BocaHug 12/13/16 Meeting; Contextual Marketing

GOOD MORNING!

#BocaHUG December 13, 2016

Optimize your Customer’s Journey withContextual Marketing

Angela Hicks@angela_9

1Contextual Marketing Overview2Smart Content Tools in HubSpot3Segmentation and Personalization Strategies4Pro Tips and Next Steps

AGENDA

1CONTEXTUAL MARKETING

WHAT IS CONTEXTUAL MARKETING?Contextual marketing takes into account the user’s

needs, habits, and goals to create a personalized website experience.

The website experience is the same, page after page.

What if there was a way to provide individualized experiences?

Right ContentRight PersonRight TimeContextual Marketing

+

73% of consumers prefer a personalized online shopping experience.

SOURCE: : DIGITAL TRENDS

19% sales increase observed by creating a personalized website experience.

SOURCE: MARKETINGPROFS

Contextual Marketing Example #1.

Contextual Marketing Example #1.

Contextual Marketing Example #2.

Contextual Marketing Example #2.

2SMART CONTENT TOOLS IN HUBSPOT

Smart Content tools

Default contentSmart CTA,

Form, or rich textmodule

Variation 1

Variation 2**Variations 2 and beyond, as needed.

• Smart CTAs

• Smart Forms

• Smart Text and HTML

SMART CONTENT TOOLS FOR CONTEXTUAL MARKETING

How Smart CTAs work:

or

Smart CTA example by location.

or

Default CTA foranonymous visitors.

Smart CTA based on the viewer’s

location.

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

SOURCE: : HubSpot

• Smart CTAs

• Smart Forms

• Smart Text and HTML

SMART CONTENT TOOLS FOR CONTEXTUAL MARKETING

A smart form on a landing page allows you to display different forms

to your segments.

20% higher when pages use contextual marketing.

SOURCE: : HUBSPOT

Conversion rates, on average, are

• Smart CTAs

• Smart Forms

• Smart Text and HTML

SMART CONTENT TOOLS FOR CONTEXTUAL MARKETING

Example with smart text by country:

Example with smart text by country:

Example with smart HTML for a lifecycle stage:

Example with smart HTML for a lifecycle stage:

3SEGMENTATION AND PERSONALIZATION STRATEGIES

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

Smart content segmentation options

Show content to anonymous visitors, contacts, or customers based on:

Provide content that is specific to a country.

Provide content that is specific to a country.

Show content to anonymous visitors, contacts, or customers

based on:

Add useful instructions for other devices.“Turn your tablet horizontal to see this better.”

Contextual marketing by device type example.

Contextual marketing by device type example.

27% higher conversion rates for landing pages using targeted, mobile smart forms.

SOURCE: : HubSpot

Show content to anonymous visitors, contacts, or customers

based on:

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.

Show content to anonymous visitors, contacts, or customers

based on:

The language of the user’s

choice is set in their

browser.

Show content to contacts or customers based on:

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.

Show content to contacts or customers based on:

HubSpot lifecycle segments:

PERSONALIZATION:is a tool that you can use inside of your larger contextual marketing strategy. It allows you to focus on an individual.

40% of consumers buy more from companies who personalize the shopping experience across channels.

SOURCE: : My Buys

84% of the time, a person will take action based on personal recommendations.

SOURCE: : Nielsen

Create a personalized email, website or landing page experience with

personalization tokens.

Personalization is immensely helpful for salespersons and marketers alike.

Pro-tip 1: Take the time to evaluate

what data you have about

your contacts.

Pro-tip 2: Communicate specifics about an individual

with personalization

tokens.

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

Are there any questions?

• 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.

THANK YOU.#BocaHUG | Dec. 13, 2016