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25 Things You Can Do With Unbounce that Your UX/Web Team Will Love

It’s Day 3 of Product Marketing Month. Today’s post is about discovering new use-cases for your products that can be useful for different functional users in your customer’s company. — Unbounce co-founder Oli Gardner

If you read the opening post of Product Marketing Month, you would have read about the concept of Productizing Our Technology (POT).

Productizing Our Technology
By taking our core tech, combining the available features, with new jQuery scripts, CSS, and some 3rd-party integrations, it’s possible to create a plethora of new “mini-products” that if embraced by the community, could inform future product direction.

When we created an initial list of product ideas, expanding upon what the base product can already do, I realized that — as we’ve moved from a single product to multiple — we’d not changed our perception of who the functional buyer persona is.

If you look at the table below, notice how product #1 is a standalone landing page used primarily for paid ad campaigns, but products #2 and #3 are designed to be used primarily on your website.

PRODUCT
#1 Landing Pages #2 Popups #3 Sticky Bars
Primary Use Case Use standalone landing pages to convert more of paid (AdWords) traffic. Use on website pages to convert more organic traffic. Use on website pages to convert more organic traffic.
Primary Persona Campaign Strategist Website Owner Website Owner
Secondary Persona Designer Campaign Strategist Campaign Strategist
Tertiary Persona Copywriter Web Designer / Developer Web Designer / Developer

Note: that for the personas listed, these are intentionally general, as it’s still part of our discovery. My goal is simply to show that they are most likely different.

We didn’t immediately realize that the teams using these products may not even be in the same department (marketing vs. web team vs. software development), for example. Or if they are in the same department (marketing), they might not work together on a daily basis.

This is a huge problem because it assumes that someone who runs paid campaigns is also going to be optimizing the organic traffic to a website, and is no doubt one of the reasons for low adoption of product #2 and #3.

A WTF Moment – How Could We Be So Blind?

When we talked to our customers and community members, we uncovered a startling fact: most people thought that the new products could only be used on Unbounce landing pages.

WUUUUTTTT! Not true.

Yes, you can, if you want. But the primary use case for the new products is for your website. We really didn’t see this misconception coming, which shows how important it is to always talk to your customers.

Who uses your products?

If you have more than one product, or if the users of your single product have different job roles, are you targeting and communicating with them in different ways? Or have you assumed that everyone will understand the same messaging?

Web developers are not very likely to be downloading an ebook about marketing, and thus will not be on our mailing list to hear about new products that could, in fact, make their job easier and more productive.

So, today, I’m going to share some of the functional use cases of popups and sticky bars that would be used by the UX and web teams that work on and manage your website. This is a very different market than we normally speak to, but super important as some of our research has indicated after the initial launch.

As I explore these use cases, try to follow along with your own products, to see if there are ways that you can create new mini products from the technology you possess.

Productizing Unbounce Technology
(Click image for full-size view)

Across the top (in yellow) are the core products, their features (such as targeting, triggers, display frequency), and the different hacks, data sources, and integrations, that can be combined to produce the new products listed in green in the first column.

To recap, each mini product is labelled as either NOW/MVP/NEW depending on how easy it is to create with our current tech:

NOW: These products are possible now with our existing feature set.
MVP: These products are possible by adding some simple scripts/CSS to extend the core.
NEW: These products would require a much deeper level of product or website development to make them possible. These are the examples that came from “blue sky” ideation, and are a useful upper anchor for what could be done.

The core technology is denoted as LP (Landing Pages), POP (Popups), SB (Sticky Bars).

In the table below you’ll find 25 of the ideas we came up with — that I selected from of a total of 121.

Product Name Product Description Core Tech Core Features Extras
NOW: Can be built with existing features
Micro sites By using the URL targeting feature, a single Sticky Bar with links to multiple Landing Pages can effectively create a microsite. LP + SB Targeting: URL
Trigger: Entry
N/A
EU Cookie Law Bar You’ve probably seen them all over the place. “All websites owned in the EU or targeted towards EU citizens, are now expected to comply with the law.” The EU has always been very strict and this requirement is why these bars have been popping up everywhere. Good news is, they’re wasy to make with geo-targeting. SB Targeting: Geo
Trigger: Entry
N/A
Two-Step Opt-In Form Instead of showing a lead gen form, you use a button or link that shows the form in a popup when clicked. This can help remove the perceived friction that a form conveys, and applies a level of commitment when the button is clicked that makes people more likely to continue and fill out the form. POP Trigger: Click N/A
Cart Abandon Use an exit Popup on your ecommerce product/cart/checkout pages to provide an offer to encourage a purchase. POP Trigger: Exit N/A
Multi-location GEO Redirect If you have websites for multiple countries, you can present the entry Popup that uses geolocation to ask if the visitor would like to visit the site in their own country. POP Targeting: Geo
Trigger: Entry
N/A
Poll / Survey Add a form to a Popup of Sticky Bar to present poll or survey questions. POP or SB Trigger: Entry, Exit, Scroll Down, Scroll Up, Delay N/A
NPS Survey Present a Net Promoter Score in a Sticky Bar to ask your visitors and customers to rate how likely they are to recommend your product or brand to others. SB Targeting: None, Cookie
Trigger: Exit, Scroll, Delay
N/A
Outage Notification Present an entry Popup or Sticky Bar when there is site maintenance happening. SB or POP Targeting: URL, Cookie N/A
Tooltips Present a popup when someone clicks to show more info/instructions. POP Trigger: Click N/A
Referrer Contextual Welcome Present a contextually relevant message to people arriving from another site. POP or SB Targeting: URL, Cookie, Geo
Trigger: Entry
N/A
Co-marketing Contextual Welcome Present a contextually relevant message to people arriving from a campaign run by you and a comarketing partner. This could show the relationship (both logos) and the joint offer. POP or SB Targeting: Referrer, URL, Cookie
Trigger: Entry, Scroll Up, Scroll Down,
Exit, Delay
N/A
Mobile GPS: Closest Store Present a Sticky Bar when someone on a mobile site would benefit from knowing where the closest store is to them (potentially with an incentive to visit the store). SB Trigger: Entry, Scroll Up, Scroll Down,
Exit, Delay
N/A
Holiday Hours Announcement Show details of changes in store hours. Could be used on exit to provide some urgency “We’re closing in 1 hour”. SB or POP Trigger: Entry, Exit N/A
MVP: Can be built with existing features
Sticky Nav By removing the standard close button [x] from a Sticky Bar and adding smooth scroll anchor links, you can create a sticky navbar which can help increase page engagement. SB Trigger: Entry CSS: Hide close button
Javascript: Smooth scroll
Mobile App-Style Nav By placing a Sticky Bar at the bottom of the page (on mobile), using icons/text, you can create a mobile experience that looks and feels like an app. Check out plated.com on your phone as an example. Adding smoothscroll Javascript lets you use the nav to scroll up and down the page. SB Trigger: Entry CSS: Hide close button + mobile only
Javascript: Smooth scroll
Mobile Hamburger Menu A hamburger menu is the three lined icon that opens up a navigation menu. They typically slide in and out from the left side or top.Check out a demo in the Unbounce Community. SB Trigger: Click jQuery: Slide in/out
Progress Bar Similar to a microsite, a progress bar could be targeted to appear on several pages. Using cookie targeting and CSS the progress bar could be updated to show which pages (steps) have been completed and which steps are remaining. SB Targeting: URL, Cookie jQuery: Set/Read cookies
CSS: Prev/next step visual state
“Maybe Later” Maybe Later is a new concept for ecommerce entrance popups that I will explore in depth on day 9 of Product Marketing Month. A large number of ecommerce sites have discounts/offers that show on arrival. This can often be a major disruption to the experience, even if the offer is of interest. The way ML works is that the popup would present 3 options: Yes/No/ML. If “Maybe Later” is clicked, the Popup closes and a persistent Sticky Bar appears at the bottom of the page to act as a subtle reminder of the offer – ready for when the visitor wants it. POP + SB Targeting: Cookie jQuery: Set/Read cookies, Log “Maybe Later” click
Video Interaction Offers Having a CTA embedded in a video is great, but it’s very limited in its ability communicate more than a few words.This product idea enables you to launch a popup when the video is complete, or when it’s paused, or when you’ve watched a series of videos. It’s seriously badass. Click here to visit a demo of this concept (created by Unbouncer, Noah Matsell). POP Targeting: Cookie jQuery
End-of-video Talk to Sales Present a popup to someone who completes a video such as a demo. POP or SB Trigger: Custom script jQuery
Sticky Video Widget You may have seen this on news blogs, where a video at the top becomes a smaller video stuck to the side or bottom of the window as you scroll. It’s a great way to ensure higher engagement with the video. Noah made a demo of a sticky video widget in the Unbounce community. SB Trigger: Scroll CSS
Guided Tour Show a popup that begins a guided tour of the page/product. If you close it, the tour is over. If you click a next button it closes and a new popup is opened, positioned close to the feature it’s describing. POP Trigger: Click jQuery
NEW: Can be built with existing features
Ship it Faster By setting a cookie based on the shipping method on an ecommerce site, an exit Popup or Sticky Bar could be used to suggest a different shipping method (more expensive) to get it delivered faster. A smart upsell feature. POP or SB Targeting: Cookie
Trigger: Exit
Feature: Dynamic Text Replacement
jQuery
Out of Stock By setting a cookie based on stock availability on an ecommerce site, an exit Popup or Sticky Bar could present an email address field to ask if the visitor would like to be notified when the item is back in stock. POP or SB Targeting: Cookie
Trigger: Exit
jQuery
CSS
Sold Out: You Might Like By setting a cookie based on stock availability on an ecommerce site, a Popup or Sticky Bar could be shown that presents a set of recommended products related to an out of stock item. POP or SB Targeting: Cookie
Trigger: Exit
Feature: Dynamic Text Replacement
jQuery
CSS

As you can see, there are a ton of new use cases for the products, which are useful to a completely different set of functional users. Unless we do something to specifically target these new functional users, adoption won’t be our only problem, acquisition will be too.

How can you target different functional users?

Approach 1: Product Pages for Organic & Paid Traffic

One way to start validating these use cases is to create new product pages for them to see if you can attract some organic traffic. In our case, this would allow those searching for this type of product to arrive on our website where we may be able to demo the product as part of the experience.

Approach 2: Cross-Function Advocate Email Marketing

Another approach is to explicitly connect the different team members, through suggestive email copy. For instance, we could email our customers and educate them that our product can help others on their team – getting the conversation started. This has the benefit of communicating through an established brand advocate.

Prioritizing Product Development

One of our goals with POT is to gather insights into which new product ideas are in demand. There will without question be an increase in technical support questions based on the implementation requirements of these ideas, but I consider that a good problem to have. If there’s enough call for full productization, that’s a great way to increase adoption and the stickiness of our products.

How many new products could YOU build?

I’d love to hear in the comments how you can imagine doing this with your own software/products/services. Please jump into the comments and let me know. If you’re worried about your competitors stealing your ideas (I definitely thought about that when I decided on this approach – but I’m erring on the side of our core Transparency value), you could simply mention how many you think you could come up with, which is also very cool.

Now, everybody POT!
Cheers
Oli Gardner

p.s. Tell your web/UX teammates about this blog post 😀

Click Here For Original Source Of The Article

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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What Content Marketers Can Learn From an Adept Dungeon Master

Content Marketing Lessons from Dungeons & Dragons

Content Marketing Lessons from Dungeons & Dragons

It’s probably not news to you that 91% of B2B brands use content marketing to attract, engage, nurture, and convert their audience. However, it might be surprising to learn that only 9% of those brands rate their content marketing as “sophisticated.” Sophisticated meaning that their content marketing is successful, scales across the organization, and provides accurate measurement to the business. This puts a lot of pressure on content marketers to elevate their game and provide more worthwhile and valuable content experiences.

Patrick PinedaAs an adept Dungeon Master (DM) of Dungeons & Dragons (D&D) games, TopRank Marketing’s Motion Graphic Designer, Patrick Pineda, can relate.

It might sound a little odd at first, but Dungeon Masters and content marketers are more alike than you think. Responsible for creating meaningful and memorable experiences through content that takes people on a journey, you can see the similarities arise. Just like content marketers need to help guide people through the buyer journey, the Dungeon Master needs to guide players through a journey of their own.

After serving his friends as the go-to Dungeon Master, Patrick has learned a thing or two from creating lengthy campaigns—some successful, some not—that are both engaging and challenging. Discover Patrick’s lessons from the dungeon and how you can apply them to your content marketing campaigns and programs down below.

What Is a Dungeon Master?

For the unfamiliar, a Dungeon Master is the organizer for the wildly popular, 40-year-old tabletop role-playing game, “Dungeons & Dragons.” Not only do DMs organize the game, but they are also responsible for the game rules, details, and challenges. According to Patrick, the player experience hinges on a DM’s ability to create meaningful content that’s fun to explore.

One thing Dungeon Masters are not responsible for, however, are the players’ actions.

Like the self-directed buyers of today, D&D players are able to choose their own paths. As a result, DMs are challenged to make sure players finish the game. And just like your audience won’t read every piece of content you put in front of them, the same happens in a D&D game. Certain story elements DMs put together will never see the light of day because every player has a different play style, completes tasks in different orders, and takes different actions.

“The best Dungeon Master doesn’t just create a good story, but they also help players reach their goals,” Patrick claims.

Does any of this sound familiar? It certainly resonated for me.

5 Content Marketing Lessons From the Dungeon

Having created D&D campaigns that ruled and bombed, here are Patricks top five tips for developing content that resonate with your audience.

#1 - Your audience values originality.

If Patrick creates a campaign that plays to common tropes like a damsel in distress or small town disappearances, the story becomes predictable. But worse than that, the players feel condescended to as the game starts to feel dumbed down.

“Cliches and stereotypes will make players groan. It’s important when creating a campaign that I shake it up and play against common conventions,” Patrick says.

When examining your content and the story you’re trying to tell, it’s just as important to stay original and play with your audience’s expectations. For example, listicles with social media tips are a dime a dozen. Your audience might be more interested if you flip the idea on its head with social media mistakes. In changing it up, you’re giving your audience something new that they haven’t read before, capturing their interest.

[bctt tweet="When examining your content & the story you’re trying to tell, it’s just as important to stay original & play with your audience’s expectations. - @aleuman4 #ContentMarketing" username="toprank"]

#2 - Appeal to curiosity.

When it comes to creating an adventure for players to navigate, the DM has a seemingly impossible job. They need to create a unique and compelling world that is able to hold players’ attention—something not easily done. In fact, campaigns have taken Patrick days to put together. But that doesn’t come without its drawbacks.

“I’ve spent hours upon hours creating content for a campaign. But 80% of what I create may never see any playtime. It’s ultimately the players’ choice as to what tasks they want to complete and what quests they want to go on,” Patrick points out.

While the D&D world needs to have a unique and compelling narrative, it also needs to appeal to a player’s curiosity to ensure they keep playing the game and play the parts of the game that you want them to.

How does this apply to content marketing? Well, as you know, just because you’re producing content, doesn’t mean that your audience will find it. To find the answers they’re looking for, they might scour the internet, social media, and trusted experts for more information. Having an integrated content strategy that has multiple touch points throughout the buyer journey and an omni-channel approach, helps ensure you’re reaching your target audience whenever and wherever they may be searching.

Weaving SEO, social media, and influencer marketing into your content marketing strategy helps improve the reach and engagement of the content you’re producing. Through SEO, your organic rankings and click-through-rates will start to rise, improving your organic traffic. Social media messages that are well written and value-based help attract larger audiences from their social feeds. And, finally, tapping into industry influencers exposes your content to a wider network of like-minded individuals, as well as adding authority and credibility.

#3 - Avoid corraling your audience.

Nobody likes to be told what to do, including D&D players. While the DM writes the game and serves as a referee, they cannot influence a player’s actions. And if a DM attempts to, they could quickly lose a player’s interest.

“As a DM, it can be tempting to intervene and make sure that your players are playing the game the way you intended. But this is the one thing you cannot do.” Patrick emphasizes.

This is true in content marketing, too, as making calls to action (CTAs) with zero context can be a turn-off for your audience. If you insert a CTA before your audience can learn what’s in it for them, whether it’s downloading an eBook, listening to a podcast, or subscribing to your blog, they’re less likely to do it. In fact, QuickSprout found that placing a CTA above the fold on a page decreased their conversion rate by 17% and attributed it to their audience not fully understanding why they should complete the action.

Instead, make sure that your CTAs have plenty of context and explain what the audience will gain by filling out your form, reading another blog post, etc. This helps ensure that your content satisfies your audience’s quest for knowledge.

#4 - Customize content for your audience, not the other way around.

As we mentioned previously, the players are in charge of their actions and how they choose to play the game, making it impossible for DMs to have control over the game experience. This makes it important for DMs to know their audience ahead of time, so they can include important sought-after details into different game components.

“I’ll ask players before we start what they hope to get out of the game, whether it’s take down an enemy or just to have fun. Knowing this ahead of time, I can tailor the game to what each player wants to have happen,” Patrick says.

For content marketers, this lesson should hit close to home. You need to know your audience well in advance in order to deliver personalized content. If you create content and worry about your audience later, chances are you aren’t engaging the right people.

After taking a look at your own audience’s characteristics and interests in Google Analytics, create unique personas for each of your audience members. This allows you to create content that is tailored for each person you hope to attract and engage. For example, if one of your target personas is a Director of Business Development, creating custom content that addresses a unique pain points like identifying new business opportunities or tips from the experts on how to strengthen their existing client relationships.

[bctt tweet="If you create content and worry about your audience later, chances are you aren’t engaging the right people. - @aleuman4 #ContentMarketing" username="toprank"]

#5 - Chart your course.

There is a lot going on in a D&D game. And for the DM, that number is amplified as you have to remember every detail about your players, what’s been completed, and what could come next.

“To make sure I’m on top of the game and can portray characters well, I chart the game’s relationships instead of story elements. If I focus on the story, it could quickly become useless as players might do things out of order or in a non-linear fashion. By focusing on the relationships and where they fit in the narrative, the game becomes more fluid and flexible for the players and I can keep track of their journey,” Patrick says.

Tracking the journey isn’t the only thing Patrick notes, however. He also documents player strengths, weaknesses, and stats as the game progresses.

“I keep a character sheet that details each player’s play style. For example, if a player is investing their skill points in intelligence, I can tailor future encounters in the game to focus on problem-solving instead of combat. The opposite is true for a player who invests in raw strength,” Patrick notes.

Through detailed charts, maps, and grids, Patrick is able to make sure that his players have a personalized, seamless experience for every campaign they play, regardless of how they play it.

Customer Journey & Dungeons and Dragons Journey

By taking the same approach with your content marketing, you can identify opportunities for customization and develop a strategy for weaving your content into the buyer’s journey. For example, by knowing which pieces of content attract a larger audience or drive more conversions, you can use that information to inform your content development and map your content to different stages of the funnel (see below).

Grid Assigning Content to Buyer Stages

To collect this data on your content and audience, review your Google Analytics behavior and conversion dashboards to find our which pieces of content excel at attracting, engaging, or converting your audience. Metrics like page views and entrances are good indicators for attraction, whereas time on page or number of pages per session can help you understand engagement. And, finally, the number of conversions through conversion tracking is the best way to find your top converting content. Armed with this knowledge you can create content plans that are tailored for your audience’s unique buyer journey.

Your Audience Is the Hero

A good Dungeon Master enables players to become the hero of the story through a personalized game with a compelling, original narrative. As a content marketer, it’s your responsibility to create content that transforms your audience into heroes as well, helping them solve seemingly impossible problems with your expert, best-answer advice.

Through an integrated content strategy with originality, personalization, and “best answer” content that’s mapped to the buyer journey, you can become the perfect Content Master for your audience.

For more ideas on how to become a masterful content marketer, check out these 25 content marketing tips, including how to tackle writer’s block, repurpose content, utilize storytelling, and more.

The post What Content Marketers Can Learn From an Adept Dungeon Master appeared first on Online Marketing Blog - TopRank®.

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