How to Use HubSpot Smart Content to Personalise Customer Experiences

In today’s fast-paced digital landscape, personalisation is no longer a luxury—it’s a necessity. 

Customers expect content that speaks directly to their needs and interests. HubSpot’s Smart Content feature allows businesses to deliver a tailored experience to each visitor, enhancing engagement and driving conversions. By personalising content based on user data, such as location, device, and past behaviour, businesses can create a more meaningful connection with their audience. This article will explore how to use HubSpot’s Smart Content to provide personalised customer experiences that stand out from the competition. 

Understanding HubSpot’s Smart Content

At its core, Smart Content refers to any content that dynamically changes based on the characteristics of the viewer. HubSpot’s Smart Content feature allows businesses to personalise content on their website, landing pages, emails, and even CTAs. By analysing visitor data—such as location, device type, referral source, or lifecycle stage—HubSpot’s platform can automatically adjust what content is shown to each individual.

For example, a returning customer might see a personalised message with product recommendations, while a first-time visitor could be greeted with introductory content about your business. This level of personalisation ensures that each customer receives information that is highly relevant to them, increasing the likelihood of engagement..

Creating Dynamic Landing Pages

HubSpot allows you to create dynamic landing pages that change based on who is visiting. This is particularly useful for businesses that target multiple customer segments. Instead of building multiple static landing pages for different audiences, you can create one page with Smart Content blocks that adjust based on the visitor’s profile.

For instance, you can show different messages and offers based on the visitor’s industry, location, or previous interactions with your site. Personalising landing pages in this way helps increase conversion rates, as visitors are more likely to engage with content that is directly relevant to their needs..

Email Personalisation with Smart Content

One of the most powerful uses of HubSpot’s Smart Content is in email marketing. By leveraging customer data, you can send highly personalised emails that are tailored to each recipient’s interests and behaviours. For example, you can show product recommendations based on past purchases or send tailored messages to leads who have shown interest in specific services. HubSpot’s Smart Content tool allows you to customise both the subject line and the body of the email.

For example, a recipient in the awareness stage of the funnel might receive an educational piece, while a returning customer could see a special discount offer. This helps nurture leads through the sales funnel more effectively and encourages repeat purchases from existing customers.

Personalising CTAs with HubSpot Smart Content

Another area where HubSpot’s Smart Content shines is in personalising calls-to-action (CTAs). Instead of using generic CTAs across your site, HubSpot enables you to create Smart CTAs that change based on the visitor’s behaviour, lifecycle stage, or location.

For example, a first-time visitor might see a CTA to download a white-paper, while a returning customer could be encouraged to schedule a product demo. This type of CTA personalisation helps guide visitors through your conversion funnel in a way that feels natural and relevant to their current needs, leading to higher click-through and conversion rates.

Leveraging Behavioural Data for Advanced Personalisation

One of the key features of HubSpot’s Smart Content is its ability to adapt based on behavioural data. By tracking how users interact with your website, emails, and other digital touch-points, HubSpot can create a more granular understanding of each visitor’s preferences and needs.

For instance, if a user frequently visits your pricing page but hasn’t made a purchase, you can use Smart Content to offer them a special promotion when they return to your site. Similarly, if a lead frequently engages with content about a specific product or service, HubSpot can automatically display related case studies or testimonials, helping to nudge them toward a decision.

Conclusion: Elevate Customer Engagement with HubSpot Smart Content

HubSpot’s Smart Content feature is an invaluable tool for businesses looking to create personalised customer experiences at scale. By dynamically changing content based on visitor data, you can deliver highly relevant messaging that resonates with your audience and encourages deeper engagement. Whether you’re personalising landing pages, emails, or CTAs, Smart Content allows you to create a seamless and customised experience for every user.

Start Your
Growth Plan Today

Speak with Us!