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Lifecycle Conversion Mapping (free marketing template) - PowerPoint PPT Presentation

  • Uploaded on nThis Excel template helps you map out the touchpoints along the unfunnel lifecycle. There are both marketing blast and triggered communications. This approach shows a more rapid conversion to advocate during the first month and ongoing cultivation with loyalty rewards and affiliate programs. nnThis diagram shows: n• Amount of touchpoints in each lifecycle stage n• Triggered vs. marketing communications n• Content needs & development n• Timeline for promotions and programs nnPackage: unFunnel Lead Nurturing Package – Part 4 nAgile Factor: Power of People -

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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"

Marketing Message

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

Triggered Communication

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

or persona

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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