User-Centric marketing [Online course]

Achieve happier customers and increased sales with user-centric marketing

Online course:
User-Centric Marketing

By Paul Boag, User Experience Strategist @ Boagworks Ltd.

Course length: 2h 45min

Some of the companies that train their teams at CXL Institute:

Become a master of the sales funnel

Digital has changed marketing forever. The power now lies with the customer. They have unlimited choices and the voice to complain if they are unhappy. We have to know how to cut through the digital noise and ensure they love how we interact with them. We have to become user-centric in how we approach marketing.

Introduction video (7 min)

video

I’ve never taken home so much knowledge from a one day course before. Paul was an excellent trainer, full of knowledge and keen to learn about my business so as to make the session as useful as possible. Highly recommended.

Alex Summer, John Greed Jewellery

After taking this course, you’ll:

  • Be equipped with easy to implement user research approaches to better understand your audience and how to engage them.
  • Discover how to map the customer journey, allowing you to know what messages to communicate and when.
  • Be able to test your campaigns with users in a cost-effective way to ensure they are as effective as possible.

You can apply user-centric marketing techniques even if you have a limited budget and tight deadlines.

User research and testing your campaigns don’t need to be time consuming or expensive. It can save both time and money because it ends the endless debate about the best approach and prevents you from adopting the wrong path.

User-centric marketing will allow you to spend your budget better and do more with less thanks to more word of mouth recommendations. That benefits both your business and you personally as you consistently exceed your targets.

This course is essential for you if …

  • You are under pressure to improve your conversion rate.
  • You are unsure which channels are most effective for engaging with your audience.
  • You are being expected to achieve more with less.

This course is NOT for you if …

  • You believe in relentlessly broadcasting your brand messages, rather than listening and responding to your audience’s questions.
  • You are unwilling or unable to work collaboratively with colleagues across your companies even when they work within different business units.
  • You already have extensive experience in user research, usability testing and ongoing multivariate testing.
    You are willing to go to any lengths to close a deal even at the cost of alienating the prospect.

Designed for any marketer interested in adopting a more user-centric approach

This course is appropriate for any marketer who knows that traditional marketing is becoming less effective. It is for those ready to try something new.

It is for those interested in how user experience design and user research can apply to marketing.

About your instructor,
Paul Boag

Paul Boag works with an enormous range of organisations. Clients include Doctors Without Borders, UNICEF, Puma and GlaxoSmithKline. Over the past 24 years, Paul has improved user engagement and conversion rates across hundreds of sectors.

He speaks on user experience at conferences around the world and has been podcasting since 2005.

He has written five books on user experience design and digital transformation. He is also a non-executive director at Smashing Media, who runs one of the largest blogs on digital topics.

Paul is the type of personality any organization needs to do better. He questions the norm and pushes you to think differently about your own work. And he does it in a way that is fun and helpful. It’s obvious that his point of view is valuable to any individual, let alone an entire organization.

Brett Harned

Your full course curriculum

User-Centric Marketing

Lesson 1

Why we need a user-centric approach to marketing

Even if you are convinced of the need for a more user-centric approach to marketing, others in your company might not be. That is why in this first lesson, Paul will lay out the case for a user-centric approach and what exactly that means.

Lesson 2

How do we start to adopt a user-centric approach

A user-centric approach to marketing starts by understanding of your audience. In this lesson, Paul will explain why traditional personas are not enough. He will tell you what questions you should be asking about your audience instead.

Lesson 3

How to better understand your audience without spending a cent

One of the significant barriers to user research is the perception that it is expensive. That is not the case, especially when starting. For a start, you will find that a lot of knowledge about your audience already exists within the company. In this lesson, Paul will explore how to dig out that knowledge without spending a cent.

Lesson 4

Building a picture of your audience using surveys

Surveys are a powerful tool in better understanding users, but we often use them in the wrong way. In this lesson, Paul will show you some techniques to extract valuable and applicable information about your audience.

Lesson 5

Discover the power of top task analysis

Convincing people to take action mostly comes down to answering their questions and addressing their objections. But some questions or objections are more relevant to users than others. We need to know what these deal breakers are, to make sure people can easily find the answers they need. That is achieved through top task analysis, as you will discover in this lesson.

Lesson 6

Why and how you should be meeting your audience in person

If we want to understand people so we can persuade them, we must spend time with them. Meeting with users is essential to marketing success. In this lesson, Paul introduces you to some different approaches you can adopt to this most central of principles.

Lesson 7

Customer journey mapping: What is it and why it can help?

What we learn about the customers from our research needs to clarified in our minds and then clearly communicated to colleagues across our organisation. Often this is done in the form of personas, but customer journey mapping tends to be a more effective approach as Paul explores in this lesson:

Lesson 8

How to run a customer journey mapping workshop

One of the best ways of mapping the journey of customers is to run a customer journey mapping workshop. In this lesson, Paul will take you through the process of running this kind of workshop and what exactly that involves.

Lesson 9

How to get the most from your user research

Too many companies carry out customer research only to leave the results in a drawer somewhere gathering dust. If we are going to adopt a user centric approach to marketing we need to make sure we are using what we have learned on a daily basis. In this lesson Paul will show you how to do exactly that.

Lesson 10

Involve the user in your campaign design

Knowing who your users are and what they want will help create more compelling campaigns. But involving users in campaign design ensures they also strike the right tone.

Lesson 11

How to test your campaign’s design with users

You make many decisions when planning a campaign, but how do you know if those are the right decision? That is where testing should come into every campaign. In this lesson, Paul looks specifically at how to test design mockups of things like email templates or landing pages.

Lesson 12

Reflect your customer’s mindset with Card Sorting

Your website is a crucial part of most marketing campaigns. Yet often we structure those sites around our world view, rather than the user’s perspective. If you want users to act on your website, it needs to reflect how they think.

Lesson 13

Ensure website success with a prototype you can test

Building websites that support your marketing strategy can be expensive and time-consuming. If you get it wrong, it can be a costly mistake, leaving you with a site that fails to convert. That is why, in this lesson, Paul recommends building a prototype you can test, before committing to a final build.

Lesson 14

Testing your websites at scale with unfacilitated usability testing

Usability testing will dramatically improve your conversion rate, but it is not without its difficulties. In this lesson Paul will explore those challenges and show you how unfacilitated remote testing might be a more practical solution for some organisations.

Lesson 15

How to refine your campaigns post launch

As marketers, we tend to move from one campaign to the next and never take the time to reflect on how a campaign is performing once launched. However, digital channels allow us to monitor how our campaign is performing and adjust it as it runs. In this final lesson, Paul introduces us to some techniques for making that happen.

Show off your new skills: Get a certificate of completion

Once the course is over, pass a test to earn a CXL certification.

Add it to your resume, your LinkedIn profile or just get that well-earned raise you’ve been waiting for.

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