why personalization matters - bluleadz personalization... · inbound updates the playbook based on...

Why Personalization Matters:And How To Use It To Drive Conversions

Sarah Posnak, HubSpot Inbound Marketing Specialist

AGENDA1

Why personalize your website?2

4 How to use smart content

What is

personalization?

3 How smart content serves your users

BUT FIRST, a little background…

86% skip TV ads

91% unsubscribefrom email

200Mon the Do Not Call list

44% of direct mail is never opened

BROKEN.THE OLDMARKETING PLAYBOOK IS

Inbound updates the playbook based on the way people buy today.

Your

Content

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

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.

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

1 WHAT IS PERSONALIZATION?

• 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.

74% of online consumers get frustrated with websites when content appears that has nothing to do with their interests.

-2013 Online Personal Experience study

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

-MyBuys Study

2 WHY PERSONALIZE YOUR WEBSITE?

94% of businesses agree that personalization is “critical” to current and future success.

-Econsultancy + Monetate

Have awebsite that

never gets old.Create a remarkable user

experience by showingnew and relevant content.

FLICKR USER CATALINA OLAVARRIA

Increase conversion rates.

Calls-to-action that are targeted to the viewer had ahigher conversion rate than generic CTAs by

42%

-HubSpot study of over 93,000 CTAs

19%uplift in sales from companiesusing personalization(Source: Econsultancy + Monetate)

3 HOW SMART CONTENT SERVES YOUR USERS

FLICKR USER JOSHUA BARNETT

Be the companythat cares aboutits users.You’re thinking about yourusers and delivering thecontent that they actuallyneed.

FLICKR USER SEANTOYER

Smart Content aligns with the rightstage of the Buyer’s Journey.

This lets you guide users further along thebuying process, increasing conversions.

FLICKR USER ASENAT29

Smart Content promotes new offers.This gives you an opportunity to boost conversions.

FLICKR USER WESLEY ELLER

Smart Content cuts thenumber of steps to aconversion.

Offer relevant contentinstead of making userssearch for it, and neverask the same questionson a form twice.

• 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

TWO IMPORTANT CONCEPTS

4 HOW TO USE SMART CONTENT

Evaluate your contacts database.

Determine the personalization purpose.

Set default values for all personalization efforts.

Where do you start?

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

What happens when contacts see a personalization token for a property that

you don’t know about them?

• To drive engagement

• To communicate specifics to the individual.

PERSONALIZATION PURPOSE

Personalization can help to communicate specifics about the individual.

WHAT DOES SMART CONTENT LOOK LIKE?

Smart Calls-to-Action

Smart Text

Smart Form Fields Personalization Tokens

Smart Text

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

Smart Calls-to-Action

Show a new, relevant offer every time and boost your conversion rates.

Personalization Tokens

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

Smart Form Fields

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

SMART CONTENT PLACEMENT

Personalize yoursite pages.Map your site pages to theBuyer’s Journey to figure outwhich smart content will bemost relevant.

Personalize yourlanding pages.Tailor your offer to differentaudiences and never ask

them for the sameinformation twice!

Personalize yourblog 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.

Personalize your emails.According to Experian, emails with personalized subject lines have a

26% higher open rate.

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.

SMART CONTENT BEST PRACTICES


Promote a good user experience - create smart content thatcarries weight.Start small.Optimize default content for both first-time visitors and search engines.

Don’t be creepy.

Make sure users can get to all valuable content.


Promote a good user experience - create smart content thatcarries weight.

Start small.

Optimize default content for both first-time visitors andsearch engines.

Don’t be creepy.


57%of people are “OK withproviding personal informationon a website as long as it’s fortheir benefit.”(Source: Janrain/Harris)