Over 62% of B2B marketers are already using interactive content to capture leads.
So how can your business use quizzes as a competitive edge in your digital marketing strategy?
Quizzes, free tests, and other forms of interactive content can be a powerful online lead magnet when they’re used right.
Here’s how to pull it off.
1. Do You Need an Online Lead Magnet?
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Online quizzes are just one of many forms of interactive digital content. Who doesn’t want to know which characters they are most like? Or what their hidden talents are?
Quizzes are successful (when done correctly) because they play on a very basic but powerful lesson in human communication and relationship building. People love to feel special.
If you’re considering using a quiz as a conversion strategy understand that making a successful online test:
- Costs more to produce than other content forms
- Takes more time to create than other content forms
- Requires more tools or technology know-how to produce than other content forms
- Are only successful with audiences who have the technological bandwidth to take the quiz without issue
2. Be Relevant
It’s easy to get carried away with the idea of a fancy quiz. Sometimes, the message can get lost. A quiz should enhance your overall messaging.
A quiz should make sense for your brand, be of interest to your audience, now. Don’t lose the basics of timeliness and messaging when developing a quiz. The quiz should move the overarching strategy forward and provide benefits traditional content won’t.
3. The Big Picture
So how can you ensure that when you make a free online test that it’s relevant? Or “‘will work” for you? Like any other form of content, it needs to address your audience’s pain points and their experience in the buyer’s journey when it comes to your brand.
For ideas, look to topics that were successful with past content assets. Or, hyper-focus on one specific stage of the buyer’s journey instead of trying to figure out how to appeal to every member of your audience at every stage.
4. The Right Questions
Each quiz question needs to be compelling enough to keep the user clicking through. Don’t be afraid to show some personality through copy and the use of images and graphics. Just keep questions concise and easy to understand.
5. Capture Leads
Like any other form of digital marketing content, lead with quality. Focus on designing great quiz questions and results first. Then design your lead capture form.
Instead of withholding quiz results before a user enters their contact information, use incentives like freebies and giveaways to capture leads. Most people will know what you’re ultimately after, so be transparent about how you’re going to use customer data.
Using Quizzes to Generate Leads
We could write a novel about all of the ways to use interactive content like quizzes as an online lead magnet. We’re pretty sure it’s been done before. No matter who your audience is or where they fall in the funnel, a thoughtful quiz can yield massive results.
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