How Does UX in Brand Marketing Impact the Overall Strategy?
Steve Jobs once said, ‘Design is not just what it looks like and feels like. Design is how it works.’ These words summarize what UX should be and why it’s critical to brand marketing efforts. Every SaaS website design agency must prioritize user experience to succeed in all its marketing drives. Your business’s UX quality is directly proportional to its overall marketing strategy’s success.
According to a Forrester Research study Forbes cited, a good UX design can produce a 400% increase in conversion rates. Thus, UX design makes or breaks a marketing project because it’s like oxygen in the heart. Keep reading to discover how UX interweaves with successful brand marketing and impacts your overall strategy.
How is UX Interwoven With Brand Marketing?
All digital marketing experts agree that brand marketing must be thought-provoking and generate discussions to make users remember your brand and associate it with positive sentiments.
That means brand marketing hinges on the public’s perception of your brand. It also builds a strong emotional bond with your users. This connection exists because most modern people will most likely interact with your brand for the first time via your website. Thus, a bad UX can damage their perception of your brand from the onset and vice versa.
No wonder Ann Smarty, Brand and Community Manager at InternetMarketingNinjas.com, agrees that UX determines marketing success or failure. Your marketing efforts will fail and fall flat if people have difficulties using your app, products, or website.
Top 5 Ways UX Boosts Brand Marketing
How does excellent user experience boost your brand marketing? Here are five top ways its inclusion in brand marketing impacts your overall marketing plan.
- Great UX Creates Loyal Advocates
Aslihan Ulutas, Head of Marketing at Facebook, says that a perfect UX for your current or prospective customers boosts overall customer satisfaction and distinguishes your brand. It helps retain more loyal customers by satisfying them. Consequently, happy customers reward you by freely evangelizing your brand through word-of-mouth product referrals and positive reviews.
- UX Saves You Costly Guesswork
Unless you have Divine powers to read people’s minds, all your efforts without proper UX amount to disastrous guesswork. Focusing on integrating UX into your brand marketing at all touchpoints is rewarding.
Remember, your users are tired and busy people with limited time to think about what to do or click next. If you don’t make these things super-easy, you will surely lose them. So, create seamless, easy-to-use, and fluid marketing touchpoints.
- It Ensures Better Visibility
Long-term visibility isn’t about optimizing for the right keywords but about your target users’ needs. If you don’t prioritize user experience, your target keywords will give you short-lived visibility that disappears like the morning dew! Why? Because users will find your brand in search results, have a terrible user experience, and flee one-way!
- It Decreases the Bounce Rate
Integrating UX into your brand marketing saves you costly bounce rates. What is the point in driving traffic to your website only for potential customers to bounce back because of a terrible user experience? You will lose conversion and sales when people abort processes due to poor experience.
- It Helps Your Brand Connect to the Digital Marketing Funnel
What’s your brand marketing efforts’ main goal? To get users down the funnel successfully and buy your products or services. Excellent UX in brand marketing facilitates the three stages in a buyer’s funnel by:
- Boosting awareness of digital marketing of your products or services.
- Generating the interest of customers.
- Promoting your products’ or services’ desirability.
- Ensuring favorable action because users have an easy time on your website.
5 Tips to Optimize UX for Better Brand Marketing
Do you want to optimize your brand marketing efforts with wise UX choices? Here are tips to help you do it.
Define Your Brand
Start by defining your brand. The definition should show:
- Who you are.
- What you stand for.
- How you want to come across prospective buyers.
- How you differ from your competitors.
- How you communicate with customers.
Check Out Your Competitors
Research your competitors to know if they use UX in their brand marketing and how they apply it to communicate their values and mission. Your research should reveal if they have a brand marketing strategy, their website’s UX, and what customers say about their brand.
Understand Your Target Audience
You should understand your target audience and know how to reach them to succeed in your brand marketing. Study their decision-making, pain points, and what determines their purchasing behaviors. Your study should reveal this critical information about your target users:
- What they say and feel about your brand.
- What they feel and say about your competitors’ brands.
- How they navigate and engage with websites.
- Whether they have a good or bad user experience.
- How your brand values resonate with their values.
- Which of their values you can feature in your UX.
- What you want your UX to communicate to them about your brand.
Assemble a Multi-Disciplinary Team
Successful UX integration into brand marketing is a team sport that combines marketing, design, and development departments. This collaboration lets you create a UX outcome that showcases your brand’s mission and values.
So, schedule collaboration meetings for these players to exchange ideas and form a shared strategy. This way, they will develop plans for creating a UX approach that promotes your brand marketing strategy.
Optimize Data Analytics
Lastly, optimize data analytics to understand your company’s UX and brand marketing thoroughly. Accurate analytics helps you track your marketing performance, UX design functions, and what supports those tactics. This way, you better understand what works and doesn’t work to make the necessary changes.
Closing Remarks
UX and brand marketing are integrated like two sides of the same coin. UX is about the positive user experience that customers receive when interacting with your digital product, and it should deliver upon the promise made in your brand’s marketing slogans. So, go ahead and use these insights to give your users the best experience with your products, apps, and website.
