Inbound Marketing and UX design must work together to provide our clients with a great experience in our business, that is why today I bring you this blog where you can understand why it is important to unite these two methodologies and how they are related.
To begin with, we must understand what Inbound Marketing and UX design are. Inbound Marketing is an approach to marketing that focuses on attracting prospects through quality content that adds value, increasing the visibility of your brand and the traffic of your website. Inbound Marketing seeks to give the right people at the right time the right content, so it is essential to understand what audience we are targeting and what their needs are.
On the other hand, UX design is a process that seeks to give users interfaces with the best solutions, so that they can use them in a simple way. To achieve this, the user must be understood and what their needs are in order to offer them a design that provides a better experience when interacting with them.
As we see, both Inbound Marketing and UX design seek to help clients to solve their needs effectively. Since a good Inbound strategy delivers quality content that provides solutions to their problems and a good UX design makes it easier for users to achieve their objectives to meet their needs.
It is extremely important that UX design and Inbound Marketing complement each other to offer an excellent customer experience, since we can have excellent quality content, but a website with a bad UX design, which does not allow the person to reach read it, or on the contrary have a web page with an excellent design but that its content is not of value or offers quality, so the user will end up leaving the site.
Putting these two methodologies to work together is necessary to be successful in the digital world. Buyers no longer consume the same as before, offering value and immediacy are a requirement, each time the user pays us less attention, due to this, when we achieve that they reach us we must retain them. That is why marketing and web design should stop focusing on the product or service and begin to focus on the customer and that will increase your leads and conversions.
According to everything that I have explained to you, you can see that Inbound Marketing and UX have a lot of relationship, if you want to know in more depth what aspects they share here, I'll leave it to you:
1. Centered on the Buyer Persona
Both UX and Inbound begin by defining the buyer persona, since they put it as the central axis of the methodology. Creating the buyer persona can help you understand how your potential customers think and develop empathy with them and their needs. This is essential in Inbound because if you understand who you are targeting, you can adapt your content and each action you take in your Inbound strategy to what they need and give it value.
In the same way, with the UX, since understanding what the real needs of your client are, it can be designed thinking that the experience is pleasant for him, for example, easily navigate within our interface, give him functionalities that better solve his problems, placing the most valuable content at your fingertips, among others. If you want to know more about tips to improve your user experience on your website, I recommend you read: 10 tips that improve the user experience on your website 10 tips that improve the user experience on your website.
In the same way, with the UX, since understanding what the real needs of your client are, it can be designed thinking that the experience is pleasant for him, for example, easily navigate within our interface, give him functionalities that better solve his problems, placing the most valuable content at your fingertips, among others. If you want to know more about tips to improve your user experience on your website, I recommend you read:
2. It provokes emotions
In the UX, emotion is what makes an experience an experience. What a user feels when interacting with our brand will make them link or move away from us altogether. So, what it seeks is to generate positive emotions in users when they interact with our web platform, so that it is perceived as a good experience. Now, Inbound Marketing must seek the same thing, offering useful content that delivers value to customers is what allows them to feel satisfied and to generate a bond of trust.
Both UX and Inbound must seek to generate those emotions in customers that make them develop loyalty to us.
3. Understand the Customer Journey
The Customer Journey Sil está linkeado a un blog de Hubspot pero ya hay un blog que yo escribí al respecto, trata de no sacar a la persona si es posible is the process that a customer goes through to make a purchase, now, you will ask how it is present in Inbound or UX, because as we know these two methodologies have the customer as their central axis, so understanding the Customer Journey is essential.
The Buyer Journey is part of the 8 Pillars of Inbound Marketing, which consists of different stages, which are discovery, consideration and decision, for each of the stages you must generate different content that responds to the need that our buyer person has in relationship with our product at that time.
In the case of UX, the reason why you should understand the Customer Journey is to offer you the best possible experience when you interact with our web platform and thus lead you to convert more easily.
4. Quality Content
Content is an essential part of the user experience, if you generate value with the content you build and also make it available to them, you make customers feel more attracted to your brand and generate links.
Good content on a good interface will give the customer a great experience and lead your business to generate more conversions.
5. Test methodology
Testing is a fundamental step to achieve success, one of the most important parts of the UX is to test your design as many times as necessary to achieve better results, and that the solutions that are generated are easy to use and understand for customers, In user experience design, the interface is tested in the middle of the design process and when it is on the market to continue improving.
In the case of Inbound Marketing, it is also important to test, once a campaign has been executed, it can be tested, if the time at which I published was the best, if the arrangement of the elements in an email marketing was correct, if where I placed my CTA in the blogs had an effect or if the content I generated was of interest, among other things. All this in order to improve the campaigns you generate every month. That is, if you do not lose sight of the fact that an Inbound Marketing strategy is a process in which time is needed to see results, if you want to know how long it takes, I recommend you read: How long does an Inbound Marketing strategy take to give results?
In conclusion, worrying about the UX of your web platform and implementing an Inbound Marketing strategy for your business is very important to be successful in the digital age that we are living, you will also be able to provide a good experience for your client. It will help them to develop a bond with your company and you can increase your leads and your conversions.