Want to boost your conversion rates?
Well, of course, that is a stupid questions - who doesn't?
Well, why do you keep showing then your leads the same call to action over and over again? Because here is the problem: Let's say you have come to my website last week and read one of my blog posts about blogging that included the following call to action:
Since you are trying to convince your boss, to take your blogging efforts more seriously and invest in a proper inbound marketing effort, you downloaded and read the eBook. You also subscribed to my blog, and now you come back again to read another article on blogging.
Since you liked the eBook, and your boss found the information you provided helpfully, you are now looking to take the next step. But the blog post you are reading now has the very same call to action under it!
Now you can do two things: you can search for something appropriate on the resource page (but that is unlikely because you don't know what exactly you are looking for yet), or you leave frustrated. Both should not happen!
But what would happen, if the call to action was smart and recognize you as someone who has downloaded the Blogging eBook and switched the CTA into this one:
Would you think about getting an inbound marketing expert review your blogging efforts so far and help you streamline them? Probably yes!
The great news is if you are a HubSpot Professional or Enterprise customer, you can do that now too - and it only takes a couple of minutes! So, let's have a look how you can create Smart CTA's for your website.
1) Planning & Preparation
First things first!
To do anything with contextual marketing, you have first to plan the "How" and "Who" and prepare two call-to-actions images.
To get started, think about your audience (you can use this handy little worksheet) and what stage of the buyer's cycle they are in for that particular blog post or site page. Then think about what do you want to base your rule on geography, device, referral source, list membership or lifecycle stage.
In the example above I would use contact list membership. Now that I know that, I can head on over to the Hubspot list tool (you can find it under Contacts > Lists) and create a smart list enrolling everybody who had filled out this form on the Business Blogging eBook landing page.
Now that this is done, I can get started on the call to actions.
2) Create the Call To Actions
Head over to your Content Tools and select Call-To-Actions. I love to use the visual call to action buttons, but you can use simple buttons as well. If you want to create a visual CTA, you can use any good graphic program (I am a huge fan of Canva) and create two calls to actions.
They should be building on each other -- the first one (your default one - in our case the Business Blogging eBook one) should be the first step while the smart one is the next logical step in the buyer's journey (get a blog review).
However, you can be totally creative here. If you are using a referral source as your segmentation criteria because you have visitors coming from Twitter, Facebook, and LinkedIn, you can create a button that references these social media platforms. Or, if you are using geography, you can create the call to actions based on the locations.
3) Make Them Smart
Now that you have built the regular call to actions, you can now make them smart -- by applying contextual rules. Head on over to the Call-to-Action Tool (located under Content) and click on the little drop-down arrow on the blue "Create a CTA" button to bring up the "Create a Smart CTA" button. Click it.
A dialog popup will come up (see the one above) asking you what type of smart content you want to create.
Choose your preferred segmentation criteria (e.g., in my case "Contact List Membership") and click next. In the second step tell the tool that list you would like to apply this rule to and click next. After that, you will be prompted to select a call to action. This is the call to action that will apply to the list you have just selected - the default one will be chosen in the last step. Once you have selected the smart and the default one, you are all set.
That's it. Pretty simple, no?
How will you use smart call-to-actions?
Are you planning on using contextual marketing on your website? How will you use it? Please share with us in the comments below!
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