Everyone Else Is Interactive, So Why Aren’t You?

September 29, 2015

We talk a lot on this blog about needs.Interactivity matters, so why aren't you engaging?

The Needs Of The Business

You need content marketing. You need a web presence. You need a brand story. There’s a lot of needs there, but how you fulfill those needs is often the hard part.

Content marketing is just one tool in your digital marketing toolbox and even then it’s rapidly becoming just a part of what online marketing is these days. If you’re not adapting, you likely aren’t making significant strides.

We’ve talked before about the evolving state of content marketing, specifically the growing use of visuals, videos and grassroots tactics. But one thing we’re seeing taking over headlines is interactive marketing.

Just What Is ‘Interactive Marketing’?

The best definition we’ve ever seen of interactive content comes from Lena Prickett’s article ‘Interactive Content Marketing 101’. As she states: “Interactive content is a dialogue, whereas static content is a monologue.”

Does your content engage, involve, and start up a two-way conversation with your customer or audience? If the answer is yes, congratulations! Your content is interactive.

The best thing about interactive content is that the opportunities are endless. From quizzes to question/answer sessions, to reveal based marketing, to polls, the opportunities to get your audience involved and active on your platform of choice are endless.

Why The Buzz?

The thing about interactive marketing is that it isn’t new. It’s been around since digital marketing started (isn’t the point of social media marketing to interact?) and has been a mainstay, if perhaps an underlying, unstated one. Since the rise of video, visuals, and viral marketing, however, there’s been a shift from advertising to more guerilla or native advertising style. No one wants to read a sales pitch anymore, and we can’t blame them!

Interactive marketing is making a buzz however because of the focus on getting the audience involved. It’s one thing to reach out and start a dialogue. It’s another entirely to get your audience interacting with you first.

Even better, good interactive marketing is a win-win situation. Your audience is part of an engaging experience with an interesting solution, story, or message, while the marketer gets data and provides detailed data or education to a potential future customer. When only 11% of buyers will provide contact information in exchange for a white paper ad, versus 30% as seen in Business2Community’s SnapApp study, it’s a no-brainer!

So What Should I Be Doing?

Providing an interesting interactive experience has become more important than ever these days. Particularly when competition for attention is fierce in the online market. So how do you make your content into something people can interact with?

A Google search will give you a thousand ideas, and we couldn’t tell you that any one method is better than the other. But with an average click rate of 50% and lead conversation rates of 40%, interactive marketing is proving to – at least for now – be a trend worth putting into practice.

These are just a few of the most common types of interactive content we’ve been seeing around the web. The possibilities are endless, however. The best way to figure out what works best for your brand or business is, as always, to experiment.

Quizzes

You’ve likely seen those “Which [Insert Movie Character] Are You?” quizzes show up on your personal Facebook feed. Annoying as they are, they get shared. And they get shared often. So why not have that share be a quiz you made?

The advantage of quizzes is that they can cover many different stages of the buy-sell cycle. Even better, they can be tailored for your audience, so even if your business sells to other businesses, you can bet there’s a quiz to be made. Even if it’s just asking about industry pain points!

Interactive Infographics

Infographics themselves are already a booming trend. In fact, 80% of marketers report sharing infographics. So what happens when you allow audiences to tailor that infographic interaction to their own needs and whims?

You open up a conversation, and in return, you can see what garners the most interest. A strong point in favor of interactive infographics is the fact that you can often track how and when people interact with them. Bonus!

Polls

What better way to ask a direct question and get a direct answer than polls? With a bit of creativity you can make your poll fun as well as informative.

Video

Interactive video? You bet. Whether it’s previewing the new fall wardrobe choices, a choose-your-own-adventure type of brand story, or even a mini-game, video is a dynamic as well as a popular format for many reasons. Not only are videos more likely to grab your audience’s attention, but they also offer a wide playground when it comes to what can be done.

Need a few examples on interactive videos? Take a look at SoctialTime’s article highlighting some of the most innovative (and successful) interactive videos out there.

Contests

We couldn’t talk about interactive without talking about contests. Practically the original interactive content, contests allow you to get your audience involved and actively participating. Another big plus? Contests can help you generate content just for the event. It’s a great way to populate your content calendar as well as get your audience engaging directly with you.

The Options Are Out There

Interactive marketing is just one more tool in your digital marketing arsenal. Now it’s time to get out there and see what works for you.

What are you thinking of implementing in the way of interactive content for your brand? Did we miss any obvious options? Let us know in the comments below!

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