1. Collect Detailed Demographic Data

Ask “Do customers even want this project?” or “How does my product/service meet my customers’ expectations? After that, do market research on who might need your product or service. Discover their daily habits and compare them to your product or service. Think about in what way will it help improve their lives. UX focuses on getting to know a specific demographic and building a product/service that will enrich and engage those users. The goal should be to get them to purchase initially and continually engage with your business. Use Google Analytics and keep track of who is already visiting your website pages to start. Look for their location (do get more local engagement or distant engagement?), age, gender (including non-conforming), profession, and lifestyle (what other items or brands do they purchase from).  

2. Build Strong Customer Relationships 

UX incorporates extensive knowledge of the customers to gain an understanding of why they use the products or services they do. This helps you build what customers need, as well as what they want. Getting to know the habits and expectations of your target audience means you can speak to them more easily. Hit specific messaging points that will bring them into harmony with your company’s mission. Social media and information sharing define consumer tastes. So, if you get stuck don’t be afraid to ask directly through email surveys or social media polls or questions. These two effective marketing avenues could be considered a successful user experience in themselves. 

3. Create an In-Depth Competitive Analysis

Examine the landscape of products and services that users may choose to use instead of yours. It is vital for creating the right set of features that will make your business different from similar brands or services. You want to fill in the gap that your industry has yet to solve. This type of analysis helps your marketing team recognize what features resonate with potential consumers, and therefore should be emphasized in your marketing material. Start with a framework to guide your assessment. Frameworks usually include these items:

• Mission
• Elevator pitch
• Products offered
• Strengths
• Weaknesses
• Brand differentiators

After establishing a framework, select targets based on what other options your customers have. Prioritize which competing businesses you want to keep a close eye on and those that currently offer a product or service most like yours. You want to monitor them in the long term. Also be on the lookout for partnership opportunities with your competitors. Sometimes your strengths and weaknesses balance each other out. 

4. Make Sure There is Adherence to a Core Idea 

Your product or service must serve its central goal. Every feature and interface element needs to serve the core of the product/service. Follow good UX practices, like staying true to your core messaging at all your company’s brand touch points. From your website and offline to social media, your marketing material must look like it belongs to your company while simultaneously relating to you target viewers. Regularly audit your marketing material to make sure every piece has purpose and is fulfilling the mission of your company. If you are busy, start with hiring a digital marketing agency once a year to consult and discuss your marketing material. They can help with one area of your marketing that you are neglecting, or they can simply provide thoughtful questions to help you improve your client’s experience. 

Let us help include thoughtful UX into your business’s marketing strategy! Call 248.528.360

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1. Optimize your website’s SEO
2. Think about your searcher’s intent 
3. Optimize your website for mobile devices 
4. Create interesting content (Q&A, in-depth topics related to industry, etc.)
5. Post photos & videos to Google My Business listing 
6. Develop a voice & a personality (brand building)
7. Answer complex questions
8. Share personal stories & vulnerabilities 
9. Use short-form videos 
10. Measure everything (Google Analytics)
11. Hone your skills (show how you are improving) 
12. Hire a Professional 

Start your content marketing strategy today! Call 248.528.3600

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