How To Use Quizzes in Your Marketing Strategy
do you use quizzes in your marketing strategy? if you don’t, you might want to reconsider. check out this guest post by my friend jp misenas at Interact to see why quizzes help draw audiences to your content.
We’re well into the new year and there’s no better time to make a push in content marketing. Higher quality content can make a large impact in any marketing strategy so that leads us to the question: what kind of content performs consistently enough for marketers to use in order to take advantage of this?
You might have to think out of the box for this one, but if you’re a fan of social media networks, the answer’s right in front of you. As one of the most underrated types of content out there, quizzes have surprisingly performed well (and consistently) throughout the years.
Although simple in nature, quizzes pack more of a punch than what most marketers think. Social media quizzes are capable of driving social traffic, engaging audiences in an entertaining manner, increasing revenue and generating leads.
Having helped over 10,000 brands create over 25,000 quizzes with Interact, we’ve seen our fair share of success (and failures), that’s why we’ll be highlighting several brands from different industries that have successfully used quizzes in their marketing strategy along with actionable takeaways for each example today. By the end of this article you’ll be able to walk away with several ideas on how you could use quizzes in your own marketing strategy.
Retail: Personalizing The Shopping Experience With Z Gallerie
Z Gallerie has been known as a forward-thinking furniture company with an emphasis on interior design for both amateurs and professionals alike. They came up with the quiz “What is your Z Gallerie Personality Style?” to simultaneously generate leads and personalize the shopping experience for both current and potential customers.
Z Gallerie’s style quiz consists of a series of questions that obtains your contact information and recommends a group of products tailored to your personality. The quiz brings in 1,000 new leads per day. Through marketing automation, each lead is followed-up in a personal way.
Your Takeaway: If your brand focuses on offering a variety of products, you might want to consider creating a personality quiz to categorize your audience into personality types based on their answers. From there, each personality type could offer personalized product recommendations, personalizing the entire shopping experience for your brand.
Software: How Velocity Cloud Brings in a Steady Stream of New Leads Using Quizzes
Velocity Cloud is known for managing applications for end users and their companies worldwide to increase business productivity with enterprise software implemented and managed in their private cloud. They created the quiz “The HFM Maturity Assessment” as an asset on their resource page that generates leads consistently.
As a fun and interactive piece of content, Velocity Cloud included their quiz on their resource page which fairs well when placed next to other pieces like ebooks and case studies. The quiz itself is an informative assessment that gauges how much someone knows about the Hyperion Financial Management application model. The quiz would bring in 4-6 leads per day.
Your Takeaway: Consider creating a quiz as a part of an existing resources page. Make it a knowledge test or an assessment of some sort so that you can offer an interactive yet informative piece of content for your audience along with any other reference materials your brand may have.
Higher Ed: Finding The Right Health Profession with University of Cincinnati’s Quiz
The University of Cincinnati is a comprehensive public research university that offers students a balance of educational excellence and real-world experience. They created the quiz “Which Health Profession Is Right For You?” as a means of helping students find the path in a profession in health while generating leads.
The University of Cincinnati’s quiz funnels directly into a description of the recommended program at their university with a form to input contact information. The quiz has been a regular part of the UC health system’s new student generation program for several years now, bringing in 100 leads per month.
Your Takeaway: Create a quiz that helps people differentiate between choices. This is usually done through a personality quiz that delivers results based on an individual’s answers. This not only helps your audience make a choice, bu as a brand, they’ll remember you for your encouraging push when they can’t make a decision on their own.
Non-Profit: Driving Donations With A Quiz By Children’s Hospital Los Angeles
Children’s Hospital Los Angeles’ Amerman Family Foundation Dog Therapy Program thoroughly emphasizes the impact of therapy dogs. They created the quiz “Which Therapy Dog Are You?” not only to generate leads, but to drive donations toward the therapy dog program.
Children’s Hospital Los Angeles created a quiz based on their therapy dogs which became their most successful lead generation campaign ever run. As an incentive to take the quiz, each time it was completed $1 was donated to the Amerman Family Foundation Dog Therapy Program. By the end of their campaign, they also garnered over 31,000 new subscribers who were followed up in a personal way based on their quiz results.
Your Takeaway: When creating your own quiz, think about using incentives that will encourage your audience to take it. Pairing quizzes up with donation campaigns works wonders for non-profit organizations. The end results tend to be more fulfilling than the astounding numbers they can drive (which is almost as good).
Marketing: Cutting The Foundation’s Cost Per Lead With Quizzes and Facebook Ads
The Foundation is an online program for starting a software business from nothing. They focus on enrolling students and helping them get started as entrepreneurs. The Foundation created the quiz “Do You Have An Entrepreneurial Mind?” to point people in the right direction in terms of becoming an entrepreneur, and through Facebook ads, cut their lead cost while generating leads.
By pairing their quiz with Facebook ads, The Foundation was able to cut their cost per lead from $6.00 to $3.80. They based their quiz off of an existing ebook they had that covered the basic types of business owners. After creating an ad campaign behind it, it drove over 16,000 leads and millions in revenue.
Your Takeaway: Create a quiz on existing material that resonated well with your audience so that you can emulate the same kind of success. From there, pair that up with Facebook ads and you’ll be able to cut your cost per lead. Not only are you saving money, but you’ll still be generating leads in the process.
Let’s Go Over What We’ve Learned
Today, we briefly touched based on what quizzes are capable of when it comes to using them in your marketing strategy. To further convince you on how effective quizzes really can be, we highlighted five brands from different industries so that you can see how they implemented quizzes in their strategies.
We saw how Z Gallerie personalized the shopping experience by creating a quiz with personality types that delivered personalized product recommendations based on audience preferences. Velocity Cloud used their quiz as a part of their resource page as reference material.
University of Cincinnati used their quiz to drive enrollment and to help students pick out career paths. Children’s Hospital Los Angeles used their quiz to raise awareness on the important of therapy dogs while simultaneously driving donations. Lastly, The Foundation paired their quiz up with Facebook ads to cut their cost per lead while generating leads.
With all of the ways we’ve seen different brands use quizzes, by now you should have a pretty solid idea on how you might be able to use them for your own marketing strategy. Try using the examples we’ve provided as a guideline for your own endeavors, or come up with your own.
Also, check out this guide which provides detailed information on how people can create their own online quiz and use it to generate more leads and grow their audience.