Marketing vs User Experience

Marketing vs User Experience
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Follow Darren Farnsworth
September 05, 2018

You are working on getting your message out there via social media, email and sponsored posts. How long does it take you? What does that experience feel like to your potential customers? Are you linking back to your website? Does your website display the same message as your marketing piece?

If you are like most small to medium businesses, you’re trying to streamline your content to every social media platform and email database. It’s tough to juggle that and deliver a seamless experience to your potential customers via email, social media, pay per click and sponsored posts. If you can do that, what is the experience like for them when they land on your website? Is it seamless too? Until now, all of this was an overwhelming set of tasks.

Let's take a look at the average business below.

A Typical Experience of a Marketing Manager

  1. You manually post content such as sales, blogs or new products on “some” social media sites.
    • Choosing the best picture and content probably takes about 15 to 30 minutes to prepare.
    • Then you need to post it on Facebook. 5-10 minutes.
    • Do you post it anywhere else? If so, how long does that take? 
  2. You don’t usually post that same content on your website.
    • If you did, it'd take around 30 to 60 minutes.
  3. You don’t send many emails because they take a long time to put together.
    • Formatting and sending an email for each sale or blog post can easily take an hour to several hours. Especially if you have multiple articles, sale items or products. 
It takes two or more hours to broadcast just one post on your website, Facebook and to send an email.
This could total over ten hours on a post with multiple products or sale items.

Additional Consequences

  1. Your website becomes stale on search engines like Google, Bing & Yahoo. This equals less organic traffic. Ultimately, you make up for it by buying traffic through pay per click.
  2. Your followers on the sites that you occasionally post to don’t see all that is happening with your business.
  3. There are probably social sites that you don't have an account to or post on. Therefore, you are missing your entire social audience.

We put together this experience from both sides, the typical marketing manager and potential customers. We also illustrate how that would work as a marketing manager using 2020’s Marketing Automation to their potential customers.

We elaborate on each scene of this video below.

Marketing Animation Scenes

Marketing Manager Posts a 20% Off Sale Online
Scene 1, 0:00-0:12

In a world, not unlike our own, we have choices. Let’s take a look at one business owner and two very different marketing strategies.

Business Owner
"I've got it! 20 % Off. That's got to do."

Two Approaches to Posting Your Sale Online
Scene 2, 0:13-0:23

Business Owner (Typical)
"I'll send a Facebook post. An email too. Popularity. That's all I need. Good thing my Facebook is linked with my Twitter feed."

Typical User Experience
Scene 3, 0:24-0:59

Twitter User
"20% Off! Let's have a look. Wait... Why am I now on Facebook? I'll just click on the picture. There's got to be hope. Search it... Nope! I'll try and send him a message. That should work. Wait... No reply. What a jerk."
Note: By connecting your Facebook or Instagram to Twitter, posts sent to Twitter will only show a limited amount of text without the photo, video or event. It will produce a link back to Facebook to see the those missing items. In this case, The Twitter user finally sees the cookie picture when he clicks over to Facebook. Once he gets there, he thinks that clicking the photo will take him to the sale page on the website. Instead, it just enlarges the photo. As a business owner, you'll also notice that you don't get all of your notifications. Thus, making your potential clients think that you are dropping the ball.

Now what about this email? 20% off what they're craving. Cleverly linked to your website. But no mention of the savings. Typical, right? Now let's see what can happen when you market with 2020.
Note: It takes approximately 60 minutes to create an email blast. In this scenario, once the email user clicked on the email campaign, they landed on the cookie company website and didn't see the sale item there and then bounced.

2020 Marketing Automation
Scene 4, 1:00-1:19

Business Owner (Using 2020)
"From email campaigns to may pay per click. Organic and social media. Man, this is slick! They know how to handle everything just right. I can post all this through my 2020 website. One more click and I'm doing much less. Spending half the time with more success!"
Note: Since all of the sale information is entered on the 2020 website, the website does the work by posting your content to social media, your email database, sponsored posts on social media and pay per click campaigns. It can even repost to different channels multiple times throughout your campaign.

User Experience with 2020
Scene 5, 1:20-1:48

Facebook User (In Spanish)
"20% Off cookies. Excellent!"
Note: The following online users click the image or link and land on the 20% off cookie sale page. From there, they clicks the "Buy Now" button.

Pay Per Click User
"Looking for cookies. I need a good deal. 20% off, I'll have this for every meal!"

Twitter User
"What's this? Cookies in my Twitter feed? You know what? That is exactly what I need!"

Email User You've Got Mail!
"Mmm mmm. I love these cookies. I'm taking that sale!"

News Reader (Via PPC)
"Same old news. Blah blah blah. 20% off cookies, Hoorah!" >

Final Scene
Scene 6, 1:48-2:03

"Now if your customer base starts revolting, you really need to consider 2020 eConsulting. They will put an end to your frustration with innovative marketing automation."

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