Since August, The Brand & Capture bloggers have written many posts about the new HubSpot 3 tools. Highlights include updates to the contacts database, a new email tool and marketing automation workflows, all designed to take digital marketing to a more personalized level. Another feature that, personally, I’ve been really excited to use on my client accounts is the new CTA (call-to-action) builder.
The new CTA tool keeps all of your CTAs together in HubSpot for easy management and editing. CTAs that are edited are automatically updated wherever they exist on your website—no need to manually update each page. You can A/B test your CTAs to determine what message, color or graphic generates the greatest response from your site visitors. HubSpot does this for you by creating a test group that randomly displays a different CTA to each website visitor, making A/B testing a snap. (Bonus: You can A/B test CTAs in e-mails, not just on webpages!)
Perhaps most exciting, you can now deliver a personalized experience to every web visitor with Smart CTAs. Your visitors will no longer see a call to action for a piece of content they have already downloaded. The site will display fresh content every time they visit. Studying Kuno’s website analytics, we’ve seen an increase in direct traffic since employing Smart CTAs. Visitors catch on that there’s always new, educational content waiting for them, and return on their own. Here are a few best practices and ideas for using Smart CTAs to promote your advanced content:
So, how does it work? You can build a Smart CTA triggered by any piece of information in your contacts database. It could be based on list membership, the last piece of content downloaded, the last page visited, or any combination of attributes you can think of. (Learn more here.) While this can quickly set your brain to spinning, it’s a powerful tool that produces the type of individualized experience buyers have come to expect.
Have you used HubSpot’s Smart CTA builder? What kind of results are you seeing? Let us know in the comments!
With a decade of marketing experience, Meghan Sullivan is a Senior Consultant at Kuno Creative and is passionate about developing and executing inbound marketing strategies for her clients. When she’s not doing that, she’s probably curled up on the couchwith her dog and iPad, or exploring Cleveland’s incredible food scene. Connect with Meghan on Twitter or LinkedIn.
Photo credit: Tim Green aka atoach's photostream