Creating quizzes can be a great way to generate leads for your brand. With a few simple guidelines, you’ll be able to create quizzes that will benefit and build your brand while your audience is just having fun.
Quizzes are a buzzing on the Internet right now. A focus on social media has people wanting to share more about themselves, and quizzes are a great outlet for this.
How To Create Quizzes that Generate Leads
The last ten years has created a huge shift in the use of the internet. This shift was created by the rise of the social web. Since 2004, the growth of social media has been on fire.
Back in those days, Facebook was still a top dog with around a million members, now Facebook has more than 1 billion active members.
In the earlier days of social media, many businesses and marketers did their best to hold out (remember being mocked for having a MySpace?), but nowadays they’ve developed a love for this new system of connection. In fact, 90% of marketers are now using social media for their business. 70% have used Facebook to gain new customers, and 34% have used Twitter to generate leads.
In reality, though, marketers are still trying to figure out how to adjust their lead generation strategies to accommodate this social media shift.
We’ve switched from being a search world to a social world. Lead generation in a social world is completely different from a search world. Whereas before people were actively searching for solutions, with a brand only needing to provide the best solution for a lead, now in our social world people aren’t really ‘searching’ for anything.
So how do we generate leads in this social world?
Create quizzes. Interact is a great site to get you started.
What are quizzes?
A good quiz is a game of questions and answers for your audience. It is the best way to check out the abilities and knowledge of a particular topic of your brand with your readers.
A quiz is a brief evaluation to measure the expertise, talents, and abilities of various internet perusers. Quizzes can generate movement using points to determine winners. A collection of members work against each other to get the best score.
Lead Generation Quizzes
Quizzes can become great lead magnets if used effectively. Your quizzes should create virality about your brand to attract more visitors to your page. By interacting with these new people, you should be able to grow your email marketing list and drive traffic to your blog.
So how do you get started?
Step 1: Stand Out
You need to stand out on social media to be able to get good traction with your audience. Quizzes get 75% of their traffic from social media, so you need to be different from the norm.
To do that, first use a quiz title template. There are really only two titles that every quiz will use with little variation. These are ‘Which (blank) are you?’, very popular with personality quizzes, and ‘How much do you really know about (blank)?’, which is the backbone of a knowledge-based test.
You’ll also want to use a cover photo with a person featured on it. Cover photos with a face on them get clicked on twice as much as any other type of picture.
Make sure that you use a short description that will sell your brand. The title will draw people’s attention, but the description will cause them to decide to take action. A great short description will re-iterate the promises of the title and create a sense of urgency to take the quiz right now.
Step 2: Create Questions to Engage your Audience
This is your opportunity to have a conversation with your visitors in a scripted way that is fairly close to a real interaction.
There are only two big things to worry about at this point: speak like a human and use pictures.
Speak Like a Human – Quizzes are a one to one medium. You are only talking to one person at a time, not a group when you create your quizzes. You need to be yourself when you communicate or you’ll lose out on the advantages of a one-to-one channel.
Use Pictures – The top 100 quizzes will have at least one question with an image, sometimes even containing an image for every answer. Pictures make your quiz feel more like a game. This gets people engaged and lowers their barriers to make them more likely to opt-in to your brand at the end of your quiz.
Just a few more things to remember:
When making your questions and answers, try to keep them short. Don’t have more than 6 answers per question. Your quiz also shouldn’t take more than 2 minutes to take, so only 5-10 questions is a good start.
It’s also important to make your quiz simple. This will ensure that it’s easy to complete, and your audience should be able to share the results. This will expand the reach of your quiz, and increase the potential to go viral.
Step 3: Create an Opt-In Form
It’s important to make sure that you have a gate at the end of your questions, preferably before your results. The average opt-in rate is 50%, but typical results can vary from as low as 10% to as high as 90%.
These two elements can make the difference in your percentiles: provide value beyond just the quiz results and be honest about what you’re going to send people.
Provide Value Beyond the Quiz Results
While the appeal of getting your results is strong, unless you have something else to offer then you won’t convert anyone to your brand. Your added value can be as simple as personalized advice or as fun as a giveaway in the quiz.
Be Honest About What You’re Going to Send
It’s best to be up-front and honest about how often you’re going to email people. They, in turn, will be honest about whether or not they want to be on your email list. You should only want people with a real interest to be on your email list, instead of a host of begrudging people who’ve added you only because they wanted their results.
Step 4: Exciting Quiz Results
The result is the last stage of your quiz. This is where you’ll be able to tell how popular your quiz is among your audience. If your audience has fallen in love with your quiz that will increase the sharing and popularity of your product and service.
You’ll want to make sure that your result page has an attention-grabbing image, headline and a cleverly written description. This will make your quiz-taker feel good about taking the quiz.
- Be truthful and uplifting
- This is just another way to make your audience feel better about taking your quiz. Associate positive feelings with your brand.
- Use images that are likely to be shared among new audiences
- Use the same rule of image optimization and use a person’s face. Remember, people respond more to pictures of people than any other image.
- Have a call-to-action
- The call-to-action invites an immediate response. A successful call-to-action will result in a conversion from your audience.
Step 5: Get Shared
After you give your quiz taker the big reveal, you’ll want to give them a way to share it with their friends.
- Make sure your titles are share friendly. The basic format for this is ‘I got (my result) on (title of quiz). You’ll want to write result titles that mesh well with your quiz title for the best results on social media.
- Use images of people again. This cannot be stressed enough. Pictures of people will give you the best results.Use image optimization guides to make sure your pictures do their job.
- Include personalized links for each result. These links will tell the person taking your test to click on the link for a reason directly related to who they are. These links get clicked on 42% more on average over non-personalized links. Take advantage of the information you have just learned about your audience and continue the conversation with them in a setting that is unique to their quiz outcome.
Step 6: Evaluate Your Results
Based on your industry, your quiz completion percentage will vary, but it’s reasonable to expect an 80% completion average. If your completion percentage is lower then it may mean that your quiz isn’t providing enough value or people are losing interest before they get to the end. Make sure that your quiz isn’t too long. Look at your content, is it valuable and entertaining?
Your quiz should have an average of 5% for your conversion rate. If your conversion rate isn’t where you want it to be, look at your incentive. Make it more appealing to get more people involved. If your social media quiz was done right, then your email marketing list will grow.
You can also get valuable insights into your audience using their quiz results. If you asked about their biggest marketing challenge, then you’ll know what type of content they need to overcome their challenges. Now you can address that in your blog content.
SEE ALSO: How To Effectively Survey Your Audience
