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How to Generate Leads Using Quizzes

Content marketers have successfully used the integration of quizzes within social media to effectively generate leads.

With the demand for content that actually converts, a well-produced quiz can obtain opt-in rates north of 50% with enhanced lead generation.

If you incorporate these quizzes into social media, you’ve just expanded your platform for lead generation by a substantial amount.

We’ll be taking an in-depth look at three practical ways to use quizzes for lead generation. We’ll even go over several real-life examples to help marketers formulate ideas based on quiz utilization as a means of generating leads.

Let’s get right to it.

  1. Personalize Your Website and Ask for a Lead in Return

As marketers, we offer a very specific product or service to a very specific audience. Personalizing your website based on that makes it easier to ask for a lead in return for your “very specific” products.

Our first example comes from Pin Cancer, with their quiz titled “How Well Do You Know Team USA?” Pin Cancer is a non-profit organization that sponsors pledges based on a wrestler or team’s wins, pins or takedowns to fight cancer.
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Pin Cancer’s latest quiz has generate 500 leads so far and is still running. In total, Pin Cancer has gathered over 4,000 leads using quizzes.

The key component to creating a quiz of this nature is to know your audience. What are they interested in? Are they willing to give up their contact information to get results that pertain to their interest?

As a marketer, when your job relies on a constant stream of fresh leads, finding innovative ways to get opt-ins is mandatory.

  1. Create A Knowledge Test Within Your Informative Content

Our next example comes from the World Wildlife Fund. As an organization that protects endangered species around the world, they created a quiz titled “Who’s Your Animal Soulmate?

World Wildlife Fund’s goal was to give participants a fun and interactive way to find out which animal would be their soulmate based on their personality. Creating a quiz based on the information your website already supplies is a great way to engage with your audience.
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In a case study that highlights their success, World Wildlife Fund’s “Who’s Your Animal Soulmate?” quiz was taken 2,703 times with opt-in’s (name and email) at 1,043, resulting in an astounding 38.5% conversion rate! Now those are numbers worth boasting about.

If you want to recreate this type of quiz, identify highly informational pages that get a lot of traffic. In most cases, this is a website’s landing page. From there, develop a knowledge test as an interactive element on that page based on what’s on the information on your page.

  1. Repurpose Past Successes to Squeeze More Leads Out of Your Site

Marketers are always creating content, and in most cases, some of this content will be more popular than others (see 80/20 rule). Another way to use quizzes to generate leads would be to repurpose your most popular content (the 20% that get 80% of the traffic).

With the amount of attention that their Amerman Family Foundation Dog Therapy Program gets, Children’s Hospital Los Angeles created a quiz titled “Which Therapy Dog Are You?
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Children’s Hospital Los Angeles generated 30,600 leads.

To produce a quiz just like this one, follow these three steps:

  • Identify your top-performing posts by viewing your Google Analytics traffic stats.
  • Create a quiz with a group of your top posts as the basis for your quiz results.
  • Add a lead generation form that is relevant to the topic of the quiz.

And Back To You

Hopefully these three examples we’ve provided can help spark an idea in you.  Knowing there’s more than one way to use quizzes to generate leads, sit down and choose whatever method works best for you. If you come up with a well-produced quiz, you can sit back, relax and watch it become popular. Also remember to have as much fun as possible with your quizzes as your audience will. That’s exactly how you’ll generate leads through them.

If you’re interested in seeing more quiz examples, keep your eyes on the Ignite Social Media social channels this October. Throughout the end of the year they’ll be hosting a Social Media IQ Quiz to test your knowledge of the social media space.

JP Misenas is the content marketing director and audio/visual technician/engineer of Interact, a place for creating entertaining and engaging quizzes that generate email leads. He writes about innovative ways to connect with customers and to build professional long-lasting relationships with them.

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