using interactive content to convert prospects to customers

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