web properties

By content, we mean all kinds of content we can produce.

Content can be used across your funnel's stages but not for all stages the same. Make a step back and think! What your prospect would like to consume to move down your funnel. Then prepare and serve that and only that.



Examples are:



Web Pages

Power Pages

Blog posts

Social Media

Infographics

Podcasts

ebook(s)

Microsite(s)

Educational Resources

Quizzes / Surveys

Useful resources

Downloads

Webinars / Events

Feature Demos

Discount Coupons

Playbooks

Cheatsheets

Checklists

Loyalty clubs

Success Stories

Price Comparison

Specifications Sheets

On-boarding demos

Refer-a-friend concepts

FOMO concepts - time-based

Digital assets (aka digital properties) may be different type of digital destinations with the goal to perform a specialized task.

They do include different CTAs and a lot of tactics are developed around that to bring traffic or to convert traffic into email lists.

The stages of your funnel(s) should be defined during your growth marketing strategy. At the time that you are building your Markitecture.

You need to capture the following elements for your Funnel's stages



A name by using also any of the terminologies that will help you remember the stage such as MQL, SQL, PQL Level 1, etc



Entry Trigger, meaning when users or prospects are entering this stage on your funnel? Here are some examples:

* Scrolling to the page by 50% 

* Checking features/benefits page

* Viewed 5 or more pages

* Viewed the "Contact us" page more than two (2) times



Credentials, what do we know about this customer entering or exiting this stage. It's anonymous users,  email-captured, etc.



TouchPoints, which are the touchpoints that are involved in this stage? Name all touchpoints that will push users to enter this stage and those touchpoints that will push users exiting this stage

In a more technical view: The Open Graph protocol enables any web page to become a rich object in a social graph. For instance, this is used on Facebook to allow any web page to have the same functionality as any other object on Facebook.



To turn your web pages into graph objects, you need to add basic metadata to your page. We've based the initial version of the protocol on RDFa which means that you'll place additional  tags in the  of your web page. The four required properties for every page are:

* og:title - The title of your object as it should appear within the graph, e.g., "The Rock".

* og:type - The type of your object, e.g., "video, movie, page". Depending on the type you specify, other properties may also be required.

* og:image - An image URL that should represent your object within the graph.

* og:url - The canonical URL of your object that will be used as its permanent ID in the graph, e.g., "https://growthrocks.com/locations".



To set your OGs per page you need to install a plugin on WordPress (if in WordPress) or to add the metadata above on your pages.



To let facebook know of your metadata and test them, you just need to use the proper facebook tool that can be found here

TouchPoints (aka TPOs) are engagement opportunities between your prospects and your website.

Defining your touchpoints is part of your markitecture or inbound digital marketing strategy if you wish.

What you need to capture for every touchpoint is:

* An ID just to remember the touchpoint

* The Type i.e. form, button, chat, or other

* The Placement i.e. menu, hero section, popup, footer, or in a specific section

* Integrations, in case this touchpoint is integrated with GTM (Google Tag Manager) or any MA (Marketing Automation) System

* Fields in case it includes specific fields such as name, email, etc. You should always mention hidden fields if included

* the Referrer (or last referrer)

* The country of the user

* The date of engagement

* The Device Also called UA (User Agent)

A web property is a point of presence on the web that is an asset of a corporation used for the purpose of representing a brand, person, or another identity.

The property can be considered a communication channel for the entity whose identity is associated with it. Points of presence on the web which contain content about an entity may not be an owned property but an earned one (e.g. restaurant review pages on sites such as Yelp).

* Full-blown websites, 

* Landing Pages, 

* Power Pages, 

* Engineering-as-marketing

* Pages or apps (Calculators, quizzes, etc)

* Mobile apps

* BOTs

* Pre-launch Pages and 

* Other specialized-purpose pages.