By: Kathleen Booth
Kathleen Booth

[Video] How to Use HubSpot's Smart Content Functionality

inbound marketing

Lots of the companies that we work with use HubSpot for their marketing and in many cases, one of the big reasons they decided to purchase HubSpot was the ability to use smart content.

Smart content allows you to personalize the content (think words, images, other page elements) that your audience sees on your website pages, landing pages, blog and emails. This is a great way to improve user experience and, as a result, increase visitor-to-lead conversions. 

There are so many different ways that smart content can be used, and unfortunately, most of us (agencies and their clients alike) barely scratch the surface.

In this week's video, I'm talking about all the different ways you can use HubSpot's smart content. Watch the video (about five minutes long) to learn more.

Wistia video thumbnail - Episode 39 - How to Use HubSpot's Smart Content Funcionality

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How to Use HubSpot's Smart Content to Improve Your Marketing

Smart content isn't just about changing the words on the page. There are so many ways you can use it including:

  • Smart calls to action (CTAs): You can use what you know about your website visitors to determine which call to action they will see.

    For example, on our website, we use smart CTAs to ensure that if someone is viewing the blog on a mobile device, they see a tall, narrow CTA at the bottom of each blog, whereas visitors on a desktop computer will see a wide CTA that goes the full width of the blog (Hint: Scroll down to the bottom of this blog, and you'll see an example of this!).

    This makes it much easier for our website visitors to read the copy on our CTAs, and that results in better conversion rates (43 percent better, to be exact).

  • Smart website content: Website content is the words, images and other page elements that make up your website pages. Think about all the different ways you could personalize your website copy (the list is almost endless!).

    For example, you could change the copy based on the visitor's status as either a customer or prospect. Take your contact page. If a customer is visiting, you could use smart content to show them their account manager's name and phone number. If, on the other hand, the visitor is a prospect, you could show them your sales rep's name and phone number.

    Smart copy can be used on website pages (if your website is built on HubSpot), landing pages, and even in your emails. In addition to smart copy, you could also change your website images, icons, etc.

  • Smart email subject lines: One of the most important elements of a marketing email is the subject line. Why? Your subject line is what determines whether the recipient is going to open your email, and if they don't open your email, they won't see all that good stuff you have to say.

    The ability to create smart subject lines allow you to personalize the subject line to your recipients' interests (think audience persona), industry, job title and more.

  • Smart forms: Conversion forms are critical for lead generation. They're what allow you to capture information from anonymous visitors and turn them into known leads. But no one likes to fill out the same form multiple times, and no one likes to fill out a long form.

    Using HubSpot's smart forms, you can personalize the form fields that your visitors see, ensuring the questions you're asking are highly relevant to them and minimizing the total number of fields they need to complete. That, too, can help to increase conversions.

If you're using HubSpot, think about how you might use smart content to personalize the experience for your audience. You could tailor it to the audience persona segment your visitors belongs to, their lifecycle stage, their geographic location or industry - and more. If you can create a smart list, you can use that list to create smart content! 

Start Small with Smart Content

There's no doubt that using smart content improves conversion rates, so my advice is start testing this out. Begin with small changes, like creating smart CTAs, then try your hand at smart forms and smart email subject lines. Eventually, you can begin playing with smart copy on your website and if it works for you, work page by page to update your site over time. 

If you do this, let me know how it goes! You can add a comment to this blog or tweet me @workmommywork.


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