Personalization and Using Smart Content in HubSpot Portland - - PowerPoint PPT Presentation

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

• ther 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.

Of digital consumers say it’s important for a brand to automatically adjust content based

• n their current

context.

67%

Say they get annoyed when their content isn’t personalized.

42%

Feel frustrated when content isn’t

• ptimized for their

device.

29%

Source: Adobe

Personalization is important...

Of marketers believe real-time personalization is crucial.

77%

Struggle to personalize content in real-time.

60%

Source: Adobe

But it’s hard to do.

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

Click the “Make smart” icon on your module Select your smart rule Create your smart content

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

• verwhelming 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
• Research reports
• eBooks
• Editorial content
• Expert content
• Whitepapers
• Educational content
• Expert guides
• Live interactions
• Webcast
• Podcast
• Video
• Comparison

whitepapers

• Vendor comparison
• Product comparison
• Case studies
• Trial download
• Product literature
• Live demo

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
• f 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,

• r 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