Every marketer wants to find the secret to increasing the amount of clicks they get to their brand’s website or finding a hack to improve the rate of growing an email list. Quite frankly, there are no secrets and there are no hacks. There are shortcuts, but half the time, these shortcuts might up…short. The next best thing is finding something that has performed consistently over time and generates the same kind of success efficiently.
With content marketing becoming the most important trend in 2015, an emphasis on producing whitepapers, blog articles, videos, and infographs have run rampant, and the marketing scene is completely saturated with boring forms of content.
What if we told you that one of the most underrated pieces of content available to marketers has been floating around social media. You’ve seen them before. Anyone that has some kind of connection to a social media network will have, at some point, taken one of those quirky little quizzes.
They’re simple in nature yes, but when implemented into a marketing strategy, quizzes are capable of entertaining and engaging audiences, increasing social traffic, driving online revenue, and generating leads.
Here at Interact, we’ve helped over 10,000 brands create over 25,000 quizzes, so we have a little bit of experience under our belt. Today we’ll cover a step-by-step guide on how to create your own social media quiz for your marketing strategy. We’ll even go over several ways to distribute your quiz on social media, and how to follow up on any leads you collect via marketing automation.
By the end of this article, even you will be able to create and implement your own social media quiz for your marketing strategy. So what are we waiting for?
Creating Your Lead Generating Quiz
Step 1: Title Creation And Quiz Type Choices
They say that 80% of readers gauge the worth of something by its title; and that’s quite a bit of pressure on you. So we’re here to give you several templates to choose from that have performed consistently with readers.
- Choosing Your Title Template
- The “Actually” Title – Did you know that including the word “actually” in your title can change an average question into a challenge? At that point, you’re trying to see how much someone actually knows about something in contrast to what they know in general. It really tests the boundaries of your audiences, and many are willing to rise up to the challenge.
- The “Which (Blank) Are You?” Title – Have you ever wondered which Disney villain you most likely resemble? This one’s a classic. Because of human curiosity, sometimes we’re just dying to know what kind of ice cream flavor we are. They say curiosity killed the cat, but I say curiosity brings in the leads.
- The “Celebrity Personality” Title – Take the “Which (Blank) Are You?” Title template and put a spin on it by replacing the (Blank) with a celebrity instead and you get this title template. This particular title resonates with more people because of the use of larger names, so if you’re trying to attract a broader audience, this one works just fine.
Once you have the title of your quiz all figured out, it’s time to think of the kind of quiz that you want to make. Quizzes generally fall under two types, which we’ll go over now.
- Choosing Your Type Of Quiz
- The Personality Quiz – Because of something called the“self-serving bias,” people generally like to hear good things about themselves. That’s what makes this type of quiz so effective. The personality quiz categorizes people into personality types that tend to compliment who they are based on the answers they gave during the quiz. From a marketing perspective, if you were a brand that places an emphasis on product sales, you could place individuals into categories that offers personalized product recommendations based on their answers. It personalizes the shopping experience and develops a closer connection with your customer base through the help of a quiz.
- The Knowledge Test – This is your basic right or wrong kind of quiz. You’ll come across the knowledge test frequently on social media, testing audiences on how much they know about a certain subject, then giving results based on accuracy. The knowledge test is a fun way to assess different audiences. As a marketer, you could use the knowledge test to assess employees in the workplace, or you could challenge the knowledge of your audience on how much they know about your brand, its products, or any other trending topic.
Creating The Questions To Your Quiz
After you’re settled on a title and the type of quiz you want to make, it’s time to get into the meat of the quiz. The questions are an important part of the quiz because it’s where you as a brand can establish a one-on-one connection with your audience.
Here are a couple of guidelines to follow when coming up with your questions:
- Become A Part Of Your Quiz – Literally, be a part of you quiz. Your quiz represents your brand, and you can’t let it do all of the work for you. Treat your questions as if you were talking to someone in person. This creates a more relaxed tone, and it helps the quiz-taker get comfortable with what your brand stands for. This really helps when it comes to encouraging your audience to join your mailing list later on.
- Add Visual Elements To Your Quiz – When creating your questions, consider using images. Text-only quizzes are fine, but including pictures really adds a little something to the quiz. It gives your audience a higher entertainment value, and it also makes the quiz itself feel more like a trivia game.
- Simplify The Quiz-Taking Process – People don’t have a lot of time on their hands like they used to, and their attention spans are pretty much on the same wavelength. Try to aim between having 6 to 8 questions on your quiz. This will usually take most people about 2-3 minutes to finish, which is just the right amount of time.
Creating The Lead Capture To Your Quiz
Once all of your questions are set up, it’s time to proceed to the lead capture. This is where we’ll create a form that asks your audience for their contact information in exchange for their results. The purpose of the lead capture form is to collect contact information so that you can grow an email list. Collecting these leads will allow you to reach out to them later via marketing automation.
Here are a few ways to increase the opt-in rate of your lead capture:
- Promise Value To Your Audience – Although we’re already trading someone’s results for their contact information, it doesn’t hurt to give them an incentive to encourage them even further to make the trade. Incentivize your lead capture by throwing in offers like a weekly newsletter, an entry to a free giveaway, or maybe even an ebook.
- Only Request The Information You Need – Sometimes it is possible to ask for more than what’s necessary, and that’s not something you want to do. Only ask your audience for the necessary contact information. Anything else that your brand won’t be using shouldn’t be asked for in the first place.
- Be Honest About Your Marketing Strategy – Not everyone will catch onto the idea that you’ll be getting in touch with them after they opt in, so it’s a good idea to give them a friendly reminder. This not only lets your audience know that you’ll be contacting them soon, but it also prevents them from mistaking your email as spam.
Creating Share-Worthy Results For Your Quiz
After you’ve gotten your lead capture all set up, it’s time to move onto the results. Since the results are what’s often shared on social media, you’re going to want to make sure that they’re worth sharing.
Here are some ways to optimize your results for sharing:
- Compliment Your Audience – People are more likely to share good things about themselves, so it’s safe to say that positive emotions promote sharing. Compliment your audience with your results, but be truthful about it as well.
- Use Enthralling Images – Remember how we suggested the use of images in your questions? Well now, the image you choose in your results will play an even larger role since it’ll be what appears on social media when shared. Be sure to pick out images that will grab people’s attention.
- Include A Call-To-Action – You want to assert your brand as much as possible, so don’t be afraid to include a call-to-action in your results. Lead your audience back to your website, or offer personalized product recommendations to keep them interested.
Distributing Your Quiz On Social Media
Your quiz is finally complete, so what’s next? It’s time to promote it on social media! By now your quiz is definitely ready, so here are several ways to effectively distribute it on social media networks:
Share Your Quiz on Facebook and Twitter
When it comes to sharing your quiz on Facebook and Twitter, here are three things that you should keep in mind to get the most out of representing your quiz:
- Be sure to use an image that’s meant to grab attention to represent your quiz.
- Make sure you have a headline for your quiz that will encourage people to take it.
- Share both the image and the caption with a shortened link to track results.
Consider Using Paid Advertising on Facebook
Paid advertising can really boost your promoting potential on Facebook. If you decide to use paid advertising, the entire process might be a little too long for us to detail here, so here’s a truncated version that breaks it down to the basics:
- Target Audience Selection – When it comes to who you want to target, Facebook’s paid advertising allows you to select a specific target audience based on location, demographics, behaviors and connections. You can further narrow these categories down depending if you want to zero in on a specific audience. Take location for instance. You can break that down even further by country, state/province, city and zip code.
- Custom Audience Creation – This may sound a little tricky, but it’s actually way more convenient than you might think. Creating a custom audience is based on a list of previous customers that you’ve uploaded to Facebook. A custom audience is then generated from that list for you.
Following Up With Marketing Automation
After basking in the spotlight for a bit, your quiz should have garnered some attention by now, and in turn, should have brought in some leads for you. It’s time to follow those leads up with marketing automation. Through this 4-step sequence, you’ll be warming up your leads until it’s time to convert them into paying customers.
- Thank Your Audience – The very first thing that needs to happen as soon as someone opts in from your lead capture is to send out an email saying “Thank you for taking our quiz!” This immediate response will remind your audience that they’ve opted-in, and it’s also a nice way to thank them for participating in your quiz.
- Encourage Quiz Retakes – After a couple of days go by, send out the second email informing your audience about the other possible results they could have gotten from your quiz. This encourages them to retake it or reshare it. This is the perfect transition from your “thank you” email to sending out different content.
- Work On Building Trust – After a week has gone by, it’s time to fortify that trust between your brand and its prospective customers. Introduce customer case studies or testimonials to your leads. This allows them to get familiar with your brand and provides further insight for those that might be on the fence about it.
- Convert Your Leads Into Customers – Once you’ve hit the two week mark, it’s time to convert your leads into paying customers. This mostly relies on you and your sales strategy, but it doesn’t hurt to throw in incentives like a free webinar signup or some coupons/discounts. Do what you have to in order to close the deal.
Let’s Wrap Things Up
And that’s it! The idea of using a social media quiz for your marketing strategy may seem like a stretch, but after having gone through the entire quiz creation process, how to distribute your quiz, and how to follow it up with marketing automation, you should be feeling a little more confident about it.
Use this as an opportunity to think outside of the box when it comes to content marketing, and maybe, just maybe, you might stand out as one of the few that’s implemented a strategy so simple, yet incredibly effective.