PLANNING A CONTEXTUAL MARKETING STRATEGY
I. What Does a Contextual Marketing Strategy Look Like?
What are the steps for
|
What questions can you ask yourself to determine contextual marketing opportunities for your content?
What type of smart content do you want to create.
What pages will you customize for your chosen segment? Why are these pages relevant to that segment? How can you make the content more tailored to the segment's needs? Are you going to make the CTA smart? Are you going to make the form on the landing page smart? Or, are you going to make the rich text module smart or HTML content. Determine, which area will be smart content on your page. If you are creating a smart CTA, you can display entirely different CTA to each segment. |
What is default content? How do you optimize it?
|
How do you set an agenda for a call with a potential buyer?
|
|
Search engines and visitors that do not fit in your segments will see the Default Content. Default Content is optimized for search engines.
What is active listening? How can it be used in an exploratory conversation?
|
How does personalization fit into a contextual marketing strategy?
|
II. How Do You Use Smart Content Insights?
What are Smart Content Insights?
|
What is needed in order to get smart content insights on your content?
Lifecycle stages allow you to categorize your users by how far along in their decision - making process they are.
Is this a user’s first visit? Are they talking to your sales team? Have they been a customer for a while? This type of segmenting is most likely already in your contacts tool, and you’ve probably been using it in your emails already. In HubSpot, the lifecycle segments are: Subscriber (that is, to your blog), Lead, Marketing Qualified Lead, Sales Qualified Lead, Opportunity, Customer, Evangelist |
How do smart content insights work in emails? |
How do you access smart content insights?
|
RESOURCES
Transcript
Slides
Contextual Marketing Strategy Workshee
Smart Content Insights and How To Use Them
Which piece of smart content will my contact view if it meets more than one smart rule?
Resources for International HubSpot Accounts and multilingual HubSpot Websites
VII. Smart Forms
How do smart forms work?
|
How do smart form fields work?
|
|
CSS or Cascading Style Sheets are coded files that select elements of your page and control their presentation. You can think of the templates that you create and their HTML as the bones of your website, and the CSS as the skin of your site.
How do smart form fields different from smart text or smart CTAs?
|
CSS or Cascading Style Sheets are coded files that select elements of your page and control their presentation. You can think of the templates that you create and their HTML as the bones of your website, and the CSS as the skin of your site.
|
|
CSS or Cascading Style Sheets are coded files that select elements of your page and control their presentation. You can think of the templates that you create and their HTML as the bones of your website, and the CSS as the skin of your site.
|
VIII. Personalization Token
Where does the Personalization Token tool live?
How do you create and edit a new template layout?
What is the difference between setting the default values for personalization tokens in email and on other pages?
CSS or Cascading Style Sheets are coded files that select elements of your page and control their presentation. You can think of the templates that you create and their HTML as the bones of your website, and the CSS as the skin of your site.