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Why Personalization Matters:

Why Personalization Matters:. And How To Use It To Drive Conversions. Sarah Posnak , HubSpot Inbound Marketing Specialist. AGENDA. 1. What is p ersonalization?. 2. Why personalize your website?. 3. How smart content serves your users. 4. How to use smart content.

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Why Personalization Matters:

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  1. Why Personalization Matters: And How To Use It To Drive Conversions Sarah Posnak, HubSpot Inbound Marketing Specialist

  2. AGENDA 1 What is personalization? 2 Why personalize your website? 3 How smart content serves your users 4 How to use smart content

  3. BUT FIRST, a little background…

  4. THE OLDMARKETING PLAYBOOK IS BROKEN. 86% skip TV ads 44% of direct mail is never opened 91% unsubscribefrom email 200M on the Do Not Call list

  5. Content Inbound updates the playbook based on the way people buy today. • Get Found Online: • Website pages • Blog articles • Social media messages • All optimized to drive qualified leads to your site. Your

  6. Inbound updates the playbook based on the way people buy today. • Get Found Online: • Website pages • Blog articles • Social media messages • All optimized to drive qualified leads to your site. • Understand Your Buyers: • Personalize your marketing • Identify buyer needs • Understand what content pulls leads through sales funnel

  7. Marketers need a lot of tools to do their job right.

  8. ALL IN ONE 89% of online consumers use search engines when making a purchasing decision Content marketing generates 3x as many leads as traditional marketing, but costs 62% less Companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost 88% of consumers have read reviews to determine the quality of a local business

  9. 1 WHAT IS PERSONALIZATION?

  10. People are human and they change. They access your content from multiple devices. They come at it from a number of different channels. And, perhaps most importantly, as their experience with your company grows, their needs and interests change. And yet, most marketing still treats them all the same. • Personalization is a tool that you can use inside of your larger contextual marketing strategy. It allows you to focus on an individual and tailor the website experience by showing the most relevant message to each person. • Smart content, allows you to deliver the right content, to the right person, at the right time.

  11. 74% of online consumers get frustrated with websites when content appears that has nothing to do with their interests. -2013 Online Personal Experience study

  12. 40% of consumers buy more from companies who personalize the shopping experience across channels. -MyBuys Study

  13. 2 WHY PERSONALIZE YOUR WEBSITE?

  14. 94% of businesses agree that personalization is “critical” to current and future success. -Econsultancy + Monetate

  15. Have a website that never gets old. Create a remarkable user experience by showingnew and relevant content.

  16. FLICKR USER CATALINA OLAVARRIA Increase conversion rates.

  17. Calls-to-action that are targeted to the viewer had a higher conversion rate than generic CTAs by 42% -HubSpot study of over 93,000 CTAs

  18. 19% uplift in sales from companies using personalization (Source: Econsultancy + Monetate)

  19. 3 HOW SMART CONTENT SERVES YOUR USERS

  20. FLICKR USER JOSHUA BARNETT Be the companythat cares aboutits users. You’re thinking about yourusers and delivering thecontent that they actuallyneed.

  21. FLICKR USER SEANTOYER Smart Content aligns with the right stage of the Buyer’s Journey. This lets you guide users further along the buying process, increasing conversions.

  22. FLICKR USER ASENAT29 Smart Content promotes new offers. This gives you an opportunity to boost conversions.

  23. FLICKR USER WESLEY ELLER Smart Content cuts thenumber of steps to aconversion. Offer relevant contentinstead of making userssearch for it, and neverask the same questions on a form twice.

  24. TWO IMPORTANT CONCEPTS Lifecycle marketing: Promoters don’t just materialize out of thin air: they start off as strangers, visitors, contacts, and customers. Specific marketing actions and tools help to transform those strangers into promoters. Contact property: Pieces of information on individual contacts

  25. 4 HOW TO USE SMART CONTENT

  26. Where do you start? Evaluate your contacts database. Set default values for all personalization efforts. Determine the personalization purpose.

  27. Evaluate your contacts database. Set default values for all personalization efforts. Determine the personalization purpose.

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

  29. Evaluate your contacts database. Set default values for all personalization efforts. Determine the personalization purpose.

  30. What happens when contacts see a personalization token for a property that you don’t know about them?

  31. What happens when contacts see a personalization token for a property that you don’t know about them?

  32. Evaluate your contacts database. Set default values for all personalization efforts. Determine the personalization purpose.

  33. PERSONALIZATION PURPOSE To drive engagement To communicate specifics to the individual.

  34. Personalization can help to communicate specifics about the individual.

  35. Evaluate your contacts database. Set default values for all personalization efforts. Determine the personalization purpose.

  36. WHAT DOES SMART CONTENT LOOK LIKE?

  37. Smart Calls-to-Action Smart Text Smart Form Fields Personalization Tokens

  38. Smart Text Personalize the text on any page to tailor your content to different audiences.

  39. Smart Calls-to-Action Show a new, relevant offer every time and boost your conversion rates.

  40. Personalization Tokens Personalization tokens insert small bits of information pulled from a user’s Contact record.

  41. Smart Form Fields When a contact revisits a form, Smart Form Fields replace old fields with new ones.

  42. SMART CONTENT PLACEMENT

  43. Personalize your site pages. Map your site pages to theBuyer’s Journey to figure outwhich smart content will be most relevant.

  44. Personalize your landing pages. Tailor your offer to differentaudiences and never ask them for the same information twice!

  45. Personalize your blog sidebar. But caution! Don’t use smarttext in your blog posts.Having multiple blog postsdrives more traffic to your site - so don’t use smart text tocompress all of your contenton one post.

  46. Personalize your emails. According to Experian, emails with personalized subject lines have a 26% higher open rate.

  47. Personalize your thank you pages. Thank the user for getting your offer, and provide some tailored direction. Note: To make sure that the form on the landing page has time to sync, don’t personalize here with information that you just gathered.

  48. SMART CONTENT BEST PRACTICES

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