Cheatsheet: Hubspots Contextual Marketing Certification

Hi folks! All right the latest and most powerful marketing tool that is taking the industry by storm is Hubspot and it’s various smart personalisation tools. With the power of personalising the website, the email, the forms, etc. this tool is in rage. And to make the most of it, the marketers are taking the Hubspot’s contextual marketing certification.

Here are the running notes of the classes that will help you prepare for the test in less than 15 mins and be prepared for the test. The notes are given chapter wise and in bullet points to make it easy to run through the information.

I am alsio posting the sample questions for practise. You can find the mock exam of Hubspot’s contextual Marketing certification by clicking here. So read the notes and practise the test and get certified!

Creating a remarkable user experience

Contextual Marketing: is marketing based on who the user is and what they are trying to find out. It’s about stop being marketers and start being humans.

Thoughtful user experience helps our users accomplish their goals, first and foremost. Identify user needs and find way to meet their needs via your website.

Alignment: A good user experience aligns the goals of both the user and your business. When your users reach their goals, your business does, too.

Best practices for user experience:

  • Useful – Useful to the user and benefits your business goals. Create content that answers the questions of the prospect at every stage of the buying process – Awareness, consideration and decision.
    • Awareness stage: Helps identify problems. Cause of things not going well. Ebook, etc.
    • Consideration stage: what options are available to solve the problem? Webinar, case study, etc.
    • Decision stage: which solution is the best one : pricing guide, trial

 

  • Intuitive – one step at a time
    • Each page answers one question at a time. Provide content that address one question at a time
    • One CTA on a page: product page: case study/
    • Lead people to next stage of the buying cycle. Not last stage or any previous stage

 

  • Consistent – Robert Zajonc – the mere exposure effect. The more familiar we are with something, the more we like it.

 

  • Accessible – Navigation that makes sense to your users and makes it easy to find information.

 

  • Having your navigation at the top and bottom (header and footer)
  • Flat or deep menu
  • Appealing
    • Relevant image

 

User experience redesign methodology

Current site Lo-FI HI-FI
Deliverables List of what works and what doesn’t on current site Prototype sketch/ wireframe of 3 top design ideas Clickable mockup of best ideas
Method
  • Stakeholder Interviews
  • Content Audits – Map existing content to stages of buyer journey
  • Usability Testing – by Buyer persona
Usability TestingCard Sorting – Menu items are grouped by stake holders Style GuideUsability Testing

(The designer has to follow style guide and keep the website consistent)

Tools
  • Spreadsheets
  • GoToMeeting
  • WebEx
  • Balsamiq
  • Paper
  • Treilo (free card sorting)
  • Invision
  • Photoshop
  • Axure

 Responsive sites V/S mobile sites

  • The architectural design of the site helps adapt to any size of screen

Design Process:

  • Planning: Define your goals – one goal per page
  • Building: templates and styles = design
    • Keep it simple
    • Clear layout hierarchy
    • Keep it consistent
  • Responsiveness testing:
  • Smart content helps us to deliver the right content to the right people at the time
  • Content on the website changes based on who is viewing it
  • Professional and enterprise level accounts
  • 94% of business agree that personalisation is critical for present and future success
  • 19% uplift in sales from companies using personalisation
  • Use smart content to show new and relevant content to users everyt ime they visit
  • Increases conversion rates – 3 quaters of online users get frustrated seeing content that is not relevant to them


The Fundamentals of Smart Content

Personalising your website in Hubspot:

  • Smart content
    • Smart text
      • Different copy to different users
    • Personalisation tokens
      • Pulled from contact record
    • Smart form fields
    • Smart calls to actions
      • 42% higher submission rate for smart-CTA

Placement of smart content:

  • Site Pages: Map buyer journey and buyer personas to the site pages
  • Landing Pages
  • Blog Sidebar : CTA (based on the lead status)
  • Email personalisation (26% higher open rate for personalising the subject lines)
  • Thank You pages

*/ Blog should not have smart content?*/

*/ Thank you pages should not have smart content coz recently gathered information as Hubspot may take time to update?*/

Smart content best practises:

  • Promote good user experience – create smart content that carries some weight
    • 57% of people are Ok with providing their personal info on a website as long as it;s for their benefit.
    • Relevant and helpful. Helps progress in their buyer journey
  • Start small. Use smart content at a time, test and progress
  • Remember the first time visitor. Have both smart content and default content.
  • Search engines don’t use smart content. Optimise the default content for the keywords and SEO
  • Don’t be creepy – Don’t make your users feel surprised to see their information. And craft other smart content to address the user’s needs
  • Make sure all users can get to all valuable content, even a remote chance of crossover between your different website. Let all the smart content be available at one place so that your user can easily find it when they wish to.

Developing a smart content strategy

Setting up smart content

  1. Set up our segments
    1. Segmenting should be familiar since you segment list
      1. Lifecycle stage segmentation – may be you are already using for emails. This information may will be in contact details. The stage can vary from subscribers, lead, Marketing Qualified Lead, Sales Qualified Leads, Evangelist, etc.
      2. Buyer Personas – Focus on your highest value persona. Pick up 2 – 3 measurable qualities of each buyer persona like industries.
      3. Activity – Examine the past online behaviour of your users to determine the segments that you create. Ex: Based on the kind of download

Note: You need to create smart list for creating such segments – For customised segmentation like personas, activities, etc.

  1. Visitors:
    1. Use IP address to target visitors by geography. It helps in geographic targeting.
    2. Device type – Desktop, mobile, tablet.
    3. Referral source – Personalise content for visitors from organic search, paid, search, etc.
  2. Decide where to place smart content
    1. Site pages, Blog, LP, TYP
    2. *Rich text module alone supports smart content.
  3. Optimise default content for both first-time users and search engines
    1. This is what search engines index.
    2. Choose content that you know performs well with broad segment of your audience and optimise it for the keywords that you want to rank for.
  4. Create smart content

Smart text tool walk-through (6 min)

  1. Use rich text module
  2. Default text should be optimised for 1st time users and search engine
  3. Smart content based on
    1. Country
    2. Device
    3. Refferal source:
      1. Organic search
      2. Referrals – xyz.com or abc.com, etc.
      3. Social media
      4. Email marketing campaign
      5. Paid search campaign
      6. Other campaigns
    4. List membership
    5. Life cycle stage

Rule customer helps us toggle between default and several types of smart content.

Smart Calls-to-Action tool walk-through

  1. Content > Call-To-Action > smart call to action
    1. Give the name
    2. Show
      1. Contact List
      2. Lifecycle stage
    3. Give default CTA (Choose or create)
    4. Add smart CTA Rules
    5. Select Smart CTA

*Note: Don’t add smart CTA to smart text. System will fail to prioritise the rule.

* from top – to – bottom smart CTA’s will change

 

Smart Form Fields tool walk-through

  1. Also known as progressive profiling
  2. Not based on segmenting based on smart list
  3. Based on contact properties in contact databases

Personalization Tokens tool walk-through (3 min)

  1. Contact property
  2. Default values for page personalisation – Content settings (Pages)
  3. Content Settings – Email – Default values for personalisation

 

 

 

 

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