CLASS 05
Planning a Contextual Marketing Strategy
Professor: Angela Hicks
Contextual Marketing Certification
Brought to you by HubSpot Academy
1
WHAT ARE THE
ESSENTIALS OF
A CONTEXTUAL
MARKETING STRATEGY?
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.
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.
Smart content segmentation options
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.
Select a high-performing
website or landing page.
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.
Decide the smart content type.
Decide the smart content type.
SMART CTA?
Decide the smart content type.
SMART FORM?
Decide the smart content type.
SMART TEXT?
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.
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
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.
Make sure that the
default content is fully
optimized and makes
sense for a visitor
that’s not familiar
with your company.
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.
Create content for each segment that is
more relevant and directed to them.
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.
Personalization should have a
good purpose behind it.
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.
2
HOW DO YOU USE
SMART CONTENT
INSIGHTS?
SMART CONTENT INSIGHTS ARE
AVAILABLE IN:
•
Email
•
Website Pages
•
Landing Pages
YOUR CONTACTS
DATABASE NEEDS
10 OR MORE CONTACTS
FOR SMART CONTENT
INSIGHTS.
3
HOW DO YOU USE
A CONTEXTUAL
MARKETING STRATEGY?
1. Identify the right segments to target.
Buyer Personas
Adventurous Amy
Business Beth
Non-profit Nick
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.
1. Identify the right segments to target.
Visitors (default)
Leads
Customers
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.
DON’T USE SMART TEXT
IN YOUR BLOG POSTS.
IT’S CONFUSING TO RSS
READERS AND CAN
HARM YOUR SEO.
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.
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.
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
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.
THANK YOU.