Today, most of the digital content produced and used in online marketing campaigns is passive. As a consumer, you look at a picture, read a blog post, or watch a video. However, platforms like Instagram as well as high-performance content creators are stepping it up to include interactive participation on their channels and in their campaigns.
On Instagram, you now see polls and quizzes as part of the posts you see in Instagram Stories. And content creators are adding interactive tools like calculators and selection guides to their bag of active participation tools.
By creating interactive tools, you are bringing the customer one step closer to making their own decision on a purchase or solution. The tools generally provide a logical decision-making process based on options that help them find their own perfect solution without your direct input. You can empower your customers to act instead of asking them to memorize endless specifications about your product.
According to the Content Marketing Institute, 66 percent of marketers saw greater audience engagement after using interactive content.
Interactive Examples
The calculator is the most common tool, helping decision makers understand the data at their disposal and the costs they are willing to take on. For example, a simple calculator tool could estimate the cost to install 50 cameras at a location with 30 days of recording based on specific resolution and environmental housing assumptions. Once the estimate is delivered, the system could outline the top 10 factors that could change the price higher or lower, encouraging the customer to provide more details to your sales team to get a more accurate price for the solution.
And, aside from providing a valuable resource to your customer, the information they provided can create a new lead in your CRM system for future automated or personal follow-up.
Likewise, a site survey tool could help your customer determine the number and type of detection sensors required to secure their facility. The survey tool could allow for specific information about each location and then summarize the results to allow for proper project quoting. It could also be used to help the customer develop an RFQ for their project to enable fair bidding for the project and your team could be the first to know that a project is underway.
Interactive Tool Creation
Digital content creation tools like, OUTGROW.co, can help your team design calculators, quizzes, assessments, polls, forms, and even surveys to help customers become part of the interactive decision-making process. OUTGROW provides over 1000 templates that can increase participation by over 40%, providing personalized answers to your prospects’ questions.
Valuable Interaction
Creating interactive content tools requires more programming effort than a basic text or video post.. And while DIY solutions like OUTGROW exist to make the process easier, your team still may need a hand from a trusted advisor.
Contact Vector Firm today to discuss your content production and marketing needs.
