Personalization and Using Smart Content in HubSpot Portland HubSpot User Group
Hi, I’m Julie ● HubSpot Lover ● Agency Owner All our clients use HubSpot ● Cat enthusiast
HubSpot User Group We are a user group that supports the community of HubSpot practitioners and other marketing professionals in Portland, Oregon. We seek to continuously improve our sales and marketing skills.
Today’s Agenda 1. Why Personalization Matters 2. Introduction to Smart Content 3. Examples of Smart Content in HubSpot 4. Next Steps: How to incorporate personalization into your website 5. Q&A
Today’s learning outcomes By the end of this session, you’ll be able to: 1. Define who you’re going to personalize your website for 2. Identify places for personalization on your website 3. Implement at least 1 form of Smart Content
Why Personalization Matters
What do the next 3 slides have in common?
They all use data they’ve gathered about me to serve me personalized content.
www.crayon.co
Where do you see personalization in your day-to-day life?
Personalized content... ● Uses data about people to create targeted experiences. ● Engages with people on a personal level. ● Is more likely to attract and retain attention. ● Helps you stand out from the crowd.
Personalization is important... 67% 42% 29% Of digital consumers Say they get Feel frustrated when say it’s important for a annoyed when their content isn’t brand to automatically content isn’t optimized for their adjust content based personalized. device. on their current context. Source: Adobe
But it’s hard to do. 77% 60% Struggle to personalize Of marketers believe content in real-time. real-time personalization is crucial. Source: Adobe
Introduction to Smart Content
Smart Content Smart content changes the content displayed on your website based on specific viewer characteristics: ● Device type ● Referral source ● Country ● Preferred language ● Lifecycle stage ● List membership
Smart Content - Anonymous Visitors For people visiting your website for the first time, you can customize what content they see based on their: ● Device type ● Referral source ● Country ● Preferred language
Smart Content - Known Visitors For known visitors (i.e. visitors who’ve visited your website before and filled out a form), you can personalize content based on their: ● Lifecycle stage ● List membership
In order to effectively use list membership and lifecycle stage smart rules, you need to have: 1. A well-managed CRM with segmented lists 2. A good understanding of your buyer personas 3. Content mapped to each stage of the buyer’s journey
Types of Smart Content: ● Rich text ● CTA* ● Form *can be used outside of HubSpot
How to create Smart Content
How to create Smart Content Create your smart content Click the “Make Select your smart” icon on smart rule your module
A note about default content For any smart content you create in HubSpot, you need to have a default version. This is what will be shown to people who don’t fit your smart rule. Make sure your default content is broad enough to appeal to the majority of visitors to your website.
Getting Started with Smart Content Trying to personalize for every available smart rule at once is overwhelming and counterproductive. Instead, pick 1 to 3 characteristics to optimize your content for to start. We’ll cover 3 types of Smart Content: 1. Device type 2. Lifecycle stage 3. List membership
SMART CONTENT EXAMPLE 1: Device Type
Ask yourself: ● How easy is it to read your content on mobile? ● How easy is it to fill out your forms on mobile?
Smart Rich Text for Mobile Clear, easy-to-read header Swap large, busy images for smaller, simpler ones
Smart Form for Mobile
SMART CONTENT EXAMPLE 2: Lifecycle Stage
The active research process someone goes through leading up to making a purchase
● ● ● Analyst reports Expert guides Vendor comparison ● ● ● Research reports Live interactions Product comparison ● ● ● eBooks Webcast Case studies ● ● ● Editorial content Podcast Trial download ● ● ● Expert content Video Product literature ● ● ● Whitepapers Comparison Live demo ● Educational content whitepapers
Lifecycle Stage: CTA Awareness Consideration Decision
SMART CONTENT EXAMPLE 3: List Membership
Lists in HubSpot ● You can use any property or combination of properties to create lists of contacts to segment your database. ● For example, create a list for each of your buyer personas. ● Then, use those lists to personalize your content for each buyer persona.
PetBox has two main personas: Cat Owner Carl and Dog Owner Debbie
By changing a few words and an image, PetBox can create personalized experiences for Carl and Debbie.
A note about blogs Use smart content on your blog carefully. Don’t use it in the body of your blog posts, since this will negatively impact your SEO and confuse RSS readers. Instead, use smart CTAs and forms on other areas of your blog, such as your header, footer, or sidebar.
Case Study Oregon Hot Tub
Internal Notification Bonus
NEXT STEPS How to incorporate personalization into your website
Steps to get started: 1. Define your audience: who are you personalizing for? 2. Audit your website to identify places for personalization. 3. Add smart content in at least one place on your site.
Steps to get started: 1. Define your audience: who are you personalizing for? Stick with 1 audience to start: ● Buyer persona ● Leads ● Contacts from Canada ● Etc.
Steps to get started: 2. Audit your website to identify places for personalization. Go through your: ● Highest performing pages ● Most popular blog posts ● Worst performing pages ● Least popular blog posts
Steps to get started: 3. Add Smart Content in at least one place on your site. Review the metrics and see how your content is performing: ○ CTA metrics ○ Form conversion rate ○ Page views ○ Etc.
Want to learn more? ● HubSpot Academy Contextual Marketing Certification ● Understanding Segmentation in HubSpot ● Creating a Contact Management and Segmentation Strategy ● Using Buyer Personas in HubSpot ● Understanding the Buyer’s Journey ● Fundamentals of the HubSpot CMS
Want to learn even more? ● https://moz.com/blog/homepage-personalization ● https://neilpatel.com/blog/website-personalization-hacks/ ● https://www.bound360.com/blog/2018/02/fundamentals-website-perso nalization-strategy-6/ ● https://blog.hubspot.com/marketing/content-for-every-funnel-stage ● https://blog.hubspot.com/sales/what-is-the-buyers-journey ● https://blog.hubspot.com/customers/creating-a-content-inventory
Thank you
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