Back to Learning Center
Subscribe
Join 40,000+ sales and marketing pros who receive our weekly insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer

What is <span>They Ask, You Answer</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
Free Courses & Certifications

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
Inbound Marketing

Are you Adding Context to your Inbound Marketing Campaign?

By Carolyn Edgecomb

Are you Adding Context to your Inbound Marketing Campaign? Blog Feature

 

Are you Adding Context to your Inbound Marketing CampaignIn the last several years, in order to attract the attention of your buyer personas and customers, all you need was relevant and remarkable content.


In today's digital age, that's no longer the case.


With technology everywhere, companies and all of those apps you're downloading, are able to collect data and information about you (the user) through social media, your location, cookies, and sensors. And to think that the NSA might be going a little too far.


Unfortunately, all of those measures can make you come off a little shady and sneaky. That's why you need to keep your prospects, leads and customers engaged and intrigued.


In order for you to keep them engaged, you continuously need to learn more about them.


Why is Context Important?


Content and context must go hand in hand in your marketing efforts. Wait… content and context? What's the difference?


Context is about using the content you already have on your website to grab the attention of visitors and leads. Through content, you are able to have one-on-one interactions with them. Making your efforts more personal by aligning your content with their interests.


Context is all about delivering the right content, to the right people, at the right time.


Context gives your leads and customers more relevant and personalized marketing. People are going to pay attention to your marketing when they are receiving content they're interested in.


Outbound marketing is about interrupting people to tell them something that they probably don't care about. That's why outbound marketing doesn't work.


Your marketing will perform better when you add context to your content. If you are delivering content to someone who is interested, they are going to keep coming back and reconverting.


Implementing a Context Marketing Strategy Throughout Your Sales Funnel


Your marketing results will improve when you begin to deliver more relevant messages to your prospects and leads.


You don’t see marketing rockstars only talking about introductory level information.


Marketing rockstars are the one’s leveraging context about their audience, leads, and customers in their marketing. Unlike those marketing rockstar wannabe’s who only know your name and email, marketing rockstars also know what industry you’re in, what content he / she likes best, what channel of contact they prefer to consume your content, and even what pages and forms they’ve filled out on their site.


Knowing those little details can lend more clarity to what type of content you need to develop. It can also allow you to create workflows that will help push your leads down the sales funnel based on their behaviors and interests.


Blog / Website


Each month x amount of prospects, leads and customers visit your website.  Are you missing the opportunity to attract, convert, and reconvert them?


If so, you might want to consider adding primary and secondary CTA’s on your site, as well as Smart CTA’s. You want to encourage visitors to convert into leads, don’t you?


You might be asking yourself, what happens once they’ve already seen those offers?


By using Smart CTA’s and tracking the behavior and interests of your visitors, you’ll know what pages they’ve viewed and identified what channel (direct, social media, referrals, email marketing, and organic search) brought them to your site.


The first page visitors view on your site can be crucial. It can actually provide you with underlying information about their initial interest and what they’re interests are.


Don’t forget about your blog readers. Through the use of marketing software, you are able to know what articles your leads have clicked on and read.


Wouldn’t you love to refer blog articles your leads should read next?


Let’s consider Amazon.com as an example. Amazon.com has done a great job of creating this personalized experience for their users. They’re able to suggest books, movies and other products based on previous views.


Take some advice from the ecommerce giant that has context and personalization down and add a “you should read this next” box to your blog.


Forms and Landing Pages


Forms and landing pages are great ways to capture more information about your prospects, leads, and customers.


You don’t need to play 20 questions with them. Just ask them questions that will help you qualify them as a "great" lead.  You want to ask more detailed questions over time. It’s important to remember that your forms are all about gaining context about your leads.


To keep your leads coming back to your site and engaged, you need to ensure that you never ask them the same question twice.


Who wouldn’t love to ask different questions every time your leads went to a landing page? Therefore, you should take full advantage of progressive profiling.


Email Marketing


Companies send marketing emails almost everyday. But are you actually sending them to the right people? Often times you aren’t.


You definitely shouldn’t be selecting “send to all contacts.” That is a sure fire way to end up in their SPAM folder. Or even worse, they might unsubscribe all together.


Consider segmenting your contacts based on their interests and behaviors on your site. By developing segmented lists, you’re able to send your emails to individuals who will want to open them.


Unless you know whom your buyer personas are, all the marketing automation software in the world won’t help you become an effective content marketer.


Social Media


Even though it’s hard to personalize your experience and engagement on social media, you can still apply context.


Do some research and analyze what content you're publishing on social media that your leads are clicking on and engaging with.


Little side note: social media posts should be heavier on content and lighter on direct pitches or landing pages.


To engage with your contacts, consider using HubSpot’s Social Inbox. Whether they’re prospects, MQL’s or SQL’s you have the ability to see what your contacts are saying on social media.


There is no better time to engage with them. Don't miss the chance to send the right information to the right person at the right time.

Topics:

Inbound Marketing
Content Marketing
Published on June 27, 2013

Recent Articles

4 Signs Your Revenue Team Is Slowly Failing

By Will Schultz on October 23, 2021
9 min read

17 Examples of Inbound Marketing That Drive Sales

By Kimberly Marshall on October 11, 2021
13 min read

Best Virtual Selling Tips, Tactics, Strategies, and Tools (Updated in 2021)

By Paul D. Grant on September 22, 2021
8 min read

5 Key Elements of a Winning Inbound Marketing Strategy

By Kimberly Marshall on September 14, 2021
14 min read

The fundamentals of inbound marketing

By Kimberly Marshall on September 9, 2021
13 min read

Inbound marketing strategy: 7 steps to success

By John Becker on August 11, 2021
8 min read

How to learn inbound marketing in 5 easy steps

By Kimberly Marshall on August 4, 2021
6 min read

What is the inbound marketing funnel? (+ examples)

By Avery Ashley on July 26, 2021
7 min read

How can the StoryBrand framework be used for inbound marketing?

By Zach Basner on July 21, 2021
6 min read

I’m a word-of-mouth business: How can inbound marketing help me grow?

By Marcus Sheridan on July 20, 2021
5 min read

9 ways to get the most out of IMPACT+ in 10 minutes a day

By Connor DeLaney on June 4, 2021
8 min read

Outbound vs inbound marketing in 2021, which is better?

By Liz Moorehead on May 18, 2021
10 min read

Who should use inbound marketing?

By John Becker on March 9, 2021
9 min read

What is the inbound marketing methodology? (updated for 2021)

By Allison Melnik on March 3, 2021
17 min read

How much does inbound marketing cost?

By Ramona Sukhraj on February 26, 2021
11 min read

7 inbound marketing strategy mistakes that will cost you in 2021

By Kevin Phillips on December 3, 2020
8 min read

4 simple inbound marketing tips that will get you big results in 2021

By Mary Brown on December 2, 2020
6 min read

Why you need a content manager on your digital marketing team [+ video]

By Liz Moorehead on November 5, 2020
9 min read

Inbound marketing vs content marketing: What's the difference? 

By Brian Casey on October 28, 2020
9 min read

What is inbound marketing? (definition + examples)

By Liz Moorehead on October 23, 2020
8 min read

The 4 most common misconceptions about They Ask, You Answer

By Will Schultz on October 14, 2020
14 min read

Business leaders, you can't miss HubSpot Training Day! Here's why

By Kristen Harold on September 17, 2020
4 min read

The 3 best online digital marketing courses for 2020

By Dia Vavruska on July 31, 2020
8 min read

25 top inbound marketing blogs to follow in 2020

By Dan Tighe on November 23, 2019
6 min read

10 reasons why your website and content aren't ranking well

By Jolie Higazi on November 5, 2019
15 min read