As inbound marketers, our goal is to serve our audience in the best way possible, and one of the ways we can achieve this is with personalisation. Using the information we have gathered about our contacts, we can deliver relevant, targeted, and individualised content, which improves user experience and significantly increases conversions.
However, a study conducted by Econsultancy and Monetate found that 70% of marketers ‘understand the importance of personalisation, but don’t know how to do it’. Hopefully this statistic has improved since the most recent HUG, but for those of you who need a reminder, here’s a rundown of how to set up automised personalisation in HubSpot.
But, before we get into the exciting stuff, we must first understand the all-important role of the HubSpot Contacts tool.
As the place where all the information about our leads and customers is stored, the Contacts database is key to personalisation. And, the more data you store in your contacts record, the more personal you can become. Specifically, we are focused on:
- Information gathered about leads
- Interactions they have had with us
Once a visitor has filled out a form on our website, we are able to track their movements and how they interact with our content – all of which is stored in our database. This means we can recognise which contact is looking at our website and display content relevant to them.
The next step is to take the information we have gathered about our visitors and put it to good use with personalisation tokens. If you’ve ever written an email to multiple recipients and customised it according to first name, then you'll be familiar with these. But, personalisation tokens are capable of so much more.
For example, we can send emails to contacts with suggestions of assets they may be interested in based on what they have downloaded or even just browsed on our website previously, and where they are in the sales cycle. This can be done using a combination of lists and workflows to set property values equal to the right asset.
However, personalisation tokens are not just limited to email. In fact, we can use them to individualise our website pages. This requires us to get smart.
The 3 Smarts
- Smart Calls-to-Action
Smart CTAs allow us to individualise the lead conversion process. By creating Smart Rules, we can show different CTAs to different people, depending on where they are in the buyer’s journey. This way, a visitor is never shown a CTA for an offer they’ve already received, and you can give them a little more of a push through the marketing funnel.
The image below shows three different CTAs that have been created according to Smart Rules. As you can see, there is a Default CTA for new visitors, and then there are rules in place for the other two. Smart Rule 1 is for a marketing qualified lead, and Smart Rule 2 is for a customer.
To get to this stage, you first choose whether you want to create a Smart CTA based on a list a contact belongs to, or where in the contact lifecycle stage they are.
Then, you create a Smart Rule for this CTA, as per the image below.
The final step in this process is selecting the CTAs that will apply for this rule, or creating a new CTA.
- Smart Forms
Another way of reducing the number of steps to conversion is with progressive profiling, and this is done in HubSpot using Smart Forms. This involves replacing questions you have already asked a visitor with new questions, which not only increases conversion rates by keeping forms short, but also allows you to learn more about your visitors over time.
Make a field ‘smart’ by clicking on the below icon:
Then add fields to the ‘queued questions’ section (see below image) of the form editor to replace the smart fields once they have been answered.
By making your form fields smart, you’ll never ask the same question twice. Because why ask a question you’ve already got the answer to?
- Smart Content
The last piece in the personalisation puzzle is Smart Content, which is what we can create when we put our Contacts database, personalisation tokens, Smart CTAs, and Smart Forms together. Smart Content enables us to personalise our pages to the changing needs of each lead and customer, based on the following:
- Device type
- Referral source
- Contact list
- Lifecycle stage
Smart Content alters the content displayed within rich-text modules depending on viewer characteristics. So, if you build a landing page and want to make sure those using a mobile device can read it clearly, you can truncate your text and show larger buttons.
Or, perhaps you want to differentiate the content you show to a lead that found your landing page through an email, from a lead that found your landing page through a paid search campaign.
By creating Smart Lists that recognise your different lifecycle stages, you can tailor the content that people in each lifecycle stage will see. That is, visitors see content personalised for them.
Now get personalising!
By putting all of these elements together, we can unlock the full power of automised personalisation. Your visitors aren’t static, so your marketing shouldn’t be either. Instead, create a living and breathing website that shows them something they want to see based on the information you’ve already gathered from them. Promote new offers, align with the buyer’s journey, and boost that conversion rate!
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