As traders, we are challenged to capture and hold the attention of an audience. Today we often experiment with different tactics to ensure we have the right conversations at the right time -. In order to increase engagement
The latest tactic is to turn your existing marketing content from a ‘static’ experience in the resulting engagement and is more dynamic and interactive.
From an organizational point of view, you might be happy with static content. It can be repurposed for multiple channels, it is easy to control, and it is ideal for highly regulated industries where all content must be approved. But think about it from the customer’s point of view – you bore your audience
Static Content can be boring.
Static content can age very quickly. Your customers can not make conversion or commitment of the actions you wish, or they can not come back if they receive the same digital experience repeatedly. How many times have you quickly glanced at a picture or whitepaper and realized that marketing has missed an opportunity to engage? Customers expect to have a conversation; and these are the conversations that keep them coming back.
interactive content is where it is!
Interactive content has a demonstrated ability to increase conversions, satisfy the desire of a customer to see that she is interested in. According to the recent study by the Institute of Marketing content, more than 75 percent of their respondents said they would increase the use of interactive content in 2016. correct use of personalization associated interactive content ensures that your potential customer sees only what appeals to her – and in an engaging way that sound travels along the next step in the sales funnel.
Interactive content can include quizzes, dynamic graphics, images or videos shoppable (hotspots), calculators (to calculate the return on investment, mortgage payments, etc.), polls, comments blog, the social media content that can be shared and loved, follow buttons, games, webinars, courses, galleries and shoppable media – to name a few. One of my favorite types of interactive video content. You can integrate this type of experience in a web or mobile channel to drive engagement. If done well, it can significantly increase brand loyalty and conversions.
Start with these best practices!
Make your interactive content takes a thought as well as investments of time and money. Here are some to get you started.
1. Understand Journey Touchpoints and your client.
Do not start developing content until you have mapped the experience of your customers at every point of contact and interaction channel with your brand. Locate all places where the customer experience is less-than-optimal – and then fix it. Understanding where, how and why customers want to interact. All departments should work towards the same goal -. To create exceptional customer experiences
For example, advanced client may want an ROI calculator to help prove something to his boss. But a client who has just become aware of your brand may want to be both entertained and informed, so an interactive graphics would be more beneficial than a static image.
2. Use data to monitor your interactive content.
Be sure to monitor your interactive content to understand how your audience is engaging. Are How much time spend with your content? What they click or typing? Need to change colors? Are they taking the actions needed? Are they return or share content?
For example, when the video-engagement follow-up data, be sure to follow the departures videos and stops, drop offs, and clicks on interactive experiences and constantly test and modify final appeal your video action.
3. Consider mobile when creating your content
Creating content that is mobile-friendly is optional – .. It is a requirement, as most of your customers will connect with your content on mobile devices
your challenge is twofold. The first is speed. You have about seven seconds to make a positive first impression a potential client before moving to a competitor! With a slow loading content that are not optimized for mobile devices, you’ll never get the chance to make your case.
The second challenge is commitment. Your content should be designed for mobile devices – so make sure that the experience is touch-ready. Do not miss the opportunity to drive deeper levels of engagement in these mobile times -. Your customers probably will not remember to engage your desktop experience only once they return to their homes or offices
Adding interactive content your content marketing mix could result in significant increases in customer engagement, conversions and references. Keep it agile to meet changing customer interests and tendencies, and you may realize one day come that your website has become one of the most visited places for discerning consumers digitally today.