How to Use Interactive Content to Boost Your Lead Generator
There are two things that are standing between your gorgeous product and potential customers: banner blindness and lack of prequalifying. Interactive content is an adequate response to both problems.
First, it’s an open secret that most Internet users have developed severe cases of banner blindness. They have learned to skillfully ignore ads and skip banner advertisements when browsing websites and scrolling their LinkedIn and Facebook feeds. Marketers and advertisers need to come up all the time with some exciting content that can hook the viewer’s attention from the first milliseconds.
Second, even when marketers attract leads and collect their data, sales reps who are handed these leads over quickly find out that nearly two-thirds of those leads are unqualified. Here again, marketers need some content that is not only catchy but has some prequalifying qualities.
(Such a low percentage of qualified leads is impossible when outsourcing prospecting and lead qualification to the B2B lead generation service Belkins, because professional lead generators hand-curate each lead and provide top service. In many other cases though, it is a very common situation.)
Fear not, dear marketers and sales professionals. If you harness the power of something moving on the screen and anything game-like, you will be able to capture the attention of your potential customers and prequalify them to make sure you don’t waste each other’s time.
What is interactive content?
A piece of content is interactive when it wakes up users from their passive feed scrolling and gets them to actively engage with your ads and posts. How exactly it can look like for your B2B lead generation?
- Interactive calculators
- Polls/Forms/surveys (if they have been rewarded afterward)
Keep in mind, many of your potential clients are most likely to see your ads, social media activity, and blog posts from their mobile phones which scream for interactive content.
In case of B2B selling and online lead generation, who says your visuals have to be prim and proper, and formal? Quite the contrary, if edutainment in studies and gamification in sales are all the rage, people want to be intrigued and have pleasant experiences in their daily routines. New businesses will generate the most qualified leads if they make an effort and add an element of interactivity to their lead generators.
How to use quizzes and chatbots to prequalify leads?
Ok, you do your B2B lead generation in-house or outsource it to a third-party service, how will mini-games and polls help you prequalify the leads? What kind of content should you create to ensure top-quality leads?
Here are five directions for your content-creating actions. Choose whatever is the most urgent for your sales goals and let’s see what content you can create.
First, find out if you have what the lead needs. The first point of alignment between the product and the lead is whether it solves the lead’s problem or not. You can’t sell Chevy Spark to someone on the verge of buying a Porsche. Use quizzes, surveys, polls, and calculators to gather information on what leads are interested the most. For example, you work in publishing and you post an interactive quiz named “Which Genre is Your Favorite?” The leads tell you directly what they need and then you see whether you can offer them what they are looking for.
Second, learn if the lead is the decision-maker. Finding the right person for closing a deal with is possible with almost any type of interactive content. Just add “Job Role” to the information that gates the results of a quiz, online calculator, or assessment. For example, if you’re looking for contacts of account managers or CIOs, you won’t reach out to account executives simply because you know they have no purchasing authority. In most cases, it is enough to sieve through all the leads and prequalify only the best-fit ones.
Next, make sure your budget considerations match. Price can be a decisive factor in B2B selling. So help leads clarify early on if they can afford to buy your solutions. Calculators are great tools for this purpose. For example, Hubspot offers their leads to calculate their ad expenses on the website. As a result of this win-win tool, the vendor can prequalify the leads by their budgets while leads know how much they are expected to pay for the service.
Also, determine if there are any time constraints. More relevant for service sales than for distribution sales, a timeline can be an essential criterion in the lead qualification process. Chatbots work perfectly well when you want to prequalify leads by the time your services are needed. Add a question about the date of starting construction or launching a project to the chatbot. And neither you nor the lead will waste any time.
Finally, assess the lead’s fit. There can be so many aspects that you need to clarify before the lead is considered qualified. Tailor a quiz or assessment to meet your needs. For example, a SaaS startup may want to screen leads for deep industry knowledge. Those who answer at least 7 out of 10 questions are a good fit.
Outsourcing B2B lead generation service
Interactive marketing can be a pain, especially if you’re a startup and have no in-house marketing team. Hiring a trustworthy B2B lead generation service will bring you not only high-quality leads but a lot more.
If you don’t know where to get B2B lead databases, or if your team spends precious time on data enrichment, demand generation, and email verification, a third-party company will do lead research for you and topple your pipeline with leads matching your ICPs.
Email outreach is part of marketing strategies for many companies. Therefore, you need solutions to ensure 99% email deliverability for your cold email campaigns. A marketing agency normally uses email spam checkers and other automation software for anti-spam maintenance.
If your team of closers is particularly strong, there’s no need to get them busy with nurturing leads and setting appointments. Outsource appointment setting and boost your sales.
What next step will you take?
Whatever form of interactive content you opt for, you will easily gather a lot of lead data. To make sure that your closers work only with qualified leads, create a quiz or assessment or mini-game. This short breakdown of interactive content is aimed to show you that there are multiple ways to improve the quality of your leads. In our turn, we at Belkins are always out here to land you a hand.