More and more businesses are now using quiz marketing (smart!), but not all of them are doing it successfully.
In this article, I’ll tell you what’s the best way of creating a business quiz that actually works: understanding what the most successful quizzes have in common (and focusing on that).
So, let’s dive into it together!
What makes a successful quiz marketing strategy?
First of all, keep in mind that ‘successful’ can mean something different to everyone, and that’s why one of the core steps is getting clear on your goals.
But overall, successful business quizzes do share some key characteristics:
Super clear objectives
Included in the actual marketing strategy
Highly relevant and valuable for their target audience
Engaging, interactive and easy to share
Capturing data and results
So, these are the factors you must prioritise to create a successful business quiz. But let’s look at them one by one with some examples.
Setting your quiz marketing goals
If you’re not clear on your goal, you can’t measure the success of your quiz.
For example, getting 1,000 social media shares per month might sound like a fruitful outcome. But if your goal was to grow your email list by 20%? Then it means your quiz hasn’t been doing what it was supposed to.
So, start by getting crystal clear on your quiz marketing goals, and make them as specific and measurable as you can.
This will change depending on your business and overall strategy, but here are the most popular quiz objectives.
You can use your quiz to generate more and higher-quality leads. Then, segment them and nurture them directly in a more personalised and effective way, boosting your sales.
For example, The Journey offers a method and tools to heal and thrive through a powerful transformation, and they wanted to generate more leads consistently.
So, they used ScoreApp to create “The Life Wounds and Trauma Scorecard,” which helps their audience assess and diagnose themselves. Then, they’ve been nurturing these subscribers with personalised emails and content. The results? Nearly 10,000 new leads in one year!
Quiz marketing to engage your audience
Your quiz can compel your customers to interact with and remember your brand. This is especially handy if you’re trying to reach new people, become more known in your niche and stand out against your competitors.
Take Ali Abdaal, a popular doctor turned YouTuber and podcaster. He wanted to help his followers with monetisation, showing them how to determine the value of their content. But with over 3.5 million subscribers, it would have been unrealistic to do that on a 1:1 basis.
So, he created “The Brand Income Quiz” with ScoreApp, which has been working in the background for him 24/7: growing and helping his audience, positioning him as an expert and upselling his course.
Quiz marketing to gather feedback and data
What better way to understand how someone feels about your brand or industry than… to ask them?
There are lots of tactics to do that with a quiz. For example, you could use a post-purchase quiz to gather customer feedback. Or how about a strategic scorecard to learn more about your industry while giving value to your audience?
To give you an idea, Stress Matters (a workplace well-being company) has been running a “Mental Health First Aid Scorecard” with ScoreApp. It creates personalised reports to help companies understand how they can improve their teams’ wellbeing. At the same time, it gathers plenty of useful data for Stress Matters, too!
A successful quiz is NEVER a standalone tool. It works as part of a bigger marketing strategy.
How you do this will really depend on your type of business and goals, but some things you can consider are:
Using your quiz for brand awareness and/or to generate new leads and close more sales
Keeping on nurturing your new contacts in a personalised way
Making your quiz impossible to miss on your website
Promoting it on your social media regularly
Inviting your newsletter subscribers to take it
Using your quiz as your main call to action whenever you talk about your business, from podcast appearances to in-person events
That way, your quiz and the rest of your marketing will keep feeding into each other and reaching more people.
Making your quiz relevant to your target audience
There’s already a tonne of free content and quizzes out there. So, how can you make yours stand out? By offering something valuable to a specific target audience!
Successful quizzes aren’t generic or ‘for everyone.’ They’re created with a well defined target audience in mind. So, when planning yours:
Address a topic that resonates with your ideal customers’ interests, pain points or goals
Make it hyper-specific and fine-tuned so that it actually interrupts their scrolling
For example, there are already hundreds of quizzes along the lines of “Find Your Personality Type.” Instead, a more specific option could be “Struggling with your entrepreneur life? Find your personality type and discover what changes you must make to create a business that works for you.”
Giving value and offering something useful
Successful quizzes aren’t vague and filled with fluff. They offer valuable outcomes to their participants.
So, set yourself up for success by creating a quiz that:
Tackles a topic your audience is already interested in or that solves a specific problem for them
Provides in-depth insights, personalised recommendations or useful information
Is so valuable that… eek, you almost feel bad about giving it away for free!
For example, if you’re a personal trainer, a specific and valuable quiz idea for your target audience could be “Self-employed and struggling to stay fit? Get your bespoke workout plan.”
With ScoreApp, it’s a breeze to create valuable quizzes and results. For instance, instead of a standalone percentage or short message, you can send unique scorecards to your audience.
These are more personalised, in-depth and divided into categories. So, you can show them both what they’re already doing well and what they still need to improve (with your help, of course).
Creating an engaging, interesting quiz that’s easy to share
The good news is that quizzes are already interactive and more engaging than traditional surveys or lead magnets. The bad news? There’s a lot of competition out there.
So, to grab and retain your audience’s attention with your quiz, you must take these elements to the next level.
Making your quiz engaging
A compelling and successful quiz:
Is easy to understand and flows like a conversation (no jargon or extremely wordy questions!)
Is full of interesting questions that your audience actually enjoys answering
Consists of a mixture of question types and visuals
Provides insightful results
Increasing the viral potential and shareability of your quiz
The goal is to get more people to complete your quiz. But when they also share it? They’ll help you reach new customers for free, making your quiz even more popular and successful!
When you create a valuable quiz and results, some people will want to share it organically. But to reeeeeaally help your quiz go viral, you can also:
Make it mobile-friendly (over half of all online traffic comes from phones!)
Ensure a smooth user experience
Add social media share buttons
Include a message prompting participants to share their results, like “You scored 85%: well done! Are you brave enough to challenge your friends and see if they can do better?”
Capturing useful data for your business
Some businesses create BuzzFeed-style quizzes that are only about engagement: the results disappear as soon as each participant clicks away, and they’re built on platforms without proper analytics.
Instead, to create a successful quiz, data is key!
Collecting email addresses and leads
Ask your participants to share their email addresses so that you can send them their results.
This will allow you to:
Grow your audience and email list
Segment them strategically
Send them personalised drip sequences
Nurture them consistently in a more effective way
You can set all this up with ScoreApp so that it keeps happening automatically whenever someone takes your quiz.
Testing and measuring results
Successful quizzes rely on data, not guesswork!
Planning and creating a valuable quiz for your specific audience is a strong first step. But once it’s been running for a while, you should also look at your analytics to see how well it’s working (and if it’s not, don’t panic: here’s what to do if your quiz isn’t performing).
Are most people completing your quiz, or is it too long?
Do most of them give up after a specific question?
How many leads has it been bringing you? What about shares?
If you’ve run some A/B testing, what resonated the most with your audience?
It’s only by analysing your quiz data that you can improve it even further and make informed decisions (not just about the quiz itself but your marketing, products and brand, too).
We know that data can be overwhelming, though. So, fret not: with ScoreApp, you get analytics that are both in-depth and easy to understand.
Set yourself up for successful quiz marketing with ScoreApp
To recap, a successful quiz:
Has a clear and measurable goal
Is part of your marketing strategy
Is valuable and relevant to your specific target audience
Is engaging and easy to share
Captures useful data
And now that you know exactly what to focus on, are you ready to launch this powerful type of quiz?
With ScoreApp, you can create a successful quiz for your business today and for FREE.