. Let s insert a personalization token. First, choose the property category of properties: Contact properties, Company, Office Location and HubSpot Owner. And let s add the last vacation date. Now, you need to set the default value. The help icon explains that when you create content with a contact that doesn t have the field you re using to personalize, this default value will be displayed instead. The landing page says wow. It seems you haven t taken a vacation since... let s add forever for the default value so it will say...you haven t take a vacation since forever if the property is unknown. It s important to note that setting the default value for a property saves it for all emails or pages to be published. If you use the same personalization tokens, let s say you use company name on two different landing pages or in two different emails, it will have the same default value. You can change it any time you insert a personalization token, but know that setting the default value saves it. And the personalization token has been inserted. Save the email. If you ever need to review or change your default values, head to Content Settings and choose either Email or Page Publishing, depending on the type of content you re working on. 6
Let s click email scroll to the bottom of the options and this is where you can set or change the default value. Speaking of email, let s see how to insert a personalization token into an email. Within email, you can add personalization tokens both into the body of the email, and the subject line. Head to the email tool and select an email. Here s one that is a work in progress. In order to insert a personalization token into the subject line, you ll click to edit the subject line, type in the subject line and add the personalization. Let s add in first name. Click personalize on the right and select the token. Add in a default value for all emails using this token and click insert. Now finish up the subject line. Last chance for a free consultation! And done. Let s add a personalization token in the body of the email too. In this draft, the first sentence says planning an adventure vacation for a family of is difficult. To change the blank space to a personalization token, highlight the space where the personalization token should go and insert a personalization token. There s a custom property called Number of people in your family traveling. This property is on the forms of Fifth Season Adventure s landing pages, so they have this property collecting data. Now the default value needs to be set. If the email is sent to a contact and the number of people in your family traveling is unknown, we ll set the default value to your size. Click insert. And to preview, click the preview icon on the left side and view as a specific contact. It looks like there s an unknown property for the preview contact and this sentence says Planning an adventure vacation for a family of your size is difficult. That sentence still makes sense, even without the personalization. And now you know how to add a personalization token to your content. It s as easy as that. VIDEO 7: HOW DO YOU PREVIEW SMART CONTENT? You have the ability to preview smart content. When editing a Landing Page, Website Page or Email in HubSpot, click the preview icon on the left. You can choose to see this content as any visitor or one of your known contacts. You have additional preview options, so you can preview from a specific country, language or from a specific traffic source. This landing page has a smart rule based on referral source. So for organic search with the keyword of team building you can see how the preview changes. 7
You also have the option to view as a known contact. You can click or type to choose a specific contact to see exactly how the content will display for this person, in their context. The preview is a great way to check your work and troubleshoot if something isn t working as you expected. You can truly see the page as one of your customers, leads or first-time visitors. Use this to your advantage to conceptualize what the content should look like to them. Congratulations! You ve made it to the end of the Contextual Marketing Certification training. You should start making your own strategies and content. Go forth and create a great personalized user experience for each and every user based on their needs. 8