How awesome would it be tailor your companies calls-to-action and landing pages to specific visitors?
The value of this cannot be overstated. Anytime you are able to create a more personalized experience with your visitors and leads, you are increasing the chances that they will convert and reconvert. HubSpot has enabled marketers and businesses everywhere to harness “smart” content in order to provide visitors with a more personalized experience.
A great way to reach leads and visitors is through personalization, people love getting content and offers that are aimed towards their specific needs. When a lead visits your site, you would not want to show them the same call to action that for an eBook they previously downloaded the week before. I mean think about it, how is this working to nurture leads down the sales funnel? Easy; it isn’t.
Looking to learn more effective ways to improve your lead conversion rates? Contact IMPACT and learn how we can help!
Improving Conversion Rates
Make it easy for people visiting your site to find your resources and content. If a prospective client is visiting your site and they previously downloaded your eBook A Beginners Guide to Inbound Marketing, you do NOT want to show them that same eBook. Utilizing HubSpot 3 software, you can show them other offers they would be interested in based on previous conversions, like this eBook 25 Ways to Generate More Customers.
If you ever shop online whether it is Amazon, Anthropoligie or a number of retail stores, they recommend books, clothing, and other items that you might like based on your searches and purchases on the site. Does Amazon know your preferences better than your best friend? Most consumers today will probably say yes. Personalizing your site is a great way to meet the needs of your customers while creating an experience and relationship with them.
How can you tailor your site to make a more personalized experience for your leads and visitors? The idea of personalizing your site revolves around utilizing smart content, it can be in the form of calls-to-action, images, fields on a landing page and the personalization of your mailing lists.
A great way for you to personalize your CTA’s is to show different ones to leads based on their history on your site. Not only are you providing them with new resources that they have not downloaded, but it will also help you push your leads down the sales funnel.
If you are showing them new CTA’s that fit their needs and interests they are likely to click on it and reconvert. Many marketers will tell you that the content on your landing page will help your visitors and leads convert, but have you ever thought about the form?
Lets say that you are a marketing enthusiast, you love learning about all things marketing, therefore it is safe to say that you routinely visit the websites of top companies in the industry and download their eBooks. Now think about how annoying is it to enter all of your information again and again every time you visit their site. Let me just say that it is pretty annoying!
That can be one of biggest reasons why your leads are not reconverting, because it’s too annoying and time consuming to do so! Your leads are not filling out your forms particularly because the fields are to personal (asking for their phone number) or they are too long. What company does not want their leads to reconvert? Hopefully none.
HubSpot Smart Forms
A good tool to utilize is HubSpots Smart Forms, this tool allows you to personalize your landing pages, making filling out the fields a little less painful and less time consuming. The tool allows you to go in and make fields that you already have your leads information for hidden.
A normal form for an eBook like The Immediate Solution For Lead Generation, has fields for first name, last name, email, website, company, number of employees, and others. By utilizing smart fields, only ask your lead for their email and last name, think about how many more leads will be downloading your eBooks if they don’t have to reenter their information each time they convert.
Utilizing smart content in your marketing campaigns will help create a better user experience for your leads and customers. The more personalized and tailored experience you provide your leads and visitors, the more return visits and reconversions you’ll get.
The aim of inbound marketing is to create great content that brings people in, make them excited to come to your site and download your eBooks. Do not just think about content as the words on the page, think of content as the images, calls-to-action, landing pages, eBooks, offers, and emails that your company generates, you want to create a user friendly and personalized experience. Make your leads feel like they are an important to your company, make them feel as if you know them better then they know themselves.
Interested in learning more about “smart” content through the HubSpot software? Contact IMPACT and learn how we can help!