Professor: Angela Hicks

Transcription

1 CLASS 05 Planning a Contextual Marketing Strategy Professor: Angela Hicks Contextual Marketing Certification Brought to you by HubSpot Academy

2 1 WHAT ARE THE ESSENTIALS OF A CONTEXTUAL MARKETING STRATEGY?

3 CONTEXTUAL MARKETING STRATEGY 1. Identify the right segments to target. 2. Determine the contextual marketing opportunities. 3. Decide on the smart content type. 4. Visualize the conversion path, if applicable. 5. Optimize the default content. 6. Draft the content. 7. Apply personalization sparingly.

4 CONTEXTUAL MARKETING STRATEGY 1. Identify the right segments to target. 2. Determine the contextual marketing opportunities. 3. Decide on the smart content type. 4. Visualize the conversion path, if applicable. 5. Optimize the default content. 6. Draft the content. 7. Apply personalization sparingly.

5 Smart content segmentation options

6 CONTEXTUAL MARKETING STRATEGY 1. Identify the right segments to target. 2. Determine the contextual marketing opportunities. 3. Decide on the smart content type. 4. Visualize the conversion path, if applicable. 5. Optimize the default content. 6. Draft the content. 7. Apply personalization sparingly.

7 Select a high-performing website or landing page.

8 CONTEXTUAL MARKETING STRATEGY 1. Identify the right segments to target. 2. Determine the contextual marketing opportunities. 3. Decide the smart content type. 4. Visualize the conversion path, if applicable. 5. Optimize the default content. 6. Draft the content. 7. Apply personalization sparingly.

9 Decide the smart content type.

10 Decide the smart content type. SMART CTA?

11 Decide the smart content type. SMART FORM?

12 Decide the smart content type. SMART TEXT?

13 CONTEXTUAL MARKETING STRATEGY 1. Identify the right segments to target. 2. Determine the contextual marketing opportunities. 3. Decide the smart content type. 4. Visualize the conversion path, if applicable. 5. Optimize the default content. 6. Draft the content. 7. Apply personalization sparingly.

14 Smart CTA conversion paths Visitors (Default): Click to Download the Marketing Guide > ToFU guide Leads: Get the Ultimate Marketing Tools > MoFU ebook Customers: Plan Your Next Project With Us > BoFU consultation

15 CONTEXTUAL MARKETING STRATEGY 1. Identify the right segments to target. 2. Determine the contextual marketing opportunities. 3. Decide the smart content type. 4. Visualize the conversion path, if applicable. 5. Optimize the default content. 6. Draft the content. 7. Apply personalization sparingly.

16 Make sure that the default content is fully optimized and makes sense for a visitor that s not familiar with your company.

17 CONTEXTUAL MARKETING STRATEGY 1. Identify the right segments to target. 2. Determine the contextual marketing opportunities. 3. Decide the smart content type. 4. Visualize the conversion path, if applicable. 5. Optimize the default content. 6. Draft the content. 7. Apply personalization sparingly.

18 Create content for each segment that is more relevant and directed to them.

19 CONTEXTUAL MARKETING STRATEGY 1. Identify the right segments to target. 2. Determine the contextual marketing opportunities. 3. Decide the smart content type. 4. Visualize the conversion path, if applicable. 5. Optimize the default content. 6. Draft the content. 7. Apply personalization sparingly.

20 Personalization should have a good purpose behind it.

21 CONTEXTUAL MARKETING STRATEGY 1. Identify the right segments to target. 2. Determine the contextual marketing opportunities. 3. Decide the smart content type. 4. Visualize the conversion path, if applicable. 5. Optimize the default content. 6. Draft the content. 7. Apply personalization sparingly.

22 2 HOW DO YOU USE SMART CONTENT INSIGHTS?

23 SMART CONTENT INSIGHTS ARE AVAILABLE IN: Website Pages Landing Pages

24 YOUR CONTACTS DATABASE NEEDS 10 OR MORE CONTACTS FOR SMART CONTENT INSIGHTS.

25 3 HOW DO YOU USE A CONTEXTUAL MARKETING STRATEGY?

26 1. Identify the right segments to target. Buyer Personas Adventurous Amy Business Beth Non-profit Nick

27 CONTEXTUAL MARKETING STRATEGY 1. Identify the right segments to target. 2. Determine the contextual marketing opportunities. 3. Decide the smart content type. 4. Visualize the conversion path, if applicable. 5. Optimize the default content. 6. Draft the content. 7. Apply personalization sparingly.

28 1. Identify the right segments to target. Visitors (default) Leads Customers

29 CONTEXTUAL MARKETING STRATEGY 1. Identify the right segments to target. 2. Determine the contextual marketing opportunities. 3. Decide the smart content type. 4. Visualize the conversion path, if applicable. 5. Optimize the default content. 6. Draft the content. 7. Apply personalization sparingly.

30 DON T USE SMART TEXT IN YOUR BLOG POSTS. IT S CONFUSING TO RSS READERS AND CAN HARM YOUR SEO.

31 CONTEXTUAL MARKETING STRATEGY 1. Identify the right segments to target. 2. Determine the contextual marketing opportunities. 3. Decide the smart content type. 4. Visualize the conversion path, if applicable. 5. Optimize the default content. 6. Draft the content. 7. Apply personalization sparingly.

32 CONTEXTUAL MARKETING STRATEGY 1. Identify the right segments to target. 2. Determine the contextual marketing opportunities. 3. Decide the smart content type. 4. Visualize the conversion path, if applicable. 5. Optimize the default content. 6. Draft the content. 7. Apply personalization sparingly.

33 Smart CTA conversion paths Visitors (Default): Get the Outdoor Packing Checklist > ToFU checklist Leads: Get a Free Planning Consultation > BoFU consultation Customers: Detailed World Travel Checklist > ToFU checklist

34 CONTEXTUAL MARKETING STRATEGY 1. Identify the right segments to target. 2. Determine the contextual marketing opportunities. 3. Decide the smart content type. 4. Visualize the conversion path, if applicable. 5. Optimize the default content. 6. Draft the content. 7. Apply personalization sparingly.

35 THANK YOU.