How to Receive More Leads Using Interactive Content
Content is king, but content diversity will ultimately make or break your entire marketing strategy. Nowadays, it isn’t enough to produce quality blog posts. You’ll need to create high-performance and interactive infographics, videos, e-books, and other special resources.
Employing diversity in your content marketing strategy (and overall marketing strategy) can attract prospects, engage them through different stages of the buyer’s journey, and transform one-time purchasers into loyal customers.
Interactive content is powerful because it can’t be passively consumed, like reading a blog post for example. Continue reading to learn how you can leverage interactive content to generate and nurture fresh leads.
What is Interactive Content?
Interactive content can easily be defined as content that people just can’t consume and move forward. Browsing interactive content requires an individual to take action and make decisions that will impact their experience.
Here are some examples of interactive content:
- Personality tests
- ROI or cost calculators
- Interactive e-books and webinars
Many businesses make the mistake of downplaying interactive content when it does house various benefits for them and their audiences. One of the primary benefits of interactive content is its entertainment value.
That’s because it provides readers with a break from ordinary content. Take this example from Buzzfeed, as a reminder of why their content is so relevant and popular among their readers.
Interactive content doesn’t always have to be entertaining. It can also educate audiences about their needs and how your business plans to meet them. For example, take a look at Quicksprout’s homepage, which features a free site assessment that helps users realize how they can grow their business using their platform.
Many businesses don’t care to create interactive content for their audience. Therefore, investing in creating assessments, calculators, and quizzes can help you build more traffic and stand out from your competition.
Why Use Interactive Content to Capture Leads?
In addition to the massive benefits listed above, interactive content is a valuable tool that can help marketers convert leads to sales. Like any lead magnet, the content itself provides value to audiences. Interactive content also piques an inherent sense of curiosity in consumers who would want to know what the results of their assessment/quiz will be.
Savvy marketers can take advantage of this curiosity by requesting users enter their email address in order to receive the results of their interactive content. Overall, getting your customers to read your content is easy. The real challenge is convincing them to take action (e.g. filling out a questionnaire or signing up for a newsletter).
However, the most important advantage of interactive content is that it’s much easier to record the information of a lead since they are already taking action, as opposed to them simply skimming a blog post.
This ensures that you are able to collect essential information from a lead and receive insights about them as a consumer.
For example, a tax filing service provides an income tax calculator that receives information about a user’s income and possible deductions. They can, in turn, use this information to send marketing emails that are extremely relevant to an individual prospect.
How to Generate Leads with Interactive Content
If your primary objective is to use interactive content to generate leads, then you’ll need to develop a clear strategy. You can integrate a form into your website, but if it’s placed at the wrong location (in the middle of checkout), it can discourage prospects from moving forward.
Here are some effective strategies you can use to get the most from your interactive content:
- Place a form at the start of your content.
- Prevent a user from accessing their results until they fill out a form.
- Tease a “full analysis” and show partial results to convince a user to convert.
- Provide users with the option to receive an email copy of their results.
In addition, here are some good tools you can use to create interactive content.
- Apester - Create interactive videos, personality tests, quizzes, polls, and more.
- Outgrow - Create recommendations, polls, calculators, quizzes, and assessments.
- Content Tools - Offers interactive content solutions such as contests, interactive maps, microsites, quizzes, and more to help users engage customers and generate more leads.
- Calculoid - Create a custom calculator that will help you receive more leads, engage users, and accept online payments.
- SnapApp - Develop a wide range of interactive content assets including galleries, sweepstakes & content, infographics, whitepapers, and more.
- Ceros - Build your custom HTML5 content using this software.
Whatever tool you plan to use, make sure that it integrates with your marketing automation platform. That way you can conveniently import contacts derived from your interactive content and reach out to them via email.
Produce Goal-Oriented Content
Interactive content can improve your overall marketing strategy by engaging your prospects and convincing them to take action. Before you start to create interactive content for your business, make sure that you are focused on targeting specific audiences through a personalized message.
Popular Interactive Content Examples
Interactive content can drive the conversions of your website tremendously. It’s still important to realize that you’ll need to carry out your strategy perfectly to achieve satisfactory results.
Orbitz, a travel company, provides an excellent example on how to create interactive content without making it too promotional. This free quiz helps users determine how compatible they are with their prospective travel partners.
This type of content is ideal for web users to share on social media, and it can increase engagements on your website.
Another form of interactive content is gamification or simply rewarding people for interacting with content. This platform uses gamification to improve engagement and potential revenue without using much effort.
Finally, you can use interactive questionnaires to refine leads by segmenting them based on their answers. This weight loss company uses a questionnaire to learn more about their potential customers to send them relevant offers that will make them more likely to convert in the future.
There are so many interactive content types you can use for your business. Make sure that your selected type aligns with your target audience. With that said, we’re going to mention a few things you should avoid on your journey to create purposeful interactive content.
Things to Avoid When Creating Interactive Content
Granted, 90% of consumers agreed that they would love to see more visual, interactive content from the brands they follow. Nonetheless, you’ll only be wasting your time and hard-earned money if you fall into traps along the way.
For this reason, here are some interactive content curation mistakes you should definitely avoid:
- Avoid Redundancy - If you’re creating quizzes, do not ask similar questions over and over. This will decrease engagement and ruin your campaign.
- Get Creative - It may be effective to look at other examples, but you’ll only know what works for you by experimenting. Get creative and try out new interactive content to see what blends well with your audience.
- Reduce Friction - If you’re creating questionnaires, limit the amount of information you request from users. If you’re asking for home addresses and other unnecessary information, you could be scaring off potential customers.
How Interactive Content Can Boost Email Subscribers
Content marketing and email marketing are two activities that go hand in hand. You can reinvigorate your entire email marketing strategy by creating exceptional content. Likewise, you can take your content marketing strategy to the next level by diverting your email subscribers to your blog.
By developing interactive content, you can succeed in boosting email subscribers for your business. Look at this piece of interactive content that will undoubtedly drive email subscribers.
This is brilliant interactive content! You can literally participate in a virtual tour of this place, and once you’re satisfied, you can register. This way, you can collect email addresses, and the sweetener is the $10 discount at the bottom of the deal.
This is the perfect example of how interactive content can increase your email subscribers. Do you want to get started with creating this type of content for your business?
If so, continue reading to learn more about how we can assist you today!
Get Started Today!
FireDrum provides exemplary email marketing solutions for all kinds of businesses. Click here to check out all of our email marketing features. Alternatively, give us a call today at (877) 347-3376 to speak to a member of our sales team.