Topic: “Start Engaging In Interactive Marketing” In a world that is becoming more digital, there are more ways than ever to connect with your leads. Most of the time, though, these connections go in one direction and don’t have the back-and-forth conversation typical of how we talk to each other in everyday life. There is a better way, though.
Interactive marketing is like a choose-your-own-adventure book for nurturing your leads. The content is based on what is important to them, not just what is interesting. 62% of B2B marketers use it at least partly to help grow their brand. We’ve put together this quick guide to interactive marketing to help you get started. It tells you interactive marketing and tips on how to use it. Let’s get to it.
What’s interactive marketing?
Interactive marketing is a type of content marketing based on leaders’ actions and behaviors instead of just marketing in a passive way. We know that the best way to move prospects down the funnel is to use data and personalization. These basics of interactive marketing are used to decide when and what kind of content to show a prospect.
In the end, this means that leads can get more of the information they need and less information they don’t. The content fits directly with a person’s preferences, actions, and experiences, not just where they are in the buyer’s journey. Some examples are interactive surveys, quizzes, videos, infographics, and emails. Each has its call-to-action (CTA) that makes a certain brand response happen.
This is good for your brand in a few big ways. First of all, you get leads that are more interested and know more. You also offer a better experience from the first point of contact, making you stand out from your competitors in all the right ways. It doesn’t hurt that content you can interact with tends to be more interesting.
Statistics on Interactive Marketing
Interactive marketing can boost your efforts, and that’s not just a guess. Here are some numbers that show how useful this marketing method can be.
- Interactive content gets twice as much attention as content that doesn’t change.
- Over the next two years, 88% of marketers plan to turn at least 10% of their static content into interactive content.
- Seventy-five percent of marketers agree that interactive content that isn’t behind a gate gives a “taste” of their brand and brings in more leads.
- Seventy-three percent of marketers agree that combining interactive and traditional marketing helps people remember their brand’s message.
- 43% of people would rather watch interactive video content than other kinds.
How to Start Interactive Marketing
There’s no better time than now to use interactive content if you haven’t already. Here are some creative ideas for getting things started.
Create a Quiz
In 2015, 90% of the most shared posts on Facebook were quizzes, with a lead capture rate of 31.6%. And because they are interactive by nature, it is very easy to make them fit the needs of each user. Whether you choose something humorous or a bit more serious, quizzes are an excellent method to drive leads toward appropriate products or services while tapping into the inherent urge that we all have to learn further about ourselves, even if it’s just for fun.
Set up a poll.
Polls are a great way to get your audience’s attention, and they’re easy to make and share on social media and email. Use them at every step of the buyer’s journey to determine what people want and how interested they are. You can also employ them as part of campaigns. For example, you could ask leads to vote on a name for a new product before it comes out.
Use Hover-Over Imagery
People usually think of selling clothes or other direct-to-consumer goods when they think of “hover-over” images, which are pictures where you can move your mouse over certain areas to learn more about them. Still, they can be used by any business.
Think about making a hover-over image that shows leads how your product works. Or, how about a picture of one of your solutions with details about what each part brings to the table when you move your mouse over it? Share your images on your blog, social media, and emails to help your customers learn more about your products.
Update the existing static content
You don’t have to start from scratch regarding interactive marketing. Look at the content you already have that isn’t interactive to see if you can add interactive elements to it or make it into a separate interactive campaign. You’ll get more for your money if you don’t start from scratch.
What’s interactive email marketing?
Since email marketing is what we do best, it would be wrong of us not to discuss how interactive marketing fits into your email marketing strategy. In traditional emails, subscribers can’t do things like make a purchase, book a hotel room, or sign up for a webcast without leaving their inbox.
For example, if the action you want the email recipient to take is to sign up for a conference call, the call-to-action button will send them to a landing page outside of their inbox. Interactive email marketing is changing the way things have always been done. So, what exactly is interactive email marketing? Interactive emails let people click on links and do certain things within the email.
It has parts that let subscribers reserve a room, add items to a shopping basket, take a quiz, fill out a survey, or watch a product demo right in their inbox. As the name suggests, these emails let the people who get them interact with them. This makes the experience better for everyone and makes email marketing more personal.
Why it’s a good idea to use interactive email marketing
With a 3600% return on investment, email marketing is one of, if not the best, marketing channels. On the other hand, email is mostly one-way: from the marketer to the subscriber. Let’s say the person opens the email but doesn’t do anything with it.
In that case, the person who sent the email doesn’t know if the person who got it read it or how they interacted with it. The goal of interactive emails is to change this. The interactive parts encourage subscribers to do something that makes them feel like they’re a part of an experience. This makes users more interested and increases the click-to-open rate by 73%.
Even better, letting subscribers do certain things inside the email reduces the number of steps needed to convert. Remember that a subscriber is more likely to do something the fewer steps they have to take. It shouldn’t be surprising that interactive email gets twice as many conversions as passive email.
Other great things about interactive emails are:
- Getting along better
- Personalization to get more qualified leads
- More engagement, which results in a better reputation for the sender