Sales and Marketing - Jen Jordan

Using Interactive Content in Small Business Marketing

In today’s dynamic marketing landscape, small business owners can use interactive content to captivate, educate, and learn from current and potential customers.

Incorporating elements like polls, quizzes, and augmented reality (AR) experiences into small business marketing strategies can boost engagement, foster brand loyalty, and drive conversions.

Understanding Interactive Content

Interactive content actively involves your audience, moving them from passive observers into engaged participants. This engagement captures their attention and encourages sharing, which benefits both you and potential customers. Some common forms of interactive content include:

• Polls and Surveys: These tools gather audience opinions, providing valuable insights into customer preferences and behaviors.
• Quizzes: Quizzes can entertain users while providing personalized results that can guide them toward products or services that meet their specific needs.
• Augmented Reality (AR) Experiences: AR overlays digital elements over the real world, helping showcase products in a novel and engaging way. One example of an AR experience in marketing is the IKEA Place app, which allows shoppers to virtually place furniture from the IKEA catalog in their own homes using their phone camera. This feature helps customers visualize how the products will look in their space.

Benefits of Interactive Content

There are many advantages to incorporating interactive content into small business marketing strategies.

• Enhanced Engagement: Interactive elements capture attention more effectively than static content, leading to more quality engagement with current and potential customers.
• Improved Conversion Rates: Engaged users are more likely to take desired actions, such as making a purchase or subscribing to a newsletter.
• Valuable Data Collection: Polls and quizzes can provide insights into customer preferences, product feedback, and other helpful information.
• Increased Brand Loyalty: Providing practical and interactive experiences can strengthen the emotional connection between your brand and its audience.

Implementing Polls and Quizzes

Creating polls and quizzes is easy with the right tools:

• Social Media Platforms: Platforms like Facebook, Instagram, and Twitter offer built-in features to create polls and quizzes, allowing for direct engagement with your audience.
• Dedicated Tools: There are countless tools to help businesses craft engaging quizzes that recommend products, grow subscriber lists, and boost sales. SurveyMonkey, Google Forms, Mentimeter, Slido, Opinion Stage, Outgrow, Crowdsignal, Doodle, and JotForm are a few options, each offering different features for creating interactive content for your audience depending on your needs and budget.

Leveraging Augmented Reality (AR)

AR technology can provide immersive experiences that set your brand apart. Businesses in the beauty and fashion industries can allow customers to try on products virtually, enhancing the shopping experience and reducing return rates. AR can also enable customers to visualize products in their own environment, aiding in purchasing decisions.

Getting Started with AR

• Identify Use Cases: Determine how AR can enhance your customer experience, whether through virtual try-ons, interactive tutorials, or immersive storytelling.
• Choose the Right Platform: Depending on your budget and technical expertise, you can develop a custom AR app or utilize existing platforms that offer AR capabilities.
• AR Tools: Some of the tools for augmented reality (AR) in marketing include Vuforia Augmented Reality SDK, ARCore, ARKit, Wikitude, Unity, Meta Spark Studio, Adobe Aero, and MAXST AR SDK. These platforms allow developers to create AR experiences for mobile devices, enabling brands to showcase products virtually and engage customers with interactive features.

Best Practices for Interactive Content

• Ensure Value: Your interactive content should provide value to the user, whether through entertainment, education, or utility.
• Maintain Brand Consistency: Ensure that the tone, design, and messaging of your interactive content aligns with your overall brand identity.
• Optimize for Mobile Devices: With the increasing use of mobile devices, ensure all your interactive content is mobile-friendly.
• Analyze Performance: Use analytics to assess the effectiveness of your interactive content and make data-driven improvements.

Conclusion

Incorporating interactive content into your marketing strategy can significantly enhance customer engagement and set your small business apart. By understanding your audience and leveraging the appropriate tools, you can create compelling interactive experiences that drive growth and foster brand loyalty.