APPLYING CONTEXTUAL
MARKETING TO YOUR
STRATEGY
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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
1
WHAT IS
CONTEXTUAL
MARKETING?
The website experience is the same,
page after page.
What if there was a way to provide
individualized experiences?
WHAT IS
CONTEXTUAL MARKETING?
Contextual marketing takes into account the user’s
needs, habits, and goals to create a personalized
website experience.
73%
of consumers prefer a personalized
online shopping experience.
SOURCE: : DIGITAL TRENDS
Personalization requires the user’s context.
You can personalize the content or the content recommendations.
WHO IS USING
PERSONALIZATION
IN EMAILS?
2
CONTEXTUAL
MARKETING AS
A STRATEGY FOR
YOUR BUSINESS
Understanding
your users’ needs
should be first
and foremost in
your strategy.
FLICKR USER MICHAEL POLLACK
Right Content
Right Person
+ Right Time
Contextual Marketing
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.
Segmentation options for smart content
SEGMENTATION
IS THE KEY TO CREATING
CONTEXTUAL MARKETING.
TARGET ONE GROUP
OF USERS AT A TIME.
Take the time to evaluate what data
you have about your contacts.
Get the full strategy worksheet.
The strategy guides you in creating contextual marketing.
3
HOW TO CREATE
SMART CONTENT
IN HUBSPOT
SMART CONTENT TYPES
•
Calls-to-action
•
Smart text on HubSpot-hosted landing or website pages
•
Smart forms and smart fields
•
Smart HTML
Conversion rates, on average, are
20%
higher when pages use contextual marketing.
SOURCE: : HUBSPOT
42%
higher view-to-submission rate when using a
targeted CTA compared to a generic CTA.
SOURCE: :
HubSpot
Smart content segmentation options
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.
Show content to contacts or customers
based on:
HubSpot lifecycle segments:
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.
Creating smart
content is simple.
Get the most out of your contextual
marketing efforts by having the right
segmentation strategy.
Creating smart content is simple.
Get more from your contextual marketing efforts by having a good strategy.
4
CONTEXTUAL
MARKETING
CERTIFICATION
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.
Remember:
You must have completed
the HubSpot Certification.
CONTEXTUAL MARKETING CERTIFICATION
app.hubspot.com/l/academy-certification/5/
5
NEXT STEPS
AND RESOURCES
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.
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
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