How to Use Quizzes to GROW Your Small Business and Convert Leads

Chelsea:
So today I'm very excited. We are talking about a very specific type of lead magnet. We've done an episode on lead magnets in general, and if you are feeling kind of iffy about what a lead magnet is, go listen to that episode first. But we are talking about a specific type of lead magnet quizzes.

Vivian:
Yes, can I just tell you I love quizzes? I feel like I discovered quizzes this year and I was like, what? Like, this is great.

Chelsea:
You just discovered quizzes so like were you never on BuzzFeed or something?

Vivian:
No, I mean, yes, I've seen quizzes. I think what I mean is I've discovered the value of quizzes to a small business.

Chelsea:
You know what, that's a really great point because I feel like I just did it. We think quizzes and we go, mm, BuzzFeed, silly little quizzes, but you know what? Quizzes are very powerful lead magnets and we have found a lot of success with them and that's why we want to talk about them because I'm so sure as a small business owner, you're like, I'm not going to make a quiz. Like, what are you talking about guys?

Vivian:
Chelsea, can we talk about like the actual, we were looking at the numbers right before going forward. What was it? We got over 900 leads onto our email list through quizzes.

Chelsea:
Yes, yes, yes. Exactly. Don't you dare, don't you dare stop listening to this. I'm telling you, quizzes are great. You can absolutely make one. In this episode, we're gonna do a deep dive on them so that you can build your own quiz lead magnets to bring in some leads.

Vivian:
All right, so Chelsea, where do you wanna start the conversation in regard to quizzes?

Chelsea:
Well, I want to say real quick, a lead magnet is a way to collect information on potential customers or clients so you can bring them in as part of your community. A quiz does this amazingly well. Part of the reason it does it so well is because it establishes credibility. It's easy to establish yourself as an expert in your field when you create a quiz.

Vivian:
Especially if you're doing a quiz that is spot on. I'll give you an example. We just created one for "what marketing personality are you?" I feel like we worked on it quite a bit because we wanted the results to actually be true because there is nothing better than when you take a personality quiz and they identify you the way you see yourself and you're like, that is me. That's me.

Chelsea:
I am absolutely this type of bread. Thank you.

Vivian:
I am 100 % sourdough.

So in this quiz, what I love is we have actually broken it down to help small business owners identify what type of marketer they are for their small business, okay? So just to give you a couple examples, and I think we asked them, I wanna say maybe it's like eight questions, nine questions, okay? The data guru, if you thrive on numbers and analytics and you're always looking for data -driven insights to guide your decisions. Okay, we tell you if you're that, we tell you if you're the community builder. So it's all about relationships. You're a master at building loyal customer communities and fostering connections, or we tell you if you're the creative innovator if you see marketing as an art form and you're always finding unique ways to captivate your audience. So I think it's something fun, and like you said Chelsea it establishes our credibility.

The other reason that it establishes our credibility is that within the quiz, once they get their results back, we actually took it one step further. And within their results on that same page, we told them based on their marketing personality, what three things they could be doing to amplify that and to really work with that particular personality. I think we did a really good job with it. As far as finding something that people would say, not only was that fun, it did identify me correctly and they gave me useful information and tips. Great.

Chelsea:
Yeah. I think that's a great example of a way that you can take something and add oomph to it, right. Which is something we're always talking about. If they take your quiz and from the results give them extra information that's related to the results they got, that's a great way to really, really establish credibility.

Vivian:
Let's also not shy away from being truthful about then what it does. This is a lead magnet, which means that when they enter their email to get the results, it was almost like we want to be sure that we're providing them some kind of value with that. And then they're on our email list. That means we get to nurture that relationship and continue delivering more information. So from A to Z, we want to be sure that from the time they get put into that little funnel for us that then everything subsequently is gonna be, you know, just kind of massaging that relationship.

Chelsea:
Yeah, absolutely. Lead magnets in general, but also quizzes specifically, are amazing at weeding out bad leads. Because again, you are not for everyone. Your ideal customer is a very specific, very niche type of person. You are not for everyone and you do not want to...

let's be honest, waste time pitching yourself to someone who's not going to convert. So just because someone is interested in your lead magnets does not mean they would be a good fit for your business. So quizzes are really unique because you can segment participants. Since you are segmenting your leads into different categories, maybe one of these categories are people that I don't want to try to work with.

Vivian:
Yeah, I think that's great. As a small business owner, the one realization that you need to come to is the better you get at marketing, really 50 % of it is attracting the right audience and 50 % of it is deterring the wrong audience, right? This is what I'm going to put out there as my mechanism to field and weed out the people that I do not want to have to even deal with. I think as a small business owner, you're out here creating a business that you love, okay? A business that you chose to build from the ground up. Do not make it something you don't want to do on a daily basis. Chelsea, what I love, two things that you said.

It does allow you to weed out the bad. Couple different ways that you could do this through a quiz is either by picking the topic. So for example, for us, we have two quizzes that do this really well. The marketing personality quiz for one, if somebody takes it and we're gonna start running ads here soon on that at some point, the person that clicks on it to take that quiz is gonna be the person that we know is going to be a small business owner because we're gonna preface that in the ad, and the person that wants to do marketing, right? Because it's labeled the marketing personality quiz. Why am I going to click on that if I don't have an interest in marketing my small business? Okay. So those are two ways that we're looking at that.

And then the second part of it, which you mentioned, was the segmentation part. There are eight different personalities that you can get as a result of this particular quiz. Those are eight different segments that we can put people, eight little buckets that we can put people into. What we then do with that is, if we have people that are idea generators, so we know that they love fresh ideas, the second that Instagram changes their algorithm and they have some other type of thing that they're pushing out, we can send a very specific email to these idea generators to say, hey, if you're on Instagram and you're an idea generator, here are five ideas for you to better leverage X, Y, and Z, right? We know they would love that type of information, but we don't have to send it out to all the other people. So you could get extremely granular. I think when we've talked about customization before Chelsea, or personalization, right?

Personalization back in 2019 was like, hi, insert name. You know, that's not the personalization people are doing nowadays. They want to know like, hey, they know what I like.

Chelsea:
Yeah. That's when we talk about personalization, that's what we mean. It's not about names anymore, which I've told this story before, but, an insurance company had said, when I was job hunting in college, I was about to graduate and I wanted a job as soon as I graduated. This insurance company had reached out to me, cause they wanted me to apply. It said,

"Hey, insert name."

Vivian:
They didn't even bother putting your name in there.

Chelsea:
The person didn't even bother to put my name in there. I'm like, obviously I'm not going to bother to apply. You didn't even bother to write my name, no. But as we just said, that's not personalization anymore. That's like the bare minimum, okay? This is the bare minimum of personalization.

Vivian:
Yeah, that was like the caveman version of personalization back in the day when they first started. They're like, we can insert a field here and have it change.

Chelsea:
Yeah. I'm sure they were so excited about it too. But now it's about that connection, getting the person, their personality right. That's what lead magnets in general do so well, and that's what quizzes specifically do very, very well. Let's talk about the fact that once you really customize and personalize your messaging to each of these segments the way more successful you're going to be.

Vivian:
Yeah, and I don't want people to think this isn't going to be something I can apply to my business. Let me give you an example of two other quizzes that we've done. One of them is we've done a, it's another personality one. What's your vendor personality? And that one, you only had three options, okay?

We built that one out and basically it's for anyone who is like a crafter that goes to these markets or sells at a local market. Basically it tells them, it asks them a series of questions and it just tells them, hey, here's the type of personality you are at markets. Here's what you could do to be a little better or to lean into. Then the other one is a very practical, are you ready to start selling at markets? That one was our most popular one. And that one is because we are legitimately just telling a business like, hey, yes, you're ready or small business center. Hey, yes, you're ready to actually start working the market circuit or no, here are some things that you may want to identify before doing that. So that one worked really well, but you can imagine possibilities are endless no matter what business you're doing.

Chelsea:
I have some great examples that we haven't created. I've seen skin care companies, this is huge now, narrowing down the best product for your skin type. They do that with quizzes. And because people are actually bothering to take the quiz and go through the steps to learn what works best for their skin, they're more likely to make that purchase. So the beauty industry, skincare, really big. Another great example, and I don't know why I've thought of this. In an episode in the past, Vivian gave an example of bowling, a person who sells bowling equipment. This has to have been like two years ago, Vivian. It is an old, old episode, but I distinctly remember this. A great quiz idea that I just thought of is what level of bowler are you? Are you a beginner? Are you an intermediate? Are you advanced? Depending on the category that the person ends up in from the quiz, you one can give them tips to improve their bowling game. You can also direct them to products that relate to where they are in their bowling journey.

Vivian:
Absolutely. I love, love, love that because I think what it does is it requires us to become a little more creative outside of just the traditional advertising that we're used to. Okay. So let's take Chelsea's example. Like she said, you are a company that sells those gloves, right? For the bowlers.

Obviously there are going to be different levels of people that are engaged in bowling, just like pickleball these days. Okay. It's all the rage that people are spending all their money on pickleball equipment and all this, but it's the same thing as tennis.

Chelsea:
Don't let Vivian fool you, okay? She is like, Chelsea, let's start doing pickleball, so, just saying.

Vivian:
Legit 100%. Like I feel like we're going to make a YouTube video out of this. I want to try pickleball. I just want to see you running around the court chasing a ball, Chelsea.

Chelsea:
Okay, we could do tennis, but no, that's fine. We can do pickleball. That's okay.

Vivian:
Yeah, let's try something new.

So the thing with that is traditionally for a glove, you would think, okay, well, I'll run a couple of Facebook ads. I'll put an ad in the bowling magazine, right? Or I'll find the most popular bowling blog and run ads in that blog. Those are all great advertising tools. But like Chelsea said, if I'm trying to become the one place that people go to for all their bowling equipment or products, then by doing a quiz like this, where essentially I'm telling them something about themselves, right? So they get that insight, satisfaction. You've been wondering if you're still a novice.

Okay, you're giving them that little bit of information and then, because they're now on your email list, because they gave you their precious email to get those results, now you know what category to put them in and which products are best going to help them, right? So then when you're marketing to them down the road and you're like, Hey, do you want to improve your bowling game? Try our new glove or our new this or that, our new bowling ball, whatever that is, you could just speak better to them. So I do think it helps to get us out of this creative rut that sometimes we get in with just traditional advertising where we're like, let's just do more of the same, but you could get some really great results. Granted that lead time might be a little longer, but over time you might be able to actually sell them more.

That, I think, it's a great example of how nurturing a relationship can be more important, not necessarily more important. It can be more beneficial. Yes, thank you. It can be more beneficial because you can have that connection and they'll maybe spend more money.

Chelsea, we had mentioned this, I think, in maybe two episodes ago when we were talking about with Bre`. At some point in the conversation, I said, when you boil it down and you just realize that people are walking this earth, and they just want to be seen. Like you guys, that is what's going to help your marketing even more. When you use copyright, when you are putting your verbiage together, when you basically say to someone, I see you, I know the pain points you have. I have a solution for you. I can bridge that gap. That's all people want at the end of the day. All of this data, because it is giving you more data on people in general, on potential customers, you're able to just kind of hone in what that message is and be able to offer them actual products that they need. It's not going to do you any good if you are this bowling glove company, and you are trying to sell a $2 ,000 glove to someone that just started bowling last week, that's not gonna work, right? So that glove, that $2 ,000 glove is only going to be for the people that take bowling seriously, that are actually probably making money off of it, right? Because it's an investment. So it's just little things like that where you don't want to be marketing to people that just are not going to buy your stuff. You're wasting your time.

Chelsea:
Yeah, yeah, exactly. So hopefully we've convinced you guys to give it a try. Let's try out quizzes. Vivian, can you talk about how we actually create our quizzes?

Vivian:
Yeah, so we use this fun thing called interact quiz maker. If you want to find more information about it, go to tryinteract.com. We actually also have a referral link for you, an affiliate link.

Basically what it does is, it walks you through very simply how to build out a quiz. It's wonderful. It has templates, here are 10 templates for quizzes. What type of quiz do you want? They divide them into categories. If you're health and wellness, they have categories for that. If you're beauty, they have categories for that. Or for me, because we don't want to do any one in a particular, what I go for is the look and style of it.

Okay, do I like the look of this quiz? Then I can modify it and personalize it. So you go in, you select it, you can change and customize everything about it. You can use your brand colors. You could change the font. You can upload different photos. You can swap everything out. You build out the quiz and I'm gonna recommend this to you guys.

If you think after listening to this conversation, I 100 % want to try to use a quiz. My recommendation is that you have given thought to what the quiz is going to be, the questions you're going to ask, and what the responses may look like before you even get onto tryinteract.com. That's going to help you not waste a lot of time. By the time you open up, and you pick your template, and you walk through it, it will tell you, what are the questions?

You basically just fill in each page is a different question, okay? So you do maybe five, 10 questions. You don't want to make it too long. Then it will tell you to tie up the results. What are the result options? What you do is you build out the results and then you go in and you literally tie it to the questions.

So if I have a question, question one is a yes or no question. If they answer yes, this is where I want them to go. If they answer no, this is where I want them to go, so on and so forth. And so at the end of the day, the platform will do it for you. They do all of that backend stuff to where it says, hey, as this person progresses, if they answered this way, this is the bucket for the result you need to put them in.

Then you build out your results page, which means that for every result, they give you the option of how you want that page to look. You can toggle between doing one of two things, and they explain this all perfectly in the layout. So you can choose to say, in order for them to get a result, they have to provide an email address. And they tell you that about, gosh, maybe 60, no, 40 % of people won't do that, right? So they're like, hey, if you're okay with 40 % of people not doing this, then that's fine, select that. Or what we did for this last one is we said, they don't necessarily have to provide a email, but we do give them the option that says like, hey, if you want to do that. So you're covering your bases.

Everything is secured, everything complies with all of the email marketing stuff you want to comply with, which means if somebody is giving you their email address that they check off a box that says, we're providing this in order to be put on your mailing list, et cetera, compliance. Then from there, you just basically tell the platform, okay, if they got this result, this is the email I want them to get, or this is the page that I want to pop up and you can customize that as you wish.

Chelsea:
I love that. I think this is a great time to say maybe map it out before you even get to the website. Before you even get to the website, maybe map it out on your own just so that you can really visualize how you want the quiz to work.

Vivian:
And I encourage all of you, go take our marketing personality quiz. We'll link that down here below too, or pop it up on the screen. The reason I say that is if anything, great, you'll get some feedback, valuable feedback, and I think really good tips. But on top of it, you get to see in action what we're describing. So you'll get to see the questions, the way we laid them out, and then you get to see the result you get and you get to see how we actually built out that page. And so in there, the reason I say that is because the other really cool thing about this quiz is on the results page, at the bottom, we actually had an area that then like points them back to stuff we're already doing, right?

So I think that's the important part is it serves as another way for us to be introduced to people that maybe have never known about The Seasoned Marketer and what we do. Then they get to see the resources we have out there and decide if they want to join any of those as well. So as far as free promotion for your business, it's a great way to do it. Now it does cost money to do the interact quiz maker. It's a monthly fee.

I think it's $15 a month, it's nominal. So it's definitely, if it's gonna be a big way for you to funnel people in to your business, I think it's worth 15 bucks a month.

Chelsea:
Yeah. I wonder, obviously we use interact. It's the thing that we have found works the best. Are there other ways to create quizzes?

Vivian:
I'd imagine that there are. I don't think that Interact is the only one. And certainly we encourage you guys to go in and to Google that. If you don't want to pay $15 a month or let me see what else is out there, go ahead and give it a Google and figure out if that's something that's out there.

Chelsea:
I do know Qualtrics is a thing that you can use, but obviously that is not going to give you the customization that this is giving you. So Interact is going to allow you to really promote your business. Whereas I think DIY, Qualtrics using that, it's going to be more just like quiz and bare bones quiz instead of a branded experience. Which I think in this scenario, because you are using it as a lead magnet, you do want it to be very branded.

Vivian:
Yeah. Also as a small business owner, using the products that are good for you at the time or the platforms that are good for you at the time of wherever you're at in your business. What I mean by this is if you're a small business owner, I don't recommend that you go out and buy big bulky things. I know how I work as a small business owner myself and Chelsea knows it too, I'm a little scatterbrained, so I need platforms that are gonna make it as easy as possible for me to be able to go in there, learn it, do what I need to do and get it up and running. I don't want to spend so much time. It's the reason that Chelsea and I use Flodesk. It's so easy for us to drag and drop and just create the emails so that we can get them out on a weekly basis as opposed to us using something a little bulkier.

We have Kartra for one of our courses. I can easily create emails in Kartra. And at one point I had thought about it and I was like, I cannot let go of my Flodesk. I love that thing so much just because it's so simple. So I will continue to pay a separate monthly fee for that because it makes it easy. Same thing with this interact quiz maker. I learned about it from another podcaster that started doing quizzes and stuff. We had talked about it and I was like, you know what, let me just try it. And I loved it. Actually, y 'all, I think they have a free version that you could use. I think you can only do one quiz or something like that with it. I don't think it gives you a lot of capability, but for $15 a month, it has given us definitely a good opportunity to attract new people into The Seasoned Marketer And I do think that you can get creative as a small business owner to get some really good leads using quizzes.

Chelsea:
Yes, I love this conversation. I think this is a great example of we found something that really works. So we want to share it with y 'all.

Vivian:
Yeah, like I said, 900+ leads off of that one quiz that we had done early this year. Now here's the other part. I just kind of had this idea, Chelsea. So it's a lead magnet. That's great. But I'm also wondering, and if you service -based businesses ever do this, tell me, please email us at vivian@theseasonmarketer.com or help@theseasonmarketer.com and let us know how it went because I'm curious. Let's say that you're offering a service. You could use a quiz to get to know your clients better. So that before they're coming in for that first initial service, maybe you're able to make it a better experience.

Chelsea:
Yeah. I'm thinking for massages, you have to fill out an intake form. So yeah, maybe if you're getting a facial, even if you do waxing, really, because like we talked about with our episode with Bray, it's such a,

Vivian:
And I don't know if it'd be a duplication because like you said, intake forms are a big thing. Most service based people will tell them like, hey, fill out this form for me so that way I get to know you, but I'm wondering if a quiz can provide value on that end as well.

Chelsea:
Or I wonder if you just merge the two so like that's your new intake form.

Vivian:
I mean, it very well could be.

Look at how far we've come in 2024 when it comes to marketing, y 'all. You know, like Chelsea said, we used to equate quizzes with Buzzfeed and it was like, tell me what kind of sandwich I am. Right? So now we're actually utilizing this as a way to attract more people into our businesses and to be able to deliver even better communication.

I'm just always, this is the part of marketing that I absolutely love because it does change, you know, month to month. And I guess that's the stuff that makes people want to rip their hair out. So just a plug here, a reminder, if that's you, if you feel like you need help with your marketing, keeping your marketing in-house and you're like, Vivian, there is no way that I'm going to be keeping up with all these trends and stuff. You guys need to join our SOB community. Our monthly membership.

$50 a month, get weekly group calls with Chelsea and I. We answer any questions you have. We're gonna have guest speakers come in. And on top of it, we have really quick tutorials on there and you get to be a part of a community of other small business owners that you can talk to, network with and bounce ideas off of.

Chelsea:
Yes. So if you're interested in joining the SOB community, click here to go check it out. I really hope you guys will consider trying out a quiz. Just play with one. Just see what you can come up with and let those creative juices going. And go be the best SOB you can be.

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