What’s one way to woo your leads? With walkthroughs!
(We’re going to pretend you laughed at that terrible play on words.)
In all seriousness, generating leads especially in 2023 is hard. This is because you essentially have to compete with every single other person out there to grab your customers’ attention and get them interested in learning more about your product.
And you have 8 seconds to do it. Why? Because that’s how long the average human attention span is, according to a Microsoft study.
Not overwhelming at all, right?
But don’t worry. We’ll walk you through everything you need to know about using interactive walkthroughs to take your lead generation to the next level.
What is an interactive walkthrough?
Not so fast, eager blog reader!
Before we dive into the details, let’s make sure we’re all on the same page.
When we refer to an interactive walkthrough, we mean a step-by-step tutorial or guided interactive demo that’s used to show how a product works, its key features, and the benefits of using it.
A successful interactive walkthrough should help buyers understand the product’s unique value proposition.
What is lead generation?
That makes sense, but what exactly is lead generation?
Well, it’s the process of attracting potential buyers to your company. It also includes nurturing prospects to try and pique their interest.
Additionally, it usually involves collecting a lead’s contact information through a web form.
The goal of lead generation is to get prospects to take the plunge and purchase your product.
Lead generation is super essential to B2B businesses because buyers are much less likely to purchase SaaS right after they visit your website. So, by collecting new leads, it gives you the chance to educate and nurture leads before your sales team reaches out to them.
Because these days, buyers won’t make a purchase decision without first doing their homework.
The power of interactive walkthroughs in lead generation
When it comes to lead generation, interactive walkthroughs can be a powerful tool.
In addition to helping showcase new features or any product updates, walkthroughs can also have a substantial impact on engagement levels. In fact, according to DemandGen, interactive content sees twice as much engagement as static content.
But beyond engaging potential buyers, if you use interactive walkthroughs as part of your top-of-funnel strategy, you’ll be able to monitor which parts of your product they spent the most time on and which they skipped through.
And this can go a long way in helping you understand how to target your target audience going forward and what to focus on during future conversations with prospects.
Not to mention, interactive walkthroughs can be used throughout the entire sales funnel help you utilize a product-led growth strategy. This allows you to provide prospects with the information and support they need so that they can do their homework and have the peace of mind that you are offering the best product for their needs.
Crafting lead-generating interactive walkthroughs
You’re convinced that you should use interactive walkthroughs to help you boost your lead generation strategy!
(Well, we’re just gonna go ahead and pat ourselves on the back because that means we did something right.)
Anyways, while we are so excited that you’re onboard, delivering interactive walkthroughs that can help you strengthen your lead generation takes time and careful consideration.
Here are some strategies that you can use to craft lead-generating walkthroughs:
Walkthroughs should be user-centric
First and foremost, your walkthroughs should be centered around your target customers.
This means that you need to thoroughly understand your buyers’ needs, pain points, and goals.
Once you have identified your buyers’ pains and ideal outcomes, you need to tailor the walkthroughs so that they pique their interest and get them interested in hearing more about the product.
To learn more about your target audience, we recommend taking a look at user behavior, running workshops or conducting surveys, and asking your sales team for feedback based on their interactions with prospects.
Identify what you want to achieve with your walkthroughs
One doesn’t just build an interactive walkthrough for sh*ts and giggles.
There has to be a goal that you want to achieve with your walkthrough.
With this in mind, we recommend identifying what you hope to gain after creating and sharing your walkthroughs with prospects.
Then, identify and set clear KPIs to help keep you on track and make sure you’re making progress when it comes to reaching your targets.
Keep walkthroughs simple
Your prospects have places to go and people to see.
That’s why it’s essential to only show buyers the information they need, and nothing more.
In addition, you want to make sure you structure your walkthrough in a way that doesn’t confuse buyers and helps them better navigate the walkthrough.
This will help you quickly capture buyers’ attention. And make sure that you’re not wasting their time.
Include CTAs in your walkthroughs
Like we just mentioned, you want to make it as easy as possible for prospects to move from one step to the next.
That’s why it’s a good idea to strategically place CTAs in your interactive walkthroughs. This CTA can be anything related to learning more about your product or booking a demo with your sales team.
With clear CTAs, you increase the chances that prospects will move to the next step in the process, and ultimately convert.
Leverage data to optimize walkthroughs
You’ve created an interactive walkthrough that stands to bring loads of leads.
But that doesn’t mean the job is done.
(We’re sorry to be the party poopers here.)
In reality, the work is just beginning. Because at the end of the day, the goal is to keep bringing your company more and more leads.
This means that it’s essential for you to track how users interact with your walkthroughs to better understand what you should be doing more of going forward, and what you may want to do less of.
How to create an interactive walkthrough
Now that you understand what makes an interactive walkthrough a winner, let’s quickly go through step-by-step how to create an interactive walkthrough.
1. Capture your product’s screens.
2. Personalize your interactive walkthrough for your prospect or target audience.
3. Put some guides in.
4. Share your interactive walkthrough.
5. Analyze your walkthrough and optimize it.
It should be noted that the fastest and easiest way to do this is by using a codeless platform (wink, wink, like Walnut.)
How to integrate interactive walkthroughs in your lead gen strategy
Once you’ve starting creating killer interactive walkthroughs, how exactly do you use them to boost your lead generation strategy?
Another great question, friend!
Here are a few tried and true approaches to help you seamlessly integrate interactive walkthroughs into your lead generation strategy.
1. Identify your lead gen goals
Just like you did before you made your interactive walkthrough, you’ll want to take some time to make sure everyone is on the same page about the lead gen objectives.
Whether your goal is to increase traffic to your website or improve conversion rates, having clear desired outcomes will help you and your team better understand how to implement interactive walkthroughs in the lead generation process.
2. Embed an interactive demo on your website
In order to boost lead generation, it’s a good idea to embed an interactive walkthrough on your website.
This can be on your website’s homepage, product pages, or other landing pages to give prospects the opportunity to see your product from the outset.
Doing this not only helps you improve the buying experience by removing friction, but also helps you qualify leads and ensure the buyers you meet with will have higher intent because they already understand the basics of your product.
Additionally, you can require prospects to leave their contact information to view your walkthrough as another way to support your lead generation.
3. Include interactive walkthroughs in outbound
On top of including interactive walkthroughs on your website, it’s important to include them in your outbound.
You can do this by sending a link to view your walkthrough in your sales outreach to get prospects’ attention and get them interested in learning more about the product.
With interactive walkthroughs, you can also track how prospects engaged with the product to help you gain insights about their intent and understand what to focus on during future conversations with them.
4. Promote your interactive walkthrough on social media
Social media is where you drive excitement and buzz about your product and brand.
So, you can use your interactive walkthroughs to catch potential leads’ gaze on social media platforms.
This can help get prospects to your website and grow the overall awareness about your product and why it could have life-changing benefits.
5. Measure the impact of your walkthroughs
At the end of the day, you need to make sure that your interactive walkthroughs are having the effect on lead generation that you want them to.
To do this, you’ll need to check how your engagement levels, amount of leads, and conversion rates stack up to the goals you defined.
And if your results don’t align with what your targets were, that means you need to go back and analyze how prospects interacted with your walkthroughs as well as check KPIs like session length, engagement rates, and bounce rates.
This will help you understand how to optimize the flow, content, CTAs, or other aspects of your interactive walkthroughs in the future.
Boost your lead generation with interactive walkthroughs
When done right, interactive walkthroughs can be exactly what you need to take your lead generation up a knotch.
In addition to helping prospects understand how your product works, they can also help you engage prospects and get them interested in learning more.
Not to mention interactive walkthroughs can help ensure that the leads you do bring are higher-quality and have higher buying intent.
But creating an effective interactive walkthrough can be time-consuming and expensive.
(Well, this used to be the case.)
With a platform (like Walnut), creating a compelling interactive walkthrough and personalizing it to meet prospects’ needs is easier than ever before.
The key takeaway is that using interactive walkthroughs to enhance your lead generation strategy will not only give your marketing an edge, but also help improve the buying experience for your customers.
Still not using Walnut? That’s shocking! To change that, all you have to do is click the “Get Started” button.
