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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A Tinder match
made in heaven
Presents
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2. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
WHO IS
JILL QUICK
@jillquick
linkedin.com/in/jillquick01
jill@thecoloringindepartment.com
thecoloringindepartment.com
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3. 4
Why are we talking about UX &
Marketing
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4. Love match #1
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What is a persona?

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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. Love match #2
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Unaware
Pain or Problem
Aware
Solution Aware
Product Aware
Most Aware
Think about the customer journey

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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. 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
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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

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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

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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

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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

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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. Love match #3
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User flows

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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…

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Triggered Email Sequence

19. Love match #4
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Basic structure

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Customer data is served on a platter

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Review mine = themes and user centric copy

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Review mine = themes and user centric copy

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Answer the Public (free)

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PROBLEM
AGITATE
SOLUTION
Use a framework

26. Love match #5
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HEADER GOES HERE
THIS WEEKS
SALES DATA
WEEKLY STATS CHART
WIREFRAME THE REPORTS

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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

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Wireframe,
then build

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Want a load of
templates to do this?
YEAH YA DO!
Go here:
https://thecoloringindepartment.com/resources/