In order to fully understand prospect engagement and how the general behavior of a niche goes, it is an absolute necessity to understand the relationship between your digital assets and your leads. Because let’s face it: without the necessary correlation between these two, how are you going to adapt to the ever-changing landscape?

Here are some factoids and interesting tidbits about prospect engagement that might help you win more this year:

1. Interactive assets will always have an edge over other types of digital content mainly because of how people relate to them while on your website. Static content will always have a place in the game, but at the same time, interactive assets help increase engagement in a way that static content can’t.

2. Interactive assets provide value from the get-go, and this means you don’t have to put them behind lock and key on your website. If you can offer some to get on the good side of both paid and organic traffic, you are probably going to see a lot of gains in the coming months because people will naturally gravitate toward authoritative websites that provide genuine value.

This has always been the case with lead generation efforts for years. The more value you add to the equation, the warmer and more willing people become. And further down the line, that marketing funnel is going to yield profit for you – just as naturally as people had gravitated toward your online properties because you gave them value.

3. Interactive experiences on your website provide webmasters a ton of information and metrics in terms of intent. This is a little known facet of user experience that not every business owner is focusing on. The old formula is we create the experience for the users and that’s it, right? Well, everything has become more or less inverted in the social media age.

Now people have their own ideas of what they specifically want to do when they go onto a website, and how are you going to measure that intent? How do you measure tendencies? Through interactive experiences on your website. This is where those interactive assets come to play.

4. Traditional lead generation content like white paper continues to provide leads to businesses, but there is a general resistance to this type of content. Why? Call it a paradigm shift, or perhaps people are now just less inclined to read through another white paper.

But the bottom line here is that people’s perceptions of what is useful and valuable have changed, and this has rocked the pillars of lead generation efforts. Whenever the market changes or moves, everything else has to shift, because you would want to continue creating the right type of value for prospective leads, right?

What lead generation experts have observed is that interactive assets have effectively hammered down the resistance associated with filling up forms and generally just making contact so you the business can build its list.

So what emerges from this is the hard truth that people are willing to provide their information if you provide something that is interesting and of value in the format that they like. This may sound daunting, but if you look at the situation closely, it’s the same challenges that industries and companies faced decades ago. The medium and mode of transmission to the audience has changed, but that doesn’t mean that it’s a new problem at all.

5. There are six pivotal strategies that have garnered the best results and they are:

– Prioritizing the actual information needs of the target niche instead of just promoting the business directly, which is less important to people who are primarily looking for information to solve their problems?

This simply means that you have to modify or evolve your communications method so that people will see the solutions that you offer more instead of the facet of you trying to offer them a service or product. By focusing on the solution, you let your audience focus on the outcome, which is what people desire.

– Just delivering content is not enough. As you get to know your niche more, you will realize that all the trove of information out there in your chosen niche are not necessarily important all the time. So with this in mind, you need to be more selective with the type of information that you offer each time.

Generating value with content means you know what really interests your audience, and you are not just offering information for the sake of having something on your website. This is a crucial, profit-killing mistake that so many businesses commit because they don’t pay closer attention to their readers and website visitors.

– Your list needs to be segmented depending on the phase of the buyer’s journey. Obviously, not everyone will be ready to buy at the first email or offer, so you need to craft specific paths depending on where your potential buyer is at the moment. This is largely a trial and error effort, but trust us, the more you refine the buyer’s journey at each segment, the better off you will be.

– A lot of people seem to have forgotten that the foundation of good marketing, whether in print or digital, has always been storytelling. Here’s why: people love stories. Culture is made up of stories. It’s the easiest way to transmit values and ideas.

So whether you are selling an inexpensive service or a $10,000 seminar to your customers, always have a compelling story to tell them. Storytelling is not overused, no, and people will never tire of it. However, it takes time to crystallize the components of an awesome story, and only you would have the best angle to tell your own.

– And finally, let’s not forget interactive content. From animations to moving graphs, try to incorporate interactive overlays that will send people’s imagination pistons firing in all directions.