Knoxville HUG: Why Personalization Matters and How to Use It to Drive Conversions
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HubSpot's Sarah Posnak joined our 3rd quarter HubSpot User Group meetup to talk about personalization. Did you know that smart content can help cut the number of steps to conversion?!
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Knoxville HUG: Why Personalization Matters and How to Use It to Drive Conversions
- 1. Did you know that the Knoxville HUG is on Snapchat? Add us by Snapcode now, or find us by username (KnoxvilleHUG). After you do, take a pic with our #KnoxHUG Snapchat filter! Don't forget to send them to us as well as your Story—we'll be re-sharing them all night.
- 2. Knoxville HubSpot User Group (HUG) Meetup Why Personalization Matters and How to Use It to Drive Conversions @KnoxvilleHUG #KnoxHUG
- 3. • Inbound Certification • HubSpot Certification • HubSpot Design Certification • Email Marketing Certification • HubSpot Agency Partner Certification • Contextual Marketing Certification • Growth-Driven Design Agency Certification • HubSpot Beta Testers Meet the Knoxville HUG Leader Holly Yalove Principal & CMO for VIEO Design
- 4. INBOUND 2016 (Boston, MA): November 8th - 11th INBOUND 2016 HUG Contest: Register for INBOUND 2016 with our code to get $50 off + prizes! The more HUG members we have registered for INBOUND, the better the chance our group has to win some awesome prizes!
- 5. HUG Contest Our Code: HUGKnoxville • Expires 10/17/16 If 10 members use our HUG’s code: We all win a copy of an inbound influencer’s book *HubSpot will have a variety of options from current & past INBOUND speakers while supplies last If 20 members use our HUG’s code: We win exclusive HUG branded swag that will make our INBOUND experience extra-delightful The group with the most codes used: Our entire group gets access to reserved up-front seating during all keynotes & INBOUND Rocks!
- 6. HUG News Last meetup of the year! October 25, 2016 5:30-8:00 Casual Pint Hardin Valley Evan Dean will be joining us to discuss sales & marketing alignment.
- 7. Meet Our HubSpot Guest Speaker
- 8. Why Personalization Matters: And How To Use It To Drive Conversions: Sarah Posnak, HubSpot Inbound Marketing Specialist
- 9. AGENDA 1 Why personalize your website?2 4 How to use smart content What Is Personalization? 3 How smart content serves your users
- 10. BUT FIRST, a little background…
- 11. 86% skip TV ads 91% unsubscribe from email 200M on the Do Not Call list 44% of direct mail is never opened BROKEN. THE OLD MARKETING PLAYBOOK IS
- 12. Inbound updates the playbook based on the way people buy today. Your Content Get Found Online: • Website pages • Blog articles • Social media messages • All optimized to drive qualified leads to your site.
- 13. Understand Your Buyers: • Personalize your marketing • Identify buyer needs • Understand what content pulls leads through sales funnel Inbound updates the playbook based on the way people buy today. Get Found Online: • Website pages • Blog articles • Social media messages • All optimized to drive qualified leads to your site.
- 14. Marketers need a lot of tools to do their job right.
- 15. ALL IN ONE 89% of online consumers use search engines when making a purchasing decision Content marketing generates 3x as many leads as traditional marketing, but costs 62% less Companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost 88% of consumers have read reviews to determine the quality of a local business
- 16. Swag Time!
- 18. • People are human and they change. They access your content from multiple devices. They come at it from a number of different channels. And, perhaps most importantly, as their experience with your company grows, their needs and interests change. And yet, most marketing still treats them all the same. • Personalization is a tool that you can use inside of your larger contextual marketing strategy. It allows you to focus on an individual and tailor the website experience by showing the most relevant message to each person. • Smart content, allows you to deliver the right content, to the right person, at the right time.
- 19. 74%of online consumers get frustrated with websites when content appears that has nothing to do with their interests. -2013 Online Personal Experience study
- 20. 40%of consumers buy more from companies who personalize the shopping experience across channels. -MyBuys Study
- 22. 94%of businesses agree that personalization is “critical” to current and future success. -Econsultancy + Monetate
- 23. Have a website that never gets old. Create a remarkable user experience by showing new and relevant content.
- 24. FLICKR USER CATALINA OLAVARRIA Increase conversion rates.
- 25. Calls-to-action that are targeted to the viewer had a higher conversion rate than generic CTAs by 42% -HubSpot study of over 93,000 CTAs
- 26. 19% uplift in sales from companies using personalization (Source: Econsultancy + Monetate)
- 27. Swag Time!
- 28. 3HOW SMART CONTENT SERVES YOUR USERS
- 29. 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.
- 32. 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.
- 33. FLICKR USER ASENAT29 Smart Content promotes new offers. This gives you an opportunity to boost conversions.
- 34. 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.
- 35. • Lifecycle marketing: Promoters don’t just materialize out ofthin air: they start off as strangers, visitors, contacts, and customers. Specific marketing actions and tools help to transform those strangers into promoters. • Contact property: Pieces of information on individual contacts TWO IMPORTANT CONCEPTS
- 36. 4HOW TO USE SMART CONTENT
- 37. Evaluate your contacts database. Determine the personalization purpose. Set default values for all personalization efforts. Where do you start?
- 38. Evaluate your contacts database. Determine the personalization purpose. Set default values for all personalization efforts.
- 39. Take the time to evaluatewhat data you have about your contacts.
- 40. Evaluate your contacts database. Determine the personalization purpose. Set default values for all personalization efforts.
- 41. What happens when contacts see a personalization tokenfor a property that you don’t know about them?
- 42. What happens when contacts see a personalization tokenfor a property that you don’t know about them?
- 43. Evaluate your contacts database. Determine the personalization purpose. Set default values for all personalization efforts.
- 44. • To drive engagement • To communicate specifics to the individual. PERSONALIZATION PURPOSE
- 45. Personalization can help to communicate specifics about the individual.
- 46. Evaluate your contacts database. Determine the personalization purpose. Set default values for all personalization efforts.
- 47. WHAT DOES SMART CONTENT LOOK LIKE?
- 48. Smart Calls-to-Action Smart Text Smart Form Fields Personalization Tokens
- 49. Smart Text Personalize the text on any page to tailor your content to different audiences.
- 50. Smart Calls-to-Action Show a new, relevant offer every time and boost your conversion rates.
- 51. Personalization Tokens Personalization tokens insert small bits of information pulled from a user’s Contact record
- 52. Smart Form Fields When a contact revisits a form, Smart Form Fields replace old fields with new ones.
- 54. Personalize your site pages. Map your site pages to the Buyer’s Journey to figure out which smart content will be most relevant.
- 55. Personalize your landing pages. Tailor your offer to different audiences and never ask them for the same information twice!
- 56. 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.
- 57. Personalize your emails. According to Experian, emails with personalized subject lines have a 26% higher open rate.
- 58. 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.
- 59. Swag Time!
- 61. 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.
- 62. 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.
- 63. 57% of people are “OK with providing personal information on a website as long as it’s for their benefit.” (Source: Janrain/Harris)
- 64. 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.
- 65. Start small. Don’t let yourself get overwhelmed with the possibilities! Personalize one area at a time.
- 66. 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.
- 67. 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.
- 68. 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.
- 69. 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.
- 70. 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.
- 71. 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.
- 72. 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.
- 79. 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.
- 80. Swag Time!
- 81. Q
- 82. APPENDIX
- 85. 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
Editor's Notes
- But first, let’s define what personalization means in this context.
- 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. 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.
- But first, let’s define what personalization means in this context.
- Why? 40% of consumers buy more from companies who personalize the shopping experience across channels. (Source: MyBuys) And personal recommendations are extremely effective.
- But first, let’s define what personalization means in this context.
- But first, let’s define what personalization means in this context.
- But first, let’s define what personalization means in this context.
- These are the best practices that will guide you in creating a good personalized experience.
- First, evaluate your contacts database. Having good data in your contacts database is crucial to success in personalization. Make sure that you have all the data you need to use personalization. Is the information up-to-date? Do you have enough information? Do you have false information? 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.
- 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.
- Next, be sure to set default values for all personalization efforts.
- What happens when some of your contacts see a personalization token for a property that you don’t know about them? You should have a default value in place, which is also referred to as a “fallback term.” For example, if you sent a personalized email to a contact but didn’t know their first name, you could add a default value so the email still makes sense. The email can read “Hi Lindsay,” or whatever their first name may be
- or “Hi there” if the first name is unknown.
- Third, determine the personalization purpose.
- You won’t want to use a personalization token here, there and everywhere, just for the sake of using a personalization token. The purpose behind using personalization typically falls into one of two categories: to drive engagement or communicate specifics to the individual. 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.
- 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.
- The last best practice for personalization is don’t create alarm by using sensitive information. You might know an individual’s revenue, but that doesn’t mean that you should display it with a personalization token. If the information seems sensitive, don’t use it in personalization.
- But first, let’s define what personalization means in this context.
- But first, let’s define what personalization means in this context.
- But first, let’s define what personalization means in this context.
- But first, let’s define what personalization means in this context.
- But first, let’s define what personalization means in this context.