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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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How A Best Answer Content Strategy Drives B2B Marketing Results

Best Answer Content B2B Marketing

Best Answer Content B2B Marketing

For many B2B marketers content is a numbers game, especially as the number of channels for discovery and engagement grow right along with competition for attention.

We all know how the information overload story ends: buyers disconnect, they start to ignore marketing content and they lose trust in the brands trying so desperately to reach them.

Smart voices like Ann Handley in the B2B marketing industry have called for a focus on quality and even brevity over the hamster wheel of content mediocrity. Many have listened and yet many more B2B marketers are still fighting the uphill battle of creating uninspired blog post after blog post, ebooks, white papers, case studies and who knows how many social messages - and to what end?

Is your marketing about creating content or answers? Think about what your customers really want.

The failure to communicate by B2B marketers has numerous causes ranging from flawed thinking that more is better to content quality issues to what I like to call “invisible content syndrome”, or content without visibility to the buyer.

Answering buyer questions is nothing new. While best answer content is a topic we’ve been evangelizing at TopRank Marketing since our book Optimize was published 7 years ago and since, changes in voice search and what Google shows in search results has put Q and A content marketing into the SEO spotlight.

The new SEO is optimization for answers. Along those lines you can learn about AEO (Answer Engine Optimization) which focuses on voice search.  There’s also Google’s "People Also Ask” feature which now show up for 79% of search results according to Moz. The difference between optimizing content through AEO tactics or for PAA visibility with a best answer strategy is the difference between visibility on a single channel like Google and consistently visibility across channels for a specific topic.

Being the best answer is hard, but that's the price for being in the winner's circle of consistent top visibility. While it’s more difficult to achieve best answer authority on multiple channels than just Google, in this world of information overload, self-directed business customers are searching for useful, credible information they can use to educate, evaluate and make purchasing decisions.

If buyers don't see consistent, credible and engaging "best answer" content across channels from your brand, they'll begin to trust competitors who are.

B2B buyers are using Google but they are also asking their social networks, listening to influencers, seeing some ads, consulting with peers in forums, reading industry editorial, blogs, and a variety of offline information sources.

Successful B2B marketers understand their buyers preferences for information discovery, consumption and engagement. They use customer insight and understanding of intent to create best answer content that is easy to find in search, credible and a great user experience. They also create a cycle of optimization where ongoing performance analysis is used to refine and improve.

So how do B2B marketers create best answer content?

Josh Nite from our team has outlined a few good best answer content examples here. Let's also look at some of the characteristics of best answer web pages aka “power pages”.

Power Page Layout

1. Customer Insight - Whether it’s keyword research, CRM or conversion data from your web analytics, it’s important to step beyond your own intuition about what topics to focus on and rely on data.Consider what is it that your brand should be the best answer for and what customers are looking for that best represents your solution. Metrics that give you an indication of demand like keyword research and intent like analytics and conversion data can point you in the right direction as to what topics to validate.

2. Best Answer Topic(s) - The research and insights work should help you identify the general topic to focus on for best answer content. Then you can leverage answer research tools like BuzzSumo’s Question Analyzer which pulls data from Q/A sites and forums to surface the actual questions being asked about those topics.

3. Hub and Spoke Publishing Model - I first outlined the idea of a hub with distribution channels back in 2010 and the idea has endured. At the center is a comprehensive treatment of your best answer topic. Today we call them “power pages”, more about them below. The spokes have evolved from simply being places to promote your hub content to also include other content representing variations of your main best answer topic.

accounting software hub and spoke content

15% of the daily queries used on Google have never been seen before, so it's important to surface the most important variations on your primary best answer topic. Those variations present a more comprehensive representation of your brand's dominance on the overall topic and also provide many repurposing and content promotion opportunities.

4. Power Page - The hub or Power Page provides specific and deep coverage of a Best Answer Topic in a way that appeals to search engines and buyers alike. Whether a buyer's intent is to understand the topic broadly or to start evaluating what specific solutions can mean for their problem, a Power Page provides an easily findable, deep and engaging explanation. Some common characteristics of the best performing Power Pages include:

  • Leverage keywords/topics in titles to inspire clicks
  • Include page features that increase engagement (interactive, visual)
  • Provide comprehensive content on specific topics: examples, research, models
  • Cover related topics as well

5. Distribution Channels - Power pages are often hosted on a company website or blog. But that’s not the only place buyers will look for your solution topics. It’s important to have an integrated content plan that incorporates owned, earned, paid and shared media.

Hub Spoke Promotion

Whether you partner with industry influencers and industry press to boost credibility or run paid search and social ads for ultra specific targeting, the best answer topic should be consistent across channels where buyers are looking - not just on search engines!

What it takes to be the best answer:

  • Specific, in demand topic
  • More valuable and useful than other sites
  • Credible
  • High quality
  • Engaging
  • Device friendly, accessible
  • Loads fast

By doing the homework of leveraging customer insight and validating with keyword research, you can then identify the actual questions buyers are asking about topics important to your solutions. Answering those questions through a hub and spoke content publishing model ensures a deep focus and coverage of variations on your topic across the channels where customers are seeking answers.

But that's not all. There are many ways to create even better Best Answer content experiences. Having industry experts help answer customer questions segmented by stage of the buying cycle creates and a more credible and targeted experience. In fact, showcasing industry experts in a brand context for best answer content that is more visual or interactive content can really set a B2B brand apart. Easy to find, credible content that’s also a great user experience is exactly what a Best Answer content strategy can do for B2B customers that are actively looking for solutions.

There’s a lot more to this topic and I will be digging in more deeply during an upcoming Webinar with BuzzSumo on January 23rd at 2pm EST.

B2B best answer marketing webinar
How A Best Answer Strategy Drives B2B Marketing Results

This presentation will show you:

  • The modern content marketing integration model
  • How to use SEO question data to inform credible content and influencer selection
  • What "best answer" content looks like with examples from B2B companies

Check out the details here on the BuzzSumo site and I hope to see you there!

The post How A Best Answer Content Strategy Drives B2B Marketing Results appeared first on Online Marketing Blog - TopRank®.

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