How do people recognize a good digital experience?
There is a big difference between good and bad web strategy. Most people can identify a good website, mobile app or blog design, but very few actually know what makes the difference.
No user is looking at your website, app or mobile experience and thinking:
“Wow! This website / app / blog / landing page has impressively matched serif and sans-serif fonts, great usage of visual design and an even better usage of white space!”
Nope. Only lackluster digital designers and web developers think like that.
In most cases, the user just feels like there is something good about the experience. Maybe it’s the eye-catching font or maybe the use of vibrant color, but they NEVER actually know for sure.
There is much more to good digital design – and good web content – than making it just look or sound right.
You could design your website leveraging the major UX design rules of the best – with surgical precision … you could write content that kills when it’s read by your peers, agency award show idiots, or your director … and yet, people may still not like it.
To help you gain an easy edge with content strategy and design placement, here’s a complete lineup of digital marketing templates that will ensure you create a conversion-centered web strategy.
Use this Excel worksheet to map existing content to your target during the optimal part of the unfunnel lifecycle process. This template will help you organize using the unfunnel process:
- Evaluate Influencer Triggers
- Establish Conversion Criteria
- Empower with Research & Education
- Motivators to Create Advocates
Package: unfunnel Lead Nurturing Package – Part 1
Agile Factor: Customer First
Use this Excel worksheet to map existing content to your target during the optimal part of the customer lifecycle.
Track more detailed information about the landing pages and CTAs used in Worksheet – Part 1 (Lead Nurturing Conversion Process).
- Step 1: Identify Target
- Step 2: Review Behavior
- Step 3: Define Persona
- Step 4: Build Campaign
This Excel worksheet will map each touch-point to a specific goal and conversion. Although we are targeting one person, it is important to plan your marketing tactics to secondary targets, social influencers and allies.
In this worksheet you will:
- Identify campaign and goals
- Identify primary/secondary targets, constituents and allies
- Plan touchpoints by channel
- Set touchpoint conversion goals
Package: unFunnel Lead Nurturing Package – Part 3
Agile Factor: Quality over Quantity
Our next diagram helps you map out digital touchpoints along the customer lifecycle. These include both marketing promotions and smart triggered communications.
This approach shows a more rapid conversion to advocate during the first month and ongoing cultivation with loyalty rewards and affiliate programs.
This diagram shows:
- Amount of touchpoints in each lifecycle stage
- Triggered vs. marketing communications
- Content needs & development
- Recommended messaging and key Call to Actions (CTAs)