Using Interactive Content and Experiences for Higher Customer Engagement
Interactive content has seen its popularity rise over the last couple of years and it’s set to further evolve into a trend. Online calculators, assessment forms, interactive graphics require a deeper engagement from prospects and will usually generate higher quality leads.
Here’s a list of some of the different kinds of interaction content you could consider:
Calculators are tools users will often search for when they want to have a better understanding of what their costs, ROI or any other metric might look like. Calculators can range from simple to complex, depending on the amount of customer input you want to include. The more data that you ask from prospects, the more confidence they’ll have in the accuracy of the results.
Infographics are already a popular marketing tool and adding interactivity will show interesting stats in a visually engaging way. Use stats relevant to the industry and add visual effects that capture user attention. You can improve your existing infographic content, but also create new ones focused on the customer experience when interacting with it. Use interesting facts, data and findings that you haven’t previously published in other marketing content to make interactive inforgraphics even more appealing.
Interactive infographics are great tools in the early stages of the marketing and sales cycle, as they mainly build awareness around the brand or product.
This feels like a free demo to prospects, as they get to play around with your product or service solution. For example, a car manufacturer lets prospects build the car with the features they like or a software company lets the user build a solution specific to their needs.
Product builders might not be suitable for every industry, but if you need help getting started with it, a good place to start is your existing product briefs. Product builders are ideal for the mid to late stage prospects where high-level value has already been established.
Interactive product tours will help users bridge the gap between introductory videos (like tutorials) and product demos. Video tutorial are great but forces the prospective buyers to take a passive position when they would like to try the product out. Demos are also great, but often users miss the most important features because they don’t have any guidance.
Product tours solve this by offering guided walkthroughs of the product — it’s an interactive manual with instructions how to use it.
The side benefit from interactive tools is that upon submission you can gain valuable insights for the sales process that might be otherwise hard to capture in any other type of content. While these tools have certain costs attached to them, over a period of time they could have a high return on investment.