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Campaign Multi-Channel Touchpoints - unFunnel Lifecycle Part 4 Diagram
11) Automated Email Newsletters & RSS feed
12) Mobile SMS Text - personal access 1-to-1
13) Direct Twitter Messaging
Month 1 - Messaging
1) Personalized Thank You Email - unAutomated
(Current target after first conversion) Call to Action
Link (CTA) - View Rewards Program
2) Send a Weekly Special Promotion - until they
convert and move to "active"
efforts and see what information they need - and be as available
as possible to work with them on earned media opportunities.
These are the people that you want to hold close. Spend the time
to get to know them and figure out how you can help - and how
they can help you. This reciprocal relationship will be
individualized for each person and the size of their networks but
well worth the effort. Make sure you align and recognize their
Since they are not committed to your brand yet, automated triggered
emails are fine, BUT make sure include a rewards program to
incentivize them. Any lead can be a potentential partner, but qualify
them by making them take the next step.
Month 6+ - Messaging
7) Affiliate Referral Program - monetary incentive
for sharing your brand information
8) Poll/Survey 1 - (feedback)
9) Poll/Survey 2 - (feedback)
10) Poll/Survey 3 - (feedback)
Month 2-4 - Messaging
3) Loyalty Program - personalized based on industry
4) Social Product 1 - (peer 2 peer, social contest, on
or offline event, game or app etc.)
5) Social Product 2 - (a different platform for
6) Social Product 3 - (new platform based on
feedback from product 1&2)
This is normally the time you would stop spending money to retain
and keep your loyal followers. After the 6 month point, this person
has proved their interest and it's worth paying them back for their
hard work and listening to what they have to say. Remember, a 3rd
party objective opinion is usually something traditional marketers
pay for with user and experience testing - so take advantage!
Here is the time to invest and engage. Since you didn't use media
budget to capture the lead, shift those dollars towards creating content
that is beneficial to the user. Make sure it is able to be customized to
different needs and puts the customer first, instead of the brand.
Triggered Thank You (After All Conversions) CTA View Your Total Rewards Earned
Co-Branded Campaign (Secondary Targets, Constituents & Allies) CTA Brand Integration Opportunities
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