How to Use Quizzes for Your Marketing Strategy

7/9/2019

by Angela White, Guest Contributor

Did you know that quizzes have a lead capture rate of 33.6%?

This terribly underused marketing tool is just as effective when it comes to nurturing and retention. It attracts the right audience, collects invaluable data, and keeps your leads and customers engaged. All this contributes to your conversion rates and your bottom line.

What makes quizzes so powerful?
It’s simple - everyone likes them!

An average quiz gets shared around 1,900 times on social media. This whopping shareability rate only goes to prove that the only thing people like more than taking quizzes is telling their friends about it. A tool with this kind of potential should not be overlooked.

Guaranteed Marketing Success at Zero Cost
Being so likable, lead quizzes have a unique ability to cut through the social media noise. Not only is a good quiz an instant scroll-stopper, but it’s also a highly effective data collector. Not many tools are able to convince people to hand out their information gladly.

So what is their secret power?
Unlike many other marketing techniques, quizzes are fun.

When developing a marketing strategy, you shouldn’t forget that the industry is in the middle of the biggest trust crisis in history. People simply don’t care about traditional advertising. Content may still be effective, but only because and when it provides real value.

Quizzes are able to bypass this lack of trust because they are pure entertainment. While taking a quiz, the audience doesn’t have the impression that somebody is trying to sell them something. Well, at least that’s how taking a quiz should feel like in an ideal case.

And most importantly, quizzes are cheap.

The only thing you need to successfully employ this technique is a quiz maker for business or reliable assessment software. Beyond that, this strategy requires some creativity and social media presence. Presuming you have both, they ensure success at zero cost.

But how can you make sure that this strategy will work?

Choosing the Attention-Grabbing Quiz Title
All marketing techniques rely on good audience targeting, and this one is no exception. Before you can create and launch a successful quiz campaign, you need to know your ideal buyer persona’s needs, habits, and pain points. This will help you in coming up with a gripping title.

The quiz title is important because your strategy needs a hook.

Your audience should be able to notice your quiz in the sea of other social media posts. They should also be intrigued enough to click the link. This is why your title must hit the sweet spot with your target audience, making an instant but lasting impression on them.

Choosing the Best Quiz Type for Your Leads
Finding ideal buyer persona will help you determine another important thing - the most suitable quiz type for your target audience. People generally take quizzes for two reasons. We’ve already discussed the element of fun that is integral to this experience.

The other reason is an indulgence or self-serving bias.

This is why we enjoy taking personality quizzes that tell us nothing new about ourselves. A good quiz will find a way to flatter the quiz taker even when their results aren’t exactly praiseworthy. We like sharing our quiz results for exactly the same reason.

That’s how personality quizzes help you establish an emotional connection with the audience.

Alternatively, you can use trivia quizzes that test the audience’s knowledge of a certain topic. These are the popular fan quizzes, for instance, that can nicely loop back to your products and services but also provide you with insight into your audience.

Note that your target audience, as well as your quiz title and type, dictates your choice of social media network as well. Sharing Harry Potter-themed quizzes on LinkedIn is not the best idea, but Facebook is far more liberal and all-inclusive.

Using Quizzes as a Brand Promotion Tool
Depending on your marketing objective, there are a number of ways you can use quizzes to achieve your company’s end goal. It’s a no-brainer that the success of every marketing campaign depends on the clarity of vision.

So how can you promote your brand with a quiz?
You can do nothing at all in terms of self-promotion, and let the quiz speak for you. Of course, this can only work if every single detail of your quiz hits the target. If your quiz is average, then its highly unlikely that it will boost your ROI overnight.

Including your products and services in the quiz copy is always a good idea.

You can offer your best-selling solution as the answer to one of the questions or as a free tip that comes along with quiz results. Whatever you choose, be careful not to make it too promotional; this should be a fun experience, not a commercial.

Getting in Touch with Your Quiz Takers
If you’re creating and sharing quizzes simply as a way to engage your existing customers, then staying consistent will be enough to make this investment worthwhile. But if you’re doing this to attract and eventually convert leads, you need to follow up.

Lead quizzes, are basically email subscription forms, only fun.

Now that you have your leads’ information, it’s time to address them with an introductory email. This will help you refresh their memory, introduce your brand, and learn more about how they are and how your products and services can help them.

Conclusion
When it comes to new-age marketing, quizzes offer the least demanding tool for capturing leads and retargeting inactive customers. The only two things you need are- research on your target audience and a reliable quiz maker for business.

Author Bio:

Angela White is an ed-tech enthusiast with a passion for writing for the consumer market in the areas of product research and marketing using quizzes and surveys. Having a knack for writing and an editorial mindset, She is an expert researcher at a brand that’s known for creating delightfully smart tools such as ProProfs Quiz Maker.

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