How Interactive Marketing Works: A Step By Step Guide
Maintaining a good relationship with your audience is one of the most important things if you want your company to succeed in business. Interactive marketing gives your team data to understand how your customers buy and what influences them. The more you interact with your customer base the easier it gets to come up with insights that turn decision-making more accessible.
There are a few fundamentals about interactive marketing which can help you get the best data every time you interact with a client. Today, we are going to take a look at those fundamentals to understand how interactive marketing can improve your business performance.
What is Interactive Marketing?
Interactive marketing is a strategy focused on interactions with clients to understand what kinds of content and marketing messages are more effective. While interactive marketing relies heavily on the use of data to inform decision-making, the most powerful thing about it is the production of content to engage, inspire, and be shared.
For interactive marketing to be effective, a company needs to work on building relationships with its customers, which is a two-way street. Generally, that is done by creating interactive content, the kind that requires user action to work, like a quiz or an interactive infographic.
The goal of interactive marketing is not only to get to learn more about the customer but also to build rapport and trust with them. When done correctly, this kind of marketing strategy can reduce costs and produce greater returns when compared to traditional marketing.
Only 53% of marketers use interactive content, but 93% of those who do use it agree that it is more effective when educating buyers. 88% of them see this type of content as a way to stand out regarding competitors.
How Does Interactive Marketing Benefit Companies?
There are many benefits for companies that choose to use interactive marketing, including :
- lower overhead expenses;
- increased conversions;
- increased sales;
- bigger audience engagement;
- better metrics; and
- more feedback from the users.
What Can Interactive Content Do to Help Companies?
Many types of posts can help you get better results with interactive marketing, but the ones that reap the most significant benefits are:
- interactive infographics
- interactive videos
- polls, surveys, and quizzes
- interactive eBooks
- white papers
- interactive e-mails
For interactive content to be successful, though, the effort must be focused on how it is written and delivered. Engaging content needs to be relevant, fun, have great design, and be made exclusively for your company. Correctly applied, it can generate up to 4 to 5 times more page views and 2 times more conversions.
How to Build an Interactive Marketing Strategy from Scratch
Ready to start building your interactive marketing strategy? Follow the steps below to maximize your chances of success.
Understand the Sales Funnel
To start your interactive marketing strategy, you must understand the sales funnel and how it works to benefit your company. The sales funnel is a tool to properly engage with customers, build a relationship, and make not only more “but” better sales.
The concept divides the decision-making process into four steps:
In each of those steps, the uninterested clients are filtered, and your company funnels to the next step only the ones interested in your products and more inclined to buy.
Therefore, consider studying the sales funnel and understanding how that applies to your selling process. It may teach you a lot about the sort of client you’re looking for and how to reach them.
Develop Your Company’s Buyer Personas
Every business has at least one buyer persona. That term refers to a fictional character, based on real data, that represents an archetypal user.
Buyer personas influence everything a company does, from product development to promotion, so it is very important to find out what that persona is for your company.
To build a buyer persona, start by looking at who your customers are now, what they seek for when they reach your brand, and what their pain points are. This information will determine how your interactive marketing works from beginning to end, so it is essential to be as thorough as possible.
Use automation as a tool
Now that you have your sales funnel and your buyer personas, you’re ready to start making interactive marketing happen. But, in addition to analyzing your audience, keeping up with the important metrics, and learning from the process, you will spend an incredible amount of man-hours in order to publish content that generates value. That’s why you need automation.
Marketing automation tools will turn the boring, bureaucratic part of posting, distributing, and monitoring content much easier. Once you choose your automation system, changing tools will be much more difficult. So focus on researching and testing your options for a while before deciding.
Know your KPIs
Another important thing when building a kick-ass interactive marketing strategy is finding the key performance indicators (KPIs) that will tell you what you are doing right (and wrong!).
Establish KPIs around goals. This way, those indicators can tell you more about your marketing effectiveness than you’d ever know otherwise.
So, if you want to get more leads, you can look into KPIs like traffic and conversion; if you want to understand whether your message is resonating, you might take a look at reading stats.
Your KPIs should always be connected to a goal. This way, they serve a clearer purpose in your data analysis and act as decision-making tools.
If you want an interactive marketing strategy to bring results, your company needs to put in a concerted effort to listen and talk to clients. Only with enough data, will you be able to experience all the advantages we mentioned here. Thus it is important to try and gain insights about the customer as often as possible.
Use your social networking profiles and traditional marketing channels to take advantage in this regard and try to establish a rapport with consumers. This will be worthwhile as it will provide you with data to inform your companies decisions, develop better marketing strategies and build revenue.
Is your company using interactive marketing to its advantage yet, and if not, why? Comment below to share your thoughts.