Let's face it the battle for attention is getting tougher everyday!
There is a bunch of noise in our world and it's getting louder with each passing moment. The clamour to attract the attention of the buying public is fierce. We live in an ad and message saturated world. A world with an ever decreasing attention span.
So how do you stand up and stand out in the market you want to reach?
Blogging? Facebook Live? YouTube Live Streaming? PPC? Facebook Ads? Pinterest? Or any one of the dozen other ideas that will be pitched to you today? All requiring more of your time and an ever increasing chunk of your revenue.
You goal is to grab the attention or your market WITHOUT requiring a bunch of attention from you!
What if you could pre qualify your traffic and segment your buyers in the process without elaborate funnels or cheesy videos?
Introducing Interactive Content...
Let's talk about interactive content. I'm going to give you some examples of that in just a little bit, we're going to look at the foundation of interactive content.
Creating content has been a passion of mine for a long time. Creating content is something that I've been doing a over the last 35+ years. It's the thing that I've done.
I was a school teacher. We create content there. I created programs for schools. Content is my thing and I love it. But I began to see the consumption of content dwindle. With an increase in activity with content that was highly interactive.
So I began about eight years ago trying to find the right platform that we could do from. I can remember coding my first two or three quizzes. My first attempts were surveys that I tried to put together and I decided that's not what I wanted to do for the rest of my life. I started looking for what's going to be the right platform.
Results That Matter
The old Jeffrey Gitomer model says, "people hate to be sold, but they love to buy."
That's always been my thinking is that people hate to be sold, but they love to buy. Let's find a way to help them to be ready to buy. That's going to be more valuable than being sold. Let's just show you a little bit of a performance metrics here for calculators or quizzes versus static content.
Landing page, click through rates. Everybody would be really happy, with an 18% homepage click through rate or a landing page click through rate. If it was a calculator, and look at the difference between 18 and 67%.
I want you to get this as valuable.
I think landing pages have more value than a website. As valuable as I think they are, they don't have a real high click through rate on them. Even great landing pages don't have high click through rates.
This is the reason I'm so excited about this is because I believe that investing in calculators is the most important thing that you can do. Now I'm going to use the word calculator in a very broad sense. I'm showing you an example funnel hack and just a little bit and I think this funnel is going to help you.
What if, instead of Googling and going to an article, they got the answer to the question, how much can I sell my car for, by adding some things in and it goes through the calculator. The calculator thing does what a calculator thing does and now they have a real number. They have a real answer. Rather than having to read an article, figure that out, calling the 800 number, they immediately get the result of the calculator. It goes directly to somebody who can get in touch with them and some action that they can take much higher conversion rate.
Same thing is true about every one of these. This is the most fun that I've ever had is just being able to type into Google pops up, what's going to come up when I say, "what does it cost to..." and then I fill in the blank.
Funnelology and Calculators
A few years ago, I took my wife to the home show here in Huntsville. I said, "Let's go. I want to do some marketing research. I want to help somebody. I want to help somebody today with their marketing."
She agreed that in some weird way it might actually be fun.
We go to the door. Pay our $15 and walk in. Looking at the vendors I see there are five roofing companies. That will be today's market research.
I approach the first roofing company booth. Immediately the guy says to me, "Would you like to have a free estimate on your roof?"
I said, wrong question. And I go to the next one.
Same thing takes place. I said, "Wrong question." Go to the third one. And he asked me the exact same thing.
I said, "That's the wrong question, sir. I, because if I called you on the second Tuesday of next month, you would give me a free estimate on my roof, would you not?"
He said, "Yeah, we would. But we're here today and I can sign up a time when we come and do a free estimate on your roof."
I said, "Wrong question." And I walked away.
My wife said, "How long are you going to beat people up with that wrong question."
So we get to the fifth booth. A guy runs up to me. He says, "Would you like to have a free estimate on roof Mister?"
You guessed it... "Wrong question!"
He says, "well, what is the right one?"
Now I've got a winner, right That's a buying decision. Would y'all agree with that? Now I have a winner.
I said, you're asking the wrong question. What if instead you asked, "How old is your roof?" "Would you like to know what you can do to get the most life out of your roof? A roof is a big investment that most people don't think about until it is too late. The average roof in Alabama should last 20 years. Here's five things that you can do every time a storm goes through, you mow your grass, or take out the trash, to get the maximum life of that roof. If you wait until you see a drip in the ceiling...it's too late."
What if you could do that with a calculator without renting a booth at the Home Show?
Think about something as simple (yet something we hate to think about) Life Insurance. You can build a life insurance calculator with 5 simple user provide inputs.
- Your current age
- Your gross income
- Your loan repayments
- Family information'
- Current savings
From the inputs the numbers are calculated by a formulas and the results are immediate.
Numerical calculators are capable of doing complex math and logic calculations to properly segment and order your users feedback. Calculators are highly intuitive and built to handle mathematical calculations using the operators like +, *, -, /. Plus, it can handle over 100 complex mathematical functions like log, factorial, AND, OR etc.
This is where I'm going to get to an intended outcome. I want to know what is it going to cost for me to replace my roof. I need to know the square footage. I need to know the style. I need to know the pitch. Those are the three things I need to know. Then when I entered those numbers I get an outcome.
Results similar to a calculator, but directed to an outcome (think funnel). A mapped result is the secret to a funnel. You’re allowing the user to guide the experience. You’re allowing the user to determine the outcome and then to select the next desired action.
A graded quiz is extremely important. A graded quiz tells me how I fit in. I know where I fall. Now I have an understanding of where I stand. I can sell this to an employer. Because I know that the guy who scored 90% on his proficiency exam doesn't need as much hand holding as the guy who scored 65%. I may keep them both, but at least I know what to do and how to treat and how to train. Graded quizzes are really important.
Opinion polls are a great way to gather data about any thing you can think of. You want to know what color looks best...ask. You want to know a side of an issue? All you have to do is ask. People love to share their opinions.
In the old days, marketing decisions were based on minimal research and also “expert” opinion. They focused on trending subjects and future advertising expectations. This method didn’t always work and this was the contributing factor in numerous business failures.
Data is the foundation of the new age advertising. This is the process of making decisions based on tested truths and data collected from numerous resources. As a matter of fact, there is no place for presumption here. Your business gathers data regarding your clients from their email memberships and their habits on the website. In addition, it focuses on customer shopping, social media sites, demographics to make business decisions.
In ecommerce, this mostly means collecting info on customers' behavior, feedback, sales trends, and product polls. Now you are equipped to tailor the purchasing experience for buyers.
Chatbot are being used for almost everything today. Consider the following:
- Boost your SEO
- Create a Customer Service Experience
- Customer Feedback
- Personalized content
The possibilities are almost endless. Create a chatbot experience for your customers.
Interactive Content Talk Through
Eric, I listened to the webinar and think I have a need for creating interactive content for my audience. I would like to schedule a call to do that.