Why Interactive Content Is A Must-Have For Digital Marketers
Overview
Interactive content is revolutionizing the way B2B and B2C brands and their customers interact. Top marketers are using it to build stronger connections with existing and potential customers – increasing loyalty and revenue. Instead of sending out static content, companies are using interactive elements – polls, quizzes, and chatbots – to encourage people to engage with their brand. The data from these engagements can provide valuable leads and data-driven insights. Here’s what interactive content can do for your digital marketing efforts, and how Marketo can make it happen.
Referrals are a powerful way to increase existing customer loyalty and attract new ones. The challenge is how to incentivize customers to do the work for you. What’s in it for them if they refer a friend or a client? A neat way to do this is to offer a reward for referring a friend. That could be a discount on one of your products or services, or it could be free entry into a prize draw. Marketo has a feature called Sweepstakes, that gives people the chance to win a prize by telling their friends about you. You can also set up Sweepstakes to encourage customers to take a particular action – such as share content or sign up for a free account – by offering them the chance to win a prize. Interactive content empowers customers with choices that bring them closer to your brand. It turns passive listening into active participation. Interactive content is a game changer, and Interactive Webinars are a great example of it. Imagine giving your audience the chance to influence what’s covered in a session through a survey or poll. Or responding in real-time to their needs for static content – such as sharing a white paper or blog post. The great thing about Marketo is that once you’ve set up one webinar, you can create and reuse a template for future ones. That includes things like the screen layout – with documents, presentations, and chat – to make it a more engaging experience for everyone. People want answers faster than ever before. If it takes too long to get one, you’ll probably lose out to a competitor. Deploying chatbots – either for specific web pages or in response to specific actions – can speed up interactions and smooth the path for potential customers. Opportunities for customers to interact are also opportunities for you to learn more about them. So every time they participate, you gain more and more useful information. Knowing more about your customers means you can share content that’s increasingly relevant to them, which in turn drives engagement. For example, you could use choices from a poll to personalize newsletter content, tailoring it to a specific customer’s interests. Combining interactive content with marketing automation leads to a more effective and efficient marketing process, increasing engagement, improving lead generation, enhancing data collection, and creating opportunities for personalization. With all your static and interactive content living inside Marketo, it’s easy to gather the data needed for data-led insights and, ultimately, drive better results for your business. For that reason, interactive content is now a must-have for digital marketers. Here at Kapturall, we’re Marketo experts who can help you transform your marketing efforts through interactive content. To discover how, contact us.Give people a reason to share
Empower people with choices
Answer people’s queries faster
Flip the switch on engagement
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Denise Brouchy
Director of Operations at Kapturall
Denise Brouchy has over 10 years of expertise in auditing, consumer goods, and online education. She has worked at major companies such as PwC and AB InBev, and currently helps companies maximize new technologies for their marketing activities. Possessing strong management and strategic planning skills, Denise is dedicated to helping businesses achieve their goals by implementing innovative solutions and keeping up with industry trends.
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