How Interactive Experiences Accelerate Buyers Through the Journey
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The document discusses how interactive experiences can accelerate buyers through the purchase journey. It defines the typical stages of the buyer journey as awareness, consideration, and purchase. It then provides examples of the types of interactive content that can be most impactful at each stage, such as infographics, videos, and assessments to generate awareness and engagement early on, and ebooks, case studies, and calculators to provide education and value during consideration before finally inspiring action with product tours, configurators, and ongoing educational content after purchase. The document advocates that companies using interactive content are more likely to engage buyers earlier and better understand how content influences them at different stages of their journey.
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How Interactive Experiences Accelerate Buyers Through the Journey
- 2. Who is Hosting Carlos Ramos Stephanie Mansueto Director of Content Strategy Director of Customer Success Customer Success Manager Jessenia Azcue
- 3. What we will cover: 1. The buyer journey by definition 2. What buyers are looking for at each stage 3. What content will accelerate buyers through the funnel 4. The value of weaving interactivity into your content 5. Q&A
- 4. Companies that are using interactive content are more likely to: ● have buyers reveal themselves early in their journey ● have measures of engagement or interest ● understand how content influences awareness or consideration.
- 5. The Buyer Journey Awareness Consideration Purchase Research leading up to making a purchase.
- 6. Research shows that specific content is more impactful to buyers at specific times during the buyer journey.
- 9. In its most simple form, interactive content is content that is created with the intention of capturing user attention and encouraging them to take action. What is Interactive Content?
- 10. How Can Interactive Content Accelerate the Buyer Journey?
- 11. The Buyer Journey Awareness Consideration Purchase
- 12. Awareness What is the Buyer Doing at this Stage?
- 13. So what does this look like in the real world?
- 14. The Company: Rugged Tablets is a manufacturer of tablets that are designed to operate reliably in harsh usage environments and conditions, such as strong vibrations, extreme temperatures and wet or dusty conditions. Company’s Target Audience: Businesses that have field workers that rely on on-site internet connectivity. Industries include but are not limited to construction, utility services, law enforcement, appraisers, and more. A buyer journey from start to finish as the marketer.
- 15. A buyer journey from start to finish as a buyer. Scenario: IT has been tasked with lowering the cost of fragile tablets used by field workers at a utility company. Costs of repairing damaged tablets is high.
- 17. Interactive Infographics Show key features of your solution and why it is beneficial to your target audience.. 1 2 Imagery shows use cases for solutions as well as the key features that will solve pain points. In this case, it's a rugged outer shell. 3 Data points showcase the value of the solution and how it has impacted businesses/consumers.
- 18. Marketing Video 1 2 Show products in action to demonstrate reliability. Tell a story about your product or service that is relatable to your audience.
- 19. As buyers continue to self-educate, it is increasingly important for marketers to influence buyers early in their journey.
- 21. Companies that are using interactive content are more likely to have buyers reveal themselves early in their journey.
- 22. The Buyer Journey Awareness Consideration Purchase
- 23. Consideration What is the Buyer Doing at this Stage?
- 24. Consideration Assessments Ebook White Papers Goal: Education & Exchange of Information Annual Reports Case Studies
- 25. Assessments
- 26. Interactive Ebooks 1. Buyers are more willing to dive into long form content at this stage. 2. Break content into chapters so that users can easily access what is important to them. 3. Gating interior chapters is ok at this stage.
- 27. The Buyer Journey Awareness Consideration Purchase
- 28. Purchase What is the Buyer Doing at this Stage?
- 30. ROI Calculator
- 31. Tours Interactive tours of your product or service can show key features or best practices Tours can be great companion pieces to demos either prior to the scheduled demo or as a follow up.
- 32. Data Dialogue
- 34. Don’t forget the customer... Best Practices Inspiration How To’s Goal: Educate, Show Value, Nurture Education
- 35. Content that Nurtures the Relationship
- 36. Thank you.