Using Interactive Content to Convert Prospects to Customers
Post on 12-Apr-2017
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Using Interactive Content to Convert
Prospects to CustomersDesigning for The Active Participant
Today:Why Interactive?DIY vs. Outsource?Interactive UniverseTons of Examples
Why Interactive?“Our Budget is Locked & Majority is for Manually Sending
Mass Volume of Email”
“I Don’t Know What You’re Talking About”
http://www.simplemail.co.nz/want-your-email-newsletters-read-stop-acting-like-a-boring-business
I’m tired of receiving emails…With a boring subject line like ‘July Newsletter‘ (Yawn).
This subject line makes it sound like your boss said “Hey Sue, it’s been a month. It’s time for you to write another boring newsletter that no-one even reads”
With long paragraphs that are hard for me to scan or read quickly
Get to the point – your recipients don’t have all day
With information that isn’t relevant or interesting to meIt goes without saying that the content of your newsletter needs to be useful, interesting, educational, entertaining or inspiring. If it’s none of these, then what is it? That’s right – boring.
http://www.simplemail.co.nz/want-your-email-newsletters-read-stop-acting-like-a-boring-business
Who’s Your Target?
http://www.pewresearch.org/fact-tank/2016/04/25/millennials-overtake-baby-boomers/
Baby Boomers (ages 51-69)And Generation X (ages 35-50 in 2015)
DIY? “We’re Not There Yet”
“We Need to Crawl, Walk, Run”“No One Has Asked for This Yet”
“I Don’t Know What You’re Talking About”“We Just Got Our Website to Be Responsive & We Only
Redesign Every Three Years”“We Are Hiring a Director of Digital/Innovation/Marketing”
“We Have a Job Position Open for a Web/Email Coordinator”
Why Outsource? You only need 2 things to do interactive marketing well:
1) Right know-how2) Right tools
Right Know-HowSocial marketingBuyer personas & journey mappingBehavioral marketingPricing strategy Predictive analyticsVisual information designHuman user interface theory & designContent design & information architectureMarket campaign design & executionAnd on and on…….
Right ToolsSocial media aggregatorsInteractive design platformsGraphic design platformsTaxonomy and content curation toolsMarketing automation platformsAnalytics & business intelligence toolsData validation & verification toolsDigital advertising platforms And on and on…..
Why Outsource? Associations either need to budget & staff for an in-house
creative, marketing & data science agency that they fund for:
Right talentRight know-howRight toolsRight now (multi-million investment)
Or, “lease” the know-how and tools via outsourcing
Interactive UniverseWhat Do We Mean in Terms of Today’s Talk?
Interactive UniverseWeb-Based Interactive Assets*Email-Based Assets*Other Interactive Elements:
Event Technology (Beacons, Kiosks, Displays….)Digital Books & Catalogs (AR, QR, Pop-Up Quizzes/Videos)Learning Management Systems
Purpose of Interactive? EngagementLearn More about the User
Serve the User Better & Create a Value Exchange
Lots of ExamplesCreative Ways to Engage
Quizzes & Self-AssessmentsLearn About Yourself or How You Compare to Others
Orbitz Perfect Match
Princeton Review: MBA
Ideas for AssociationsSelf-Assessment for Certification/ DegreeSelf-Assessment for Where You Are in Your CareerFind the Right Career Path/Are You a Good Fit? Is the Annual Conference Right for Me?Am I a Good Fit for a
Committee/Chapter/Association/Leadership/Volunteer Position?
CalculatorsSelf-Assess
Ideas for AssociationsAmount to Save if Your Company was a MemberHow Much More You’d Earn with a CertificationHow Much You’re Saving By Being in ComplianceCalculations of How Much Your Vote Matters
Where Can I Put Calculators? In websiteMicrosites (event sites) BlogsLanding pagesCustom Facebook pagesMobile app
eBooksDo More
Ideas for AssociationsAnnual ReportsCareer ProfilesDeep Dive on Critical IssuesOverview of Advocacy PlatformIndustry Research
Website NavigationEliciting Choice & Participation
• Image-Driven• Curated Content• Mobile-First
EmailBe Modern
ICE Emails:(Intelligent Contextual Email)
• Member profile-driven• Event-specific offers• Interactive• User-driven
ICE Emails:(Intelligent Contextual Email)
• Member profile-driven• Event-specific• Based on additional logic
e.g. zip code location• Cross-sell & upsell
Ideas for AssociationsNewslettersRenewal Notices“Bring the Member Profile to You”Why Renew & What You Got
SummaryAdd interactive elements throughout the user journeyTarget growth areasAdd as an element in your integrated marketing
campaignConsider outsourcing Use it in lead scoring
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