Think about the first time you went to your now-favorite coffee shop. The first time you visited, maybe you spent a little time scoping out the best place to site and reading over the menu. You didn’t know anybody there.
The more frequently you went, the more it seemed to change: You found your favorite spot to sit. Maybe you learned the barista’s name. And by the time you became a regular? The barista learned to have your orange mocha frappuccino in a cup with your name on it before you even got there.
The way we treat our customers changes — or should change — as they become more familiar with our company and move through the marketing funnel. And this is especially true on our websites.
A dynamic website that changes based on the person seeing it is essential. After all, your site visitors are all different, have unique needs and are likely at different points in the marketing lead funnel. If you speak to everyone the same way, you’d be making orange mocha frappuccinos for everyone (and only Derek Zoolander likes that weird drink).
So how can you implement this dynamic, personalized customer lifecycle marketing on your website? The HubSpot COS is the best way to make this possible — and in this blog post, we are going to let you peek behind the curtain of our own customer lifecycle strategy!
How we did it on our first website
This is a somewhat tricky topic to grasp, and sometimes the best way to understand it is to see it in action. The problem, of course, is that it’s hard to tell when you’re seeing it in action on another site. So let’s make it easy — I'll show you how Spark Reaction does this on our own website.
It starts with capturing lead data via forms. We tailor forms for premium content with customized fields, and on certain eBook landing pages, you’ll see this question:
“What best describes your organization’s adoption of inbound marketing?"
And you’ll choose between these options:
This gives us an insight to where you’re at and what we can help you with. Based the information you provided, we'll alter the section of our website titled “Inbound 101.”
The above screenshot is our standard. But if you answered “Intermediate” or “Proficient” in the form field above, this is a lost opportunity. You already understand the basics of inbound marketing — and you don’t need us to explain it to you. But this page could still be an opportunity for us to connect about what does matter to you.
So, instead of leaving the page as-is, we’ve set up specific smart field rules for this section of the website on the HubSpot COS. Now the messaging matches your answer from the first question. This means we’re meeting you where you’re at (and increasing our chance of conversions in the process!).
For this to work best, we first need to make sure we've clearly defined the leads who are visiting our site. Are they leads, marketing-qualified, or even ready for sales already? Nailing down these definitions is an important first step.
OK, but how?
You get the “why” of it all — but making it actually happen in HubSpot can be tough if you haven’t gotten the hang of it yet. So here’s the “how” for setting it up on your own HubSpot website.
Step 1: Lists
First, create smart lists based on the “contact property” — the technical term for the answer the lead picked on this question. In our example, we made six total lists, one for each of the six options.
Step 2: Smart Content
Then, go to page that you wanted to adjust based on the form field answers. Within the editor, select the “Manage smart rules” option (shown below).
This button brings up a panel that looks something like our screenshot here:
Essentially, you’ll create smart rules by lists. Since you have a list for each of the form field options, you can easily make a smart rule for everyone who answered the question.
Notice the Default section:
Anyone who hasn’t answered the key question and been sorted into a list will see this content. Your Default could be the same content as one of your Smart Content options (perhaps the most common), or it could be something more generic. Be sure to put some thought into the Default, as many site visitors will see it and this is also the section that Google crawls for SEO.
Here’s what our Default looks like live on the site:
But if someone filled out a form with the key question and answered that they have an “Intermediate” adoption of inbound marketing, they’ll see this:
If you’ll allow me a moment of pride… I think that this messaging will much more effectively resonate with someone who knows a thing or two about inbound already.
Our jobs as marketers is to increase the likelihood that we’ll convert leads to customers. We all know that sending the right message to the right people at the right time is incredibly important to our lead funnel — whether it’s on social media, in an email, or right on our website pages.
By adding smart content to pages that offer key conversion opportunities, our customer lifecycle marketing efforts are bound to be more successful.