HubSpot Tip: Smart Content Modules to Customize UX + Journeys
Gone are the days of needing to build a separate landing page to customize the user experience for every visitor. With HubSpot Marketing Hub or CMS Hub, you can build both landing pages and website pages customized to specific audiences with ONE destination URL. Yep, Just one.
Explore Customized Web Content
HubSpot has been explaining to marketers for years that the power of the HubSpot platform lies in the CRM sitting beneath everything else. And most of us say, yes, of course, the activity and property updates happen seamlessly, and there is less chance of issues because everything lives in a single platform and was quite literally built to work together. A side benefit of working with HubSpot support is that they know ALL the ins and outs, and there is no, he said, she said of why something is not working. They just find it and tell you how to fix it.
But that’s just scratching the surface of the HubSpot platforms' power. You see, we most often merely think of the data and knowledge that is gained when actions occur. The deep reporting. The ease of workflows. Did I mention the deep, customizable reporting? But that is looking AFTER the fact. Have you looked at options to deepen the experience BEFORE the fact?
Yes, read that again. I said you can use HubSpot capabilities and options to deepen or enhance the page visitor's experience BEFORE they take an action.
Wait, what? Yes, this is where Smart Content comes into play (available in HubSpot Marketing Hub Pro or CMS Hub Pro or above).
As long as you have contacts in your database and you can organize those contacts into similar groupings, you can share page content specific to a segment, a buyer's journey stage, or really anything as long as you are tracking it.
Customize Content Based on Visitor Lists
Ok, let’s take the example of an event page. You are having an event, and you need to use the same URL to market the event in printed materials (and also to keep your marketing team from spending multiple weeks building multiple pages and determining which segments go to what page).
Let’s say there are several groups that will be accessing this event page to register:
- Existing Customers
And, of course, all have different information that needs to be communicated about the event.
Prospects need to hear all the great things they will learn at the event, understand the pricing, and will need to complete a form that includes all their contact information, billing information, and the goals they’d like to get out of the event.
Existing Customers have likely attended the event in the past, but want to brush up on their skills. Maybe they get to attend the event for free as a benefit of their annual membership, so you only need a quick confirmation form that they are, in fact, attending.
Speakers need to know completely different information about the event to properly prepare their slides and talking points so they are targeted to the audience attending. Speakers will also be attending for free, but again, will only need to complete a quick confirmation form for attendance follow-up.
Sounds like three different website pages, right?
Well, it wasn’t. Since the portal had clear segmentation lists, it was quite easy to use the smart content tool on a HubSpot Landing Page to customize paragraph content about the event and pricing specifically attached to the view for each defined list. For example, prospects saw all the great sessions they would attend for the event, the list of speakers, and pricing information. While existing customers saw the same details of the event but NO pricing information. And the speakers only saw demographic details of who attends these events and the venue specifics.
But you don't have to stop there. As I mentioned above, the form also had to be different for each of the three segments. Once again, not a problem when you use the smart content tool to customize the form shown on the page depending on the list each visitor is part of in the CRM.
How do you know it worked? Another brilliant aspect of HubSpot is the preview button on the landing page that allows you to view the page as a specific contact. So if you know the names or emails of a sampling of the people in your segmentation lists, you can view and test the page as that person to ensure all elements are displaying and functioning properly.
Pretty cool, right?
But you can get even more granular with this smart content tool
Customize Content Based on Details of the Visitor
Let’s say you need to roll out a new pricing structure, but you are not sure what the market will bare. So you need to poll your customer base to determine how much you can increase your pricing.
In this case, you can still use smart content for your multiple lists. However, you will also need to use personalization tokens in the page content to share specific pricing based on a contact property. Not a problem. Create the page content per the smart content list and then use personalization tokens to add specific property criteria housed in the CRM for that contact. Then you can determine the number of signs ups for the new pricing structure in your HubSpot reporting to determine what your customers are willing to pay.
The sky is really the limit on ways you can use Smart Content and Personalization Tokens to reduce manual development and page updates for your team while also ensuring a more custom experience for the page visitor. This scenario is easily used for Account Based Marketing to update details of deal parameters and imagery on the page and even a link to sign a quote or make a payment.
How can you make extremely customized visitor experiences while reducing your own workload? The options are easier when you can open your mind to the possibilities of using information that sits underneath the page you are building. All you have to do is tell the page what to say to whom.
Looking for some support to build out sales, marketing, or service assets in HubSpot? We can help with that.
Why use a HubSpot Partner to help?
Workflows can get complex. There are a lot of benefits to using a HubSpot Partner to set up automation processes.
Expertise and Experience: HubSpot partners are certified professionals who possess extensive knowledge and experience in using the HubSpot platform.
Customization and Personalization: A HubSpot partner can customize workflows to match your unique business requirements.
Faster Implementation: HubSpot partners are well-versed in workflow creation and can efficiently implement automation processes.
Cost-Effectiveness: While there may be an upfront investment in hiring a HubSpot partner, their expertise can save you valuable time and resources in the long run. By avoiding trial and error, you can ensure that your workflows are well-designed from the start, leading to improved efficiency, better customer experiences, and a higher return on investment.
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