I recently took Springboard digital marketing course for 5 months to brush up my digital marketing skills. I successfully promoted a UX e-book called ‘A Beginner’s Guide To Careers in UX Design’ and raised awareness of their UX courses through various digital channels.
Goal of the project
To promote springboard e-book called ‘A Beginner’s Guide To Careers in UX Design’ and capture customers email addresses for future promotions.
Outcomes
- Raise awareness of Springboard UX design courses and workshops by promoting the ebook.
- Encourage a target audience to learn UX designer or become a UX designer.
- Capture users email addresses for future promotions
Methods
- For target audiences, I developed unbounce landing pages and optimised the page through AB testing.
- Google and facebook campaign ads led users to the landing page to capture their email addresses
- An email campaign launched via mailchimp.
Buyers Persona
Christina
Roles
Multi-skilled digital designer, web designer, graphic designer, front-end developer, curious traveller, bilingual, single and no children.
Goals
Solve problems, help customers achieve their goals, manage time to keep deadlines, learn new skills to keep up with the latest trends in the industry, find a specialised area to pursue in the future. It could be UX design.
Challenges
Limited learning opportunities and career advancement
Too busy to analyse anything by using data. Need to do everything from designing to development to testing. She is not sure how to get into UX design.
Value proposition
Springboards ‘A Beginner’s Guide To Careers in UX Design’ is For multi-skilled digital professionals WHO consider getting a job in UX design as well as learning new skills to keep up with the latest trends in the fast-paced digital industry. Springboards ‘A Beginner’s Guide To Careers in UX Design’ is a 15-page downloadable pdf THAT provides an overview of what a UX designer is, including the required skills, salary, how to prepare for getting a job, useful links, seasoned UX designers’ stories, quotes and tips. Because digital professionals living in demanding work environments require a concise and practical guide in order to make a big career decision and prepare for it without wasting time. At the end of the guide, a Free short UX course and portfolio workshop with a mentor are offered. They will help you explore further or land UX design jobs successfully. Don’t miss out on this opportunity.
Landing page
I built this landing page by Unbounce and conducted AB testing through Optimizely.
Keyword identification
Based on the three criteria, I conducted keyword research
- High intent/relevance
- High search volume
- Low competition
Tools: Google AdWords Keyword Planner tool and semrush for competitor keywords analysis
Google Ads campaign
Results
- 64 clicks to the landing page
- 14 email addresses captured
- The conversion rate: 22%
Ads & Analysis
‘How to become a UX designer’ ad was a clear winner.’UX for beginners ‘ad conversion could be improved as it included the highest CTR keyword. ‘Learn UX design’ might be too generic for this campaign’s audience.
Target keywords
- how to become a ux designer
- learn user experience design
- learn ux
- ux design career
- ux design process
- ux designer career path
- ux designer portfolio
- ux designer skills
- ux designers salary
- ux for beginners
- what does a ux designer do
- what is user experience design
- what is ux design
Facebook Ads campaign
I launched facebook Ads campaign to promote the e-book and capture customers email addresses with $100 budget.
Results
- 64 clicks to the landing page
- Captured 14 email addresses
- The conversion rate: 22%
Ads & Analysis
‘How to become a UX designer’ ad was the best-performed ad.
The carousel ad ‘UX for beginners ‘ was the weakest among the three. Quality photos could be better than illustrations to display.
Also, the landing page with a short web form performed better than the one with a longer form.
Target audience
Digital professionals
Size:
45,000,000
Location:
United States: California; District of Columbia; Miami (+40 km) Florida; Georgia; Chicago (+40 km) Illinois; Boston (+40 km) Massachusetts; Jersey City (+40 km) New Jersey; New York; Ohio; Philadelphia (+40 km) Pennsylvania; Texas City (+40 km) Texas; Seattle (+40 km) Washington
Age:
20-50
Interests:
Mobile phones, Graphic design, Digital marketing, Higher education, Marketing, Web development, Online shopping, Web design or Game consoles
Education level:
At high school, At university, University graduate, Master’s degree or Professional degree
Industry:
IT and technical services, Education and libraries, Business and finance, Arts, entertainment, sport and media, Architecture and engineering, Production, Healthcare and medical services, Computation and mathematics, Community and social services or Government employees (global)
Email marketing
In this project, I created an email campaign to nurture prospects, onboard customers, or promote a piece of content that I created. The campaign consisted of three emails, and it was set up as a drip email campaign triggered by a call-to-action (Download now) on the landing page.
