lead generation

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We have learned a lot about creating quizzes in this series. We talked about the difference between polls surveys and quizzes, the four main quiz styles and we learned how to create a quiz for your own speaking business, but there are still a few general guidelines that we always have to remember.

Lead Generating Quizzes and Going Viral
  • Give participants an option to get their quiz answers without having to provide their email address. It is just good manners. But at the same time include compelling sales copy and great value on the results page to entice the prospect to opt-in to receive more. NOTE – THIS IS A CONTROVERSIAL OPINION – SEE MY BONUS POST TO LEARN WHY
  • Incentivize your quiz.  While sometimes the quiz itself is incentive enough, it is always a good idea to offer some kind of value at the end to encourage opt-ins. 
  • Always be honest about your marketing strategy.  If you are adding them to your newsletter, say so.
  • Never forget a call to action. Join your list, download your free offer… Whatever the next stage in your marketing funnel, don’t forget to provide a ‘what’s next’ call to action for your prospects
  • It is always a good idea to have Facebook and LinkedIn tracking pixels installed on your website, and in your quizzes. You never know when you are going to want to create a product to market, and having a ready-made audience that you can use as-is, or you can use to create a lookalike audience will save you TONNES of time and money. 
  • Follow up!  Don’t leave your audience hanging. Create an email sequence specific to that audience and those quiz results.

A bit on “Going Viral”

I can’t promise you your lead generating quizzes will go viral.  No one can (or at least, they shouldn’t), but I can give you some tips that we use on every quiz we create that makes them more likely to take off!

  1. Have a ‘share now’ option!
  2. Know your audience – and stay in your brand’s character
  3. Your results titles should be “share-friendly”. Even if they scored badly, the results need to be phrased in such a way that they still feel good about themselves and want to share their results online. 
  4. Pictures – photos are key on the results pages again as well.  Use pics of people (or animals)
  5. Descriptions – keep the fun and creativity going.
  6. Personalized Links – use the word” my” or “your” link to opt-in. The more personal it feels, the higher the opt-in rate.
  7. Add it to Facebook as a tab or pin it to the top of your page. Don’t make finding your quiz hard, and remember how quickly your content disappears
  8. Don’t stick to one social platform. Share that all over Facebook, Instagram and Twitter- but consider writing a ‘similar but different’ quiz for LinkedIn. My research shows that, depending on your brand, the ‘fun’ aspect is not always as appreciated on LinkedIn.
  9. Embed the quiz in related blog posts and pages. Keep it in the sidebar or try an Ad Inserter plugin and have it appear randomly down the page.
  10. Write an article that hits on the subject of your quiz and publish it to LinkedIn articles, submit it to article publication sites.

And remember – talk is cheap. Paid advertising will almost always be more likely to get more attention. Facebook and Instagram LOVE lead generating quizzes. But don’t just ‘boost’ your post. If you really want to grow your list on a massive scale, invest in a Facebook Ad campaign using the quiz. (assuming of course that your target clients are ON Facebook. 😉

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The Results

The results you ask.  Why write the results before the questions?

How to Create a Lead Magnet Quiz for A speaking business - PART 2

Because the results have to reflect the questions you ask. Just as when you write your presentations, you begin knowing what the learning outcome is, you should create your quiz knowing what the results are. 

If the goal is to create a lead magnet quiz that includes lead generation plus targeting, then the results are even more important. The results need to lead to the ‘bucket’ or the program that best represents their answers.

A few more things to think about when writing your results. Your results need to be:

  • Specific.  No one wants an overly generalized result. Your prospect has spent time answering the questions, you owe it to them to put in the time to write a specific and interesting result.  But how do you write a specific, accurate personalized result based on only 5-8 questions? It is all in the wording.

    For example, “You can be very outgoing when you want to be, but also need some alone time to recharge.” Since one behaviour is typical of an introvert, and another is typical for an extrovert – it is likely that it will resonate and sound specific, while being very general.  Another trick is to write one strong statement followed by a weaker contradictory statement, so both have weight and balance out the result without detracting from either assertion.

  • Creative and Fun.  No one wants to get a result saying ‘gold, silver or bronze”.  Please! A little creativity.

  • Flattering. No matter what the score, if the goal is getting shares and potentially going viral – then even the person who scores in the bottom percentage needs to get a laugh and feel comfortable sharing their results.

    One approach that works consistently for me when trying to soften the low score blow is humour . For example, one result was “Umm. Seriously? 3 out of 10?  While I know the quiz was challenging, some of these questions were dead easy! Be honest, were you just goofing around?” It is a surprising answer, and it immediately alleviates the pressure of failure.  

    Another great way to give a flattering result is to turn a negative into a positive.  For instance, if someone scored a “0” on a leadership quiz, instead of saying they have no leadership abilities, you could say “You have not developed any bad leadership habits. You have great potential to build a strong foundation without the messiness of having to unlearn pre-existing behaviours.”

Your Questions and Answers

While your results get your quiz shared, and your title gets your quiz noticed – when you create a lead magnet quiz, what gets your quiz completed is your questions. 

How to Create a Lead Magnet Quiz for A speaking business - PART 2

I like to brainstorm a large number of questions (don’t worry about the answers just yet) and keep them in a file under each potential topic or title. That way when I create quizzes in the future some of the heavy lifting is already done.  Remember, you can re-use the same question, worded slightly differently and provide completely different answers to keep the content feeling fresh.

Because we created the results first, we can now map out quiz answers that will pair perfectly with each result.

Your quiz questions and answers are the most fun to create, I think anyway. This is where your creativity and humour can run wild, and your brand personality can shine. 

But there are still a few rules to keep in mind.

  1. Don’t make the quiz too long. When you begin writing all the questions down you may have 15-20 or more that you think would be great but remember – this is an introduction to your prospective client. A date so to speak.  I try to keep my quizzes around the 60-90 second mark form beginning to end, and that usually gives me 6-8 questions.  
  2. Variety! Use different question types and formats.  Include images, video and text styles. Always remember you have to constantly earn the interest of your followers. Keep your content interesting and valuable. Never take them for granted.
  3. Relevant. Don’t ask for answers to questions you won’t use. It might be interesting to know their favourite flowers, but if you aren’t going to add it to your database and send them those flowers on their birthday, don’t ask. Also, keep the questions on topic and on-brand.

Just landed in the ‘create a lead magnet quiz’ blog series? Click here to start reading from the beginning.

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Part 1 of a 6-part series on Creating a Quiz as a Lead Magnet.

Today I hear the words polls, quizzes, and surveys used interchangeably, but they aren’t the same things at all.  Each has a different feel and provides a different outcome.  Let’s look at them individually.

Polls

An election poll is a familiar term, and it is one of the best ways to explain the use and function of a poll.  Most often a poll has one question, with a series of answers to choose from. Whether it has one question where participants vote for the best option or a series of questions – a poll is meant to determine a winner.

Surveys

Surveys are used for data gathering.  They are often the longest of the 3 and have a multitude of question types including multiple-choice, rankings, scoring or even text answers. Surveys have a feel of “tell me something I need to know” rather than “get your results”.  

Surveys are most often used either before or after something has happened. For instance, surveys are useful tools when planning an event to find out what your audience wants/needs – and are also used post-event to see how you performed.

Quizzes

Quizzes come in 2 main formats.  There is the quiz at the end of an online course which gives you your grade and allows you to move to the next module, and there is the more ‘fun’ variation of quizzes that are often seen on Facebook and other platforms.  Since this article is all about creating a quiz as lead magnet, we will focus our efforts on the latter.

One thing all quizzes have in common is that there is a grading component.  You take a quiz to see how you rate, to see what your results are.  There is a sense of expectation, and when quizzes are done right, a desire to share your results with others.  You want to see the results of your quiz. Most often with surveys, you are performing the task for someone else, however, with a quiz – you are doing it because you want to.

In our next article, we will discuss the four main quiz styles, and which style is best for you

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