How to build quizzes into your marketing strategy

Q: Can you gamify your marketing strategy without inflicting ‘survey fatigue’ on your target audience? A: Yes, but getting the approach and tone right is crucial to drive more engagement.

Steven Oddy, CEO and co-founder at ScoreApp outlines three ways you can succesfully incorporate quiz marketing to help your campaign to scoop the big lead generation prize.

What’s the first thing you think about when you hear ‘quiz marketing’? 

That it has something to do with surveys? You’re not far from the truth, but quizzes and scorecards are different, and they can be a much easier way to help you achieve your marketing goals. What is often considered only suitable for B2C marketing is also great for B2B too. 

In this How To article, I’ll look at three different quiz types and tell you how you can incorporate quizzes into your marketing strategy to increase engagement. But the big question is how to generate leads, so let’s start there.

  1. Lead generation quiz 

Lead magnets come in many different forms from free PDFs to training videos, but most of us agree that these methods are now a little tired. By offering a quiz, you’re asking your audience to get involved in something different, and fun. 

Quizzes test us, and we all like a challenge, particularly if we score highly, which is why quizzes introduce a magic ingredient when it comes to attracting new leads.

The leads that come from completed quizzes can be segmented, depending on the scores, and that makes it easier to follow up with tailored, relevant emails afterwards. Think about the different responses that could come from questions such as

  • Are you doing the right level of exercise? Find out by answering these 8 quick questions
  • How much do you rely on apps and games? Take this 1 minute quiz to find out
  • What’s the best holiday destination for you? Our quick quiz will help you decide

Customers using our quizzes come up with lots of different creative ideas to tempt their audiences and this is converting far more than traditional lead magnets.

The best approach for lead generation quizzes is to make the quiz short and snappy, feature it on an attractive landing page that makes clear the benefits and highlight your quiz across your social media channels to reach the biggest possible audience. 

  1. Assessment quiz 

Asking your audience key questions can help you to engage more deeply with them, and an assessment quiz fits the bill if you want to get to the bottom of challenges they might be facing or suggest ways for them to improve.  An “assessment tool” on the website can position you as helpful, or as an expert on your topic. 

Let’s look at a real life example. Daniel Wagner is the Communications Director at The Journey, a company that focuses on emotional healing. He used the ScoreApp quiz tool to ask potential customers visiting the website a set of carefully worded questions so they could assess themselves. His ‘scorecard’: Life Wounds and Trauma, resonated deeply, allowing The Journey to reach 1,533 people in one month and boost its online business. 

Other examples of an assessment quiz might include:

  • Is your performance marketing campaign working for you? Take our quick quiz and get a full report

  • Would your execs benefit from feedback coaching? Answer these 10 questions to find out

  • Is your brand effective? Take the brand assessment quiz to reveal how you could improve

To put in place best practices for assessment quizzes, think about making them longer than lead generation quizzes. People are more prepared to take time over an assessment and if you’re offering a report in return, you’ll need to ask between 20 and 40 questions to get a detailed response. 

Wording of the questions is important too so your audience doesn’t get bored, so be creative and engaging. And be sure that the results page has plenty of relevant content that relates to their score including some quick wins that can help them improve their score next time. 

  1. Pre-qualification quiz 

Sometimes you’ll want to pre-qualify your leads and enquiries. A tech specialist marketing firm, for example, might want to make sure that the prospect isn’t looking for help with the launch of a children’s toy, and this can be assessed quickly with a short quiz. Taking this approach means you can filter out the leads who are not right for your business and focus on those that are. 

A typical pre-qualification quiz email template might read: “Thanks so much for getting in touch, your project sounds interesting. Before we book a call, please could you look at our assessment tool which will tell us exactly what areas you’d like us to help you with and what you’d like to achieve. It will take no more than a minute but will ensure we have a very productive chat. As soon as you’ve done that, we’ll get you booked in”

In the assessment, you could ask:

  • What is your project and what would you like to achieve? 

  • What are you doing currently?

  • Can you tell us what budget you have in mind?

Pre-qualification quizzes are not designed to generate more leads, they are useful for separating out the promising from the unpromising leads and will help you to understand whether the prospect is a good fit for your business, or not.  

Quizzes as part of the marketing mix

There are many other quizzes you can use to engage with your audience, and they all have one thing in common. They aim to combat the survey fatigue that marketing teams struggle with every day.  They can also enhance other marketing activities, providing the kind of insight that can help with building personas, delivering personalised experiences, and connecting customers with bespoke content. If you’re about to launch a new product or service and you want to test market opinion, try a quiz.

The different types of quiz can be targeted at the various stages in the buying journey that your customers are taking. Each customer is unique and asking them a few simple questions means you are more likely to provide the service they want, when they want it. 

By Steven Oddy

CEO and co-founder