As you may know, a marketing lead is simply a person interested into a business product or service. A company should be very attentive to gather as many leads as possible, because they represent a strong source of nurture.
Actually, a marketing lead, to be so, should have expressed openly its interest into a company. The latter has to be smart enough to elaborate a right strategy to make it do a specific action. Why putting so much effort on it? Because a marketing lead has more probability to become a customer and generate revenues. Besides, a company can build a strong and personal relationship with each lead, depending on the amount of data available. In general, the most common information that companies have about their leads is their email addresses.
There are many ways to gather marketing leads and as many to use them. In this article, I will deepen only how to gather them by using captivating and smart quizzes.
WHY USING QUIZZES FOR LEAD GENERATION
Everybody loves quizzes
A quiz is maybe the funniest and easiest way to approach people. You want to gather people’s information and this process requires time. Why should someone stop and give away his/her time? You should offer a good reason.
A quiz is innovative, catchy and you can easily give an added value to the audience (e.g. personality or business assessments, entertainment and so on).
They enhance social sharing
If a quiz is structured and built properly, it has many chances to be shared on social media. People invest time in it and then want to share their results with the world. It has sense, right?
There are many winning cases about quizzes. Companies like Mashable and BuzzFeed are driving faster in this field.
Highly customizable
Quizzes can be highly tailored depending on the final goal desired. There are many modalities with which you can present a quiz (I’ll show you in a second) and as many call to actions you can insert.
Another important factor is that you can segment your audience depending on how it answers the questions. Many quiz providers have integrations such as MailChimp which you can connect and drive people into your preferred list.
QUIZ PROVIDERS: WHY I CHOSE INTERACT
About Interact
Interact is a US company, based in San Francisco which provides quizzes, giveaways and polls. It helps entrepreneurs and companies to generate leads, drive sales and grow social media reach.
A trustworthy partner
As the Chick’n’Mango founder, I built my blog upon serious values and one I consider the most important is trust. I believe in ethical business and when I look at Interact’s team, I see people who care about client satisfaction.
Actually, they lead interviews and tests to develop the service, fix bugs and make improvements. For me, this is very important to decide invest my money in. I want to be partner of a company which is investing in innovation.
All the features you need for a competitive price
With Interact you can choose among three different paid plans and one free demo. Of course, the demo is needed only to see its features and how it works, but you can’t even gather users emails.
The three plans cost respectively $17, $53 and $125 per month, according to the related features.
Honestly, I think it’s a good quality/price ratio and, if you are not too picky, you can run wonderful and effective campaigns with the intermediate plan. Basically, it changes from the number of integrations you can connect and number of emails you can gather (which is unlimited for the pro plan).
Features list:
Fully bespoke design: you can tailor all colors, images and buttons to match your website and brand;
Personalized branding: you can add your company’s logo to make your form completely white-labeled;
Free stock images: if you don’t have in-house graphic designers or don’t want to lose time to search and edit the right images, Interact has a partnership with Pixabay and provides free-to-use stock images;
Opt-In form builder: you can edit as your wish the opt-in form to collect only the contact information you need;
Social share buttons: in this game, word of mouth is fundamental and, thanks to specific buttons, you will let people share their results on Facebook, Twitter and LinkedIn;
Mobile-responsive: this is a basic feature which every digital provider should have. However, also Interact has optimized the experience for every size screen;
Analytics: you can easily set your KPIs and use drop-off graphs and statistics breakdown to understand where your users are dropping off the quiz or how they are answering the questions. There is also a special insights for understanding the individual user behavior;
Conversion tracking: you can track your performance using several different integrations such as Facebook Pixel and Google Analytics;
Embedding: you can share your quiz with many formats and embed it in your website. It works also on website builders like LeadPages, Squarespace, Weebly and Wix. Instead, for WordPress, there is a specific plugin, in-house made by Interact.
HOW TO BUILD AN EFFECTIVE QUIZ WITH INTERACT: SOME FUNDAMENTAL ADVICE
What’s the problem?
Remember, this is the first question you should have in mind before starting to create a quiz: what is your potential customers’ problem you can solve?
Every quiz should be realized with a specific goal and, as a “goal”, I mean a specific final call to action. For example, you want people to download an e-book, discover more or buy something.
What’s the added value?
At this point, it comes the second question: what is the added value you can give to users with your quiz?
You should provide a strong reason to make people do the quiz. They invest their time, so what do you give in exchange? The answers are many: entertainment, free assessments, coupons, discounts codes and so on.
Choose the type of format
Once you have clear the idea of why you are doing a quiz, you can choose the format: quiz, giveaway or poll.
The menu is very intuitive for each type and the suggestions I’m giving you with this article are commonly applicable. So, I’ll deepen only the quiz format.
With these types of content, you can mainly do lead generation or lead scoring (you can segment leads according to their scores).
Quiz creation and structure
Start to write a captivating and descriptive title. Be smart, people click because of a powerful title, and sometimes, they even don’t read the description. But don’t be misleading.
Add a high quality image. In Interact, you can use horizontal images for quizzes, instead, also squared ones for polls. You should use a representative image and catch users attention. That’s why a good strategy is to use pictures of people, maybe of someone who is looking directly at users’ eyes.
Then, write a short description: you can express the same title concept, but using different words. It should be uplifting whether the person scored or not. I would avoid writing more than two lines. Keep it simple and focus users’ attention on the quiz starting button.
Bonus tips
Remember to use the sidebar tools on the left to modify design, branding and style. If you use your pictures, you can edit their attributes with the specific button, setting their source and alt-tag. It’s good for SEO filling out every possible field.
WRITING RESULTS AND QUESTIONS
Start at the end
You should start from the results and then develop the questions. It will help you to keep your goal forward and not to drive off the road.
Choose carefully results’ titles, because when users share the content, they will have “I got (result title) (title of the quiz)” as a sharing title.
People is willing to share positive results, so try to be uplifting, but honest. Don’t force a positive description and deliver the message smoothly. I would avoid writing more then 6 phrases: be short and essential.
Remember not to forget an image and a final CTA (call to action).
Editing questions
Interact’s editor is very complete, so you can just brain storm the questions and then, re-order them by using a specific tool on the sidebar.
People process images faster, so help them to digest the quiz by adding a high-res picture for every question. It also gives some color and movement to your quiz. It is sad and boring doing a flat quiz, right?
Think and write as an actual person: like you are there with your user. Being friendly is usually the best technique to reach a high level of engagement. However, it depends on your brand tone of voice and final goal. For example, if you are driving a financial assessment, maybe, funny tones can be inappropriate.
People attention is vital, that’s why you should keep your quiz as brief as possible. I think 6-8 questions are enough to gather all the necessary information to drive users successfully to the final result.
Use the tools sidebar to link each answer to the related final result, in order to score them and create a correlation between answers and results.
Opt-in form: best practices
This is time to present your audience the opt-in form. It’s very crucial to ask only essential information. The more information you ask, the more effort and trust people have to place in you. Consequently, the higher the reason should be to opt-in.
Give them a strong reason to opt-in and tell people how often you will be emailing them, so they know what to expect.
Inasmuch the opt-in form will pop up between the last question and result page, it is a kind of barrier which separates users from their result. Interact gives you the opportunity to insert a skip button which allows users to go directly to the result page. In my opinion, it is important to include the skip button in the form for two main reasons:
People can get upset and run away before completing the process. It affects your brand reputation, but also decreases the number of social shares. In general, you also want people to reach the final result to give them a chance to share your quiz with friends. In this way, you can activate a positive and powerful word of mouth.
Even if people will opt-in, they will unsubscribe from your mailing list after the first sending. It’s useless to have a mailing list built upon people who don’t want to be contacted.
Bonus tips
Interact gives you the possibility to segment your audience according to the answers it gives. In this way, you can build a very specific and reliable mailing list by sending, automatically, users in the preferred segmentation funnel.
When people subscribe, you should follow up with an immediate email where you can, for example, recap the result obtained and reiterate a CTA.
EMBEDDING AND SHARING: DOS AND DON’TS
Sharing forms
Now you have your quiz ready and many sharing options:
As a popup on your website;
By using an announcement bar on your website;
By setting a Facebook Ad for your quiz;
As an embed code for your website or landing page;
As a direct link;
As a social media post.
These are the methods you can use to share content from Interact. Personally, I don’t recommend to use popups or announcement bars and I explain why below. Regarding sharing content with a direct link, I suggest to use a shortener provider, like Bitly, to personalize the link and let it be more memorizable. Then, you will be able to read statistics both on Interact or on the shortener provider’s platform.
Search engines don’t like popups
While having a popup can increase the conversion rate for some types of businesses and content, on the other hand, it can decrease the user experience and indexing rank.
Actually, popups are not good for SEO and Google has introduced countermeasures to detect and penalize websites which use them. In particular, for the most intrusive forms:
Popups which cover the entire page after user’s landing or during his visit;
Popups which have to be closed to access page content;
Popups which copycat the content “above the fold”.
Of course, there are some exclusions, like: popups needed by the law (e.g. cookies policy for E.U. countries or for verifying users’ age), required to log-in to a private area and so on.
In general, a website developer should pay a special attention on the content “above the fold”. They represent the first things users see and are the first objects loaded by browsers. If they are too heavy, website loading slows down and popups are usually hardly digestible for browsers.
Last main reason to avoid popups and banners regards the user experience. Nobody wants to surf on a website full of popups and advertising banners, right? It decreases its usability and brand reliability.
WHAT DO YOU THINK
If you have any questions, don’t hesitate to use the comment slot below the article. I’ll reply you back as soon as possible.
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