Please note: This is a contributed post. View full disclosure policy.

---

The strategies essential to a strong digital marketing strategy also play a key role in another aspect of your digital presence: user experience. User experience, or UX, refers to the quality and perception of a person’s interaction with a digital interface. Websites, blogs, apps, programs — these are all types of digital interfaces. With a tree testing tool, you can check how easily users can find what they’re looking for on your site.

Boosting Engagement with Content Strategy

Above all else, content is king. It’s what keeps your readers returning to your site. Quality content also builds your credibility and your relationship with your audience. The more your readers or viewers enjoy their experience with your content, the more motivated they’ll be to keep interacting.

In addition to making the content enjoyable, the way it is presented (the user experience) can affect how users engage. It’s important to regularly evaluate user engagement to figure out how you can do better. When in doubt, you can use A/B tests to check how different topics, tones, and formats appeal to your audience.

Good User Experience = Good Design for Good Content

Don’t forget the importance of good design! It’s not just about making a good first impression. Clean, attractive visuals are easier to navigate. That makes users more comfortable in their daily interaction with your page or tool. This, of course, contributes to better success. 

Whether you’re in charge of your own user experience design or you hire help, some areas you’ll need to address include:

• Visual brand identity
• Intuitive navigation
• Content value
• Interactive functions
• Web page optimization

If you’re new to UX design, take some time to research best practices before getting into it. Don’t worry if it’s overwhelming; there are plenty of UX experts you can hire to give you a hand.

Good user experience improves lead generation 

In the B2B market (business to business), leads are the potential clients of companies that you have in your database. Usually, they’re the people making the purchasing decisions. It’s not so different from the B2C market (business to consumer).

In B2C marketing, the consumer — members of your audience — is your lead. You build a relationship with your consumers. Instead of being a one-time-buyer, they’re loyal advocates of your brand who make multiple purchases over time.

Generally, you build this relationship with an exchange of information with your audience. A user provides you with their contact information, and you provide them with more personalized messaging and offers. Oftentimes, that exchange occurs via email. When people subscribed to your newsletter are ready to buy, the sales work comes into play.