PERSONALIZING YOUR MARKETING WITH SMART CONTENT, PERSONAS, AND HUBSPOT [INBOUND 2014]

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  1. 1. #INBOUND14Personalizing your Marketing with Smart ContentKate FerriePrincipal Inbound Marketing Consultant; HubSpot
  2. 2. Principal Inbound Marketing ConsultantKATEFERRIE
  3. 3. 1What is Smart Content?2How do you use Smart Content3Smart Content Examples4Anonymous Targeting
  4. 4. #INBOUND14What is Smart Content
  5. 5. #INBOUND14Smart Content lets you target content based on anything you know about your contacts, and serve up relevantcontext.
  6. 6. #INBOUND14Smart Content alters rich text modules depending on the Smart rules that you set up.How does Smart Content Work on Pages?
  7. 7. #INBOUND14Why is it Important?
  8. 8. #INBOUND141.Promotes a Great User Experience2.Provides personalized messaging that is relevant to visitors3.Increase conversion ratesHow can smart content help you?
  9. 9. #INBOUND14Same WebsiteExperience
  10. 10. #INBOUND14Smart content helps you promote a great user experience.
  11. 11. #INBOUND14Personalized Messaging
  12. 12. #INBOUND1474%of online consumers get frustrated with websites when content they see has nothing to do with their interests*2013 study from Harris Interactive and JanrainNearly three-fourths
  13. 13. #INBOUND14Smart Content will boostyour conversion rates.
  14. 14. #INBOUND1420%Theconversion rate of the page that had Smart Content was 20% higher than the page that didnt have it.Increase Conversions
  15. 15. #INBOUND142How do you use Smart Content?
  16. 16. #INBOUND14Identify your audience
  17. 17. #INBOUND14Where on your site will you place this Smart Content?
  18. 18. #INBOUND14Landing PagesSite PagesCalls to ActionEmailsWhere on your site will you place this Smart Content?
  19. 19. #INBOUND14What do you put in Smart Content Pages?
  20. 20. #INBOUND14TEXT
  21. 21. #INBOUND14Overall ProcessIdentify Targeted GroupsWrite default TextAdd 1stSmart RuleWrite Text for Rule 1Rinse and Repeat for Other Rules
  22. 22. #INBOUND143Smart Content Examples
  23. 23. #INBOUND14Smart Content on Site Pages & Landing Pages
  24. 24. #INBOUND14Problem: Same Homepage Experience for EveryoneSite Pages
  25. 25. #INBOUND14Solution: Smart Content based on Personas
  26. 26. #INBOUND14Step 1: Make lists based on Persona
  27. 27. #INBOUND14Step 2: Craft your Text in the pageStart with Default Text
  28. 28. #INBOUND14Step 3: Make the Module Smart
  29. 29. #INBOUND14Step 4: Add a Rule Option: Contact List
  30. 30. #INBOUND14Step 5: Select the Persona list
  31. 31. #INBOUND14Step 6: Write Text for Rule 1
  32. 32. #INBOUND14Managing & Creating your Smart ContentRules Text are we seeing
  33. 33. #INBOUND14Step 7: Add Second Smart Rule
  34. 34. #INBOUND14Step 8: Write Text for Rule 2
  35. 35. #INBOUND14Homepage Based on PersonaResult:Content that has relevance
  36. 36. #INBOUND14PRO TIP: Smart Content on PagesoDefault Text will be indexed SEO Optimize itoMake sure users can get to all valuable contentSite Pages
  37. 37. #INBOUND14Problem:Demo is very important to your sales process and knowing who is giving the demo makes it more personalized and helps conversionLanding Pages
  38. 38. #INBOUND14Solution:Show Lead Whowill be giving them the demo.How:Based on the Sales Owner that has been assigned to themLanding Pages
  39. 39. #INBOUND14Step 1: Make lists. Based on Sales Owner
  40. 40. #INBOUND14Step 2: Write Default Demo Text
  41. 41. #INBOUND14Add a Rule Option: Contact List
  42. 42. #INBOUND14Create a list for Sales Rep:
  43. 43. #INBOUND14Write Text for Rule 1
  44. 44. #INBOUND14End Result:Makes demo experience more humanized, increased conversions
  45. 45. Pro Tip: Landing Page/ Thank You PageTime delays from form submissions will hinder certain rules e.g. If using smart content on a thank you page, cannot be based on the info gathered on THAT form, will not process in timeDelay to use recently collected data: 1 min
  46. 46. #INBOUND14Email Examples
  47. 47. #INBOUND14Problem:Generic Newsletter Want to have it be more relevant and responsive to either a lead or customerSolution:Create Smart Modules within your email to render text to lifecycle stages
  48. 48. #INBOUND14Step 1: Write default Content
  49. 49. #INBOUND14Step 2: Make the Module you want Smart
  50. 50. #INBOUND14Step 3: Add Rule
  51. 51. #INBOUND14Step 4: Write Text for Customer Module
  52. 52. #INBOUND14Email NewsletterBring HAPPINESSand SUCCESS to your OrganizationHow can you transform your organization in less than a day? Invite our experts in positive psychology to speak at your organization and find out!We offer specifically designed keynotes and half/full-day trainings. Take a look at our Speakers Page to learn more.Request a SpeakerCustomerLeadFree Trial
  53. 53. Pro Tip: EmailCant break out analytics for variations
  54. 54. #INBOUND14Smart Calls to Action
  55. 55. #INBOUND1442%higherview-to-submission rateCTAs targeted to the user had a
  56. 56. #INBOUND14Problem:Have limited space to showcase a CTA but want it to be relevant to where the viewer is in the buyers journeySolution:One CTA that showcases a relevant CTA to each visitor based on their Lifecycle Stage or what content they have consumed
  57. 57. #INBOUND14Plan out What CTA each Lifecycle stage will get
  58. 58. #INBOUND14Step 1: Choose Smart CTA
  59. 59. #INBOUND14Step 2: Choose the Rule & Give it a name
  60. 60. #INBOUND14Step 3: Select Default CTACTA for Visitor Awareness Offer
  61. 61. #INBOUND14Step 4: Add a Smart CTA Rule
  62. 62. #INBOUND14Step 5: Pick the Lifecycle Stage
  63. 63. #INBOUND14Step 6: CTA For LifeCycleStage = LeadShow CTA Consideration ContentLifecycle Stage = Lead
  64. 64. #INBOUND14Step 7 : Add another Smart CTA Rule
  65. 65. #INBOUND14Step 8: Pick the Lifecycle Stage
  66. 66. #INBOUND14Step 9 CTA For Lifecycle Stage =MQLShow CTA forDecision Content
  67. 67. Pro Tip for CTAs:Whatever rule the contact fulfilled first(listed sequentially) will be the one they are bucketed intoNeed to use Negative Lists to ensure lead moves out of one list & onto another if lead could be part of multiple listsEgHas not done_______ Lead will only be in one list at a time rather than multipleMutually Exclusive Lists are Best Practice
  68. 68. Multiple Smart Content RulesSmart List: Downloaded eBookShow Check ListDownloaded ChecklistShow Case StudyList: Has not seen ChecklistShow ChecklistList: Has not seen Case StudyShow Case StudyList: Has not seen eBookShow eBookAlways in this smart list. Smart Rules go off of the first rule listed
  69. 69. #INBOUND143PERSONALIZING TOFIRST-TIME VISITORSNEW!
  70. 70. #INBOUND14Choose The Personalization You Want
  71. 71. #INBOUND14
  72. 72. #INBOUND14
  73. 73. #INBOUND14Relevant Local Content
  74. 74. #INBOUND14
  75. 75. #INBOUND14
  76. 76. #INBOUND14
  77. 77. #INBOUND144Final Thought
  78. 78. #INBOUND14Start SmallMutually Exclusive Criteria
  79. 79. #INBOUND14Follow UpConsider taking our Contextual MarketingCertification for further education with Smart Content
  80. 80. #INBOUND14Thank You !
  81. 81. #INBOUND14QUESTIONS ?