Is your content not engaging your audience?
Do you feel that your content is not getting the feedback and shareability it deserves?
With interactive marketing, you don’t have to limit your content to the general static forms of content that most businesses are using. For example, did you know that video, written copy and images (in that order) are the most successful media types for B2B. Meaning that if your company is not already incorporating video or some form of visual interactivity, then this may be the reason as to why your content is missing out on some major engagement and lead generating opportunities.
With this in mind, let’s look at the three increases that will occur for your business through implementing interactive marketing and taking your content outside the conventional marketing box.
Increase Brand Attraction
It is crucial to understand what content you are creating, who will be reading your content, and how your content can best serve your content community. For example, if the content you create is only written without much visual aid, but through your research you learn that people retain 80% of what they see, 20% of what they read, 10% of what they hear, then it may be time to refresh your content strategy. With inbound marketing, knowing your buyer persona’s likes and dislikes as well as researching the current media landscape is vital to your brand awareness and attraction.
Meaning, that if you know your audience prefer visuals over written content and you’ve researched that 72% of marketers confirmed that YouTube was their video platform of choice to distribute content for lead generation and brand visibility purposes, implement that data into your content. So if you’re looking to be more attractive to your audience, research and understand your buyer personas in order to think of content that is tailored to their needs.
Increase Audience Engagement
In order for your audience to be more engaged with your brand, you have to make sure that your content is engaging. Especially if you have more detailed and educational content, eye-tracking studies show that internet readers pay close attention to information-carrying images like infographics or even interactive images. This allows you to teach your audience, keep them engaged and increase your brand awareness with them by sharing your informative, visual content—especially since visual content is 40x more likely to be shared on social networks.
Increase Lead Conversions
Finally after attracting and engaging your audience, it’s time to convert them into leads. However, the interactivity doesn’t have to stop at the attract stage. In fact, interactive video supercharges your site with better lead nurturing, e-learning and video branding.
According to these stats, the first by EyeView and the second by CodeFuel, “visuals in the form of videos increase website conversions by 86%” and “using videos on landing pages can increase conversions by 80%.” So don’t just use interactivity to attract your audience—continue to think of different ways to use interactivity with your CTAs, landing pages and content offers.
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