BocaHug 12/13/16 Meeting; Contextual Marketing
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Optimize your customer’s journey with contextual marketing. Contextual marketing takes into account the user’s needs, habits, and goals to create a personalized website experience.
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BocaHug 12/13/16 Meeting; Contextual Marketing
- 2. Optimize your Customer’s Journey with Contextual Marketing
- 4. 1 Contextual Marketing Overview 2 Smart Content Tools in HubSpot 3 Segmentation and Personalization Strategies 4 Pro Tips and Next Steps AGENDA
- 6. WHAT IS CONTEXTUAL MARKETING? Contextual marketing takes into account the user’s needs, habits, and goals to create a personalized website experience.
- 7. The website experience is the same, page after page.
- 8. What if there was a way to provide individualized experiences?
- 9. Right Content Right Person Right Time Contextual Marketing +
- 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
- 16. 2SMART CONTENT TOOLS IN HUBSPOT
- 17. SmartContenttools Default content Smart CTA, Form, or rich text module Variation 1 Variation 2* *Variations 2 and beyond, as needed.
- 18. • Smart CTAs • Smart Forms • Smart Text and HTML SMART CONTENT TOOLS FOR CONTEXTUAL MARKETING
- 19. How Smart CTAs work: or
- 20. SmartCTA example by location. or Default CTA for anonymous visitors. Smart CTA based on the viewer’s location.
- 21. 42%higher view-to-submission rate when using a targeted CTA compared to a generic CTA. SOURCE: : HubSpot
- 22. • Smart CTAs • Smart Forms • Smart Text and HTML SMART CONTENT TOOLS FOR CONTEXTUAL MARKETING
- 23. A smart form on a landing page allows you to display different forms to your segments.
- 24. 20%higher when pages use contextual marketing. SOURCE: : HUBSPOT Conversion rates, on average, are
- 25. • Smart CTAs • Smart Forms • Smart Text and HTML SMART CONTENT TOOLS FOR CONTEXTUAL MARKETING
- 26. Example with smart text by country:
- 27. Example with smart text by country:
- 28. Example with smart HTML for a lifecycle stage:
- 29. Example with smart HTML for a lifecycle stage:
- 31. SEGMENTATION IS THE KEY TO CREATING CONTEXTUAL MARKETING. TARGET ONE GROUP OF USERS AT A TIME.
- 33. Show content to anonymous visitors, contacts, or customers based on:
- 34. Provide content that is specific to a country.
- 35. Provide content that is specific to a country.
- 36. Show content to anonymous visitors, contacts, or customers based on:
- 37. Add useful instructionsfor other devices. “Turn your tablet horizontal to see this better.”
- 38. Contextual marketing by device typeexample.
- 39. Contextual marketing by device typeexample.
- 40. 27%higher conversion rates for landing pages using targeted, mobile smart forms. SOURCE: : HubSpot
- 41. Show content to anonymous visitors, contacts, or customers based on:
- 42. Segment by email. For visitors that arrive on a certain website page or landing page from a link in an email, you can provide content that is tailored to them.
- 43. Show content to anonymous visitors, contacts, or customers based on:
- 44. The language of the user’s choice is set in their browser.
- 45. Show content to contacts or customers based on:
- 46. 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.
- 47. Show content to contacts or customers based on:
- 49. PERSONALIZATION: is a tool that you can use inside of your larger contextual marketing strategy. It allows you to focus on an individual.
- 50. 40%of consumers buy more from companies who personalize the shopping experience across channels. SOURCE: : My Buys
- 51. 84%of the time, a person will take action based on personal recommendations. SOURCE: : Nielsen
- 52. Create a personalized email, website or landing page experience with personalizationtokens.
- 53. Personalization is immensely helpful for salespersons and marketers alike.
- 56. Pro-tip 1: Take the time to evaluate what data you have about your contacts.
- 57. Pro-tip 2: Communicate specifics about an individual with personalization tokens.
- 58. REACT: NEXT STEPS FOR YOU AND YOUR BUSINESS 1. Begin drafting smart content for a segment (don’t forget the default content draft for search engines and first time visitors). 2. Evaluate your current CTAs and create a new smart CTA. 3. Identify top-performing content: website pages with high views, landing pages with high submission rates, blog posts with high views or clicks. These will be good places to start using contextual marketing! 4. Read “Six Ways to Get Started With Contextual Marketing”: https://blog.hubspot.com/customers/how-to-prepare-to-use-contextual- marketing
- 59. Are there any questions?
- 60. • What is the latest content offer that you’ve created? • How are you promoting it? • How would you stand to benefit from contextual marketing? DISCUSSION QUESTION.
- 61. THANK YOU. #BocaHUG | Dec. 13, 2016
Editor's Notes
- I’d like to introduce myself, my name is Angela Hicks, and I am an Inbound Professor on the Academy team at HubSpot. For those of you who are big twitter users, you may reach me at angela_9.
- -Let’s talk about contextual marketing. -Isn’t this a training on smart content tools?
- -Contextual marketing takes into account the user’s needs, habits and goals to create a personalized website experience.
- -When a person visits your website, whether he or she is a first time visitor or a long time customer of yours, the website experience is the same -- the same message, the same content, page after page.
- -What if there was a way to provide individualized experiences to different people based on their preferences and needs? -Can you imagine a great website experience for a visitor who is browsing your website on a mobile device? -And can you think of content offers that would be especially helpful for a visitor that came to your website through social media?
- -Ultimately, contextual marketing is a great way to create a personalized user experience. -It’s going to allow you to get the right content, to the right person, at the right time.
- -This works. 73% of consumers prefer a personalized online shopping experience. -They like to do business with companies that make their experiences and interactions more relevant to them. (Source: Digital Trends) -Through contextual marketing, you’ll avoid user frustration by providing relevant content that aligns with their interests.
- -Research also shows that personalized website experiences can result in a 19% increase in sales. (Source: MarketingProfs) -This can significantly and positively impact your revenue!
- -Let’s take a look at an example. -Topshop.com is a popular women’s clothing company with online e-commerce and brick-and-mortar stores.
- -Topshop.com provides free shipping to some countries. -Topshop.com can segment by country in order to relay this information to relevant users.
- Here’s another example. Spotify’s homepage has content at the top of the page with a special promotion to try their music subscription services. But what about their current customers? The offer isn’t applicable to them.
- Instead, Spotify could segment their customers and for any customer that visits their homepage, they can promote new releases to customers in order to get them to engage with their content.
- -Let’s talk about contextual marketing. -Isn’t this a training on smart content tools?
- First, Fifth Season needs to decide what segment to focus on. Now Fifth Season doesn’t have enough data, so they can’t take advantage of Smart Content Insights just yet. But the company has developed their buyer personas and would like to provide better content to each persona on their homepage. So they will be segmenting by contact list membership for their homepage content. , Adventurous Amy, Business Beth and Non-profit Nick, they could add smart text content to show better messaging for each segment.
- NOT for best practices!
- Here’s a CTA or call-to-action by LyntonWeb, a HubSpot Partner Agency. This is a CTA on their website that is offering a LytonWeb’s social media community manager playbook. As an example, LytonWeb has noticed that a lot of users that click on the playbook come from Linkedin. Since the playbook is for social media community managers, it makes a lot of sense that the offer would be of interest to social media marketers. LytonWeb would like to target visitors with a social media referral source of Linkedin and provide them with content that would be most applicable to them.
- Here’s a CTA or call-to-action by LyntonWeb, a HubSpot Partner Agency. This is a CTA on their website that is offering a LytonWeb’s social media community manager playbook. As an example, LytonWeb has noticed that a lot of users that click on the playbook come from Linkedin. Since the playbook is for social media community managers, it makes a lot of sense that the offer would be of interest to social media marketers. LytonWeb would like to target visitors with a social media referral source of Linkedin and provide them with content that would be most applicable to them.
- Showing the most relevant information to your users creates a great experience for them. Segmentation is what makes contextual marketing possible. HubSpot evaluated over 93,000 calls-to-action from HubSpot users and found that CTAs targeted to the user had a 42% higher view-to-submission rate than if the CTA was generic and the same for all visitors. (Source: HubSpot)
- NOT for best practices!
- This type of segmenting is most likely already in your contacts tool, and you’ve probably been using it in your emails already. In HubSpot, the lifecycle segments are: Subscriber (that is, to your blog), Lead, Marketing Qualified Lead, Sales Qualified Lead, Opportunity, Customer, Evangelist and Other. Use the resources on the page if you aren’t sure how to set up lifecycle stages, or if you need a quick review on HubSpot’s lifecycle definitions. (http://knowledge.hubspot.com/contacts-user-guide-v2/how-to-use-lifecycle-stages) Otherwise, consider what kind of content you’d want to show customers compared to a first-time visitor. How about a content for a lead compared to a customer? Targeting users based on their lifecycle stage is one of the simplest ways to segment your contacts and provide customized content. Stay tuned for more options.
- HubSpot took a look at just how effective contextual marketing can be and found that conversion rates are, on average, 20% higher than pages that aren’t using contextual marketing. In short, content that’s shown to the right person has a higher chance of converting the lead.
- NOT for best practices!
- This type of segmenting is most likely already in your contacts tool, and you’ve probably been using it in your emails already. In HubSpot, the lifecycle segments are: Subscriber (that is, to your blog), Lead, Marketing Qualified Lead, Sales Qualified Lead, Opportunity, Customer, Evangelist and Other. Use the resources on the page if you aren’t sure how to set up lifecycle stages, or if you need a quick review on HubSpot’s lifecycle definitions. (http://knowledge.hubspot.com/contacts-user-guide-v2/how-to-use-lifecycle-stages) Otherwise, consider what kind of content you’d want to show customers compared to a first-time visitor. How about a content for a lead compared to a customer? Targeting users based on their lifecycle stage is one of the simplest ways to segment your contacts and provide customized content. Stay tuned for more options.
- This type of segmenting is most likely already in your contacts tool, and you’ve probably been using it in your emails already. In HubSpot, the lifecycle segments are: Subscriber (that is, to your blog), Lead, Marketing Qualified Lead, Sales Qualified Lead, Opportunity, Customer, Evangelist and Other. Use the resources on the page if you aren’t sure how to set up lifecycle stages, or if you need a quick review on HubSpot’s lifecycle definitions. (http://knowledge.hubspot.com/contacts-user-guide-v2/how-to-use-lifecycle-stages) Otherwise, consider what kind of content you’d want to show customers compared to a first-time visitor. How about a content for a lead compared to a customer? Targeting users based on their lifecycle stage is one of the simplest ways to segment your contacts and provide customized content. Stay tuned for more options.
- This type of segmenting is most likely already in your contacts tool, and you’ve probably been using it in your emails already. In HubSpot, the lifecycle segments are: Subscriber (that is, to your blog), Lead, Marketing Qualified Lead, Sales Qualified Lead, Opportunity, Customer, Evangelist and Other. Use the resources on the page if you aren’t sure how to set up lifecycle stages, or if you need a quick review on HubSpot’s lifecycle definitions. (http://knowledge.hubspot.com/contacts-user-guide-v2/how-to-use-lifecycle-stages) Otherwise, consider what kind of content you’d want to show customers compared to a first-time visitor. How about a content for a lead compared to a customer? Targeting users based on their lifecycle stage is one of the simplest ways to segment your contacts and provide customized content. Stay tuned for more options.
- This type of segmenting is most likely already in your contacts tool, and you’ve probably been using it in your emails already. In HubSpot, the lifecycle segments are: Subscriber (that is, to your blog), Lead, Marketing Qualified Lead, Sales Qualified Lead, Opportunity, Customer, Evangelist and Other. Use the resources on the page if you aren’t sure how to set up lifecycle stages, or if you need a quick review on HubSpot’s lifecycle definitions. (http://knowledge.hubspot.com/contacts-user-guide-v2/how-to-use-lifecycle-stages) Otherwise, consider what kind of content you’d want to show customers compared to a first-time visitor. How about a content for a lead compared to a customer? Targeting users based on their lifecycle stage is one of the simplest ways to segment your contacts and provide customized content. Stay tuned for more options.
- -Let’s talk about contextual marketing. -Isn’t this a training on smart content tools?
- It’s important to keep in mind that you’ll only use one segment at a time. If you wanted to create a form that’s specific to leads from Japan, coming from Facebook, and on a mobile device, that’s too specific. To get the most out of your contextual marketing efforts, your segmentation needs to be broad enough for you to engage a group of people. Keep in mind that you’re targeting a group of users, not individuals. Segmentation is the key to creating contextual marketing. Setting up segmentation is what will trigger smart content to display different content to different people. Segmenting your audience should be very familiar to you, since you’ve segmented your contacts in order to have lists for workflows and emails. When it comes to your smart content however, you want to make sure you have the right segments set up. In the next videos, you’ll learn how to approach content creation for certain user segments and how to use the user’s context in creating targeted messaging. One segmentation type might be better suited than another in some cases. Through observation and user research, you’ll determine which is right for you in each scenario. This class is designed to show you some of the segmentation possibilities. Let’s go ahead and learn about different ways to segment your users in order to show them targeted and personalized content.
- Pick a primary segment to focus on. If you still aren’t sure what user segment to focus on, you can use Smart Content insights in HubSpot to help guide you. You’ll learn all about Smart Content Insights later on. For now, know that there are tools in HubSpot to help you determine how to segment your users.
- If you segment by country, device type, referral source or preferred language, you will not need to set those segments up.
- This can be especially useful if you want to provide content that is specific to a country. For example, if you are a European-based company and conduct a lot of business with users in the US, you can use the country context to show US users the right currency on your pricing page.
- This can be especially useful if you want to provide content that is specific to a country. For example, if you are a European-based company and conduct a lot of business with users in the US, you can use the country context to show US users the right currency on your pricing page. Or, let’s say your company has a booth at a tradeshow in Canada next month. Show all of your Canadian visitors a CTA on the homepage so they can get all the details about the tradeshow and where to find your booth.
- If you segment by country, device type, referral source or preferred language, you will not need to set those segments up.
- For instance, you can add useful instructions like "Turn your tablet horizontal to see this better”. Or you can change the copy entirely. If you are a parking ticket company, you may want to give mobile users a direct link to pay their tickets, since they're likely looking at my website, standing next to their car with a new ticket.
- Here’s another example. Spotify’s homepage has content at the top of the page with a special promotion to try their music subscription services. But what about their current customers? The offer isn’t applicable to them.
- Here’s another example. Spotify’s homepage has content at the top of the page with a special promotion to try their music subscription services. But what about their current customers? The offer isn’t applicable to them.
- http://blog.hubspot.com/marketing/increasing-mobile-conversion-rate#sm.001kdvnzg1601efe117415jxtkj6y
- If you segment by country, device type, referral source or preferred language, you will not need to set those segments up.
- You can also segment users based on an email marketing referral source. For visitors that arrive on a certain website page or landing page from a link in an email, you can provide content that is tailored to them. To continue the example, a marketing company that has sent an email to their leads about SEO copywriting can tailor a landing page to these leads. Rather than building a separate landing page, the company can use smart content to make the landing page content reference the email, which only the leads from the email see.
- If you segment by country, device type, referral source or preferred language, you will not need to set those segments up.
- The language of the user’s choice is set in their browser. This segmentation option can be very powerful if you conduct a lot of business with people that speak different languages. As an example, a company based in Switzerland may use the user’s preferred language and display different content in German, French, Italian or Romansh.
- There are two segments that you will need to set up beforehand, however. You’ll need to set up your lifecycle stages and lists of contacts in HubSpot, if you wish to use contextual marketing to reach those groups with personalized content. So before you try to use the lifecycle stage segment or the list membership segment, make sure that you have your lifecycle stages and lists set up properly. If you haven’t created lifecycle stages yet, check out the Lifecycle Stages User Guide found in the Resources section of this class page.
- Another contact list that you may want to segment and target in order to provide unique content is a smart list based on the user’s activity. For this type of segmenting, examine the past online behavior of your users to dictate how to build these smart list segments. Maybe one group of users have watched your product video
- There are two segments that you will need to set up beforehand, however. You’ll need to set up your lifecycle stages and lists of contacts in HubSpot, if you wish to use contextual marketing to reach those groups with personalized content. So before you try to use the lifecycle stage segment or the list membership segment, make sure that you have your lifecycle stages and lists set up properly. If you haven’t created lifecycle stages yet, check out the Lifecycle Stages User Guide found in the Resources section of this class page.
- This type of segmenting is most likely already in your contacts tool, and you’ve probably been using it in your emails already. In HubSpot, the lifecycle segments are: Subscriber (that is, to your blog), Lead, Marketing Qualified Lead, Sales Qualified Lead, Opportunity, Customer, Evangelist and Other. Use the resources on the page if you aren’t sure how to set up lifecycle stages, or if you need a quick review on HubSpot’s lifecycle definitions. (http://knowledge.hubspot.com/contacts-user-guide-v2/how-to-use-lifecycle-stages) Otherwise, consider what kind of content you’d want to show customers compared to a first-time visitor. How about a content for a lead compared to a customer? Targeting users based on their lifecycle stage is one of the simplest ways to segment your contacts and provide customized content. Stay tuned for more options.
- Remember that contextual marketing is a way to reach large, targeted groups of people that have something in common, such as their lifecycle stage. Personalization is a tool that you can use inside of your larger contextual marketing strategy. It allows you to focus on an individual. You’ll be able to provide even more value to your users by communicating directly to him or her using their personal details. For years retail stores have been providing personalized shopping experiences to help you find exactly what you’re looking for. And retail businesses are moving towards a more personalized experience with location-aware advertising that changes as you move through the store. In fact, it’s hard to get a cup of coffee without a personalized experience. (Visual: Blank white coffee cup that says “Angela”). There’s not much difference in a digital space. Companies provide personalized movie, book, and music recommendations tailored to an individual. And there are mobile applications that help you find the right paint color for your walls or virtually try on clothing, makeup, and eyeglasses.
- Why? 40% of consumers buy more from companies who personalize the shopping experience across channels. (Source: MyBuys) And personal recommendations are extremely effective.
- A Nielsen study reports 84% of the time a person will take action based on personal recommendations. (Source: Nielsen) Based on this, personalization should be a tool that you use in your contextual marketing strategy. And to be clear, this class is not going to cover how to use behavioral triggers to create personal recommendations.
- You’re going to learn how to create a personalized experience in HubSpot by using personalization tokens in an email, call-to-action or on any website or landing page. The personalization token corresponds to your contacts database in HubSpot.
- This is an email template that is used by the sales team at HubSpot. The personalization tokens are highlighted, so this email opens with “Dear John, How is the weather in Phoenix?” That seems like a great way to start a conversation to reconnect with a lead! Don’t forget that before a contact reads an email, they will need to be enticed enough to open it! Emails with personalized subject lines are 26% more likely to be opened. (Source: campaign monitor) This email would be a highly personalized email by using a personalization token in the subject line. Don’t feel limited to the recipient’s first name in the subject line. A date for an upcoming event or even your name - “Three marketing tips from Angela” any of these could be used to create a personalized subject line. Spend some time considering how you’ll use personalization in your email subject lines. It can drastically improve your open rate.
- On this Landing Page to attend a webinar, attendees will learn how to optimize the billing process for their industry.
- If the database has the lead’s industry, it will display. Otherwise, the sentence still explains what the webinar is about.
- For example, if a user submitted a form on your website and input their name as only the letter “L”, then a personalization token won’t add value for this user. Take the time to evaluate what data you have about your contacts. If there’s a personalization property you want to use, but you don’t have on your contacts in your database, then you’ll update your forms to get what you need for a personalized experience.
- A well-placed personalization token can help to solidify a connection between your company and the lead. In addition to driving engagement, personalization can help to communicate specifics about the individual. For example, an art museum could display an individual’s membership number on the homepage. A travel company could recommend an offer that will help a customer get ready for their next trip. Whether you are driving engagement or communicating specifics, a lead will naturally feel that the message is speaking directly to them.
- Smart form
- Perhaps even a map to your location and your business hours. It’s important to make your contact us page feel personal.