Stand out from the crowd and make noise by creating quizzes that engage your audience—and get you a load of leads too.
Hello! Hellooooo?! Hey you!
Trying to get someone’s attention?
Brands are increasingly using interactive content like quizzes, competitions, and giveaways to grow their audiences, reach, and retain customers. And, of course, to convert them.
In this day and age, when Facebook algorithms change so quickly and paid advertising can be a bit hit and miss, brands need to do more.
Posting regularly on social media channels, sending emails and updating content on your website is nice. But quizzes encourage passive readers to actively engage.
Learn how to make them part of your content and lead generation strategy.
Here’s the low-down on how to build the best quiz around to grow your business and increase brand awareness.
The bare necessities
Keep it simple, stupid (KISS)
Decision fatigue is a real thing. Some choice is nice. Too much choice is overwhelming. Make the quiz user-friendly. Include visuals or use a multiple-choice format to keep it simple. A seamless user experience makes answering several questions not just easy, but pleasurable.
Don’t make it too complicated, either. It might sound obvious, but people want to feel a sense of accomplishment. Make it interesting, but not too challenging.
You can always encourage the reader if they’re doing well or give them a hint if they’re struggling. You want to make a quiz that’s easy and fun.
Play to their strengths – themselves
Quizzes work for both you and your audience.
People love learning about themselves. You need to learn about them. We’re all a bit narcissistic. We love talking and learning more about ourselves.
You’ve seen these kinds of quizzes before. Are you more like Chris Hemsworth or Liam Hemsworth? Which Disney princess are you?
You can use celebrities, famous entrepreneurs, political figures, or whoever you think will help you connect to your customers and gain valuable insights. Then you can use that information to build more specific content tailored to your target audience.
Make it fun and unique
Life is already stressful and serious. Brighten up your readers’ days with a bit of wit and charm. Throw in a few totally useless facts that are quirky. Mix up content that is fun and frivolous with facts that are useful and interesting to learn.
You might want to engage your readers and remind them of your brand. Make them feel happy whenever they read your content.
Break it up with GIFs, videos, infographics and images. Give them a reward for doing the quiz such as redeemable points if you’re an e-commerce business or if they share their results with a friend. They’ll develop an emotional connection with the brand and, over time, they may trust you because they like you.
Whether the main purpose is to gather valuable information about your reader or to simply ensure people know your brand, being personable and authentic is essential.
Quality data is extremely valuable and worth investing time and effort to get. Keep the long game in mind and aim for sustainable, repeat customers. That means taking care of customers from the get-go.
If a quiz feels too extractive or false, you’ll lose them. So be genuine. It seems obvious, but with all the marketing jargon these days, brands that convey credibility and focus on being real, stand out.
At the end of the day, you want to help solve your audience’s problem. Ideally, you want to keep solving more of their problems so you have loyal customers and that they refer you to their circles.
So be engaging, credible, and real. And say bye-bye to unnecessary paid acquisition expenses and wasted time on outbound lead generation.
And, although most companies will want to use quizzes for B2C/B2B marketing purposes, there are also a host of uses for internal company purposes.
Types of quizzes
Instead of an intranet or Wiki, make quizzes to school up your employees or students on important policies.
Onboard new staff or introduce updated or new policies with quizzes. You can also use quizzes to certify employees have read OH&S, procurement and HR policies for example. These can often be tedious and lengthy.
Or, when a dreaded change management process begins, manage everyone’s expectations with regular quizzes informing of status, the roadmap, and testing people’s understanding. Create a quiz that’s both fun and educational, and you’ll increase the chances that staff actually understand the content.
Send out a quiz to check employment satisfaction (or dissatisfaction if you’re unlucky), to notify of changes to your company’s values, or illustrate different ways to encourage teamwork and better communication.
It’s is especially useful for large, distributed teams or teams that predominantly work remotely.
When teams grow quickly, quizzes can help educate new employees about important historical information, introduce them to their global colleagues on the other side of the world, and encourage them to get involved in the social side of work faster than they might typically if they’re the introverted type.
Brands want to learn about the customer journey. Companies aren’t just selling tangible products and services, but the lifestyle that comes with using them.
You’re going to need detailed information to understand exactly what it is that customers are inclined to buy, why, and from where.
It goes deeper than knowing if they’re a dog or a cat kind of person, or a tea or coffee addict.
You want to know if they like short-haired or long-haired Chihuahuas, or prefer chai soy lattes over a flat white. Remember, no judgment.
Create a quiz to find out what your customers are like (reality), what they like (preferences), or who’d they like to be (aspirational).
You can also create content in a quiz format to illustrate your expertise in an area. Generate leads by asking readers to subscribe to learn more about your products and services or to get their results.