With so many new customers already joining BrightInfo in the first month of the year, I thought it would be a good time to finally have that "Getting Started" blog post every Customer Success Manager should write.
So here goes:
Once you've installed the BrightInfo script on your site, and site-processing has finished, you are ready to Go Live. Since our CRO solution is fully automated, you can choose to sit back, relax and count the leads as they come in. Or, you can be fully hands on and manually choose how the widgets and content will be recommended. If you choose the first option you've read too far, for the rest read on…
What Will Be Recommended in the Widgets?
When you click on Content, you will be taken to the content pool by default. The content pool houses all the content that BrightInfo can recommend. This doesn't mean that all the content will be recommended, but simply acts as a content bank to choose from. BrightInfo's Algorithm will then choose from the available content and recommend it when/where it deems the content effective. From the Content Pool you can edit your existing content to improve the Title or Abstract in order to attract your visitors with powerful CTAs. You may also use the button in the top left corner of the Content Pool labeled "Add Content Item" to add new content manually if needed.
Note: We recommend periodically removing old or weaker content that may no longer be relevant or useful in generating clicks or conversions.
What Should I do now?
Targeting Your Audience
Well, you've read on, so you're clearly the type that wants to have more control over the content's recommendations. At this point you've familiarized yourself with the content pool, so let's head over to the Segments page. The Segments section of the site is split into 2 parts. The first section labelled "Target Audience" is the overall filter for the website, meaning any of the rules listed below will affect the widgets site-wide. Below are all the Rules that can be added
- From the Target Audience Section you have the following capabilities:
- Control over where the widgets are being displayed/hidden based on Page Filters (individual URLs and Patterns of URLs)
- Geo Targeting exposure of BrightInfo's Widgets
- Targeting contacts listed in your Marketing Automation system (Requires integration with BrightInfo)
- Whether First Time/Returning Visitors will see BrightInfo widgets
- Deciding if you wish to include or exclude mobile devices
Note: Our recommendation for the Target Audience Section is to use it only for Excluding Pages (such as contact and career pages), and Geolocation if you're looking for leads from very specific locations. Limiting exposure to other rules will heavily affect BrightInfo's ability to generate clicks and conversions.
Next, we're looking at the Segments, which is how we create rules that determine what types of widgets are displaying on "x" pages, or which content is displaying for "y" reasons. The Segments are split between Widget and Content Segments in order to give us the ability to designate each independently. Widget segments are primarily dependent on Page Filter rules, while Content segments can be used with all rule options. To create a new segment, click the "Add New Segment" button in the top left corner of the Segments section.
When creating a Widget Segment, you first want to consider how you wish the widgets to be displayed throughout your site. If you determine that some pages should have different widgets displayed, then the first step is to create a new Widget Segment. Once created, add Page Filter rules to bulk together pages, or patterns of pages that should be displaying the same widgets. Once we've populated the segment with the page rules, click save and then click the blue shortcut icon to access the Active Widgets page to Activate/Deactivate the widgets you wish to display for the selected Segment.
Once you click the blue shortcut link for a Widget segment, you will be taken to the Active Widgets page for that particular segment. From that view, you can select the widgets that will be displayed for the given segment. Most of the time, you will only need to choose whether to activate/deactivate the widget, as all accounts are initially set with best practices, while taking your site into account.
Specifying the content to be delivered on a particular page, or to a particular group of visitors begins by creating a Content Segment. The process is similar between Content and Widget segments, but since there's far more we can do by segmenting our content, we'll detail each possibility below.
Just like the Widget segment, you can use a page filter to bulk together a bunch of pages, or patterns of pages. Then you click the blue shortcut link next to the segment, and you choose the content to display and to whichever widget you would like to pin the content.
Using the Geo Targeting rule, you can different content to display for each geo you work in, whether it's on the macro scale between countries, or micro scale between states or cities.
Marketing Automation Contacts:
By selecting which group of visitors you wish to target with the content segment, you can choose what content is displayed for visitors who are already included as contacts in your marketing automation system (HubSpot, Marketo, Act-On, MailChimp, and more coming soon) or not. By choosing those who are not in the contact list, we're targeting visitors who we still don't have information on. This allows us to focus top of the funnel content to get them to convert somehow so we can start building out their personas.
HubSpot users will enjoy even deeper engagement, as our integration allows us to target individual Smart Lists and display different content for each list.
Choosing what content will be delivered to First Time or Returning visitors gives you the ability to deliver specific content for the two predominant visitor types. This feature will tailor your recommendations so that different visitor types will experience different content.
By default, BrightInfo's algorithm is contextually matching your content with the various pages on your site, to make sure we're delivering the right content wherever the visitor is located. Sometimes, users want to be a bit more specific and tailor the keywords themselves. For this we created the Content rule, which allows you to select keyword(s) and then select the content delivered on pages with a high rate of that keyword's density.
Selecting your Content Once the Segment has been Created
From this view you simply need to click the button "Select Segment Content" and then choose the content items (pulled directly from the Content Pool) you wish to display for the segment you created. Once the content items have been added, you may then leave them as is, thereby creating a "subset" of content. This will allow the algorithm to recommend the best option of the subset you created. If you wish to pin/force certain content to display, then after adding the content, click the edit button, and select to which widgets you wish to pin the content. If the promotion you are pinning is temporary, then use the "Pinned Til" feature to select an expiration date, at which time the promotion will no longer be pinned.
With this, you can start generating more engagement and leads. For more cool stuff, check out out knowledge base videos.