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Using quizzes in your marketing strategy is one of the most underrated marketing moves.
They are incredibly effective at generation leads, engaging your audience, and much more.
But, it isn’t enough for me to just convince you to implement quizzes in your marketing strategy, so I’m going to show you exactly how to create an effective quiz, how to distribute it, and how to follow it up with marketing automation.
At the end, we’ll cover several brands successfully using quizzes in their marketing strategy so you can walk away with a little more insight.
There’s more to a quiz than you might actually think. Did you know that six out of ten people only read a headline? That means we’re going to have to make a pretty good first impression, so let’s talk about the title first.
The very first step to creating a quiz would be coming up with the title for it. Once you’ve got that down, you’re going to want to figure out what type of quiz you want to make.
Here are a few of the most common quiz titles;
The quiz titles above will give you a few ideas of quiz types, but here’s a few more to consider:
Now that you’ve got a general idea of what kind of quiz you want to create along with a title to go with it, it’s time to bring it to life by filling it up with questions!
Here are some things to keep in mind when formulating your questions:
After coming up with the questions for your quiz, it’s time to create a lead capture form. The purpose of lead capture is to gather contact information so that you can grow an email list.
You can then follow these leads up through marketing automation, which we’ll get into later. For now, here are some helpful do’s and don’t’s you should follow when creating your lead capture:
Give your audience a reason to provide you with their contact information. Offer incentives like a free eBook or an entry to a free giveaway. Standard incentives include infrequent updates about your brand or a weekly newsletter. Find what works best to encourage your audience to join your mailing list.
What’s the point in asking your audience for their phone number if you aren’t going to call them? Make sure you only ask for information that your brand will use; the most basic being a first and last name, and an email address.
Otherwise, you risk annoying your audience and having them bounce from your quiz.
It won’t always be clear to your audience that after you get their contact information, you’ll be contacting them. It’s a good rule of thumb to let your audience know that you’ll be getting in touch with them soon, so don’t be all hush-hush about your marketing strategy.
Be honest with your audience. Give them a quick heads up about what’s to come, like this:
Now onto the results! This is the moment your audience has been waiting for. You want to make sure your results are something they’re going to like and share with others, so creating share-worthy results will be your priority.
Here are a couple of pointers that will help you create results worth sharing:
Now it’s time to put your quiz through the ultimate test by promoting it on social media. Your major outlets for social networks would be Facebook and Twitter, but if you wanted to take it a bit further, you can also use paid advertising on Facebook to give your quiz that extra boost.
When sharing your quiz on Facebook or Twitter, be sure you check off each of these to get the most out of promoting your quiz:
The process of promoting your quiz through Facebook via paid advertising can be a fairly lengthy operation, so to save you guys some time, we’ve truncated the whole process into a more time-friendly summary.
Here’s the fun part: following up on the leads you’ve collected. With the help of marketing automation, this may not take as much effort on your end as you might’ve thought.
We’re going to follow-up on your leads the very moment people opt-in, and in the course of two weeks, we’re going to show you how to nurture these leads until you can finally convert them into paying customers.
Here’s a four-step sequence that your marketing automation email follow-ups should live and die by:
Immediately after someone opts-in, send him or her an email that telling them “Thank you for taking our quiz!” This will remind your audience that they’ve opted-in, and it’ll also help assert your brand. It’ll give people a head’s up that you’ll be getting in touch with them soon.
After a couple of days, we’re going to pick up where your audience left off: their quiz results. Inform your audience about the other results they could have gotten. This may prompt your audience to retake your quiz, and maybe to even share their new results.
This is the perfect transition from your “thank you” email to sending out different content.
After a week, now would be a good time to build trust between you and your leads. Introduce testimonials or customer case studies to familiarize your audience with your brand and what other people think about it. This not only makes your brand look good, but it also lets your audience get more comfortable with who your brand is and what it stands for.
After two weeks, it’s time to convert those leads. Your audience should be familiar with your brand by now. Use incentives, like a webinar signup or coupons and discounts to encourage your leads to buy into your brand.
The rest is up to you and your expertise in converting leads into customers. These marketing automation follow-ups did most of the work for you, so it’s your turn to close the deal.
It’s time to take a quick look at several examples of brands from different industries and how they implemented quizzes in their marketing strategy. Seeing these examples should give you a solid foundation when it comes to considering the use of quizzes in your own marketing strategy.
Z Gallerie is known for its commitment to providing furnishings, art, and accessories to both professional and amateur interior designers alike. They created the quiz “What is your Z Gallerie Style Personality?” to provide a personalized experience for every potential and current customer.
Z Gallerie used a personality quiz as a way of bringing results that offered personalized product recommendations as a part of their marketing strategy. This method brought in a massive amount of leads per day which they followed-up with marketing automation.
It allowed Z Gallerie to continually recommend products tailored specifically to each person based on their individual quiz results. Now that’s online shopping done right.
Cloud Sherpas specialized in cloud advisory and technology services for the world’s leading brands. (They’ve since been acquired by Accenture.)
Cloud Sherpas used their quiz to gauge each individual’s level of maturity, which helped determine the more qualified leads for their marketing strategy. They also promoted their blog on Facebook with the quiz attached.
Cloud Sherpas’ quiz brings in 3-4 qualified leads a day. Nothing like quality over quantity, am I right?
The Foundation focuses on building businesses with entrepreneurs through the idea of building backward. It’s an incredibly interesting concept, and with it, they created the quiz “Do You Have An Entrepreneurial Mind?” based on an existing eBook they had which covered the basic types of business owners.
The Foundation used a quiz in its marketing strategy by pairing it with a Facebook ad campaign. This combination was able to cut their cost per lead from $6.00 to $3.80, and collected over 16,000 leads and millions in revenue. That’s quite the turnout if you ask us.
Pin Cancer’s call-to-action is the rallying of the US wrestling community to fight against, you guessed it: cancer. Their noble efforts have prompted the aid of their quiz “Which USA World Team Member Are You?” as a means of driving social traffic and raising awareness on cancer.
On a site that normally sees 200 visits per day, Pin Cancer had the best day ever when their quiz went up, driving social traffic up to 6,000 in a single day and bringing in 3,800 new email subscribers. Talk about turning the tables on cancer!
— Reece Humphrey (@ReeceHump60kg) August 25, 2015
Who knew implementing quizzes into your online marketing strategy could be so effective? We’ve just covered a lot of material, but hopefully, you got a lot out of it.
Just to recap, we went over the entire quiz creation process, so you should be familiar with how to create your own quiz by now. Distributing your quiz will really put it to the test, but as soon as you generate those leads, you know exactly how to nurture them until conversion.
Don’t let quizzes fly under your radar any longer; try using them in your marketing strategy to see just how far your brand can get.
Have you used quizzes in your marketing strategy? What were the results?