How To Use Quizzes In Your Advertising and marketing Technique
Using quizzes in your marketing strategy is one of the most underrated marketing measures.
They're incredibly effective at generating leads, engaging your audience, and so much more.
However, it's not enough for me just to convince you to implement trivia questions into your marketing strategy. That's why I'm going to show you exactly how to create an effective quiz, how to distribute it, and how to track it with marketing automation.
In the end, we'll cover several brands that are successfully using trivia questions in their marketing strategy so that you can get a little more insight.
Part I: Create Your Quiz
There's more to a quiz than you might think. Did you know that six out of ten people only read one headline? That said, we have to make a pretty good first impression. So let's talk about the title first.
Title selection & quiz types
The very first step in creating a quiz is to find the title for it. Once you've done that, you'll want to figure out what type of quiz you want to take.
Here are some of the most common quiz titles.
- The "actually" title: Believe it or not, adding the word "actually" can make a simple question a challenge. Compare "How Much Do You Know About The Golden State Warriors" with "How Much Do You Actually Know About The Golden State Warriors" and you'll see what we mean. Nobody likes to withdraw from a challenge, right?
- "Which (empty) are you?" title: This is a classic. Because of our innate curiosity, sometimes we just need to know which Marvel superhero we are before we die. This is just one of the things we need to cross off our bucket list.
- The title "Celebrity Personality": This is a typical personality quiz where celebrities are replaced with an extra pizazz. Because of celebrity usage, they are more likely to grab someone's attention if they are met by a star.
Select the type of quiz
The above quiz titles give you some ideas about quiz types, but here are a few more to consider:
- The personality quiz – We like to hear good things about ourselves. It is because of the "selfish bias" that personality tests work so well. This type of quiz categorizes people into personalities that they complement based on their answers. If you're a brand focused on product sales, a personality test can help you put individuals into categories with personalized product recommendations based on the answers they give.
- The knowledge test: The knowledge test simply challenges everyone's knowledge of a particular topic. You can ask your audience how much they know about your brand, the products on offer, or any of the current trending topics.
Questions about the craft quiz
Now that you have a general idea of what type 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 with questions!
When formulating your questions, keep the following in mind:
- Bring personality to your quiz: Breathe some life into your quiz by adding your personality to it. Approach your audience as if you were speaking to them in person. Make your audience comfortable so they'll sign up sooner.
- Use pictures for your questions: There's nothing wrong with having essay questions, but don't be afraid to use pictures either. The use of images keeps things interesting and relevant, and makes your quiz feel more like a quiz game.
- Keep it short: People don't have the longest attention span, so keep things simple and cute. Ask between 6 and 10 questions for your quiz. Generally, this only takes about two to three minutes for your audience to finish.
Design a lead capture: Do’s and Don’t’s
After you've asked the questions for your quiz, it's time to create a lead capture form. The purpose of lead capture is to collect contact information so you can build an email list.
You can then track those cues through marketing automation, which we'll get into later. For now, here are some helpful tips and tricks to follow when creating your lead capture:
Do the following: Stimulate your lead capture form
Give your audience a reason to give you their contact information. Offer incentives such as a free e-book or entry to a free giveaway. Standard incentives include infrequent brand updates or a weekly newsletter. Find out what works best to encourage your audience to join your mailing list.
Not: ask for information that you don't use
What's the point of asking your audience for their phone number if you don't want to call them? Make sure you only ask for information that your brand will use. The most basic is a first and last name and an email address.
Otherwise, you risk annoying your audience and making them ricochet off your quiz.
Do: Be honest about your marketing strategy
It won't always be clear to your audience that you are going to contact them after you get the contact information. It's a good rule of thumb to let your audience know that you'll be in touch with them soon. So don't be completely silent about your marketing strategy.
Be honest with your audience. Give them a brief overview of what's to come:
Create shared results
Now for the results! This is the moment your audience has been waiting for. You want to make sure that your results are something they like and share them with others. Hence, your priority is to share results that are worth sharing.
Here are some pointers you can use to achieve results worth sharing:
- Be honest and positive: Positive emotions tend to encourage sharing. So create results that will drive your audience to share what they received. At the same time, be honest with your results. Don't tell your audience that it is something it isn't.
- Use shared images: Just like we used pictures for your questions, we want to make sure we use pictures for your results. This time you want to use some pretty interesting pictures. those worth sharing. This will get attention when people share their results on social media.
- Create call to action: Don't let your audience interaction end with the results. Provide a call to action for your audience. This can be as simple as a link to your website or even a personalized link to product recommendations.
Part II: Distributing Your Quiz
Now is the time to put your quiz to the ultimate test by promoting it on social media. Your main social network outlets would be Facebook and Twitter. However, if you want to go a little further, you can also use paid advertising on Facebook to give your quiz an extra boost.
Share your quiz on Facebook and Twitter
If you share your quiz on Facebook or Twitter, to get the most out of promoting your quiz, you should check off each of these points:
- Make sure to use an attractive picture to represent your quiz.
- Make sure you have a compelling headline for your quiz.
- Share both the picture and the caption with a shortened link to track the results.
Don't be afraid to use paid advertising on Facebook
The process of promoting your quiz through paid advertising on Facebook can be quite a tedious process. To save you time, we've summarized the entire process in a more time-friendly summary.
- Choosing your target audience: You have the choice to choose an audience based on location, demographics, behavior and connections. You can break these categories down even further. Take the location, for example. We can narrow down the location to country, state / province, city, and zip code. Why should we want to do this? Perhaps your brand wants to target an audience in close proximity. We do not know it. It's up to you how you want to set the parameters for your target audience. Try it.
- Create a custom audience: Creating a custom audience consists of working with a list that you uploaded earlier. Facebook then generates an audience based on the list of previous customers you've worked with.
Part III: Marketing Automation Follow-Ups
Here's the fun part: keep track of the leads you've collected. With the help of marketing automation, this may not be as complex as you might have thought.
We'll track your leads the moment people sign up and over the course of two weeks we'll show you how to nurture those leads until you can eventually convert them into paying customers.
Here's a four-step sequence that your marketing automation email follow-ups should live and die by:
Thank you to your audience for taking your quiz first
Immediately after registering, send them an email saying "Thank you for taking our quiz!". This will remind your audience that they signed up and it will help assert your brand as well. It will give people a cheer that you will be getting in touch with them soon.
Encourage your audience to repeat your quiz
After a few days, we'll pick up where your audience left off: in the quiz results. Let your audience know about the other outcomes they could have achieved. This can encourage your audience to repeat your quiz and possibly even share their new results.
This is the perfect transition from your thank you email to sending various types of content.
Build trust with case studies or testimonials
After a week, now would be a good time to start building trust between you and your leads. Introduce testimonials or customer case studies to familiarize your audience with your brand and the opinions of others. Not only does this make your brand look good, but it also makes your audience more comfortable with who your brand is and what it stands for.
Convert your leads into paying customers
After two weeks, it's time to convert those leads. Your audience should be familiar with your brand by now. Use incentives like registering for a webinar 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 is your turn to close the deal.
Part IV: Examples of Using Quizzes in Each Industry
It's time to take a quick look at some examples from brands from different industries and see how they implemented trivia questions into their marketing strategy. Looking at these examples will give you a solid foundation when considering using trivia questions in your own marketing strategy.
Retail: Z Gallery
Z Gallerie is known for its commitment to providing furniture, art and accessories to both professional and amateur interior designers. They created the quiz “What is your Z gallery style personality?”. to offer every potential and current customer a personalized experience.
Z Gallerie used a personality quiz to produce results that included personalized product recommendations as part of their marketing strategy. This method brought in a tremendous number of leads per day, which marketing automation followed.
This enabled Z Gallerie to continuously recommend products that were tailored to each person based on their individual quiz results. Online shopping is now right.
Software: Cloud Sherpas
Cloud Sherpas specializes in cloud consulting and technology services for the world's leading brands. (They have since been taken over by Accenture.)
Cloud Sherpas used their quiz to measure the maturity level of each individual in order to identify the more qualified leads for their marketing strategy. They also advertised their blog on Facebook using the attached quiz.
The Cloud Sherpas quiz brings in 3-4 qualified leads every day. Nothing like quality over quantity, am I right?
Marketing: The Foundation
The foundation focuses on building businesses with entrepreneurs through the idea of reverse engineering. It's an incredibly interesting concept, and with that you have the quiz "Do you have an entrepreneurial spirit?" based on an existing eBook that covered the basic types of business owners.
The foundation used a quiz in their marketing strategy by combining it with a Facebook ad campaign. This combination reduced the cost per lead from $ 6.00 to $ 3.80 and generated over 16,000 leads and millions of dollars in revenue. That's pretty much the turnout if you ask us.
Not for profit: Pin Cancer
Pin Cancer's Call to Action is the gathering of the American wrestling community to fight them. You guessed it: cancer. Her great efforts have the help of her "Which USA World Team Member Are You?" Quiz. as a means of promoting social intercourse and raising awareness about cancer.
On a website that typically gets 200 visits a day, Pin Cancer had the best day ever the quiz was started. Social traffic increased to 6,000 and 3,800 new email subscribers in a single day. Talk About Reversing Cancer!
@PinCancer @ Jakeherbert84 true! Can't keep up with the style of a ninja!
– Reece Humphrey (@ ReeceHump60kg) August 25, 2015
Who would have thought implementing quizzes into your online marketing strategy could be so effective? We've just covered a lot of material, but hopefully you've got plenty of it.
To recap: We went through the entire quiz creation process. So you should know how to create your own quiz right now. Handing out your quiz really puts it to the test. Once you generate those leads, you will know exactly how to nurture them through to conversion.
Stop letting quizzes fly under your radar. Try to use them in your marketing strategy to see how far your brand can go.
Did you use quizzes in your marketing strategy? What were the results?