How we tripled our marketing campaign’s target by taking a user-centered approach.
Many campaigns are launched based on assumptions.
Even if it’s hard for you to accept it, you’ve probably been involved in some of them. So, if we know that the starting point of any design is our user’s needs, why not applying this concept into a marketing campaign strategy?
In the Unbounce’s International Marketing Team we decided to take a user-centric approach. The result? We tripled our campaign’s goal.
How Everything Started
Pablo Penadés, our Spanish Content & Community Manager, came up with an idea for a new project: “Unbounce Friends”. A webinar where marketers would meet in a casual way to talk about digital marketing trends.
Along with the excitement of starting a new project a series of questions came up:
- Why is it important to launch this campaign?
- Which are our main goals?
- What value would we be providing to our audience and to our guests?
At that time I was reading Jake Knapp’s “Sprint Book”, which shares a 5-day methodology in which problems are solved through testing design concepts with real users. So, we decided to bring everyone into the process and work together from the beginning.
We adapted the process to our times, resources and a team of 3 people (Pablo, Luis Francisco and myself). And with only 4 hours a day for a week we managed to generate our international campaign.
Here is how our 5 days of work looked like.
Monday: Defining Campaign’s Goal
We introduced the campaign and defined the company’s and audience’s goals.
Campaign Goal: Get 1,000 new subscriptions (name + emails) in our Unbounce Spanish account.
Besides our objective, we kept in mind the following questions to try to find the best solutions along the way.
- Who are our users and what are they interested in?
- What channel and format will convey our message?
- How will we spread the word?
We also mapped out our user’s journey from the first email to the social channels and landing pages up to the last click on the webinar’s video. These diagrams or workflows are always used to tell stories and keep in mind the points of contact of your user.
Tuesday: Interviewing Experts
We interviewed people from different teams thanks to whom we gained perspective, guidance, and ideas. We asked questions focused on their best practices, lessons learned and possible technical difficulties involved in conducting a webinar. Interviewing your colleagues to get perspective and avoid mistakes is a highly recommended practice.
After analyzing the answers we decided to treat the project as an experiment in which we could get closer to our audience. This allowed us to feel safe to come up with crazy ideas and to modified our campaign goal:
Redefined Campaign Goal: Generate a campaign with at least 250 subscriptions (name + emails) for Unbounce Español where we can collect feedback from our users.
This last point was key to develop the structure of the show and set up a mechanism that would allow us to have a deep empathy for our users.
Wednesday: Sketching Solutions
We analyzed existing design projects and suggested individual solutions. We used the technique called “Crazy 8s” where each person sketches a design solution per minute. We focus the exercise on the value of the show and its structure, that way we got 48 design solutions in only 16 minutes.
Tips on this technique: The value of this exercise is that it‘s focused on quantity, not quality. This forces you to surpass the obvious ideas and explore new solutions. There’s is where the real innovation begins.
Thursday: Redefining Campaign
After collecting the proposals for the show, we voted and identified the solutions with the greatest potential and redefine our campaign.
We ended up naming the project “Unbounce 360”: an interactive show where marketers from different areas of expertise would share their knowledge around a common theme based on our attendees questions. This would give the user the content that they’re looking for and a 360 degree perspective on the topic.
We also divided the tasks internally according to everyone’s skills: content and logistics, branding and design, and production and post-production. We worked separately but together, sharing every step of the work to incorporate everyone’s feedback and iterate until we agreed we had the best solution.
Friday: Designing Landing Pages
The Unbounce 360 design was way more focused on the strategy rather than in the aesthetics. We came up with two landing pages. The first one was focused on getting familiarized with the people that we’re designing for and the second one provided our session’s recordings.
First Landing Page: Getting to know our audience
My main objective was to communicate in a clear way what Unbounce 360 was, the value prop of the first episode and the show’s dynamics.
Most interesting part of it? The form fields. We decided to create a more personal link with the user by openly asking what they wanted to learn in the following episode.
The results? In only 14 days we obtained 375 questions which helped us generate direct conversation between the guests and the audience. And, we also tripled our main goal achieving 803 new users with a landing page conversion rate of 32.7%.
Second Landing Page: Redirecting traffic
To continue with the user’s feedback dynamics, we added the option to grade the show’s quality with a metric that ranged from “Very valuable” to “Interesting”. However, we got a low response from the audience.
By testing this hypothesis (with minimal repercussions), we ended up modifying our second episode and decided to offer related content to redirect traffic to our blog.
Understanding the campaign’s goal before thinking on the solution and tolerating the idea of failure gave our team the freedom to experiment and open everyone’s minds.
We ended up pushing live a functional prototype that we ran through our users for three different episodes. We invited different guests, tackled actionable marketing content and received audience’s feedback. After confirming the value that this project brings to our attendees we’re ready to launch a re brand.
So, stay tuned! :)
|| Originally published in the Spanish Unbounce blog ||