Prior to the 1900s, when it was mostly based on the concept of supply and demand, marketing was considered to be more of an economic issue. Marketers did not give customers’ purchase behavior much – if any – thought.
By the mid-50s, relationships with consumers became more of a focus. Now look! Today, everything revolves around the consumer (or user) experience (UX). Our challenge has become much more in how to keep up with and respond to the ever-evolving UX.
User Experience – Then and Now
In 2005, Investopedia stated: “The ultimate goal of marketing is to match a company’s products and services to the people who need and want them, thereby ensuring profitability.” That’s still how we view the act of marketing in context with UX.
Our main challenge is that people change – as do their behaviors. Technology changes, too. And, we must continually keep informed in both arenas if we’re to reach customers effectively and maintain dialogue.
In the past, our main goal was to sell more. Now, we want people to buy more. Though that may sound like it’s the same thing, it’s not. Now, we really must focus on garnering and maintaining a deep understanding of exactly who our customers are – what they want, and the path they travel to get it. And then, modify our digital marketing efforts in order to meet them where they are. Today, that’s the best marketing course of action to take in order to boost sales and increase the bottom line.
How to Increase User Experience
Let’s talk about approaches to modify your marketing efforts to fit the UX.
As we, at GlobalDirective, have mentioned in our blogs from time-to-time, customers today are much savvier. They start their research much earlier in the buying process. That’s why we need to make contact sooner. We can’t wait until they’re actually ready to make the purchase to reach out.
To do this, we have to focus on the right things at the right time. We can’t solve a non-existent problem. What we need to do is identify a potential problem and then construct a good solution for that particular problem or need.
Take these steps for success:
- Foster recognition: No two ways about it, you have competition. And, you have to work hard to stand out from among them. We know your website is your brand’s showcase. That’s where you proclaim to the world just how great you are. But, how are you going to get prospects to it so they, too, can learn all about you and find out just how wonderful you are?
First thing – amazing SEO. Prospects must be able to find you easily in their organic search. A few well-thought-out and well-placed paid ads will also help.
Other methods to get them to your site include creating a presence on a few unique social media platforms and channels where you know you can engage with your target audience. Remember: your plan is to have them recognize you long before they realize their need or pain. And, you want to begin building trust by having them consider you an expert in your field.
- Familiarization: Once prospects come to your social media platform or to your website, you need to engage them. As with any new acquaintance, you want to build a rapport where they become familiar with who you are. To accomplish that goal, write all your content in a way that is clear, confident and comfortable.
- Consideration: As mentioned, communication between your brand and the consumer goes back and forth. It is a two-way communication. With that in mind, how can you facilitate good communication, and make it easy for them to explore your product or service? Three good ideas that come to mind are: test and prioritize your objectives; optimize your calls to action (CTAs); and use pricing variances as filters.
- Continue to learn: As you tweak your onboarding processes, consider these actions: schedule drip emails; communicate promptly and regularly on your social media channels and whatever you do or however you do it, continue to learn about your target market and their behaviors. This is key to modifying your efforts.
Tip: Google has a myriad of free tools you can use to accomplish your goals. Search ‘Google Tools’. You will be surprised at what they have available to help you.
A Few Planning Caveats
Please keep in mind that you don’t want to create a marketing program, plan or campaign of any kind without doing your due diligence. You could easily waste valuable time and resources if you don’t execute comprehensive research.
- You need to know, for instance: who, specifically, is your target audience? And, what marketing mediums would work best to reach them?
- Of course, budget planning is critical and your timeframe matters.
- Finally, you must track each campaign. Was it successful? Maybe not. Knowing this is vital to your later planning.
These planning details could make or break all of your marketing efforts. You’ve heard the adage ‘measure twice and cut once’? Remember always: planning before execution.
The Benefits of Working to Fit Your UX
If there is one thing we know for certain. People are different. Demographics are distinctive. Generations are unique. Their particular life experiences mold them and differentiate them. It is up to us to never stop learning and evolving with them. And, it is imperative to keep up with technology changes, too.
Yes, all of this takes quite a bit of effort. But, in order to understand your audience and to reach them, the legwork must be undertaken. We’ll be the first to admit, this is a lot to take on by yourself. GlobalDirective can help. We have been placed in the 97% percentile of Google partners. That means that we’re not just doing some things right, we’re doing a lot of things right. And we can help you with those “things” too.
This is a guest blog written by Michelle Keyser, Director of Social Media and Content Marketing, at GlobalDirective, a digital marketing agency, where she is a strategist and blog contributor. Contact GlobalDirective today for more information by calling 1.866.925.9524.