If you are a B2B marketer then you must be aware of the importance of lead generation. Leads comprise of those who might be interested in buying your service or products.
As a marketer, you should be capturing the details of your audience and helping your sales team to nurture them so that you can influence their purchasing decision.
A recent survey done by Hubspot gathered data and trends from 3,400 global marketers revealed that the top priority for marketers in 2020 is generating leads.
While there are several ways to capture leads such as eBooks, whitepapers, reports and other forms of gated content, the problem arises when such content is unable to engage audiences and catch their attention.
Here’s when interactive content comes handy. As they’re easier to consume and captivate the audience’s attention, they make for a more viable option. One of the types of interactive content you can create is calculators.
Using Online Calculators to Capture Leads
Interactive calculators ask users specific questions to offer customized solutions. In return, users need to share their contact details to get access to those solutions.
Since an interactive calculator offers tangible and highly customized responses, the engagement and lead generation is better than other traditional methods. Did you know that interactive content can result in a 50% conversion rate?
Here is an example of an interactive calculator from CCI. They run a profit calculator on their website that helps anyone who is in a laundromat business to calculate their revenue by making changes in their vending prices.
Benefits of Using Interactive Calculators
Let’s take a look at the five benefits of using interactive calculators to capture leads.
Interactive calculators offer dynamic and personalized content that caters to the need of the users. Hence, they are highly engaging and have higher probabilities to get shared on social media as a useful tool.
2. Interactive engagement
Unlike traditional channels like white papers and PDFs which are static, calculators are interactive and engaging. Users find it easy to interact with them and get result-oriented solutions quickly.
3. Building trust
Since calculators are focused on answering the questions of the visitors, it helps to build trust and transparency. The only motto of calculators is asking specific questions and offering solutions to it.
4. SEO impact
The more time a visitor spends on your page the better it is for your search engine rank because search engine crawlers perceive your page as ‘useful’ to the visitors. Since these calculators are highly interactive and engaging, visitors spend more time on your page which has a positive impact on your search engine rankings.
5. Generating qualified leads
The fact that a prospect has decided to spend time using your calculator and share their details indicates that they’re qualified leads, making it easier for you to boost lead generation and take them further down the sales funnel.
4 tips to capture leads with calculators
Let’s take a look at how you can capture high-quality leads with calculators.
Offer a solution
An interactive calculator asks its customers specific questions to offer a specific solution. To do that, you need to think of your customers’ pain points, research what your customers would want to know, and offer them the solution.
For example, here is an interactive calculator by Better Homes Real Estate's ‘Sell a home’ page. If someone wants to sell his home, this tool helps get an estimate.
2. Create a dedicated landing page
To begin with, your calculator will need a landing page where you need to integrate the calculator. Whether your site visitor will use the calculator or not depends a lot on the landing page.
Here are some tips to keep in mind when working on the landing page:
Make sure the landing page is optimized for SEO by using the relevant keywords across the title tags, meta-description, and content.
3. Keep the form short and simple
A calculator should be linked to a form where you capture the leads. Make sure the form is short and easy to fill. It’s advisable to only ask for essential information to make it incredibly easy for the user to complete the form.
So, the next time you’re thinking of new types of engaging content here’s one that can help you engage your audience while generating high-quality leads in the process. It’s a win-win solution for you and your prospects as it gives offers them customized solutions and gives you access to their details.