Put Your Marketing on Autopilot
New feature! Take the stress and overwhelm out of your marketing!
Create engaging and dynamic social media posts using your existing content.
Start Free TrialSocial Post Generator Tool
Problem
Most solopreneurs and small business owners really struggle with marketing
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Too expensive to hire a team
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Too much work to do it yourself
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It is overwhelming and easy to skip steps
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Requires time and consistency to see even small results, many give up before they do.
How Might We...
...make it easier for solopreneurs to effectively market their business and help them ensure they don’t skip any important steps?
Design Process
User Research, Survey: Because I belong to several entrepreneurial groups on Facebook, creating and posting a survey in those groups was a logical place to start. The goal was to learn more about the struggles and pain points with marketing for other entrepreneurs. 30+ participants took the survey.
- 92% of entrepreneurs find a way to send email marketing campaigns on a regular basis
- 50% have trouble being consistent with social media marketing
- 92% of the participants believe that SM posts need to be engaging and dynamic
- 50% feel they are not getting the results they want from SM
User Interviews: The survey gave me a good starting point, but it only scratched the surface. I felt like I needed to dig deeper in order to really understand my user's pain points. I interviewed 3 business owners from my network, one of them being a marketing coach.
Survey Findings: I learned from the interviews that most business owners…
- Consistently use email marketing tools like MailChimp to send out newsletters.
- Have a hard time coming up with engaging social media posts.
- Feel like social media takes too much time.
- Are disappointed with the results they get with SM marketing, and often quit before they see any results.
- Have trouble being consistent with SM.
Competitor Analysis: I looked into 3 tools most entrepreneurs use for marketing: MailChimp – the email marketing tool, Buffer, and Missinglettr. My goal was to analyze their basic structure, determine their strengths and weaknesses, and use these new findings in the design of my new feature.
The most popular email marketing platform has millions of users, is simple to use, easy to follow. Affordable, and great for small businesses, solopreneurs, and larger enterprises.
Allows you to post your entire campaign on social media, but won't let you break it down into smaller posts, that get a much better response on SM than a large bulky newsletter.
Social media scheduling tool. Allows you to create SM posts and schedule them for the future.
Easy to use, straightforward. Can copy content and reuse it for the future. Less buggy than other similar platforms.
Doesn't import any RSS feeds, have to create new posts from scratch.
Social media scheduling tool. Automatically connects you to the RSS feed of your blog. Once the new blog post is published, the platform picks it up and breaks it down into small paragraphs to create SM posts.
A little complicated to use and set up. Have to edit the posts later and approve them, which is an extra step, easy to forget.
User Personas
I created 2 user personas, based on people I interviewed. One of them is a marketing coach, who would not only use this tool for himself, but can share it with his clients. The other one is a typical solopreneur.
Overall Research Findings
After analyzing all the research data, including the research I've done prior to starting this project, here are some helpful insights to consider before designing this feature.
- People are too impatient and loose their motivation quickly if they don't see the results they want from their continuous efforts.
- Online marketing requires consistency in order to see the results.
- In order for this feature to make a difference, it has to be something that people can easily implement into their daily habits without any extra effort.
- A blog post or an email marketing campaign is a great source of content, however, in itself, it is too bulky and not engaging enough for a social media post. It needs to be broken down into smaller posts.
Proposed Solution
Design a feature that uses generative AI to make it easy to create and schedule social media posts, using the content from the existing email marketing campaign.
Task Flow
Task flow of the feature, starting from the point after the marketing campaign is created. The feature then pops up, asking user if they want to create social posts from it. Then it goes step by step, creating each post until the user decides to either schedule the post for the future, save it, or post it now.
Sketches
For the low-fidelity wireframes, I sketched all the major steps of the feature: the post generator screen that captures each paragraph, the channel selector screens, the scheduler, and finally, the success message screen.
Post generator, what shows up when you start the tool.
Select social media channels you want to post to.
Choose when you want to publish your post.
All social media channels selected.
Confirmation message.
Wireframes
Here are the hi-fidelity wireframes of these steps.
Post generator. This is the first screen of the feature, automatically populated with the first paragraph of your campaign.
When you are satisfied with your post and click "Create Posts", you can then select the social media channels you want to share your post on.
Once you select all the channels you want, you can then edit the posts separately.
You can then either publish now or schedule for later.
A final confirmation message.
User Tests
I had 3 small business owners go through the prototype. Overall they all loved the feature and were really excited about it.
There were a few questions indicating curiosity and interest, as well as suggestions that could be helpful for future development.
However, a couple of comments indicated that I didn't make it clear enough in the prototype that you can edit the text before finalizing and scheduling the post. You can actually edit the text in two places.
