When it comes to content marketing, it’s all about having that right mix of content to achieve the most optimal results for any type of business. For years, there have been various options of content available to marketers for use within their strategies, but over time, these forms of content go from being sharp, innovative ideas, to dull, rehashed methods.
If we’re trying to achieve goals as fresh as our content, it’s time to find something a little more on the evergreen side of marketing, even if it’s a form of content many might not have ever considered.
Most marketers will have made use of blog posts, ebooks, webinars and infographs in their strategy, but what if there was a form of content that had all the capabilities of the ones just mentioned, and then some? You probably might’ve already come across this form of content before on social media, and because it thrives in such an environment, its impact on marketing can be just as powerful.
We’re talking about quizzes; you know, those short, multiple choice assessments with results that people end up sharing across social media networks? Now, wrap your head around the idea of implementing quizzes into your marketing strategy. Kind of tricky, isn’t it?
Today, we’ll be taking a look at 5 brands from different industries, and how they made quizzes work for them along with the successes that followed. Each example will have an actionable takeaway so that you can get an idea about how quizzes could be the perfect addition to your marketing strategy.
Retail: Personalizing The Shopping Experience With Quizzes
Z Gallerie found a way to implement a quiz into their strategy that they’re still currently using today. They used their quiz “What is your Z Gallerie Style Personality?” as a way of providing a personalized experience for every current and potential customer. How? Z Gallerie’s quiz is comprised of a series of short questions consisting mostly of images. Each question takes into account a person’s answers and factors them into what style personality they’ll receive at the end.
Each style personality offers a variety of different products sold by Z Gallerie. The entire process personalizes the shopping experiences and deals away with the hassle of having to go through an entire catalog of products trying to figure out what would work best for someone. The quiz does all the work for Z Gallerie, and in turn, their customers are personally recommended with the most suitable designs for their style while Z Gallerie continues to bring in the leads.
Your Takeaway: If your brand has a large variety of products available, consider using a quiz to divide them into categories that may fit your audience’s personal preferences. This will allow you to move product faster by providing a personalized shopping experience through the use of quizzes.
Software: Utilizing Quizzes To Simultaneously Generate and Qualify Leads
Cloud Sherpas was able to use their quiz not only to generate leads, but to qualify them at the same time. Their quiz “How mature is your ServiceNow instance?” did just that. As an enterprise software company, any and all leads are available to Cloud Sherpas. Even if the number of leads that they acquire a day isn’t that high, the more qualified leads are more easily detected after having taken the quiz.
The quiz itself appears boring to the general public, and might even strike many as confusing, but to Cloud Sherpas’ target audience, it plays a major role in qualifying leads. The quiz is essentially an assessment test that gauges how much someone knows about ServiceNow. Cloud Sherpas also takes the time to promote their quiz on their blog and Facebook. All together, they bring in 3-4 qualified leads per day with a heavy emphasis on quality over quantity.
Your Takeaway: If you’re interested in filtering for the more qualified leads, consider creating an assessment test as a quiz for your brand. This will allow you to gauge how much someone knows about a particular subject, which in turn will allow you to focus on the ones that are closer to converting.
Higher Education: Employing Quizzes To Help Students Pick The Right Courses
Eastern International College used their quiz as a means of helping students pick out the right programs for them. The “What degree program is right for you?” quiz not only differentiated the many programs that Eastern International College had to offer, but it also acted as a method for lead generation.
The quiz asked a series of “would you rather” questions, narrowing down the choices for the kind of program that would be the most suitable for an individual. Racking in 900 leads, the school has tracked 20 new student enrollments stemming from the quiz, amounting to over $1 million in new tuition.
Your Takeaway: If your brand offers a large amount of choices available to your audience, create a quiz to help narrow them down. It makes it easier for your audience to roll with what’s most suitable for them and in the process gives you an opportunity to build your email list.
Non-Profit: Using Quizzes To Raise Awareness and Drive Donations
Children’s Hospital Los Angeles used their quiz in an incredibly innovative way. Their “Which Therapy Dog Are You?” quiz raised awareness on the importance of therapy dogs. What made their quiz so effective was the added incentive for taking it in the first place. Each time the quiz was completed, $1 was donated to the Amerman Family Foundation Dog Therapy Program.
Children’s Hospital Los Angeles’ therapy dog quiz has become the most successful lead generation campaign they’ve ever run, bringing in over 31,000 new subscribers who were each followed up with in a personal way based on their quiz results.
Your Takeaway: Consider combining incentives along with the quiz you create to increase the amount of attention it can attract. At the same time, you can use a quiz to raise awareness on any given topic that you feel would help generate some buzz for your brand.
Marketing: Pairing Quizzes With Facebook Ads To Cut The Cost Per Lead
The Foundation found a way to use a quiz to recycle past content in addition to pairing it up with Facebook ads, ultimately cutting their cost per lead. The quiz “Do You Have An Entrepreneurial Mind?” was originally based off of an existing e-book they had which went over the basic types of business owners. They took these entrepreneurs and paired them up with quiz-takers based on their answers.
The results of the quiz offered sound advice and the steps necessary to emulate the success of whichever entrepreneur someone got. When The Foundation combined their quiz with the aid of Facebook ads, they were able to cut their cost per lead from $6.00 to $3.80. An additional ad campaign behind their quiz helped drive over 16,000 leads and millions in revenue.
Your Takeaway: Quizzes alone are capable of attracting large audiences when distributed properly, but it doesn’t hurt to give it a little extra boost. When creating your quiz, consider running it as a part of an ad campaign to get the most out of it. You might even save a little moolah in the process.
Today, we looked over 5 brands from different industries that utilized quizzes so that you as a marketer can figure out the right mix of content to add to your strategy. Among these examples, you should be able to walk away with a rather concrete idea on how you can implement quizzes into your brand.
Whether it’s to generate and qualify leads, personalize the shopping experience, or raise awareness to drive donations, quizzes are capable of doing things other forms of content can only dream of. So take this time to see whether quizzes will be right for your marketing.
Disclaimer: All images are provided by author.