Smart Content on Landing Page depending on Incoming visit from Paid Social

[DariaBKS]

Hi 

I am running 3 LinkedIn Sponsored Inmail campaign to 3 different segments driving to one LP and I would like to personnalize the Landing Page depending from which Inmail they come. These people are NOT in our database.

Inmail for CIOs > Text of the Landing Page " Seminar for CIO"

Inmail for Security >  Text of the LP " Seminar for Security Sepcialists"

Inmail for IT Leaders > Text of the LP " Seminar for IT leaders".

how to do that? 

[Josh · Accepted solution]

OK, that's a tough one. Here's a theory, but to be up-front, I am not certain it will work.

You might want to try creating a campaing in HubSpot for each of these and creating a tracking URL for each of these ads. So for example, you would have a campaign for CIOs, a tracking URL specific to that campaign. You will then create smart content using the referral source "Other Campaigns" and choose your CIO campaign from that list. 

When you send your InMail, you would want to use the tracking URL that is specific to that campaign.

Obviously you'd want to test this first...but theoretically, it should could work. 🙂

Please let me know either way and if you have questions, book some time and we can chat.

Josh

[MFrankJohnson · Accepted solution]

Note: We broadly define landing pages (LPs) to include more than just pages built for traditional lead capture. One example may be a pillar page that directly answers a search query and includes links to traditional LPs that collect leads.

Although it's MUCH more labor-intensive to build out separate LPs for each segment, there are numerous reasons to consider using this approach instead.

-1- It's easier for beginners.
-2- Less complex LP links = Less error-prone for data-collection.
-3- Less complex LPs = shorter dev time for 'clones'.
-4- Greater opportunity for LP content to uniquely match audience segment based on referrer. [think images, video, outbound links, etc.]
-5- Greater flexibility when A/B testing. [ Wait. Of course, we're A/B testing our LPs! haha 😉 ]
-6- Greater separation of collected data (useful for deep dive analysis).

(this list is not exhaustive)

While tracking codes with unique utm parameters is one option, using them incorrectly can seriously undermine your data collection efforts -- basically making your 'data' useless.
- see The Ultimate Guide to Using UTM Parameters (Neil Patel)
- see Why you should never, Never, NEVER, tag an internal link with an external campaign variable like utm... (Yann Kerveant)
- see Page does not Appear Correctly (Google Analytics Help)

In practice, this means standing up LOTS more LPs! [An uber strong case for using tools like HubSpot in the first place.]

[Josh · Accepted solution]

OK, that's a tough one. Here's a theory, but to be up-front, I am not certain it will work.

You might want to try creating a campaing in HubSpot for each of these and creating a tracking URL for each of these ads. So for example, you would have a campaign for CIOs, a tracking URL specific to that campaign. You will then create smart content using the referral source "Other Campaigns" and choose your CIO campaign from that list. 

When you send your InMail, you would want to use the tracking URL that is specific to that campaign.

Obviously you'd want to test this first...but theoretically, it should could work. 🙂

Please let me know either way and if you have questions, book some time and we can chat.

Josh