Interactive ads to improve lead generation

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If you’re a marketing professional, you probably spend a lot of your time thinking about lead generation.

Lead generation was cited as the number one challenge by 61% of marketers in a HubSpot Survey 2022. The survey also revealed that more than half of marketers spend at least half of their budget on lead generation.

These types of stats mean marketers looking to generate new leads through advertising need to recognize that they face stiff competition for potential customers. To stand out requires something unique.

Interactive ad campaigns, which invite buyers for a conversation before presenting them with an opportunity, provide the right kind of disruption to grab attention and generate leads.

The essence of interactive campaigns

To be truly interactive, a campaign must allow a two-way flow of information. It must give potential customers the ability to influence or control the information they receive.

Traditional advertising does not accomplish this. Whether based on a billboard, postcard, blog post, or Instagram story, most ad campaigns simply make a statement to a potential customer about a product or service. While it may invite someone to engage by commenting, liking, or texting, traditional advertising isn’t about having a conversation.

At its core, interactive advertising shifts the focus of a campaign from selling a product to building a relationship with a target audience.

By inviting someone to an interaction, ads communicate that a brand wants to know more about its market than it wants that market to know about its brand. In many ways, interactive ads communicate to their target audience that a brand is willing to take the time to provide a more engaging encounter or understand customers on a deeper level.

Interaction invites viewers to a personalized experience

Even when the level of interactivity is minimal, such as with a one-screen survey, interactive ads allow a campaign to give each potential customer a personalized experience.

Consider a poll that you post as an Instagram story. Most stories provide you with an image or video to view, while the poll allows each user to have a unique experience with the ad. He asks viewers what they think. It invites a conversation. When users engage, they edit the ad by contributing a vote. An interaction has occurred.

Even though the campaign ends with the potential customer participating in a survey, it has already accomplished more than a traditional advertisement. But we must not stop there.

If the brand shares the results of the poll, whether on Instagram or elsewhere, it communicates to the participants not only that they were simply invited to vote but also that their voices were heard. If survey results are used to shape future advertisements or products, customers may begin to see themselves as contributors or creators. When this happens, brands become more relevant and customers experience a deeper connection with them.

While an Instagram poll is a simple example of interactivity, it maps components that can be used with other media to embed interactivity into the campaign:

  • Ask for input, rather than offering a solution.
  • Build engagement around something relevant or entertaining.
  • Facilitate viewer engagement.
  • Give the viewer a reason to come back (eg, provide updated results).
  • Integrate the shared contribution into the campaign (for example, use user-generated content).
  • Share the ways user feedback has improved a product or service.

Interaction invites marketers to think outside the box

Interactive advertising campaigns typically use a different type of call to action than traditional advertising. Rather than inviting people to “buy now”, “book now” or “click for savings”, interactive CTAs invite users to have an experience that is personal, memorable and relevant to the brand’s target market. . As a result, a wide range of non-traditional methods are available to engage potential customers in unconventional, out-of-the-box ways.

For example, providing a personalized calculator that lets potential customers see what they could save by using a product provides a highly personalized experience while engaging with the brand. by HubSpot Advertising ROI Calculator is an example of the B2B world. It allows potential HubSpot customers to determine how much profit they should expect from their ads based on variables such as monthly budget, expected CPC, and average selling price of their product. Those who aren’t satisfied with the calculator’s projected results have the option of engaging HubSpot to help them create better ads.

If this level of development seems overwhelming, keep in mind that the core of interactive advertising is not to show off the technology, but rather to give users some control over how they will engage.

Something as simple as a branded GIF can be an effective interactive campaign where the call to action isn’t as obvious. Branded GIFs, by playing on creativity and minimizing branding, give viewers the ability to decide how they will interpret the ad and what it means to them. When the GIF connects with viewers, they become more aware and accept the brand. This may not result in a viewer making a purchase or providing contact information, but it may generate data that may be used for remarketing, retargeting, and general demographic or geographic targeting.

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Creating personalized experiences like interactive ads can be expensive upfront, especially because it takes time to show their benefits. However, if businesses are patient with the process, interactive and personalized ad campaigns will eventually help their brand build loyalty and recognition in its target market, creating an environment where leads are more easily generated.

More resources on interactive content and ad campaigns

Five interactive content tools to engage your audience and generate leads

How to Create Interactive Content to Achieve Your Digital Marketing Goals

What is interactive marketing and how does it help your bottom line?