BocaHug 12/13/16 Meeting; Contextual Marketing
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Transcript of BocaHug 12/13/16 Meeting; Contextual Marketing
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GOOD MORNING!
#BocaHUG December 13, 2016
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Optimize your Customer’s Journey withContextual Marketing
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Angela Hicks@angela_9
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1Contextual Marketing Overview2Smart Content Tools in HubSpot3Segmentation and Personalization Strategies4Pro Tips and Next Steps
AGENDA
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1CONTEXTUAL MARKETING
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WHAT IS CONTEXTUAL MARKETING?Contextual marketing takes into account the user’s
needs, habits, and goals to create a personalized website experience.
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The website experience is the same, page after page.
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What if there was a way to provide individualized experiences?
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Right ContentRight PersonRight TimeContextual Marketing
+
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73% of consumers prefer a personalized online shopping experience.
SOURCE: : DIGITAL TRENDS
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19% sales increase observed by creating a personalized website experience.
SOURCE: MARKETINGPROFS
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Contextual Marketing Example #1.
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Contextual Marketing Example #1.
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Contextual Marketing Example #2.
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Contextual Marketing Example #2.
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2SMART CONTENT TOOLS IN HUBSPOT
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Smart Content tools
Default contentSmart CTA,
Form, or rich textmodule
Variation 1
Variation 2**Variations 2 and beyond, as needed.
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• Smart CTAs
• Smart Forms
• Smart Text and HTML
SMART CONTENT TOOLS FOR CONTEXTUAL MARKETING
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How Smart CTAs work:
or
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Smart CTA example by location.
or
Default CTA foranonymous visitors.
Smart CTA based on the viewer’s
location.
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42% higher view-to-submission rate when using a targeted CTA compared to a generic CTA.
SOURCE: : HubSpot
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• Smart CTAs
• Smart Forms
• Smart Text and HTML
SMART CONTENT TOOLS FOR CONTEXTUAL MARKETING
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A smart form on a landing page allows you to display different forms
to your segments.
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20% higher when pages use contextual marketing.
SOURCE: : HUBSPOT
Conversion rates, on average, are
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• Smart CTAs
• Smart Forms
• Smart Text and HTML
SMART CONTENT TOOLS FOR CONTEXTUAL MARKETING
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Example with smart text by country:
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Example with smart text by country:
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Example with smart HTML for a lifecycle stage:
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Example with smart HTML for a lifecycle stage:
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3SEGMENTATION AND PERSONALIZATION STRATEGIES
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SEGMENTATION IS THE KEY TO CREATING CONTEXTUAL MARKETING.TARGET ONE GROUP OF USERS AT A TIME.
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Smart content segmentation options
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Show content to anonymous visitors, contacts, or customers based on:
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Provide content that is specific to a country.
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Provide content that is specific to a country.
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Show content to anonymous visitors, contacts, or customers
based on:
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Add useful instructions for other devices.“Turn your tablet horizontal to see this better.”
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Contextual marketing by device type example.
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Contextual marketing by device type example.
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27% higher conversion rates for landing pages using targeted, mobile smart forms.
SOURCE: : HubSpot
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Show content to anonymous visitors, contacts, or customers
based on:
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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.
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Show content to anonymous visitors, contacts, or customers
based on:
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The language of the user’s
choice is set in their
browser.
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Show content to contacts or customers based on:
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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.
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Show content to contacts or customers based on:
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HubSpot lifecycle segments:
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PERSONALIZATION:is a tool that you can use inside of your larger contextual marketing strategy. It allows you to focus on an individual.
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40% of consumers buy more from companies who personalize the shopping experience across channels.
SOURCE: : My Buys
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84% of the time, a person will take action based on personal recommendations.
SOURCE: : Nielsen
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Create a personalized email, website or landing page experience with
personalization tokens.
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Personalization is immensely helpful for salespersons and marketers alike.
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Pro-tip 1: Take the time to evaluate
what data you have about
your contacts.
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Pro-tip 2: Communicate specifics about an individual
with personalization
tokens.
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REACT: NEXT STEPS FOR YOU AND YOUR BUSINESS1. 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
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Are there any questions?
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• 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.
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THANK YOU.#BocaHUG | Dec. 13, 2016