Using Interactive Content to Convert Prospects to Customers

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Using Interactive Content to Convert Prospects to CustomersDesigning for The Active Participant

Today:Why Interactive?DIY vs. Outsource?Interactive UniverseTons of Examples

Why Interactive?Our Budget is Locked & Majority is for Manually Sending Mass Volume of Email

I Dont Know What Youre Talking About

Im tired of receivingemailsWith a boring subject line like July Newsletter (Yawn).This subject line makes it sound like your boss said Hey Sue, its been a month. Its time for you to write another boring newsletter that no-one even reads

With long paragraphs that are hard for me to scan or read quicklyGet to the point your recipients dont have all day

With information that isnt relevant or interesting to meIt goes without saying that the content of your newsletter needs to be useful, interesting, educational, entertaining or inspiring. If its none of these, then what is it? Thats right boring.

Whos Your Target?

Baby Boomers (ages 51-69)And Generation X (ages 35-50 in 2015)

DIY? Were Not There YetWe Need to Crawl, Walk, RunNo One Has Asked for This YetI Dont Know What Youre Talking AboutWe Just Got Our Website to Be Responsive & We Only Redesign Every Three YearsWe Are Hiring a Director of Digital/Innovation/MarketingWe Have a Job Position Open for a Web/Email Coordinator

Why Outsource? You only need 2 things to do interactive marketing well:

Right know-howRight tools

Right Know-HowSocial marketingBuyer personas & journey mappingBehavioral marketingPricing strategy Predictive analyticsVisual information designHuman user interface theory & designContent design & information architectureMarket campaign design & executionAnd on and on.

Right ToolsSocial media aggregatorsInteractive design platformsGraphic design platformsTaxonomy and content curation toolsMarketing automation platformsAnalytics & business intelligence toolsData validation & verification toolsDigital advertising platforms And on and on..

Why Outsource? Associations either need to budget & staff for an in-house creative, marketing & data science agency that they fund for:Right talentRight know-howRight toolsRight now (multi-million investment) Or, lease the know-how and tools via outsourcing

Interactive UniverseWhat Do We Mean in Terms of Todays Talk?

Interactive UniverseWeb-Based Interactive Assets*Email-Based Assets*Other Interactive Elements:Event Technology (Beacons, Kiosks, Displays.)Digital Books & Catalogs (AR, QR, Pop-Up Quizzes/Videos)Learning Management Systems

Purpose of Interactive? EngagementLearn More about the User

Serve the User Better & Create a Value Exchange

Lots of ExamplesCreative Ways to Engage

Quizzes & Self-AssessmentsLearn About Yourself or How You Compare to Others

Orbitz Perfect Match

Princeton Review: MBA

Ideas for AssociationsSelf-Assessment for Certification/ DegreeSelf-Assessment for Where You Are in Your CareerFind the Right Career Path/Are You a Good Fit? Is the Annual Conference Right for Me?Am I a Good Fit for a Committee/Chapter/Association/Leadership/Volunteer Position?


Ideas for AssociationsAmount to Save if Your Company was a MemberHow Much More Youd Earn with a CertificationHow Much Youre Saving By Being in ComplianceCalculations of How Much Your Vote Matters

Where Can I Put Calculators? In websiteMicrosites (event sites) BlogsLanding pagesCustom Facebook pagesMobile app

eBooksDo More

Ideas for AssociationsAnnual ReportsCareer ProfilesDeep Dive on Critical IssuesOverview of Advocacy PlatformIndustry Research

Website NavigationEliciting Choice & Participation

Image-DrivenCurated ContentMobile-First

EmailBe Modern

ICE Emails:(Intelligent Contextual Email)

Member profile-drivenEvent-specific offersInteractiveUser-driven

ICE Emails:(Intelligent Contextual Email)

Member profile-drivenEvent-specificBased on additional logic e.g. zip code locationCross-sell & upsell



Ideas for AssociationsNewslettersRenewal NoticesBring the Member Profile to YouWhy Renew & What You Got

SummaryAdd interactive elements throughout the user journeyTarget growth areasAdd as an element in your integrated marketing campaignConsider outsourcing Use it in lead scoring