7 UX Ideas to Redefine Your Marketing Strategy
Did you know that 88% of digital buyers say they won’t go back to a website if they have a poor user experience (UX)?
UX plays a huge role in defining a customer’s journey on your site and hence, it’s crucial for business success.
For your business to succeed, the first aspect is to come up with a solid marketing strategy. Now, even here UX is a significant element.
As a marketing company, you can gain knowledge from other domains about how to market. Now, user research experts use simple UX design principles and methods which can make a big difference in your marketing efforts.
So, do you wish to know how to use the ideas generated from UX to reach your marketing objectives?
Well, you’re looking at the right guide if your end goal is to understand what UX strategies marketers can use to enhance their marketing campaigns.
7 smart tips from UX research to take your marketing campaigns to the next level
Marketers can learn a lot from their colleagues in UX research, that they can conveniently utilize in their own marketing campaigns.
Let’s see how!
1. Know how important theoretical and practical data are
For any UX study to function well, it needs a bunch of data. There are two types: quantitative and qualitative. UX experts can use these sets of samples individually and both of them together.
1. Qualitative data
Qualitative information is any data that isn’t a number that describes something. It’s all about the topic “why?”
The said type of data is mostly about documentation and findings. It has nothing to do with numbers. It looks at what makes people need, purchase, or respond to an item or occasion.
UX researchers get qualitative information by doing interviews, talking to people, particularly stakeholders who are interested in the topic being explored, and getting answers from questionnaires.
2. Quantitative data
A quantitative approach deals with statistics. Each piece of statistical data has a quantitative value. The metrics are what matter most here.
UX researchers collect numerical information to analyze and get a better understanding of how customers behave and what makes them act the way they do.
Data analysis of a group of individuals, an item, or a scenario can be made from numerical methods, such as patterns, discrepancies, demographic details, and so forth.
3. Combine descriptive and analytical data for marketing campaigns
Good marketers use both qualitative information and quantitative data they gather from their core demographic to learn more about them.
It’s not rare for marketing professionals to think about their study in terms of both data types.
For optimal outcomes, marketers should be able to tell the difference between multiple kinds of data that UX experts use.
Prior to initiating a marketing plan, think about what information is most crucial to the project you’re trying to work on.
Once you figure out the meaning of the information for your undertaking and choose the right sort of data, you would be better able to decide which research approaches to use.
Generally speaking, marketers can learn much about a preferred topic by using both qualitative and quantitative data.
2. Create a foolproof plan
To reach its aims and outcomes, marketing goes through a lot of preparation. Even though marketers already know a few things about having a full proposal, UX can instruct them more.
The UX detailed study plan is a list of the things UX researchers do before they start their activities to make them more likely to be successful.
It means a full plan that tells UX experts everything they need to know in order to make the study a huge success.
The plan has both big and small things in it. Marketers can use this method to plan and carry out their projects well. Here is a list of things to keep in mind before doing UX research:
- A record of the people with whom you need to converse with for the study to be successful.
- Respondents and decision-makers ought to answer a number of research questions.
- The project’s projected or actual cost.
- How long the study will take.
- Information about the people who took part.
- Methods that will be used to do the research.
As a marketing manager, if you follow these comprehensive UX research proposal aspects, you’ll be more productive and your marketing initiatives will perform better.
If you want to use this framework for marketing, you will need to make a few changes to the checklist.
- Make a roster of consumers with whom you will talk for the campaign to be successful.
- A small part of your customer base has to respond to the different research questions.
- The campaign’s projected or actual cost.
- How long the campaign will last.
- The age, income, and other important aspects of your customers.
- The place where your ideal customers shop.
- The ways that the campaign will be run.
Task and project management tools are essential to use to effectively run the campaign. When you start making a detailed plan using these UX research tips, you will get a good idea of how big your initiative would be before you start it.
You end up making smarter choices about how much time and money to put into your promotional campaign.
3. Speak with users
The most vital UX tip you can implement in your marketing campaign is to speak to users. It’s a straightforward but handy tip, which can make or break your advertisements or make them more profitable.
As part of the promotional campaign, if you talk to your customer base, you can get a good overview of what they need.
The best communicators talk to their customers often and use what they learn to make marketing campaigns that work well.
Do interview sessions with your consumers directly, online, or over the phone. You also can communicate with many customers through webcasts and online meetings. Be professional and polite, but don’t be afraid to ask questions.
1. Utilize usability tests to find out what your customers think of your products and how they use them.
For instance, you can run usability tests via product tours through Appcues in-app messaging or in-product messages. When you plan to run a marketing campaign, you can use a product tour. It will show new users how to use your item and teach them about its useful features, i.e. you can communicate with customers while they’re using your product. You can consider it as the “how-to” guide that comes with a product and tells you how to use it.
2. Use observations and interviews together (called “contextual inquiries”) to discover how your customers feel about your products.
Another of the best ways to provide excellent customer service is to talk to your consumers often.
4. Use the information you already have
Many marketers who are just starting out make the error and do the same research twice, which is a huge waste of resources.
The reason for this is that research projects aren’t kept track of well enough. Even when a company has a full record of all the studies it has done before, marketers often don’t inspect their current information before doing more research.
A lot of the time, good UX research builds on studies that have already been done. The first phase for marketing companies is to set up the research they already have in a manner, which is convenient to find.
It would be better to put the information online. Begin with data that already exists. Even if more data research is necessary, it is best to develop on what has already been done than to begin over.
If you would like to do more exploration with the information you already have, you can get more background knowledge.
Just like UX researchers, before you start your new marketing campaign, look at your old ones and see what you can learn from them.
By looking at these previous campaigns, you can figure out what kind of advertisements will attract your intended audience and at what moment. It will give you hints on how to organize your campaigns so that they are as successful as possible.
5. Manage stakeholders
One of the hardest things for UX scholars to do during the research project is to keep track of the stakeholders involved.
For a study process to work, it’s important to manage the people who have a stake in it well. When the wrong people are used, the results can be inaccurate or misleading.
Managing and analyzing stakeholders is an essential trait both for UX researchers and marketers. You can handle stakeholders for your research projects with the help of a number of strategies.
Collecting data about everything you need is the initial step in picking the correct participant for your study or campaign.
Then, use the information you’ve collected to figure out who your perfect stakeholder is. Keep in mind to always put your stakeholders’ needs first, understand them, talk to them, and build good relationships with them.
It’s hard to assess the ROI (Return On Investment) of studies and link it directly to how the business does. But it is obvious that research is critical for both UX and marketing.
Good outcomes come from research that is done right. For good research findings, the best way of dealing with decision-makers is to get people intrigued by your venture while you work.
If your stakeholders feel as though they are important parts of your promotional activities, you can get more out of them.
6. Test everything
Running a pilot test is an effective UX tip that all marketers should use in each campaign. Before running a full study, UX experts do a test survey.
The test doesn’t have to be big or entail your intended audience. Instead, it could be intrinsic research undertaken with the staff of the company.
UX research teams and marketers can benefit in several ways from running a pilot survey before the main game. It helps find small mistakes like misspelled words and incorrect data fields since it gets to the right people.
Furthermore, this is a fantastic way to see if the study makes sense and is important. If a marketing expert or UX researcher asks inappropriate questions to the appropriate person, it’s the worst thing that could happen.
Running a trial is a good way for marketers to learn something they can use in their promotions. Before you unveil your eCommerce website or start social media advertisements, you should test them thoroughly and internally.
7. Maintain records of studies and promotions
It makes perfect sense to keep clear records. It’s a conventional lesson in UX that companies should use in their advertising campaigns.
Companies can easily find details whenever they need them if they keep good records of their studies and promotions.
A concise documentation system is also very helpful for businesses in many ways. It can enhance productivity because the company can quickly learn from what worked and what didn’t in the past.
Also, if an analyst or marketer who ran a campaign decides to retire, the document will be kept for another marketer to utilize as a guide.
It is not enough for us as marketers to run successful marketing campaigns. If you keep track of everything you do to market your business, you will make a lot of money in the long term.
The whole point of UX research is to figure out what the customer wants.
Using these kinds of customer-centered strategies in your marketing efforts will get you the outcomes you want.
When it comes to marketing, customers are the key element.
Instead of using superficial marketing techniques that don’t meet all of the client’s needs, marketing professionals can use industry standards for UX research to stay ahead.
Atreyee Chowdhury works full-time as a Content Manager with a Fortune 1 retail giant. She is passionate about writing and helped many small and medium-scale businesses achieve their content marketing goals with her carefully crafted and compelling content. She loves to read, travel, and experiment with different cuisines in her free time. You can follow her on LinkedIn.