If you’ve ever wasted an afternoon dawdling on Facebook, you have perhaps stopped your scrolling at least once or twice so that you could take a quiz. Those apparently silly quizzes are actually a powerful marketing tool and need to be part of your marketing strategy. This is because they are the perfect way to turn social media followers into loyal customers. The strategic integration of marketing quizzes with the rest of your digital marketing strategy is the key to success.
Start With An Idea
Like the other multimedia content that you generate for your website, blog as well as social media accounts, quizzes need to begin with a good idea. Utilise your favourite brainstorming techniques in order to come up with quiz ideas:
- What audience are you attempting to reach?
- Do you want to offer helpful information or provide a fun internet diversion to potential new customers?
Make sure that the idea is relevant to your business as this quiz is going to help you generate leads. Everyone who takes the quiz could get product recommendations or personalised information that is based on their results.
While you’re brainstorming, think about your marketing goals for the quiz:
- Maybe you want to create some buzz for a new product or service?
- Maybe you want to expand your audience and client base?
Your goals will help you make a decision about quiz’s concept.
While you’re brainstorming, keep in mind that your quiz needs to have a catchy title or no-one will click on it. Come up with titles for your greatest concepts so that you end up with extremely sharable material.
Identify Your Targets
While some quizzes hold wide appeal, your quiz should not try to lure everybody. The only individuals – from a business point of view – who you want finishing your quiz are your ideal prospects as well as customers.
Attracting the correct audience for your quiz starts with deciding your target market. In most cases, this will strongly resemble the general demographics of the customers that you typically pursue. Sometimes, however, you could aim to reach a subset of your usual audience which is active on social media or more expected to engage with this form of marketing.
The Sebago Brewing Company, for instance, identified that a subset of their target audience were adventure-going dog lovers. So, they put together a quiz in partnership with the Planet Dog Foundation.
Your target audience will ultimately influence the kind of quiz you develop as well as how you promote it.
Work On Lead Conversion
You’ve lured in new people and gained their interest in addition to contact information. Now it’s time that you turn those leads into customers:
- Begin by sending them a thank-you e-mail.
- Then, make sure that you stay on their radars.
You could send an e-mail encouraging them to take other quizzes which you’ve created or send them other content that will establish familiarity with your brand. Finally, incentivise a purchase with a coupon or one of your other favourite lead-conversion tactics.
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