SEGMENTING WITH CONTEXT
I. Why is Segmentation Important with Smart Content?
How does segmentation impact contextual marketing?Showing the most relevant information to your users creates a great experience for them. Segmentation is what makes contextual marketing possible. Segmentation is going to help you better personalize your content and in the end, better targeting results and better conversion rates.
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What are the five different ways to segment your audience?
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How do inbound salespeople approach the exploratory process in the right way? What’s the formula?
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II. How to create content for the different segmentation options based on
the user’s context
What is needed to create content for a list of contacts?
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What is needed to create content based on lifecycle stage?
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 you use the user’s location to create context in your content?This can be especially useful if you want to provide content that is specific to a country.
For example, if you are a European-based company and conduct a lot of business with users in the US, you can use the country context to show US users the right currency on your pricing page. Or, let’s say your company has a booth at a tradeshow in Canada next month. Show all of your Canadian visitors a CTA on the homepage so they can get all the details about the tradeshow and where to find your booth. As another example, let’s say that this travel company gets a lot of leads from Ireland. On their contact us page, they want to make sure that their Irish visitors are able to get in touch with the right person in the sales department. Rather than talking to Ted in the US, all Ireland-based users would see Emily’s information so they could get in touch with her directly. How is this possible? Well, a visitor’s location is determined by their IP address. While no IP lookup is perfect, three data sources are evaluated to improve the data quality. When the three data sources cannot agree on accurate location data, HubSpot will default to not show the smart rule rather than using inaccurate data to power the context. On a related note, it’s important to remember that search engines are only looking at the default content. With those two caveats in mind, you won’t want to change the entire language of your website based on IP address. Instead, you’ll find specific high-traffic areas across your website and landing pages that can benefit from country-specific content. How do you use the user’s preferred language to create context in your content?
You can display specific content on your HubSpot-hosted website pages and landing pages to users based on their preferred language. The language of the user’s choice is set in their browser.
This segmentation option can be very powerful if you conduct a lot of business with people that speak different languages. As an example, a company based in Switzerland may use the user’s preferred language and display different content in German, French, Italian or Romansh. Now, you’ll need to do research on your customers and consider how much international business you’re planning on in the future. Companies that need a multilingual website will want to build that out in a different way. Since, search engines only look at default content, so search engines will not see the smart content that’s in another language in this case. So a company based in Montreal may have the need to create a website in French and an English version as well. In order to take advantage of the context by preferred language, it’s recommended to use it to display messaging and a CTA that prominently directs a user to the website version that you’ve created in their language. You can also use the context of preferred language to direct traffic to specific landing pages that you have created in the user’s preferred language. By providing content in a user’s preferred language, you’re creating a better website experience for them and making it easier for them to navigate to the information they are seeking. How do create a segment to target buyer personas?
One contact list that you may want to create specialized content for, is one of your buyer personas.
Since most companies serve a number of different buyer personas, pick one or two personas to focus on. Create a customized experience for your highest-value personas at first and you can expand to other personas later on. In order to target your personas, you’ll need two things. First, you need to have the list set up. The buyer persona smart list is set up for you after you create your personas in HubSpot. Not much to do there. However, you’ll need to decide which list- Customers, Leads, MQLs, or AllContacts of that persona. Second, you’ll need to make sure that you have assigned contacts to that particular persona! Another contact list that you may want to segment and target in order to provide unique content is a smart list based on the user’s activity. For this type of segmenting, examine the past online behavior of your users to dictate how to build these smart list segments. Maybe one group of users have watched your product video and another is for any users that have downloaded an ebook and yet another group that requested a live demo. You might have noticed that those smart list examples are closely tied to the buyer’s journey -- the user’s activity and content needs infers what buyer stage the user is in. The beauty, and difficulty, in this segmentation based on user activity is that there’s really no limit to how you can approach it building those smart lists. Don’t forget that there are a number of other ways to target different users. |
How do you use the user’s device type to create context in your content?This segment type allows you to display variations of your landing page or website page content that’s optimized for mobile, tablet or desktop device.
For instance, you can add useful instructions like "Turn your tablet horizontal to see this better”. Or you can change the copy entirely. If you are a parking ticket company, you may want to give mobile users a direct link to pay their tickets, since they're likely looking at your website, standing next to their car with a new ticket. Mobile users focus their browsing energy in short bursts. Therefore, shorter-form, simplified content is vital to driving engagement with your mobile users. To guide you in creating shorter-form content for this group, ask yourself “What kinds of time-restraints might a mobile user have? What are their surroundings and distractions like? What questions are they trying to answer? And am I able to address those questions in the user’s time-frame?” A good way to start to tailor your content based on the context of the user’s device type, is to evaluate the form length on your landing pages. You can use the device type segment to display HTML content based on device type. Let’s say you want to show desktop users a live chat option that you’ve integrated on your website and encourage mobile users to call you instead. Or if you want to display a map to your office location and directions only to mobile users on your contact us page, this is the segment to use. Put the user’s needs and context first to help you determine what to display based on their device time. What are the different types of referral sources that you can segment
How do you use the referral source to create context in your content?Referral sources refers to the way in which a user reached your website.
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RESOURCES
Transcript
Slides
How to Use Lifecycle Stages
How Do I Add My Contacts to a Persona?
The Definitive Guide to Personalization for Digital Publishers
Resources for International HubSpot Accounts and multilingual HubSpot Websites
VII. Smart Forms
How do smart forms work?
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How do smart form fields work?
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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?
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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.
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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.
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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.