Why lead magnet quizzes are a marketer’s dream

Why lead magnet quizzes are a marketer’s dream

Author: Lucy Barfoot

Marketing Automation whizz and creative entrepreneur. I love analysing what visually works (and what doesn't) in the marketing industry and helping people to devise marketing campaigns from a creative angle.

Using quizzes as a form of lead capture is an incredibly powerful tool to have in your lead magnet arsenal! 

In this blog I’m going to talk about your possible objections to creating lead magnet quizzes, why it pays to be inventive and how asking questions in the form of quizzes can be a shortcut to really knowing (and effectively talking to) your  list. 

Let’s get to it!

Generating leads and capturing actionable data about those leads is becoming increasingly difficult. In the wake of the Cambridge Analytica scandal people are naturally more suspicious of businesses asking for data.

Even those promises that ‘data is stored on secure servers and only held with the owner’s permission’ holds less and less weight. And it’s understandable.

Over the last decade there have been dozens of instances where major corporations have either suffered a data breach or handed data over to third parties. 

The old adage that reputations take years to build and seconds to destroy has never been truer. But it’s gotten so bad that consumers just assume businesses are on the take rather than take the risk. Which is actually a pretty sucky position to be in.

Especially if you’re a small business

Small businesses can’t have their pipeline dry up all because some big corporation somewhere got greedy. That’s not okay. What’s more, it can be fatal.

This means that small businesses have to work even harder and be more inventive in their approach to lead generation.

lead magnet quizzes

There’s no shortage of advertising methods from sponsored ads to expensive stunts that grab attention. But without a clear idea of what you want to get out of it and how you’re going to capture that prospect’s details, there’s very little point in spamming your target audience on Facebook.

Quizzes can be a real shortcut to gathering solid, useful information about your audience.

Getting over the threshold of anonymity

Even if you do have a plan in place for a wonderful lead magnet, is it enough to just ask for a name and an email address in return for a free download? 

Does a name and email address give you enough to go on for powerful follow up?

Sure, if you put them in a nurture sequence after downloading their lead magnet, you can see what emails they’ve opened and what links they’ve visited… That gives you insight into interests and potential solutions. But what about their pains or objectives? How can we find out more?

All the good stuff stays lamentably hidden until you start having conversations with them. Which may never happen if you can’t get them over that all important threshold of anonymity.

Creating a quiz for your lead generation may be the solution.

Don’t be afraid to ask your prospects questions - quiz them!

A quirk of the human condition is that we tend to like people more when they ask us a favour. And that’s the case even with people we don’t like or don’t know that well.

Our innate desire to help our community means that if it’s in our power to help, we usually will. This is quite handy for businesses as asking for something can be leveraged in order to get leads.

Asking questions also allows you to learn more from your prospects than from an average ‘contact us’ form.

Better still, building quizzes into your lead generation allows you to ask better questions when you make contact in the future, whether that’s in automated emails (ie. follow up, nurture, sales campaigns) or personally in direct communication. 

Asking your leads questions allows you to serve them content that is tailored to their needs or pain points. 

We love this - it’s the good stuff that builds trust and makes it much easier to sell to them when the time is right.

Why create lead magnet quizzes?

People love a quiz. You just need to attend your local pub quiz night to see just how serious things can get. And all for £50 pot split 6 ways.

lead magnet quizzes

The average lead magnet quiz has a lead capture rate of 33.6%. Compared to almost any other lead capture method, this approach is stratospherically powerful. 

The question is this - why wouldn’t you have a quiz lead magnet as part of your prospect attraction strategy?

Quizzes are about captivating people’s attention. Your prospects may be the same people who dominate the Friday night pub quiz. Or do those ‘which character from Star Wars are you most like’ quizzes on Facebook. They could be so up for a quiz, they’ll jump at the opportunity. Give them that opportunity!

What questions should you ask in a lead magnet quiz?

If you present people with a quiz that could help them answer the big unanswered question about their own business, why wouldn’t they take part?

There’s real value in lead magnet quizzes. And that gaining of value is one of  the main reasons quizzes work. They reinforce the individual’s knowledge or they explore a pain point in greater depth.

Think of a big question that’s specific to your industry… 

‘What’s the biggest reason your marketing sucks’ would be a great one for our industry. Can you see how gathering answers to this question allows us to provide HUGE value in our follow up? 

By using a lead magnet quiz to capture people is a great in-road for you being ‘the voice’ that they trust. 

quiz lead magnet

Nailing your Lead Magnet Quiz

The first step to creating a quiz is making sure you understand your customers.

That means knowing what the average customer journey looks like. (Not sure what that is? Check out our blog ‘What is customer journey mapping?’)  

You need to be able to understand the kind of challenges your clients have, so you can ask the right questions in your quiz.

The information they give you in the lead magnet quiz answers is the data equivalent of super golden nuggets. 

With this data you might find out important details about the problem they need solving, what their pains are, what their needs are, as well as their desires. All that AND you can segment them in your marketing automation based on their responses. Such useful and powerful insights is a marketers dream. 

Although some prospects love a good downloadable lead magnet, a great many don’t have time to download and consume a chunky white paper .PDF. They also won’t necessarily have read it by the time you make contact. That can get the conversation off to a poor start as the prospect can feel awkward.

On the other hand, a quiz is passive, non-threatening and can be completed at a pace that suits the prospect. 

(Ninja note - you should have both! An offering which suits all types of leads is key!)


A lead magnet quiz example

So here’s a tangible example of using quizzes to generate leads… 

Imagine you’re a self-tanning company offering a guide to staying healthy in the sun. Your guide will educate people and encourage more self-tanning as opposed to frying in the sun. Lovey stuff! 

A great way to appeal to your target customers could be to run a quiz. 

This lead magnet quiz could be titled ‘Take the sunshine quiz to work out your skin’s age’ sparks interest as well as being a moment of highest tension. Some prospects could already be worrying about the health of their skin so this compels them to click start. 

A note on quiz-sharing

Something to bear in mind is to put an impetus on getting the quiz shared. What about if every share meant people are entered into a competition? Alternatively the results could be only revealed to the quizzer when the quiz is shared. 

And don’t forget to make the quiz gated. You’re using it to collect leads, so create a quiz you have to opt-in to, to get your results… That allows you to capture their email, their information and their agreement to receive communications from you. 

Looking for other ideas for lead magnets? Read this blog: How to Create Strategic Lead Magnets

Three Top Lead Magnet Quiz tips

  • Calling a quiz a ‘diagnosis’ is a winning tactic. You immediately sound like the authority and that you care about them more than their money.
  • Oh and tangibly speaking, we love Thrive themes Quiz Builder. It integrates nicely with Keap, you can give people a category based on their answers, as well as a load of options of different tags to put on their records. 
  • Lots of people sign up to quizzes and either never complete them or don’t bother looking at their result! Having a ‘Not interested in your result? Read here to see why you should be!’ blog is a really effective way of reengaging those who have lost interest.

As with all lead magnets, tweak your quiz! 

As you gather data and analyse performance you can tweak your quizzes to get the best response rates. You’ll also be able to really hone in on the information you need to deliver the best service to your clients.

Lead magnet quizzes allow you to attract the right kind of clients who you can then sell the right kind of service to. Which usually means long term, happy and profitable clients. And all because you dared to ask a few questions. Winner! 

The team here at Automation Ninjas are experts in behavioural marketing. Speak to a Ninja today - Get in touch to discuss your needs.

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