User centric marketing

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(Hager Khaled –Article #4)

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I am Hager Khaled a junior copywriter looking forward to be a Growth Marketerso that I enrolled in Growth Marketing Minidegree from?CXL Institute?in order to understand what is Growth Hacking.?

I have signed up for the Growth Marketing Midigree from CXL Institute?, and fortunately, I have granted a free scholarship. Therefore, I will be writing an article weekly, summarizing the lessons and specifically what I have learnt and understood.

The topic of this week is This User Centric Marketing. Let's dive deep in User-centric marketing.

What is User Centric Marketing?

User centric marketing makes the customer their priority. It centers on the needs and wishes of customers For instance, Amazon put an empty chair at their meeting to remind them of the user.

You can even involve the user in designing your products to help the copywriters and the designer in creating copies and visual resonating with the user.

You can use these following exercises to maintain the inclusion of the user into the campaign:-

1.??The first one is called the Famous person: if the company is a famous person who will be and why?

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2.??The second one?is The Waiting Room 'Game', it is all about guessing what the furniture of the waiting room will look alike, will it be minimal or luxurious or cozy? What music is playing?

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Why you should surveys?

Because, Surveys are invaluable tool to get more nuances about the users.

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Here are some tips to follow in doing surveys.

Tip 1:- The surveys should be short and clear and even one question is enough! The key point is keeping it short and more focused on one subject.

Tip 2:- Random question will make them giving up. Grapping a lot of data will baffle you. ?

Tip 3:- Use closed questions instead of open questions as people do not like to think and avoid asking personal information

Tip 4:- Try to give them explanations why you are asking these questions.

Tip 5:- Make use of incentives to urge them complete the surveys like Amazon Card or downloading your digital e-book or ?or free trial or any something else.

Here is another trick for you, you could apply.

Do not tell them there is a gift if you complete this survey! But after they successfully complete the survey, offer your gift as a thanksgiving, this is a psychological trick. You will trigger a feeling of reciprocation as it was a surprise and unconditional gift.

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What is a Top task analysis?

Top task question is an invaluable tool giving us in depth understanding of what your customers prioritize and care about.

Top task question revolves around answering the most important questions and ignoring the trivial and tiny ones in order to increase the customers’ satisfaction and absolutely the conversion rate will, in turn, go up.

It centers on picking the 5 elements from multiple choices that are important to you and then ranking them from one to five .???

You should undergo Top task question analysis

?The first step :- collecting the questions of your users in terms of (tiny-small-medium-top) tasks and of course, you will end up with hundreds of hundreds questions,

The second step :- all you have to do is omitting the straightforward and simple ones from your list and then answer the rest of questions in a clear simple statements, after that, you have to categorize them.

Your final list will be approximately 60 to 100 questions.

The last step:- ?make a questionnaire or a survey and ask people to list the best 5 according to the importance. What you do then is just focus on these 5 items or tasks.

What are the benefits of task analysis?

This will help you as you will no longer waste your time or effort, you should lay your focus on these points in your campaigns, Facebook ads, and website. Because Sales and marketing is about answering the questions and objections of your customers and if you answering the right objections and questions, you will find that your conversion are increasing.?

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Traditional persona won't work effectively as you suppose, so it is better to use customer journey mapping ?

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So, what are the advantages of customer journey mapping ?

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The customer does not make the decision of buying immediately, There are steps that he takes before the sale actually occurs, therefore, knowing each step that the customer takes will give you more insights about the triggers which motivate them to buy your product or choose you instead of other brands and disappointments or challenges that faces them and make them drop off your funnel.

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