How to got emails by using interactive content:Quizzes-Poll-Tests
How to get emails by using interactive content: Quizzes-Poll-Tests
It is obvious that content updates are one of the best ways to create a highly targeted email list.
Have you ever wondered what would happen if you added tests like a content update for lead generation?
Well, not only would it increase its lead generation by 200%, but it would also increase its overall user share in a similar margin.
Many big brands are already using tests to capture leads and, if you have not yet started using them, you can start doing it today.
Today you will learn about Riddle, which is a great tool for email sellers to create questionnaires, surveys, surveys, and surveys. These are also called "interactive content."
Before moving on, here are some interesting facts about the questionnaires:
Average time to create and embed a feeling widget: 60 seconds
% of all visitors that interact with a feeling widget on a page: 21%
% of visitors who provide their age/gender information: 52%
Questionnaires for commitment and time spent on the site:
An important entertainment blog saw a 504% increase in FB comments and sharing through a personality test.
In all the editors, when using a questionnaire, a list or a personality test, you get an average increase of 3:17 seconds of time on the site.
JUNK MAIL
How to capture email The use of interactive content [Questionnaires, Poll, Tests]
It is obvious that content updates are one of the best ways to create a highly targeted email list.
Have you ever wondered what would happen if you added tests like a content update for lead generation?
Well, not only would it increase its lead generation by 200%, but it would also increase its overall user share in a similar margin.
Many big brands are already using tests to capture leads and, if you have not yet started using them, you can start doing it today.
Today you will learn about Riddle, which is an excellent tool for email sellers to create questionnaires, surveys, surveys, and surveys. These are also called "interactive content."
Before moving on, here are some interesting facts about the questionnaires:
Average time to create and embed a feeling widget: 60 seconds
% of all visitors that interact with a feeling widget on a page: 21%
% of visitors who provide their age/gender information: 52%
Questionnaires for commitment and time spent on the site:
An important entertainment blog saw a 504% increase in FB comments and sharing through a personality test.
In all the editors, when using a questionnaire, a list or a personality test, you get an average increase of 3:17 seconds of time on the site.
Fascinating statistics! Right?
The tests helped BuzzFeed boost its exponential growth.
All this is due to services like Riddle, which helps publishers. The best thing about this service is that you can create and insert a questionnaire (or other interactive content) in 5-10 minutes. If you are using WordPress, you can use the Riddle WordPress plugin. For other platforms, you only need to copy and paste the code to insert surprising and fun content on your blog.
However, I do not want you to take my word without any proof.
I'm about to show you how easy it is to create a lead generation test with Riddle.
Capturing emails using interactive content: Riddle.com
Contests and surveys are a two-way street; To be effective, you need a person's attention and, in most cases, their interaction as well.
This type of content will help you obtain a highly committed user base in a very short period of time.
Before I show you the exact steps, let me quickly highlight some of the features of Riddle:
Search for images, videos and animated gifs directly from the board.
Option to use your own images.
Share on built-in social networks: this will allow your readers to share tests and direct viral traffic.
Place interactive content anywhere on your WordPress blog using shortcodes.
Free trial of 14 days and then only $ 4 / month for the basic plan.
Immediate integration with MailChimp.
And there are many more features.
I'll let you explore the rest of them by yourself.
To begin, I suggest you create an account (with the free trial) and follow the steps mentioned below to create your first lead generation questionnaire.
Create an account in Riddle (Free trial for 14 days)
Riddle has a considerable amount of options (tests, probes, tests, etc.). For today's review, we will choose "Test" because it is popular and effective.
When you click on "Test", you will see the following interface.
On the left, you can see the "Title" of the questionnaire, the "Question" section and a place to place an image for the questionnaire.
For each question, you can decide whether or not to use an image (with the option to assign attributes). You can also add images to the answer.
An option called "Explanation of correct answer" explains the correct answer. I think this is a pretty good option.
You also have the option to add images and videos from Getty Images, YouTube, Facebook, your computer or the article you are working on. (In many cases, the questionnaires are connected to a particular article and this option makes a lot of sense).
Once you have created the test, you can choose to generate leads from the test.
It is a simple form where you can collect the details you want from the users. You can choose to make the provision of this information mandatory or voluntary (it is always a useful option).
The next step in the process of creating the test is the "Customize" part.
You can customize your questionnaire extensively and integrate it seamlessly into your website. By doing this, it does not scream to get attention and makes it look like an ugly widget that you installed.
This is a very important option to have.
Once you have finished customizing, you can integrate the data from your questionnaire with other applications through Zapier.com.
It can be a pretty useful option for those of you who make the decision to do something with the data you have collected.
It's time to publish!
Each Riddle has a separate URL located on its website (with the obvious option of integrating it into your website). You get a simple insertion code that you can add to any particular page.
And voila! You are good to leave.
For those interested in the test that I just created (which is just an example), it is included below.
Logging in, choosing questions, adding images, preparing a lead generation form, customizing and publishing took me a total of ten minutes!
So, how is Riddle.com?
I would say that it is definitely one of the most fluid and self-explanatory tools that exist. Not only in terms of creating contests, but in general.
The UX of this website is so direct that it only takes a few seconds to understand it.
The interface for each type of Riddle is different and that is what makes it unique and perfect.
I urge everyone to try it and integrate it into their websites. The basic version starts at $ 4 per month and I would say that testing this tool is obvious.
Here is the riddle I created in less than 10 minutes: (Answer to see the results)
8 innovative ways to generate leads using interactive content
Are you expected to constantly generate new leads? And your boss or your sales department have high expectations in terms of lead quality? Well, you are not alone. Most marketing specialists are measured based on the quantity and quality of the potential customers they generate.
The problem is that lead generation is not what it used to be 5 years ago. In the past, you would create a decent-looking e-book or white paper, and the flyers would fly. But today, audiences have a lot of content to choose from, much of which is of inferior quality.
Consequently, the perceived value of traditional content such as electronic books is not what it used to be; That's why marketers are turning to new and alternative ways to generate leads, such as interactive content.
So, what exactly is interactive content?
Most traditional forms of content, such as blog posts or infographics, refer to reading. Interactive content, on the other hand, involves people through active participation. Your audience is interacting with your content by answering questions, choosing preferences, guessing, voting, browsing or playing. Common formats include tests, assessments, interactive videos, product search engines/recommenders, calculators, calendars/countdowns, surveys, interactive e-books, and games.
How do potential customers generate interactive content?
Interactive content is usually a quick way to consume content that gives the user an experience or personalized results. For example, imagine a basic personality questionnaire such as "What type of marketer are you?" The user answers 7 fun questions and then sees their result, which is 1 of 4 possible types of marketing personality.
How do you capture the leads? It asks the user to enter their name and email address before they can see their results.
Instead of using a prospective form of 8 fields, this form only requests 2 pieces of information (name and email) and, instead, obtains key information from the answers to the user's questions. For example, what does success mean for the marketer, what software are the most familiar with, etc.?
In this way, marketers can insert important questions into the interactive content and capture deeper data with a shorter entry form.
Each click, response, navigation, and choice will help draw a clearer picture of each potential customer. Over time, you can use different interactive content formats to develop rich lead profiles that serve as a treasure trove of lead information for sales teams.
What kind of interactive content should you use to generate leads?
1. Tests
Educational, challenging or entertaining: contests are the newest forms of content that you can eat. They are excellent for social networks and to increase your lists of email subscribers.
2. Evaluations
The evaluations are usually longer than the questionnaires and offer the user comments or personalized advice more thoroughly. Marketers can use them to test their audience's knowledge, experience or domain skills. In a B2B context, they can also be used in the form of industry benchmarks, best practice assessments, risk assessments, compliance assessments or technology readiness tests.
3. Recommended products/search engines
This works like a virtual shopping assistant. The user answers a series of questions and addresses the most appropriate product for their needs. The product recommender works for many purposes, including retailers or web stores.
4. Interactive video
Interactive videos make the user actively participate in the video experience by choosing their own adventure, by clicking on "access points" to buy products or answer questions. They may also contain forms of lead that totally or partially block the video.
5. Calculators
The calculators offer a real utility for the user, as a tool to help make better purchasing decisions, business plans, budgets and more. Marketers can create calculators with their own "secret sauce" formula to calculate savings, return on investment, exposure to risk and more.
6. Solution builders
The creators of solutions work as evaluations but provide the user with detailed comments for their answer to each question. Its purpose is to provide detailed advice for the specific needs and challenges of the user.
7. Calendars / Countdown
Interactive countdowns create a buzz that leads to an event. They are great for Christmas, Black Friday or even company anniversaries, special events, seasonal sales or festivals. The idea is to "unlock" a special surprise (premium content or gift) every day or hour prior to an event.
8. Interactive e-books
Interactive e-books are compatible with multiple devices and can enrich them by incorporating assessments, interactive charts or videos. You do not even have to download the e-book, but you can read it on your phone, tablet or computer.
9. games
What better way to attract people's attention than to use games: the last procrastinator? Between memory card games, games to detect errors or upcoming games that happen, marketing specialists have a lot to choose from.
10. Surveys
Have your audience vote for their favorite or their least favorite thing. This could work for things like products, looks, concepts and more.
What lead generation tactics should I use?
It is incredibly important to know how to balance what the user asks with what he is offering. For example, if you are using a product recommendation as part of the promotional content, you should not include a long lead generation form.
On the other hand, if you are giving the user something more important, such as an educational evaluation that provides personalized business advice, you may want to use potential customers form before they see your results.
Here are 8 types of lead generation tactics that use interactive content:
1. The high door at the beginning.
Place your standard length lead generation form from the beginning, before users start consuming your interactive content.
2. The low door at the beginning.
As the previous option, but with a lower door of 2-4 entry fields.
3. Door the results
This works for tests, evaluations, calculators or solution builders. Keep your questionnaire open: allow people to answer all the questions without having to complete anything, but compensate for the results.
4. 'Unlock the full analysis door'
This is something cunning. It shows only the most basic part of the results and requires the user to complete their details to "unlock" the entire analysis.
5. Opt-in before the results
With this tactic, it is not mandatory to fill in any form but to suggest it before the results are revealed to the user. Here, point out the value of subscribing to your newsletter or blog and encourage people to complete it with a highlighted CTA, which makes the "omit this" button less attractive.
6. Opt-in together with the results.
This is a less intrusive experience for the user, where you place a subscription form just below or next to the results.
7. Partially closed content
This works well for interactive videos or e-books. This allows the user to see or read a certain amount of content and block the rest with a form of lead generation.
8. Competitions
Turn your contests, surveys, calendars or interactive countdowns into contests. Use the charm of a great gift or reward for people to complete a short form.
4 steps to create impressive interactive content
As the digital space becomes more crowded and competitive, marketers should start innovating with new content formats. The interactive content offers a lot of options to generate leads and capture valuable data that is almost impossible to obtain by using traditional tactics. Marketing professionals can even go a step further and feed all the rich lead data from the interactive content into their email or marketing automation software, to send emails and super specific offers to their audience.
People demand a lot from sellers these days.
Not only are marketers expected to generate more potential customers, but they are also but also asked to create more engaging experiences that convert visitors at all times.
That is, of course, much easier said than done. It may seem that creating these win-win scenarios, when your audience is satisfied with an incredible experience and gets the information from potential customers you need, is like finding a four-leaf clover. But it does not have to be like that.
People demand a lot from sellers these days.
Not only are marketers expected to generate more potential customers, but they are also asked to create more engaging experiences that convert visitors at all times.
That is, of course, much easier said than done. It may seem that creating these win-win scenarios, when your audience is satisfied with an incredible experience and gets the information from potential customers you need, is like finding a four-leaf clover. But it does not have to be like that.
Fortunately, the interactive content makes the job of a marketing professional a bit easier. Interactive content is an experience in which individuals can participate with the information they consume, creating a two-way direct dialogue. It can be presented in many forms: a knowledge questionnaire, an evaluation of people, a survey, a dynamic e-book or a white paper with questions in layers.
Interactive content is not only fast and fun for prospects to interact with, but it has also proven to be effective. The average metrics reported by SnapApp users include a click-through rate of 30%, a completion rate of 85% and a lead conversion of 45%. And, perhaps best of all, it can be fully integrated with your digital marketing or engagement platform.
Devise
This first step requires a great picture thinking. Before entering into the specific aspects of creating an interactive asset, determine what you want to obtain from it. Are you looking for a better commitment of new visitors and potential customers in the early stages? Or are you looking to eliminate less qualified leads? Maybe it's re-attracting inactive potential customers in your database?
Your objective (s) will help shape the content experience. If we look at how Paycor, an online payroll solution, designed a strategy for its interactive content, we can see a funnel-based approach:
Paycor created three pieces of specific content for each stage of the funnel to achieve the following objectives:
Involve new potential customers with a Charter Department (DOL) calculator that reveals how they might be affected by the new regulations.
Get more information about potential clients and their individual work habits and time spent on processes with a time-saving calculator where prospects enter their information.
Guide the steps of the final stage to the most appropriate solution by asking them for details about the size of your company and the main priorities.
It is important to consider interactive content as part of your larger content strategy and your goals and objectives. Because interactive content is a newer medium, it can be useful to use a planning guide and a campaign outline as a springboard to begin with.
2. Determine your type of content and theme
Another key starting point is to understand the topics and topics that resonate well with your audience. After all, regardless of the segments you target, they are simply formed by people who talk and talk, who have a wide range of interests, even outside of your industry (gasp!).
Once you determine the different topics that will involve your target audience, you can move on to choosing the specific content format and the theme of your interactive content. As we saw earlier, calculators and product collectors are options to help demonstrate a point of value for your product or service. However, these can come in a variety of formats. Think of the interactive infographics used by The New York Times, or more fun-focused assessments and reviews published by Buzzfeed.
3. Go beyond the standard lead form
One of the greatest benefits of interactive content is that you can gather valuable information about your potential customers to pass on to your sales team, without being too obvious or aggressive.
For example, we created a personality test based on Game of Thrones. We went with this topic for two reasons. The first is that in March of that year, we launched an interactive support on the most deserving television program of marketing of the marketers and the triumph of Game of Thrones. And the second is that the new season of Game of Thrones started at the time of the evaluation, so it was the most important.
In a standard static content campaign, what is the typical practice? In general, marketers promote their assets on social networks or in emails or blog posts that lead to a landing page. On the landing page, there is a main form that visitors must complete to access the content, such as an e-book, a technical document or an infographic. Some forms of lead are not attractive or effective. Most of the time, marketing specialists can only collect some information fields from potential customers (something else increases the bounce rate).
An interactive asset can transform this experience and collect data from potential customers in a less intrusive way by following these practices:
Ask questions that relate to your topic. By finding ways to connect the data from prospects that we wanted to collect with Game of Thrones, we created an attractive experience for users that ended with a customized result for them. We rate the responses of our prospects to tell a user which house they belong to (House Stark, House Lannister, etc.). Your information was synchronized in our marketing automation platform to update our database and inform our targeting, scoring and promotion tracks. Each response helped us understand the top priorities of our potential customers, who report on the Nurture content and give our sales team information for future conversations.
Place the lead form strategically. Of course, you can still take advantage of a potential customers form if you wish, and it can be much shorter. With the interactive content, you can choose where the main form will live in the experience and what kind of information you will request. Positioning a prospect form directly before a results page increases the conversion because your prospects have already invested their time, with a customized result within reach.
4. Connect to your marketing platform
Combine your interactive content with an integrated marketing platform, and you can do much more. For example, if you are using the Munchkin code, your known contacts will have your contact information preloaded in an interactive experience. This allows them to skip the lead form completely. Your answers are sent to your database, but are not interrupted by a potential customers form.
A commitment platform, should be the heart of your marketing efforts. Therefore, all the information you collect from your content should flow smoothly from your content marketing platform to your participation platform and vice versa.
To achieve this, add the content you create on your content marketing platform in a specific marketing program. Within that campaign, you can direct and use the information you collected in the way you want. For example, if a prospect is identified as a content marketer, we will send you useful information focused on the content. If they are more involved in marketing operations, we will focus on that topic. Think about how you can assign different subjects to different people in your own strategy.
Additional tip: Once you've synced your content marketing platform with your marketing platform, you can take advantage of the valuable information you gathered in a follow-up email. For example, we used dynamic content in our tracking campaign to indicate which Game of Thrones prospects were assigned during the evaluation. We have adapted the email copy to match the description of the house and suggest how our platform could help with your priorities.
Be busy creating
All these combined steps, from the initial ideation and the definition of objectives to the selection of the theme, the promotion and the personalized follow-up, create a cohesion of campaign among your income teams. However, this only scratches the surface of the interactive content. As you get used to the medium, you can improvise and optimize in many ways.
Have you already had success with interactive content? Do you have a question about how to start? Start the discussion in the comments below!
