The savviest digital marketers are leveraging user experience (UX) skills to improve the performance of their marketing campaigns and drive bottom-line revenue growth.
To understand how, let’s start with a definition of each discipline.
Digital Marketing – Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and websites to connect with current and prospective customers. (Hubspot)
User Experience – A person’s perceptions and responses resulting from the use or anticipated use of a product, system, or service. (Usertesting)
It’s important to understand that in today’s world these two practices are very much interconnected. Whether you come from a user experience and design or a marketing background, knowing the fundamentals of both disciplines is of critical importance.
Now, which persona below best describes you?
The UX or Design Professional – If you have a background in UX or design, you’re likely well versed in the importance of user research, gathering customer and user feedback, and designing product or service experiences that delight customers and help them achieve their goals as efficiently as possible.
So, why do you need to understand digital marketing?
Chances are, digital marketing is driving prospects, users, or customers to the product or service experience you’ve so carefully designed. Understanding the marketing channels and digital interactions these people had on their journey to finding your product or service will help you deliver a seamless and contextually relevant user experience. Whether these people started with a Google search, opened an email campaign from your company, or had multiple digital interactions with your company, understanding their goals, motivations, and unique buying journey will help you deliver the best user experience possible.
The Digital Marketing Professional – If you have digital marketing experience, you already know how to leverage channels like search engines, social media, and your website to get in front of prospective buyers of your product or service.
So why do you need to understand user experience?
In short, improvements to the user experience will make all of your marketing campaigns more successful; UX improvements act like jet fuel for your marketing performance. Whatever the experience of buying your product or service looks like, there are always snags or blockage points that cause your company to capture fewer leads or generate fewer sales. Rather than investing more money in marketing, marketers can improve the performance of their existing campaigns by understanding and removing these blockage points in their customer acquisition funnel.
For much more about customer acquisition funnels and the other ways UX skills can enhance your marketing efforts, sign up for our free email course: How User Experience Chops Help Digital Marketers Grow Companies. This post is just the first of the email course’s five lessons, so sign up for more valuable learnings.