Interactive marketing is a methodology that marketers use to engage audiences with innovative videos or visuals. The marketing tactic allows marketers to capture audience attention, build brand awareness and creatively display their products or services.
As per a recent report by Thrive My Way, “120+ Powerful B2B Marketing Stats and Trends [2023]“, 95% of marketers have set a dedicated budget for content production. Businesses can provide a captivating and interactive experience that boosts content retention and maximizes user engagement.
Interactive content creates channels for marketers to understand preferences better and deliver a more personalized experience. Here is an overview of how marketers can boost results with interactive marketing.
How does Interactive Content Impacts Lead Generation?
Interactive content certainly gains audiences’ attention. The content includes expressing preferences, choosing options, and responding to inquiries. These tasks encourage the audiences to provide the required more frequently.
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Marketers must utilize interactive content tools to examine and make inferences. Interactive content makes it simple for businesses to gather and use information efficiently. Businesses can, for example, collect user information regarding users’ specific requirements, which the companies can use to send more specialized offers to the customers.
Interactive content is also important to educate the audience faster without using long and complex content. Businesses can share brand information with audiences using practice tests and calculators. This method increases the likelihood of providing lead information through interactive content.
Benefits of Interactive Content
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Increases Conversion Rates and Customer Engagement
Interactive marketing offers potential customers the opportunity to make immediate purchases. For example, a call-to-action point of sale is an effective marketing strategy. Moreover, delighting the audience is the key to robust engagement, so online quizzes and interactive videos make customer and brand interaction unique.
At the same time, marketers can receive direct customer feedback with this marketing methodology. This way, they are more likely to stay loyal to the brand.
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Personalization
Marketers must efficiently address every customer’s requirements and recommendations. A personalized experience of interactive marketing helps businesses engage with the audience. It offers a medium for customers to raise concerns via polls, surveys, quizzes, and questionnaires.
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Increase in Sales
Businesses can analyze the marketing campaign’s success via its sale conversion rate. Unlike traditional marketing ads that send one-way messages, interactive marketing creates a two-way stream. Moreover, in case of any concerns, customers can readily raise queries, and businesses can resolve them faster, increasing company sales.
Best Interactive Marketing Best Practices
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Understand Marketing Psychology and Think Visually
Marketers must understand customers’ minds, attitudes, behavior, choices, and preferences. At the same time, using images and videos would elevate the marketing campaign’s effectiveness.
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Adopt Personalization and Encourage Participation
Making tailored efforts to the marketing campaign will encourage the customers to engage with the brand. At the same time, businesses must address customer feedback allowing customers to participate in the discussions.
Top Interactive Experiences for Interactive Marketing Strategy
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Guided Selling
A Guided Selling Experience is a B2B interactive content beneficial for businesses selling numerous products and solutions. At the same time, it is also useful when the products or services have many features. While Guided Selling is employed more in B2C marketing, it can also benefit B2B companies.
Whether businesses own a product with multiple pricing plans or offer various services, integrating Guided Selling Experience in B2B interactive marketing strategy maximizes engagement and drives conversions.
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Interactive Flipbooks
Interactive flipbooks are an interactive and engaging way to share information about businesses’ services and products. These online flipbooks might range from guides and product catalogs to reports and brochures boosting experiences for potential clients.
One of the advantages of interactive flipbooks is their ability to convert eBooks and PDFs into interactive and user-friendly content.
Including lead forms, polls, and hotspots as an interactive factor creates excellent, engaging experiences that prompt potential customers to navigate the offerings in depth.
Lastly, interactive flipbooks allow businesses to track new KPIs, like who reads these flipbooks? Where do customers click and exit?
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Interactive Video
Interactive Video is a must-have for any marketing strategy aiming to boost engagement and offer a robust personalized experience. Numerous interactive videos like branching, sales consultations, and shoppable videos exist.
Moreover, for companies trying to expand their marketing, a sales consultation video is one of the interesting ones. Such videos enable businesses to have an open conversation with their audience by interacting with them. This way, companies can give them rapid feedback.
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Interactive Assessments
Interactive assessments involve resolving queries and offering personalized feedback while maintaining track of the communications. These comprehensive evaluations enable customers to assess their knowledge, needs, skills, and competencies. It allows businesses to establish their expertise and credibility in the industry, helping attract and retain customers.
Also Read: A CMO’s Guide to Waterfall Marketing
Including gated assessments on the website will be beneficial, eventually growing the email list. If a customer, for example, books a demo after finishing an evaluation, the sales representative can understand the customer’s requirements as per the answers in the assessment.
Conclusion
B2B interactive marketing is an innovative way to collect data, deliver information, and engage with customers. Various interactive marketing strategies can be employed for different businesses, but marketers must choose an ideal methodology and technique that efficiently resonates with their products or services. Moreover, companies may employ multiple interactive content formats to enhance and produce leads for cost, resources, and time optimization.
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