APPLYING CONTEXTUAL MARKETING TO YOUR STRATEGY

Transcription

1 APPLYING CONTEXTUAL MARKETING TO YOUR STRATEGY We will be starting at 2:00 pm ET. Use the Question Pane in GoToWebinar to Ask Questions! 1 Use the hashtag #InboundLearning on Twitter 2 Question of the day

2 Chris #InboundLearning

3 Angela

4 AGENDA 1 What is contextual marketing? 2 Contextual marketing as a strategy for your business 3 How to create Smart Content in HubSpot 4 Contextual Marketing Certification 5 Next steps and resources

5 1 WHAT IS CONTEXTUAL MARKETING?

6 The website experience is the same, page after page.

7 What if there was a way to provide individualized experiences?

8 WHAT IS CONTEXTUAL MARKETING? Contextual marketing takes into account the user s needs, habits, and goals to create a personalized website experience.

9 73% of consumers prefer a personalized online shopping experience. SOURCE: : DIGITAL TRENDS

10 Personalization requires the user s context. You can personalize the content or the content recommendations.

11

12 WHO IS USING PERSONALIZATION IN S?

13 2 CONTEXTUAL MARKETING AS A STRATEGY FOR YOUR BUSINESS

14 FLICKR USER MICHAEL POLLACK Understanding your users needs should be first and foremost in your strategy.

15 + Right Content Right Person Right Time Contextual Marketing

16 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.

17 Segmentation options for smart content

18 SEGMENTATION IS THE KEY TO CREATING CONTEXTUAL MARKETING. TARGET ONE GROUP OF USERS AT A TIME.

19 Take the time to evaluate what data you have about your contacts.

20 Get the full strategy worksheet. The strategy guides you in creating contextual marketing.

21 3 HOW TO CREATE SMART CONTENT IN HUBSPOT

22 SMART CONTENT TYPES Calls-to-action Smart text on HubSpot-hosted landing or website pages Smart forms and smart fields Smart HTML

23 Conversion rates, on average, are 20% higher when pages use contextual marketing. SOURCE: : HUBSPOT

24 42% higher view-to-submission rate when using a targeted CTA compared to a generic CTA. SOURCE: : HubSpot

25 Smart content segmentation options

26 Segment by social media. Provide a good experience to the user that is concise and more aligned with the content they were browsing on social media.

27 Show content to contacts or customers based on:

28 HubSpot lifecycle segments:

29 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.

30 Creating smart content is simple. Get the most out of your contextual marketing efforts by having the right segmentation strategy.

31 Creating smart content is simple. Get more from your contextual marketing efforts by having a good strategy.

32 4 CONTEXTUAL MARKETING CERTIFICATION

33 YOU RE READY FOR THE CONTEXTUAL MARKETING CERTIFICATION WHEN: 1. You feel ready for a more advanced marketing approach. 2. You ve mastered contact segmentation and database audits. 3. You ve passed the HubSpot Certification.

34 Remember: You must have completed the HubSpot Certification.

35 CONTEXTUAL MARKETING CERTIFICATION app.hubspot.com/l/academy-certification/5/

36 5 NEXT STEPS AND RESOURCES

37 WEBINAR NEXT STEPS 1 Get HubSpot Certified to access the Contextual Marketing Certification. 2 Create a smart CTA (Pro. / Enterprise Accounts). 3 Audit your contacts database. 4 Get Contextual Marketing Certified.

38 WEBINAR RESOURCES 1 Get started with Contextual Marketing [Post] 2 Clean your Database [Post] 3 Smart Content User Guide 4 HubSpot Certification 5 Contextual Marketing Certification

39 HAVE A QUESTION? Type it in the chat pane, now!

40 THANK YOU.