How to Effectively Use Interactive Content Marketing

Publishing dry technical content isn’t the only way to teach your website visitors about your construction services. By offering content that requires their active participation, you’ll keep your prospects engaged and teach them about your services in a clearer and more memorable way.

Make it Fun

The more enjoyable you can make learning about your business, the more time your would-be clients will spend doing it. Quizzes and tests are one of the simplest ways to do this. Pick a topic your audience cares about and help them check how informed they really are. Your quiz can cover something basic, such as knowledge of hotel construction vocabulary or a more complex topic such as financing options.

Assessments are another way to get your prospects actively learning. Like quizzes, assessments highlight problem areas in a way that encourages your prospects to get in touch with you. To pique curiosity, pose a question, such as “How well are you prepared for your home renovation?” or “Is your commercial property development business missing out on profits?”

Make a Personal Connection

By letting your prospects hear and communicate with you in real time, webinars help you build a stronger rapport and establish your credibility. They’re perfect for generating high-quality warm leads. To keep your prospects interested, design your webinar to solve a pressing problem or help participants reach a concrete benefit. Offer actionable guidance based on your own experience and hard data, but leave time for audience questions. If you’re targeting retail store owners looking to renovate, you might offer pointers on how to increase sales with a better store layout.

Don’t have time to develop a webinar? Try creating short interactive videos that feature you and your company’s work, and include rich media tags, clickable hotspots, polls, and quizzes. You’ll need a video editor that can add these features, but many video hosting services, such as Youtube and Vimeo, offer at least basic options for creating interactive videos.

4 Benefits of Using a Website Heat Map

website engagementA website heat map is one of the most effective tools for using your visitors’ actions to better understand what they’re looking for in a construction firm. By presenting data in a simple, visual way, heat maps show you what’s attracting your would-be clients.

  1. Learn what grabs their attention – Mouse-movement heat maps, also called hover or attention maps, tell you about what catches your visitors’ eye when they first arrive. If they go back and forth between two links, you might need to reword those links for clarity. If they tend to wander around the page, consider a redesign to help them find what they want fast before they give up.
  2. See where their true interests lie – Click maps shows you where your visitors ultimately decide to go, helping you better understand their goals. If far more visitors click your “renovations” link than your “new construction” link, maybe it’s worth re-targeting your site for renovations clients. If you want visitors to check out your portfolio first, but they tend to head for your community involvement links, you’ll know to make your portfolio link more prominent.
  3. Assess their attention spans – With a scroll map, you can see how far visitors scroll down different webpages. If they’re scrolling to the end of your blog posts on budgeting residential property development projects, but barely reading any of your industry news posts, that tells you about their interests. If they’re not making it past a few paragraphs on any page, why? Do you need more engaging introductions, better formatting, catchier subtitles or more images?
  4. Target your most valuable audience – Heat maps show you which behavior patterns convert best so you can optimize your site for visitors who fit that profile. Maybe the visitors who click over to your blog first and read several posts to the end are the ones who typically become clients. On the other hand, maybe it’s the ones who spend a little time on your portfolio, then head straight for your contact page.