What is an interactive assessment? A marketing assessment is tool companies use to gather feedback from leads and potential customers to understand their weaknesses or concerns better.
Assessment tools can also help you gather important information about your brand identity; your customer’s current interests, reaction to your products or services, and more.
While reviews are precious to brands, getting customers and leads to respond to the study is another matter entirely. Engaging potential customers to gather their feedback is difficult, as they often don’t see its value.
Even offering incentives can have no effect if your audience isn’t interested in filling in rows and rows of information. On the other hand, adding interactive elements to your review can be a great way to get users motivated and engaged with your review requests.
Even a little enthusiasm that distracts from the form and adds value to the experience can encourage your audience to fill out and complete assessments that would otherwise be parked in their inboxes.
For ease of viewing, here are some examples of the interactive assessments we’ve produced:
- Content marketing maturity assessment;
- SEO Maturity Assessment;
- ABM Assessment.
How to create an interactive assessment?
Follow the steps below to understand better how interactive assessments can be done.
1. Start with your persona
Firstly you need to do is understand your company’s buyer personas.
A buyer persona is the profile of an idealized fictitious buyer. This typically includes a name, job title, demographic information, interests, weaknesses, and goals. You must have a persona for each specific audience you target.
So buyer personas are fantastic tools to help you understand your audience segments. They allow you to discover information about your buyers and know the best ways to reach them and the most suitable formats to do so.
Before creating your interactive assessment plan, you need to have a solid understanding of your target audience and know the types of content that will appeal to them the most.
For example, if your audience is primarily men over 60, bright, flashy graphics and pop culture references are unlikely to appeal.
So once you’ve updated your buyer personas for interactive assessment campaigns, you’ll be able to raise and propose ideas for interactive elements that will reach and delight your audience.
2. Set goals for interactive content
Once you’ve determined your audience through buyer personas and narrowed down the types of content that might appeal to them, you can start with your interactive assessment plan by defining your content goals.
Goals are essential to creating any content, as they provide structure for the planning process and provide achievable goals to be achieved.
After all, if you create content without a goal, you can’t measure it to check whether the material was successful; or whether the time and money invested in the project were worth it.
In this context, interactive content has many benefits over traditional content and is proven to better support you in achieving your marketing goals. Here are some of its advantages:
- increases the average time spent on a page by a user;
- increases your click-through rate;
- optimizes lead generation;
- simplifies primary data collection;
- increases sales;
- improves the overall customer experience;
- generates engagement and brand recognition.
Using these benefits to help plan your interactive assessment goals is essential, but remember that the ultimate goal is to bring responses and valuable feedback from your audience.
You will need to plan the questions you want to be answered in the key audience segments that the campaign is targeting. Then, think of different ways to ask questions to get the best answers from your ideal buyers.
3. Plan the production of the assessment
So, the next step in creating interactive assessments is to plan production. While most traditional content can be quickly distributed across your networks, interactive content typically takes much longer; developing and producing high-quality material involves more than writing a blog post.
The depth of engagement in your interactive assessment strategy can be incredibly varied. After all, interactive content can involve video production or mobile app development. While not every interactive assessment is so various, you still need to plan your production time.
Suppose the content you want to create requires a high production level that your team cannot complete. So, in that case, you might consider hiring an agency or other company that specializes in creating interactive content. So these companies can be costly, but they are specialists in crafting material that generates tangible results.
4. Carry out your plan to create interactive assessments
Many assessment tools help you make interactive content in-house if hiring an outside agency is out of your budget.
Ion Interactive, for example, helps to address the gaps needed to develop different types of interactive content and provides a platform that facilitates your company’s content creation process.
The team behind Ion helps with graphic design, writing, designing, and marketing your reviews to your clients.
Finding the proper assessment tools for your needs can take a little experimentation to test your skills and the best options for creating interactive assessments that meet your goals.
Once you’ve determined the ideal platform, you can start creating your assessments based on the goals you set earlier.
As with all interactive content, you should be sure to test and QA on your reviews before distributing them to the public. Ensuring that interactive content runs smoothly is key to delivering higher success rates.
5. Begin the evaluation and share it with your audience.
After creating interactive reviews aligned with your ideal buyer profile’s interests and goals, your task is to launch the study and share it with your audience.
There are many different ways to show your comments to potential customers and potential customers. You should also use various sources to achieve the most outstanding results. For example, you can promote your interactive evaluations through social media channels, including your regular feeds and paid advertisements.
You can also email the interactive comment link to a selected list of potential customers or add a button or pop-up window on your website to drive traffic to the right page.
6. Collect customer data
The final step in a complete iterative assessment strategy is to ensure you are collecting important customer data.
During the evaluation, you will collect feedback on your questions and concerns to the customer and personal information (such as email address and name).
Once you capture your customer data, you can improve the number of business functions in your brand.
This data can fix issues in your customer experience process and help you work on a brand identity revitalization strategy; or create new marketing initiatives based on the pain points your target audience has identified.
The personal data you collect can also produce personalized messages for audience segments and provide new email lists for specific products and services attractive to respondents.
The data you collect is not only useful. It’s why you did an interactive assessment in the first place, so you need to have a plan to review and use the collected data. Otherwise, you didn’t even need to have done or submitted this assessment.