Generate Leads and Grow Your Email List with Quizzes

Written by Abby Nieten on July 12, 2013

Posted in Form Hacks, Lead Generation

As a child of the 90s, my dad was an early adopter of that thing called “The Internet.” Long before Facebook or Buzzfeed, I would wait 25 minutes to dial up our connection and then immerse myself in pages and pages of horrendously designed websites for kids. Does anyone else remember that site where you could create mouse families and then visit other mouse houses? I can’t find this little piece of nostalgia anywhere online, so please tell me if you know what I’m talking about.

Anyway, I digress. When online quizzes hit the scene, I was hooked. I honestly spent at least a quarter of my childhood figuring out my results for quizzes like, “If you were a pet, what kind would you be?” or “What member of Destiny’s Child are you?” Is it human nature to love answering questions about yourself and then learning things you kind of already know? Maybe.

Be honest – don’t you still kind of love taking these kinds of quizzes? As marketers, we can harness this guilty pleasure and turn it into a lead generation opportunity. Believe it or not, but online quizzes can be a great way to reach out to potential customers and grow your email lists.

Here’s how:

1. Decide on a fun topic that’s relevant to your industry. Resist the urge to immediately start building that “Which of the Seven Wonders of the World are you?” quiz, unless that’s relevant to your industry. There’s a way to create compelling quizzes that will still generate leads, and it begins with choosing the right topic. If you run a consulting firm, a good topic might be “What kind of leader are you?” If you sell pool equipment, consider creating a quiz like “Are in-ground or above-ground pools right for your family?” This will drive a relevant and interested audience to your page.

2. Create your quiz. Build the content and map the fields you’ll need. With Formstack, you can use conditional logic to lead certain fields to the various results of your quiz. Need help with this? Let us know in the comments below, and we’ll show you how. Make sure, however, that you include a required email field in your quiz. The email address will provide an opportunity to build a relationship with potential customers down the road.

3. Promote your quiz on social media and through other avenues. Optimize your quiz so that it shows up in searches, and promote the quiz through your social media channels. If you have partners or contacts at other companies, ask them to share the quiz as well – this will expose the quiz to a new demographic of visitor. Add all new leads to an email list so you can begin the lead nurturing process.

4. Follow up with your quiz-ees. Create an auto-responder email campaign targeting the participants in your online quiz. If you used Formstack to create your quiz, you can integrate the responses with one of our email marketing partners to automatically drop all new email addresses into a list. Set up your email campaign to send an email to leads a few weeks after they filled out the quiz. Send them an e-book or a how-to video relevant to the quiz, and include a call to action that encourages them to trial your product or a coupon to your store. This process will position your brand with potential customers without being overly pushy.

Have you ever used a quiz to reach out to new customers? Are you a quiz hater? Talk to us in the comments below!

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