What are interactive tools?
Interactive tools, also known as interactive content, are a type of content used in interactive content marketing to encourage a user to perform some sort of action, such as filling out a form or answering questions.
If you want a more in-depth understanding of this topic, check out the FAQ section below:
Question #1: What are examples of interactive tools I use for interactive content marketing?
There are a lot of different types of interactive tools you can use for interactive content marketing, such as:
- Calculators
- Quizzes
- Surveys
- Free quotes
Let us take a closer look at each one:
Calculators, as the name suggests, are a tool your target audience can use to perform some sort of calculation. Examples would be:
- Calorie calculator
- Mortgage calculator
- Earnings calculator
Unlike, say, a normal article or video, a calculator-type tool gives the user a compelling reason to use it, which is to find the answers they are looking for.
Quizzes, on the other hand, are a very popular form of interactive tool because they provide users with a clear reason to not only try them out—for instance, to test gauge knowledge, understand their personality better, or validate how they view themselves—but also post their results because it makes them appear intelligent, unique, or interesting.
Surveys, as you may have already guessed, are amazing for getting feedback from your customers about your products and services.
Finally, free quotes are perfect for you if you offer products and services that you charge varying rates for depending on the requirements of your customers.
Question #2: What are the benefits of using it?
There are a lot of benefits to using interactive tools, such as:
- Increased audience engagement
- Improved brand awareness and reach
- Improved odds of conversion
Let us take a closer look at each one:
First, since interactive tools, as we have seen earlier, are specifically designed to encourage users to take some form of action, they typically see significantly more engagement than other forms of content.
Second, since some types of interactive tools, such as quizzes, are naturally share worthy, they can help improve your brand awareness and reach—all without you having to do additional work or shell out extra cash on digital ads.
Finally, since you can use interactive tools to encourage potential customers to do you a small favour, such as taking a quiz or filling out a quotation form, you can also use it to make it easier to sell to these potential customers later on.
This approach is also known as the foot-in-the-door technique, which employs a psychology hack that consists of using a small favour to prime a prospect to agree to a bigger favour later on. It is the exact same concept behind getting prospects to buy in (literally) right from the get-go using a low-ticket offer called a tripwire to make them easier to upsell.
Question #3: Should I always use interactive tools?
While it is definitely a good idea to always use interactive tools whenever you can, it does not mean that you should use them exclusively.
At the end of the day, even though interactive tools are amazing for boosting things such as engagement and reach, they are not always the most optimal means of presenting marketing messages and information to your target audience.
For example, if you sell electronic drums and are looking to educate your customers on how to set up your latest release, a calculator, quiz, or survey may not be the best way to do that. You (and your customers) would be much better off if you uploaded a how-to video instead.
Needless to say, though, even if you are just posting regular content instead of interactive tools, whenever you can, you should always ask your audience to:
- Leave comments
- Ask questions
- Leave reviews
- Leave reviews
As a general rule, your goal should be to always use the best type of content for whatever it is you want to accomplish.