How to Best Use Interactive Native Content to Market Your Brand
by Mervin Jadhav, on Sep 21, 2017 9:30 AM
Interactive native content can be effectively utilized for a wide variety of marketing related tasks such as brand awareness, rebranding, informational campaigns, cross-channel initiatives, etc. When used in the right manner, it can contribute significantly towards improving a brand’s overall visibility among the target audience.
However, many a times, it has been noticed that such content tends to lose its popularity overtime, even though it may have started as a big bang. So, what makes it lose steam? Well, the real reason is that people have a tendency to get bored and they would get bored with even the best of things. To tackle the boredom and revive the users’ interest, content marketing teams will have to be highly creative and adaptable to the evolving needs and preferences of the target audience. Let’s take a look at some of the top tricks that can be used to increase the effectiveness of interactive native content.
Start with finding what the customers think about your brand and your product or service. This can be done through interactive customer satisfaction surveys. Often, customers want to provide their feedback or inputs, but are not able to do so due to the unavailability of a suitable feedback system or platform. An interactive customer satisfaction survey is just the thing your customers may be looking for to express their thoughts about your brand. You can include some questions of your own and provide space for getting their personal views and opinions as well.
The answers and comments will give you a fair idea about how your brand is being perceived and whether any changes need to be introduced in your product or service. The survey needs to be presented as part of an interactive content, so that customers get positively motivated to take part in it instead of treating it as a burden or waste of time.
You also need to ensure that you follow up on the feedback provided by your customers. It’s true that you cannot respond to each and every customer, but you can upload your generalized responses on public mediums such as your website, app or social media channels. This way, customers will feel a sense of involvement with the brand and will be motivated to take part in future surveys. It will also show that your brand listens to their customers and cares for their needs.
When evaluating the feedback provided by customers, you need to look for complaints that have been reported by multiple customers. Such complaints can be the tip of an iceberg. The underlying problem may be affecting a lot more customers and eroding the brand’s image.
Focusing on feedback provided by customers who are satisfied with your product or service is also important. This is the group that will choose the brand again the keep the sales going. This group is likely to have key suggestions meant for improving the product or service. You may have a dedicated research and testing team, but it cannot replace the real-life experiences of a user.
Loyal customers will also be willing to share their stories about the brand, for example, how the product/service has made a positive difference in their lives; unique ways to use a product; practical tips and suggestions, etc. These customer stories can be shared on social media channels or on the blog page for maximum impact. These can be presented as interactive content for the benefit of other customers.
You could also design an interactive contest that would appeal to new audience and rekindle the interest of dormant users. The contest could be something related to the brand, which would help evaluate how much the customers really know about the brand. The contest could be a trivia contest, a slogan contest, a poll, sharing personal experiences about the brand, etc.
The success of interactive native content will depend on its relevancy to customers, its intuitiveness, its design and ease of use. The content should be engaging and the design needs to be simple so that customer interactions can flow freely. It should be able to create the desired interest among new customers and touch the hearts of existing, loyal customers.