UX design: Success key of inbound marketing
Peanut butter and jelly. Bread and butter. Steak and potatoes. What do you think of these twinning arrangements? What do they awaken in you, besides hunger? What do you think? The answer: they are all true and real combinations and are strongly examined.
In addition to these superb combinations, there are Inbound Marketing and UX design. To be effective in the web design strategy, each inbound marketer needs access to a UX designer.
Inbound marketing and the UX share a lot in common and more than it seems. Both disciplines engage in a form of discovery, both are focused on the needs and desires of your users, and both play a crucial role in laying the foundation for your website.
Historically, they have worked independently of each other. The designers of the user experience launch a project and the inbound marketers rework it after deployment.
Therefore, inbound marketers need UX designers to be able to observe and influence the steps of a website project and prepare the website and content strategy to succeed from the beginning.
What means Inbound Marketing?
Inbound marketing is an approach focused on attracting customers by creating content and providing relevant information according to the maturity of the reader. With inbound marketing, potential customers (or prospects) find you through channels such as blogs, search engines and social networks.
As compared to outbound marketing, inbound marketing doesn’t need to fight to attract the attention of potential customers or spend huge amounts of money on AdWords or other paid ads….
By creating content designed to meet the issues and needs of your ideal customers called Persona in inbound jargon. Inbound marketing therefore attracts qualified prospects and creates trust and credibility for your company through powerful and profitable digital communication.
Whether your company is small or large, all studies show that Inbound Marketing is 10 times more effective and profitable than traditional methods to:
1/ Increase your visibility
2/ Generate Leads
3/ Increase your sales
4/ Build customer loyalty
#1 Persona information sheet
The persona is a semi-fictional representation of your ideal client. It is important to define your commercial target very clearly in advance because it will guide all the actions of your inbound strategy. You must audit people in the same professional situation as your target client to understand their needs but also to know his vocabulary in order to talk to him with the words he uses every day as part of his duties.
To build your persona’s file you will have to answer to 4 main questions:
- Role and Job
- Professional goals
- Professional challenges/concerns
- Sociological information
#2 Responsive Website
Nerve of war, your website is your only digital component available by any search on Google, by all people, from all devices (smartphone, tablet, computer). To be found on the Web, the site must answer two types of criteria:
- The technical criteria that are SEO tags, speed pages, a simple and light html code,
- The UX design criteria, i. e. a tree structure of fluid page that allows a pleasant and logical visitor experience with the right wording.
Your website must therefore have:
- A seductive & responsive design,
- The important text positioned above the waterline,
- A brand image recognized by its colours, recognizable visuals, its typography etc.
- A wording specific to the target and understandable by the target.
#3 The Blog
The website allows you to talk about the offer, the team and the advantages of the service or product sold. But before we get to these pages, it is up to the blog to generate traffic by publishing articles answering the questions asked by the persona.
Just like the website, it must meet the technical criteria SEO optimization but also UX design. He has to have topics (or categories) that correspond to the conversion tunnel and/or to the themes according to the needs after the buying stage.
The blog articles should speak the language of its readers, it’s the semantic cocoon. This one is different from a persona to another. Why talk to him in his words? In order to reduce your bounce rate (i.e. a visitor leaving your website) directly after consulting a page). But above all… You will build loyalty through your close working relationship.
#4 Editorial planning
Often represented as an Excel document in which you will list:
– Your contents
– Your messages
– Your social network accounts
It meets two objectives: to structure your content production that will be published on your blog, according to a frequency determined according to your study of your persona. But it also allows you to align your marketing actions with your sales actions.
#5 Social Media
SEO alone cannot create enough traffic for you. To boost your keywords and push your content to the top search engine positions, they must be promoted on the social networks where your persona is based.
To perform on social networks, you must therefore:
Use the right Hashtag (for example, we recommend the tool: Rite Tag to test your keywords on Twitter)
Have the greatest number of shared articles
Be mentioned (the agency and its editors) to be recognized as influencers
Drive the community to visit your website and increase your traffic on the website and the blog from social medias important.
Call-To-Action is button leading to a landing page to access premium content or an offer.
It must be:
- Well placed, especially in the blog sidebar
- A design designed to attract the eye
- Clear and brief
- With action verbs to push at the click
CTA’s objective is to convert, so we talk about conversion rates in parallel with the number of visits on the page and then in terms of contacts
#7 Landing page
In order to convert your visitors into contacts, you must offer them content that will help them in their search to find a solution. To do this, you will need to create “landing pages” with an only content per page.
Do not drown your information and structure the page so that it is as clear as possible in order to ensure that the download form is completed.
It is also important to remember to keep a consistent design in relation to the site although more “punchy” than the rest of the “standard” tabs (site / blog) to encourage conversion.
A perfect landing page is therefore:
- A title above the waterline,
- An image of content,
- A form,
- An informative text and interest of the content available,
- Sharing buttons on social media.
#8 Premium Content
Your premium content must correspond to your persona’s buying stage, i.e. at least one premium content per lead maturity level (awareness / consideration / decision)
But what types of premium content should be offered to your visitors? There are different types of content such as:
- An Ebook (or white paper in French)
- A technical guide
- A research reports
- A Case Study (or Business Case)
- A video available in private
- A benchmark
#9 Smart Online form
The form is the key point of your transformation from a web stranger to a member. Note that the fields requested in the form must be in correlation with the content offered.
If you offer a very complete and recent sector benchmark to download on your landing page, then you are allowed to ask your visitor for a lot of information. However, if you only deliver a short video, a maximum of 3 pieces of information should be requested.
Ask the main questions you (really) need to qualify your database and then make some fields “smart” in order to be able to ask new questions. This action allows, by replacing the fields already filled in, to propose new fields composed of new requests.
Note that it is recommended to ask no more than 8 questions per form. But above and beyond that, use the “smart field” function.
#10 “Thank you” page
The “thank you” page is a new page that is shown as soon as the form is submitted on the landing page.
Its goal is to:
- Provide direct access to downloadable content
- Submit additional information such as blog articles related to premium content offered or a promotion on a product test.
- Push more to share on social media via larger and bigger buttons than on the landing page
- Forward to the website or blog