UX design is an important part of the product development cycle. By understanding the user and their needs the product is able to perform more effectively. However, UX shouldn't stop with the development of the product. UX can be incredibly useful for creating an effective marketing campaign.
1. Understanding users
Human-centered design is the guiding principle for UX. The development of a product revolves around the humans using it. Marketing campaigns benefit directly from the same principles. Creative, copy, placement, and landing page layout for advertisements need to have a purpose to ensure higher conversion rates. By understanding end users a campaign can know what creative and copy combination will be most captivating, what times and days will receive the most useful impressions, and what landing page layout will help guide the user to the desired goal with ease.
2. Focusing on solutions, not features
Features are cool and all, but if they don't solve any actual problems for a user then they're a waste of time. Instead, campaigns should make sure they're focusing on how the product provides solutions for the user. This focus provides a lot more value than just listing the features your product has. This will also help zero in on the target audience. Who could use this solution the most? Who have we found suffers from the problems our products solve? A campaign will be much more effective using this mindset as opposed to a feature-based mindset.
3. Understanding the journey
User journeys in the modern age can get complicated. Users are able to interact with products and brands in a variety of ways. Understanding where the marketing campaign fits into the user journey is important. These campaigns need to hit users at the right time and place to successfully drive an action. A remarketing campaign targeting users that have already viewed your product are being hit at a different point of the journey compared to those being introduced to the product for the first time. This will help mold the copy and creative to their understanding.
Iteration is the heartbeat of UX design. By launching, listening, and revising everything is in a constant state of improvement. Marketing campaigns are no different. Running A/B tests, asking questions, and receiving constant feedback on these campaigns will only aid to enhance the campaign efficacy over time. There's no striving for perfection as perfection leads to little getting done. Instead, strive for feedback and results and iterate through different designs and ideas to narrow down to the most effective strategy.
5. The Love of Data
UX is all about being informed and tangible data is imperative to achieving this. Naturally, marketing campaigns generate loads of data that can be a treasure trove for the team. Embrace the numbers. Try to correlate the engagement with your ads and your product to uncover positive or negative trends that you can use to rework your campaign. All of this quantitative data will greatly supplement the qualitative data UX teams work with during development. Encourage correspondence between the UX team and marketing department to ensure an expedited iterative process and sharing of data.
These are just a handful of ways you can use the information gathered from your UX team to run better marketing campaigns. Always accept the reality that you may not get things right the first time, but by pulling actionable data from your campaigns you can make changes, reduce your negative KPIs, and increase your conversion rates over time. Don't be afraid to ask questions, elicit feedback and experiment.