There are many ways to generate leads with interactive content. The calculator is one of the most practical interactive tools that offer your customers useful feedback in return for their contact information.
The great thing about the calculator is that once you’ve created it, the user takes over. The customers insert their information and automatically receive results that help them solve a problem, or make a decision. Calculators are therefore a great way for people to identify a solution without talking to anyone!
In the meantime, you benefit greatly from the data you receive. It aids in building up rich profiles, generating quality leads and personalising your marketing in the future.
Build long-term relationships
Calculators are a great addition to your website. By providing your customers information to make better decisions, your company comes off as helpful and generous. This will helps to build up long-term relationships with your customers.
Below is a step-by-step guide to creating a calculator.
1. Utility is key
When creating a calculator, it’s important to tackle problems that your customers need help with. If you’re in the banana business, it wouldn’t be very helpful to assist your customers in calculating the nutritional benefits of apples, would it? The more useful your calculator is, the more likely people are to come back and use it, share it on social media, or refer others to it. That leads us to the next point; know your audience!
2. Know your audience
If you don’t already know your audience and what they are interested in, as well as their likes, dislikes, and pains you should try to get to know them better. You can start by listening in on their conversations on social media, both on your digital channels and by monitoring relevant hashtags to your products. Another way is to use interactive content such as quizzes, personality tests, or assessments, as they reveal a great deal about your customers’ preferences.
3. Determine what metrics matter to your customers
Now that you know your audience, this step shouldn’t be too hard. The calculator is there to serve your customers. So what is it that matters to them? Saving money, generating leads, producing revenue?
Your main goal is to deliver meaningful results to your ideal prospect. Therefore, it can be helpful to think of what problems your customers have in common, what issues do they all face, and whether your tool will help your ideal prospect to meet their specific objective. You can look at your findings from step two to answer these questions.
4. Find out what niche you have
Now that you know your audience, it’s time to look at your own company. You should ask yourself: what unique knowledge or position does your company have on the market? What value can your company, or product provide to others?
To give you some ideas; a typical example of a calculator is a currency converter, distance converters (miles to kilometres) or a language translators. These are all pretty general. So it’s time to find out what differentiates your company. What knowledge do you have, that others don’t?
5. Be strategic about your lead-form
When considering what to ask your customers on your lead form, consider this: what information do you need, and what information would be nice to have? The more value your calculator provides, the more you can ask for on your lead form. In some instances, you may not need to ask for much information, because people will input all of it to the calculator.
6. Find out where to place your calculator
Calculators often create traffic and, therefore, you need to decide if you want that traffic on your website or to a specific landing page. What serves your purpose the best? Can your website, for example, handle increased traffic?
7. Promote your calculator
It’s not enough to set up your calculator and wait for the leads to come – if only! You need to share it and promote it. You can share your calculator in your newsletter, through social media channels or paid search ads.
8. Monitor the information
Keep an eye out for the information people insert into your calculator, and whether they vary or if they have a commonality. Can you perhaps group your new leads and contact them with a special offer that suits their needs? Or does it perhaps sparkle a new idea for another calculator?
9. For the pros: Automate your marketing follow-up
You can prepare an automated email follow-up, to send out as soon as your customers have filled out your lead form. You can segment these emails, based on the information your leads provided in the calculator. Let me explain. If we go back to the banana example, this means you can send people recipes for healthy banana recipes, if they showed interest in losing weight by calculating weight loss. However, those who were more interested in calculating their protein intake from bananas will receive a different email about protein-high recipes. This way you can serve your customer’s personal needs without much heavy lifting.
Are you ready to get started?
We’ve made it easy to create interactive calculators. You can design your own, with your company logo and look. Get started here.