Once you’ve created and developed a virtual reality experience, it’s important to consider how users will access it and how you can use it to generate leads. Virtual reality experiences have high potential for lead generation, both before and after the experience, and there are various ways to achieve this and shape the experience for your users. Here are four things to think about when using your virtual reality experience to generate leads.
Tradeshows and other events are a great way to present your virtual reality content to users and turn them into leads. With hundreds or sometimes thousands of attendees, tradeshows can be high-pressure environments. Generate buzz around your booth with your virtual reality content and give visitors and users a memorable and positive experience with your brand. Asking users for their email addresses before allowing them to access your virtual reality experience is a great way to generate leads, as users will see the value in your content and find providing their emails worthwhile.
Attention and Buzz
Every booth at a tradeshow is directly competing for the attention of attendees. While there are other proven tradeshow marketing tactics, virtual reality is still somewhat of a novelty, so your experience will attract potential leads and users to your booth. As attendees talk about the event amongst themselves, your virtual reality experience will generate buzz as attendees hear about the experience from other attendees. This will draw more potential leads to your booth.
Also, virtual reality experiences will get attention from publications covering the event, as well as social media posts and shares by attendees. This will boost your exposure and brand awareness both during and after the event. Another helpful tactic is announcing your virtual reality experience prior to the tradeshow or event and giving your audience a sneak preview of the experience with a short clip.
A good virtual reality experience will leave a good impression on attendees, and they will remember that your brand gave them an exciting experience much longer than they will look at a brochure handed to them. It’s much easier to throw out a flyer than a memory.
Presenting your virtual reality experience at a tradeshow allows users to enjoy the experience without having to buy their own equipment, which can be expensive, but you’ll need to invest in a headset or two for users. Different headsets will impact the user’s experience, and which one you choose to develop for will depend on your goals for the event.
Google Cardboard is the cheapest option for virtual reality, but it comes with some limitations. It relies on user’s phones, not all of which support virtual reality or 360-degree video. Google Cardboard also has a much lower image quality than other headsets.
However, you can buy many more headsets. One possibility is allowing users to keep their headset so they can relive the experience as many times as they would like, as well as share it with others. This will build brand loyalty with existing leads and customers and increase brand awareness as users share the experience with others.
Oculus has several different headsets, all much more expensive than Google Cardboard, but providing a much higher quality experience. While buying a headset or two is an investment, the high-end technology will help your content stand out and amaze users.
This is a good option for presenting your content to users at events or tradeshows, but if you’re looking to let users download your virtual reality experience and use it at home, the expense may prohibit many users from being able to view your experience.
Samsung also has a few different headsets, and the Samsung Gear has a price point about halfway between Google Cardboard and Oculus, which will make purchasing a couple for a tradeshow cheaper than Oculus while still delivering a quality experience. It’s also cheaper for users at home, as long as they already have a Samsung phone that supports the use of the Samsung Gear.
Tradeshows are ideal for virtual reality experiences, but if your business has the resources, a great way to increase brand loyalty is to repackage the experience in another format for users and potential leads who couldn’t attend the tradeshow or want to relive the experience. Alternatively, you can create virtual reality experiences specifically for these formats to generate leads without showing the content at a tradeshow.
One way to repackage your virtual reality experience is to adapt it to a video format. YouTube supports immersive 3D and 360-degree videos, although they aren’t quite as immersive as true virtual reality. With 360-degree videos, users can pan to explore all the angles in the video. Converting your virtual reality experience into a video format and uploading it to YouTube or your website can give leads an experience adjacent to your virtual reality experience. Another option is creating 360-degree or 3D video solely to host on YouTube or your website and using it to generate leads on its own. Include a Call to Action at the end of the video directing viewers to get in touch with your company to learn more. Also, if you host the video on your website rather than YouTube, you can gate the video to collect contact information from potential leads.
You can create a downloadable version of content created for a tradeshow that works with users’ phones or a specific headset, and then provide visitors to your tradeshow booth with a link so they can re-live it. As mentioned above, whether users can use the experience at home will depend on the equipment that you have chosen to use and the equipment that users have at home. Google Cardboard would likely bring in the most leads, as it is cheap enough to give away or for users to purchase on their own.
If you aren’t presenting the experience at a tradeshow, you can create an experience directly for download with headsets or compatible phones, although there may be less users as access to equipment is not ubiquitous. Whether you are repackaging tradeshow content or creating a downloadable virtual reality experience, you can gate downloadable content to generate leads.
There are certain success measurements for virtual reality experiences that can determine their performance, including some common metrics such as number of views, click-through rate, and social media shares and comments. Other important virtual reality metrics include eye tracking and time spent engaged.1 Advanced virtual reality technologies can track users’ eye movements, so you can determine users’ interests based on where they are looking during the experience. Time spent engaged is a useful metric for downloadable content, as you can measure how long users spend with the experience and notice when they leave the experience to see what portions of your experience can be improved. Continually improving the experience will help bring in leads and keep current leads and customers engaged with your brand.
And that’s a wrap on our virtual reality series! We hope you had as much fun reading as we did writing, and that part three has conveyed some helpful tips for generating leads with your virtual reality experience. If you missed the rest of the series, part one covered reasons to use virtual reality for content marketing, and part two covered best practices for designing and developing virtual reality.