There are plenty of ways to generate business leads online, but have you ever tried to create a quiz for social media lead generation?
Social media quizzes have a knack for driving traffic, engagement, revenue and generating leads. So today, we’ll be showing you how to create your own social media quiz.
What You Will Learn
- How to generate thousands of leads per day in any niche
- Why you need social media quizzes in your marketing strategy
- How to create a quiz for social media lead generation
- How to promote that quiz on social media
- How to automate follow up with these 4 emails
With an emphasis on content promotion, there’s been a higher demand for content that not only performs well on the first go, but in the long-run as well.
Social media quizzes have the innate ability to draw in a large amount of traffic, but they’re also capable of keeping your audience entertained and engaged.
It’s no wonder many brands have incorporated one of the most underestimated forms of content out there.
But why take my word for it?
Why should you make such a leap of faith and entrust your brand to the care of a social media quiz?
Here at Interact, we’ve helped over 10,000 brands create more than 25,000 quizzes – so we know the in’s and out’s when it comes to creating quizzes.
We’ve seen our fair share of successes (and failures), so we’ve concocted the perfect guide to help any brand create their own social media quiz, promote it and follow it up with marketing automation.
I am going to take you behind the scenes of 4 different campaigns.
Why Use Social Media Quizzes In Your Marketing Strategy?
Before we jump right into the good stuff, I want to show you precisely how three brands from different industries take advantage of this strategy with huge results.
That will help you get a feel for how they’ve implemented social media quizzes in their marketing strategies and the successes that followed.
Case Study #1: Z Gallerie
Z Gallerie’s known for being a forward-thinking furniture company with a focus on interior design for amateurs and professionals alike.
They created the the quiz “What is your Z Gallerie Personality Style?” not only to generate leads, but to personalize the entire online shopping experience.
Z Gallerie’s style quiz asks a series of questions creates a personality type specific to your preferences which in turn delivers results with personalized product recommendations based tailored to your tastes.
The quiz brings in huge volumes of qualified new leads per day…
…and with marketing automation, Z Gallerie is able to follow up to each lead in a personal way.
Case Study #2: Cloud Sherpas
Cloud Sherpas is a software company that provides cloud advisory and technology services for the world’s leading brands.
They created the quiz “How mature is your ServiceNow instance?” as a means of simultaneously generating and qualifying leads.
Their quiz is an assessment on how much an individual knows about the ServiceNow instance that allows Cloud Sherpas to qualify their leads.
They promote the quiz on their blog and Facebook, bringing in 3-4 qualified leads per day.
Case Study #3: Eben Pagan
Eben Pagan is one of the most well-known speakers in the business community.
His team created quiz “Do You Have What It Takes To Start A Business Teaching What You Already Know?” to bring in new students for an online business course.
Eben Pagan’s quiz is designed to see whether or not individuals can teach what they already know.
The results to the quiz include a link to a training DVD and encourages people to start their own businesses based on what they know.
The quiz drives over 1,000 new prospects each month.
How TO Create A Quiz For Social Media Lead Generation
Before we begin, let’s take a quick look at the brand we’ll be using as an example throughout the rest of the article.
Pin Cancer is a non-profit organization that spends all proceeds to build awareness on all types of cancer as well as research initiatives at St. Jude Children’s Research Hospital.
Pin Cancer created the quiz “Which USA World Team Member Are You?” which ended up bringing in 3,800 new email subscribers while scoring 6,000 visits on their website in a single day compared to their usual 200.
I am going to take you behind the scenes of how they did it.
Step 1: Picking The Right Title & Choosing Your Quiz Type
Having the right title is the first step to creating a successful quiz.
80% of readers figure whether something’s worth reading based on its title, so we have to make sure you come up with something that passes that test.
Once you’ve got a title picked out, you’re going to want to figure out what type of quiz you want to create.
Here are some title templates that have been proven to work time and time again with audiences and the types of quizzes you can choose from:
- The “Actually” Title – Throwing in the word “actually” can turn a simple question into a challenge, so it’s one of the better title templates out there that spurs people into taking the quiz.
- The “Which (Blank) Are You?” Title – The age old classic that helps us determine which Disney villain we really are. Well, not exactly which Disney villain per se, but this title template is your classic personality test that categorizes audiences into specific personality types.
- The “Celebrity Personality” Title – This falls under the same category as “The Which (Blank) Are You?” title except for the fact that you’ll be substituting the (blank) with famous celebrities instead.
Pin Cancer went with a personality test with the “Which (Blank) Are You?” title template.
Using this quiz type, Pin Cancer was able to categorize their audience into personality types.
By going with the classic title template we often see on social media, it was something both fun and familiar for audiences to interact with.
There are two kinds of quiz types that you can choose from.
The type of quiz you select will determine how the questions/results are formatted.
Here are the two types that you can work with:
- The Personality Quiz – Because of something called the “self-serving bias,” we generally like to hear good things about ourselves, which are what quiz results tell us. This type of quiz creates personality types as its results and places people in each type based on how they answered the questions in the quiz.
- The Multiple Choice Quiz – This is the other common variant of a quiz that you’d see on social media. The knowledge test challenges how much someone knows about a particular subject. Its results are based off of accuracy, so it lets audiences know level of knowledge they possess.
How To Create Your Quiz With Social Media Lead Generation Software
There are lots of different quiz solutions out there but I am going to show you how we do it at Interact.
You can sign up for a trial by following this link and clicking on “Free Trial”.
After successfully signing up, click on “Create New Quiz” on your dashboard to get started.
Following that step, you’ll be prompted with the type of quiz you want to create.
We have our choices of either creating a “Multiple Choice” kind of quiz, or a “Personality” kind of quiz:
After picking out the kind of quiz you want to create, you’ll find yourself on the following screen:
Welcome to the Design Tab. From here, you have the opportunity to design the cover.
You can upload a custom photo along with a custom background and you have the option of editing the background color, font color, button color and button text color.
Once everything’s set up the way you want for the cover of your quiz, it’s time to click on the Content Tab.
When you click on the Content Tab, you’ll be greeted with this template.
From here, you can officially title your quiz and add a brief little introductory description for people to see before the hit the button that begins the quiz.
After inputting your title and description, go ahead and upload an image of your own that will represent your quiz. After uploading the image, you’ll unlock the Quiz Results and Quiz Questions sections.
Let’s work backwards and start with the results.
Step 2: Creating Results That Get Shared
Now that your lead capture is ready to go, it’s time to move onto the end of your quiz. Your audience just submitted their contact information in exchange for their results, so don’t let them down.
Create results that your audience will want to share within their immediate circle. This will prompt others to take your quiz to see what kind of results they can get.
Here are some guidelines to adhere to when coming up with share-worthy results:
- Be Uplifting And Truthful – It helps to be encouraging with your results, after all, we’re not trying to put anyone down. They say positive emotions promotes sharing, so come up with results that compliment your audience.
- Include A Captivating Image – Remember how we said using images in your questions can liven up your quiz? Well, the effect of imagery is amplified when it comes to the results. In most cases, when people share their results on social media, the image included in their results is the first thing others see.
- Include A Call-To-Action – We want your audience to recognize your brand through the quiz. It doesn’t hurt to give your audience a friendly reminder about your brand, so don’t hesitate when it comes to including a call-to-action. You could link them to your website or other products that your brand sells.
Pin Cancer’s results screen was both encouraging and truthful.
They also made sure to include a relevant image based on the result. They didn’t include a call-to-action, but that was already mentioned in the “infrequent” emails they’ll be sending out regarding their online shop.
How To Create The Results To Your Quiz
Before we get to the meat of your quiz, we’re going to have to come up with the results first.
Why? Because when we start working on the questions, our answers are going to need results to tie back to. So we’ll be creating the results first before the questions.
Creating the results to your quiz is easy.
By following Interact’s simple template, you can add an image to your result by uploading your own, come up with the title to your result like “You Got Marvel’s Hulkbuster Iron Man!” and then add a short description to your result for the audience to read up on.
Step 3: Creating The Perfect Questions
The questions in your quiz is where you, as a brand, establish a one-on-one connection with your audience.
This is your opportunity to communicate with prospective customers on a medium unlike any other. Use the questions in your quiz to reach out to your audience.
In order to make an deeper connection with your quiz-takers, here are some things to keep in mind when coming up with the questions to your quiz:
- Inject Your Personality Into The Questions – Talk to your audience through your questions as if you were talking to them in person. This sets a more relaxed tone and allows your audience to get comfortable with you. This will help later on when it’s time for your audience to opt-in to your brand.
- Utilizes Images In Your Questions – Having text-only questions is fine, but try to spruce things up by using images too. It keeps things relevant and fun. Throwing in some images also makes the quiz feel more like a trivia game.
- Keep Things Short – You’re going to want to have between 6 to 8 questions in your quiz. This usually takes about 2-3 minutes for someone to complete, especially when people’s attention spans aren’t as long as they used to be.
Pin Cancer stuck with the minimum of 6 questions that included relevant images to keep their questions interesting.
They also created questions tailored to wrestling aficionados, so it definitely set a familiar atmosphere for their audience.
How To Create The Questions In Your Quiz
Creating questions in your quiz using Interact is an incredibly easy process.
The design template is simple and shouldn’t be confusing at all for new users.
The first thing you’ll want to do is to come up with the question. From there, you can add an image to accompany your question, or you could leave it with just the text, it’s up to you.
Next, you’ll be able to come up with the answers to your question. If you require more choices, go ahead and click on the “Add Answer” button to do so.
Step 4: Designing Effective Lead Capture
Once you finish coming up with the questions in your quiz, it’s time to create a lead capture form.
The purpose of the lead capture form is to gather contact information so that you can grow an email list.
You can then follow up on these leads through marketing information which we’ll go over later.
For now, here are some helpful tips to follow to get the most out of your lead capture:
- Incentivize Your Lead Capture Form – It’s always a good idea to promise value to your audience, so think about incentivizing your lead capture. Offer incentives like an entry to a free giveaway or a free e-book in exchange for their contact information. Find what works best for your brand.
- Only Request The Necessary Information – There’s no need to request contact information that you’ll never use from your audience. Stick to asking for the bare minimum, like a first/last name and an email address. Anything else will depend on your marketing strategy.
- Be Honest With Your Marketing Strategy – Sometimes people will get emails and will ask themselves “When did I sign up to this?” Be honest with your marketing strategy. Let your audience know that you’ll be getting in touch with them so that they don’t mistake your email as a form of spam.
Pin Cancer’s lead capture form only required an individual’s first/last name and their email address. As an added incentive and gentle reminder, Pin Cancer offered “exclusive and infrequent” news and special offers from their online shop.
How To Create A Lead Capture Form
After creating all of the questions that you want for your quiz, go ahead and click on the orange “Save & Continue” button at the bottom right-hand corner of the screen to proceed to the Email Tab.
You’ll then be prompted with the following:
If your brand is interested in generating leads, you’re going to want to hit “Yes”.
If your brand has no use for leads, then go ahead and hit “No” and proceed to “Part III: Promoting Your Quiz On Social Media.”
If you clicked on “Yes,” you’ll be prompted to choose your provider to collect email addresses before the results of your quiz.
Interact integrates with a wide array of providers. On the off-chance yours isn’t listed, you can download your collected emails as a .csv file.
After selecting your provider, hit the “Continue” button to proceed.
The next screen will allow you to design your lead capture form.
Following the template, you’re allowed to edit the email heading and subheading, what form fields you want to include, the submit button text and whether or not you want your audience to be able to skip this step.
Once you’ve picked out a heading and subheading and chose which forms of contact information your require, go and ahead and hit “Save & Continue” on the bottom right-hand side of the corner again.
Step 5: Promoting Your Quiz
When promoting your quiz on either of these sites, here are a few things you should consider doing:
- Make sure you use a captivating image to represent your quiz
- Come up with a headline that draws people’s attention to your quiz
- Share both the image and the caption with a shortened link to track results
Take a look at the way Pin Cancer has their quiz setup for social media.
They made sure to include a title that encourages audiences to take their quiz. They also chose the perfect image to represent their quiz visually. Clicking the image itself is a link that will take people back to Pin Cancer’s quiz.
With the help of celebrity wrestlers taking the quiz themselves and promoting it on Twitter, Pin Cancer really got the most out of social shares with a little bit of help.
Using Paid Advertising on Facebook
Using paid advertising on Facebook can be a fairly long process, so to save you some time today, we’ll briefly touch base on it just to give you an idea.
- Select Your Target Audience – When it comes to paid advertising, Facebook allows you to select an audience based on location, demographics, behaviors and connections. That’s rather specific, but if you want to focus solely on a particular group of people, this is the way to do it.
- Create Custom Audience – Creating a custom audience sounds rather complicated, however it’s quite the opposite. Facebook can generate an audience based on a list you’ve previously uploaded, which is pretty convenient.
How To Generate Your Embed Code And Edit Social Sharings
You should be on the Embed Tab. Here, you’ll be able to see a live preview of your quiz along with the option to select the embed size.
If you know what width and height you want your quiz to be, hit the “Generate Embed Code” button for your custom code. Scrolling down will allow you to further edit your social sharing settings.
When you’re all done, copy and paste that embed code into a page on your site.
The next step is to give your quiz some traction, so it’s time to promote it on social media.
Paste the link anywhere, from your brand’s website, its blog, its Facebook page, or Twitter account.
Depending on your current audience, promoting your quiz on social media will determine how popular your quiz will get.
Step 6: Following Up With Marketing Automation
After your quiz goes live and your lead capture starts working its magic, it’s time to follow up on the leads you’ve collected so far through marketing automation.
Here’s a 4-step sequence that you should follow when you start sending out marketing automation emails:
- Thank Your Audience For Taking Your Quiz – The moment someone opts-in through your lead capture, the first thing you have to do is send them an email saying “Thank you for taking our quiz!” This not only reminds your audience that they’ve joined your mailing list, but it also helps assert your brand.
- Introduce Other Potential Results To Encourage Retakes – After a couple of days, the next email should let your audience know of the other possible results they could have gotten. This is perfect transition from your “thank you” email to sending out other content.
- Solidify Trust With Case Studies And Testimonials – After a week has gone by, it’s time to fortify the trust between you and your potential customer. Highlight customer case studies or testimonials to reassure your audience that others have had a pleasant experience with your brand.
- Convert Your Potential Customers Into Paying Customers – After two weeks, it’s time to convert your leads into paying customers. As we did in the lead capture form, don’t be afraid to throw in incentives to help close the deal. You could include things like coupons/discounts, or a webinar signup.
Wrapping It Up
We’ve learned quite a bit today, haven’t we?
Who knew social media quizzes had the power to engage audiences in an entertaining manner that not only drives social traffic, but drives revenue and lead generation as well.
That’s insane. I guess that’s what you call a successful piece of interactive content.
In this tutorial, I’ve shown you how to create a quiz with Interact social media lead generation software, walking you through a step-by-step guide that taught you how to create your own quiz from the title selection all the way up to the results screen using Interact.
We also went over basic distribution methods as well as how to follow up with marketing automation.
You should now be able to walk away with this knowledge to create a quiz, promote it and follow it up with marketing automation.
What are your thoughts about using social media quizzes to generate leads?