{"id":13611,"date":"2022-02-15T19:54:25","date_gmt":"2022-02-15T19:54:25","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/15\/4-key-components-to-maximizing-its-benefits\/"},"modified":"2022-02-15T19:54:25","modified_gmt":"2022-02-15T19:54:25","slug":"4-key-components-to-maximizing-its-benefits","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/15\/4-key-components-to-maximizing-its-benefits\/","title":{"rendered":"4 Key Components to Maximizing Its Benefits"},"content":{"rendered":"

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Inbound marketing. Outbound marketing. Guerilla marketing. Digital marketing. Relationship marketing. Neuromarketing. Stealth marketing (didn\u2019t see that one coming). Obviously, there\u2019s no shortage of ways people have created to persuade others to purchase something.<\/p>\n

So, is \u201ccontextual marketing<\/span>\u201d just another slick attempt to sell books and software? Let\u2019s scrutinize this way to supposedly connect companies with website visitors.<\/p>\n

Spoiler alert<\/span><\/em>: Contextual content marketing is a legit technique that can enhance the website user experience, target B2B marketing messages, and (ultimately) win new, happy customers.<\/p>\n

What is Contextual Marketing?<\/h2>\n

Personalization is power<\/span>. Any time you can connect with someone on a personal level, instead of mass marketing your messaging, you\u2019re far closer to cranking up your conversion rates<\/span>. You\u2019ve seen personalization and likely used it in emails, calls to action, or other ways.<\/p>\n

HubSpot defines contextual marketing as \u201cpersonalized marketing<\/a> based on the context of who a visitor is and what they\u2019re looking for.\u201d Wow! Creating individualized experiences tailored<\/span> to different people based on their preferences must be an instant leg-up, right?<\/p>\n

It is! When someone is presented with content that applies to them, they have a humanizing<\/span> experience. They\u2019re connected. They care<\/span>. That\u2019s the power of smart content<\/a> \u2014 content that changes based on the individual.\u00a0<\/p>\n

Combining Contextual Marketing With Inbound Methodology<\/h2>\n

On its own, contextual marketing is a great tool, but it falls short of fulfilling the entire buyer\u2019s journey<\/a>. It can only do so much. That\u2019s why keeping focused on overall strategy<\/span> remains a key to success.<\/p>\n

All steps of the inbound marketing flywheel<\/a> \u2014 attracting, engaging, and delighting customers \u2014 can be enhanced by using contextual marketing. For instance, you\u2019ll delight current customers<\/a> each time they return to your website as they experience something new and relevant. What a difference maker!<\/p>\n

\"inbound<\/p>\n

The Key Components to Maximizing Contextual Marketing\u2019s Benefits<\/h2>\n
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According to a HubSpot study, conversion rates are 20% higher<\/span> when website pages use contextual marketing.\u00a0<\/p>\n<\/blockquote>\n

The math seems simple: the right content + the right person + the right time = a lead. And once you\u2019ve delighted that new customer, you can more effectively<\/span> provide additional offers to that person based on their behavior. That\u2019s taking advantage of the momentum<\/span> of the inbound marketing flywheel.<\/p>\n

So, what is needed to properly execute contextual marketing? Let\u2019s dive into the key components!<\/p>\n

1. Map Your Marketing Content to Your Buyer\u2019s Journey<\/h3>\n

Helping visitors accomplish their goals<\/span> should be your #1 goal when developing and planning your website user experience. Different buyer personas<\/a> are interested in different things, and their priorities change as their buyer\u2019s journey<\/a> continues.<\/p>\n

Mapping the buyer\u2019s journey helps you align content with the mindsets, interests, and behaviors of your website visitors. Meet visitors where they are in the buyer\u2019s journey and deliver relevant, helpful content. Some examples\u2026\u00a0<\/p>\n