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SearchLeeds 2019 - Jill Quick - The Coloring In Department - UX and marketing: A tinder match made in heaven

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In today’s multiple-channels-to-market-your-business-world you will find that no marketing channel or skill “stands alone”. They all merge and bend into each other somehow. Marketing aims to create value for a business and drive profitable customer interactions, and UX aims to improve the quality of a user’s experience with your brand’s offering. Marketers may be surprised to see how UX can impact and improve their channel marketing and as for the UXers, you have more skills to offer outside development and product tasks. In this talk, Jill Quick shared how she thinks UX and Marketing are a super love match and how she has used UX techniques to improve SEO, Copy and Reporting. You should definitely swipe right!

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SearchLeeds 2019 - Jill Quick - The Coloring In Department - UX and marketing: A tinder match made in heaven

  1. 1. © THE COLORING IN DEPARTMENT 2019 @ColoringIn A Tinder match made in heaven Presents © THE COLORING IN DEPARTMENT 2019 @ColoringIn
  2. 2. © THE COLORING IN DEPARTMENT 2019 @ColoringIn WHO IS JILL QUICK @jillquick linkedin.com/in/jillquick01 jill@thecoloringindepartment.com thecoloringindepartment.com © THE COLORING IN DEPARTMENT 2019 @ColoringIn
  3. 3. 4 Why are we talking about UX & Marketing © THE COLORING IN DEPARTMENT 2019 @ColoringIn
  4. 4. Love match #1 6© THE COLORING IN DEPARTMENT 2019 @ColoringIn
  5. 5. © THE COLORING IN DEPARTMENT 2019 @ColoringIn What is a persona?
  6. 6. © THE COLORING IN DEPARTMENT 2019 @ColoringIn LANGUAGE BARRIER Be careful to avoid words that your customer may know, but don’t ever actually use. THINK AND FEEL What are the customers’ hopes, fear, and dreams? What do they think about during the day? SAY AND DO How do your customers act? Where do they speak out? Do they use social media? SEE What does the customer environment look like? What do they see? What’s around them? Cities? Countries? HEAR Who influences the customer? Celebrities? Their friends? Empathy Maps
  7. 7. Love match #2 10© THE COLORING IN DEPARTMENT 2019 @ColoringIn
  8. 8. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Unaware Pain or Problem Aware Solution Aware Product Aware Most Aware Think about the customer journey
  9. 9. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Unaware Pain or Problem Aware Solution Aware Product Aware Most Aware Brand Focused Keywords Brand and Non Brand Focused Keywords Non Brand Focused Keywords And Then Turn That To Keyword Thinking
  10. 10. The Consumer Cross Stitch ModelThe Consumer Cross Stitch ModelThe Consumer Cross Stitch ModelThe Consumer Cross Stitch ModelThe Consumer Cross Stitch ModelThe Consumer Cross Stitch Model © THE COLORING IN DEPARTMENT 2019 @ColoringIn STAGE OF AWARENESS CUSTOMER EMPATHY MAP KEYWORD MODIFIERS URLS SERPS PAIN OR PROBLEM AWARE THINK & FEEL WHAT WHERE HOW WHO WHY /WHAT- IS… SOLUTION AWARE SEE BEST TYPES REVIEW /BEST… PRODUCT AWARE HEAR LOCAL (CITY ETC) BRANDED /NEAR… MOST AWARE SAY & DO BRAND BUY APPOINTMENT DEALS DISCOUNT CODE /BUY… $9.99
  11. 11. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Stages of Awareness: Pain aware STAGE OF AWARENESS: Pain or Problem Aware KEYWORD MODIFIERS: What should look for in a Tokyo hotel? How to find a great hotel in Tokyo? Why do you need a view from the room? What is the breakfast all you can eat thing called? Which hotel is in Lost In Translation? CUSTOMER EMPATHY MAP: THINK & FEEL URLS company.com/which-hotel-is-in-lost-in-translation SERP RESULT
  12. 12. © THE COLORING IN DEPARTMENT 2019 @ColoringIn URLS company.com/top-jazz-hotel-tokyo Stages of Awareness: Solution aware Solution Aware Best hotels in Tokyo Airbnb Tokyo Best onsen Top Jazz hotels Tokyo SEE STAGE OF AWARENESS: KEYWORD MODIFIERS: CUSTOMER EMPATHY MAP: SERP RESULT
  13. 13. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Stages of Awareness: Product Aware Product Aware Park Hyatt Shinjuku Family Room Imperial Hotel Japan Location Hyatt near Shinjuku HEAR STAGE OF AWARENESS: KEYWORD MODIFIERS: CUSTOMER EMPATHY MAP: URLS company.com/park-hyatt-shinjuku-family-room SERP RESULT
  14. 14. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Stages of Awareness: Most Aware Most Aware Hilton Tokyo v Park Hyatt Book room Park Hyatt Hyatt loyalty club discount Discount code Park Hyatt SAY & DO STAGE OF AWARENESS: KEYWORD MODIFIERS: CUSTOMER EMPATHY MAP: URLS company.com/hilton-tokyo-vs-park-hyatt SERP RESULT $9.99
  15. 15. Love match #3 28© THE COLORING IN DEPARTMENT 2019 @ColoringIn
  16. 16. © THE COLORING IN DEPARTMENT 2019 @ColoringIn29 User flows
  17. 17. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Start/End Symbol The terminator symbol marks the starting or ending point of the system. It usually contains the word "Start" or "End." Action or Process Symbol A box can represent a single step ("add two cups of flour"), or and entire sub-process ("make bread") within a larger process. Document Symbol A printed document or report. Multiple Documents Symbol Represents multiple documents in the process. Decision Symbol A decision or branching point. Lines representing different decisions emerge from different points of the diamond. They are made up of…
  18. 18. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Triggered Email Sequence
  19. 19. Love match #4 35© THE COLORING IN DEPARTMENT 2019 @ColoringIn
  20. 20. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Basic structure
  21. 21. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Customer data is served on a platter
  22. 22. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Review mine = themes and user centric copy
  23. 23. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Review mine = themes and user centric copy
  24. 24. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Answer the Public (free)
  25. 25. © THE COLORING IN DEPARTMENT 2019 @ColoringIn PROBLEM AGITATE SOLUTION Use a framework
  26. 26. Love match #5 57© THE COLORING IN DEPARTMENT 2019 @ColoringIn
  27. 27. © THE COLORING IN DEPARTMENT 2019 @ColoringIn HEADER GOES HERE THIS WEEKS SALES DATA WEEKLY STATS CHART WIREFRAME THE REPORTS
  28. 28. © THE COLORING IN DEPARTMENT 2019 @ColoringIn 29th June 2018- 29th July 2018 SEO REVIEW -Google -Bing -Yahoo! WHERE DOES OUR SEO TRAFFIC COME FROM? WHICH PAGES DO THEY LAND ON? GOAL # GOAL # DID THEY CONVERT? Previous Period HOW MANY USERS COME FROM SEO? USERS NO # Previous Period/Days DID THEY CONVERT? PAGE PAGE TITLE NO OF USERS ###### ###### /url-address Title Tag ###### /url-address Title Tag ###### /url-address Title Tag ###### GOAL # GOAL # Previous Period Headers explain the detail, don’t make them think! Display data in pie chart to quickly see the share of traffic from different search engines Select your report on users or sessions, but make it clear in the report which metric you are using Add an option to switch between properties and views Option to change data range. Tip: agree on date range for report e.g. 7/14/28/30 days etc Provide goals as a % and actual number of goals eg 2% conversion = 12 goals completed etc Give context, show goals from previous year and/or previous periods Show macro and micro goals If you pull in data on your visitors keep it consistent with the other data points, or if you change, make it clear in the heading e.g. this is Users to the site or Session on the site Make data easy to view in tables, using bars or heatmaps Add filters to your data studio report to only show traffic from medium = organic, to avoid any data issues Title of report WIREFRAME IT
  29. 29. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Wireframe, 
 then build
  30. 30. © THE COLORING IN DEPARTMENT 2019 @ColoringIn Want a load of templates to do this? YEAH YA DO! Go here: https://thecoloringindepartment.com/resources/

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