Conquering Online Promotions: What Do You Want From Your Brand’s Interactive Content?
We know there’s no standard set of rules when it comes to categorizing online promotions. For the most part, you’re free to do whatever you like. There are endless possibilities to the types of online promotions your business can run. Your business can choose to publish a personality quiz, memory match game, a survey – anything under the sun, really!
However, instead of categorizing the content by what it can do, we’ve found that it’s best to categorize it by the type of reaction you want to get from your consumers. Additionally, you want the category to reflect the type of consumer you want to attract. Here are 4 content categories you should be mindful of when in the planning stages of your interactive content promotion:
Content that Generates Excitement
Businesses and brands should build emotional connections to consumers, because these days, consumers are looking for more than just a transaction from a brand. Businesses should want to engage their customers by entertaining them! The value they get as a business is that they are generating buzz, excitement, and incentivized exposure. Injecting excitement into a brand through a fun promotion helps intrigue consumers and keeps the brand top-of-mind.
The consumer persona most likely to get excited about promotions like Spin-To-Win or a Personality Quiz would be someone who has either never heard of your brand, is bored with it, or is not currently in the market for your product or services. When these types of customers get excited about what you have to offer, that means you’re engaging them in a way that familiarizes them with your brand, what it stands for, and how it can help them!
When these types of customers get excited about what you have to offer, that means you’re engaging them in a way that familiarizes them with your brand, what it stands for, and how it can help them!
Customer Loyalty Content
Consumer feedback is a key component to being a responsive brand. Often times, consumers feel valued by brands that ask for feedback because it’s the way that they get their needs and desires heard. It’s the “listening ear” you’re providing consumers builds their loyalty and trust in your brand! And aside from instilling that trust and making the consumer experience better, that feedback can be leveraged to make your overall products and services better too!
The customer or prospect has an opinion — and you want to hear it so that you’re able better serve them. In order to obtain that feedback, many businesses have relied on incentives like contests, prizes and discount. For brands and consumers, this type of interactive content can be a mutually beneficial promotion. Your brand gets the information they’re looking for to make the customer experience better and they obtain something of value (in return) from you.
If you want to convert the casual website or in-store visitor to an actual sale, you have to give the would-be buyer enough information to make an informed decision. The 3rd interactive content category consists of educating your buyers. Helping your consumer make a more informed decision moves them down the purchasing funnel.
A good portion of the time, this category follows a “quiz” format, such as an Opinion Poll or Payment Calculator, with the customer inputting some information and receiving answers to their questions that will help them make a more informed purchase based on their situation. This type of interactive content targets consumers who are researchers and want to be educated buyers. These types of consumers tend to be more judicious, and like to be well-informed before making a purchasing decision.
Brand Awareness Content
“User-Generated Content” is a hot buzzword in the social media marketing space. Brands are looking to use tools like Instagram, Snapchat, and Twitter to engage their followers in order to share information and ideas. We believe that at the heart of all user-generated content is the ability to create conversations. These conversations allow you to build a brand community and brand equity.
Possibly the most important aspect of harnessing interactive content to create conversations is reaching beyond a brand’s immediate customer base.
For example, if you decide to utilize a video contest such as Dorito’s “Crash the Superbowl,” you are can reach consumers who might not have previously heard of your products or services before. With this type content, you could target potential brand advocates (or fans of your product) in order to pass along a positive message to those who are either unfamiliar with your product or on the fence about trying it.