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

[00:00:00] Lead Magnets in general, but also Quizzes specifically, amazing at leading out bad leads.

[00:00:07] Because again, you are not for everyone.

[00:00:10] Everyone welcome to the S.O.B. Marketing podcast where we celebrate the S.O.B. that you are and if you haven't figured it out yet,

[00:00:18] we mean small un-business. We don't mean S.O.B.

[00:00:22] Listen, we know that as a small business owner, you are working hard on the daily to keep your business fully operational.

[00:00:28] While trying to promote it, and while some days it may feel like the business is owning you,

[00:00:35] if we're being honest with each other, I bet you would admit that you wouldn't give up the insanity for anything.

[00:00:41] Our commitment here at the S.O.B. Marketing podcast is to give you the real talk.

[00:00:46] What works when it comes to advertising, marketing, promoting your business, and then what doesn't really work?

[00:00:52] And Chelsea and I promise to always keep the conversation real.

[00:00:56] Okay, welcome back. Welcome back. Welcome back to another episode of the S.O.B. Marketing podcast.

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[00:02:25] Chelsea, what are we talking about today?

[00:02:29] So today I'm very excited. We are talking about a very specific type of lead magnets.

[00:02:36] So we've done an episode on lead magnets in general and if you are feeling kind of if you about what a lead magnet is, go listen to that episode first.

[00:02:46] But we are talking about a specific type of lead magnet quizzes.

[00:02:51] Yes, and I just tell you, I love quizzes.

[00:02:54] I love I feel like I discovered quizzes this year and I was like, well, it's like, covered quizzes.

[00:03:00] So we're you never on Buzzfeed or something?

[00:03:02] No, I mean, yes, I've seen quizzes. I think what I mean is like discovered the value of quizzes to a small business.

[00:03:09] You know what that's a really great point because I feel like I just did it.

[00:03:14] We think quizzes and we go, buzzfeed silly little quizzes, but you know, like quizzes are very powerful lead magnets.

[00:03:21] 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.

[00:03:31] Like what are you talking about?

[00:03:32] Guys, you all see, can we can we talk about like the actual we were looking at the numbers right before recording this?

[00:03:38] What was it? We got over 900 leads on to our email list.

[00:03:42] Yes, there's always this exactly. So quizzes, not don't you dare.

[00:03:48] Don't you dare stop listening to this. I'm telling you, quizzes are great. You can absolutely make one.

[00:03:54] And this episode we're going to do a deep dive on them so that you can build your own quiz lead magnets to bring in some leads.

[00:04:02] Alright, so Chelsea, where do you want to start the conversation in regards to quizzes?

[00:04:08] Okay, well, I want to say real quick, a lead magnet is a way to collect information on potential customers or clients.

[00:04:16] So you can bring them in as part of your community. Okay, so a quiz does this amazingly well and part of the reason it does it so well is because it establishes credibility, right?

[00:04:30] It's easy to establish yourself as an expert in your field when you create a quiz.

[00:04:36] One, especially if you're doing a quiz that is spot on. Okay, so we just created one, I'll give you an example. We just created one for the what marketing personality are you.

[00:04:51] Alright, and I feel like we worked on it quite a bit because we wanted the results to actually be true because we're is nothing better than when you take a personality quiz and they identify you the way you see yourself and you're like,

[00:05:06] Oh, that is me. That's me. So I feel like that's a lot lately this type of bread. Thank you.

[00:05:14] I am 100% sourdough. Thank you for putting that out there. So in this quiz, what I love is we have actually broken it down to help small business owners identify what type of

[00:05:29] market or they are for their small business. Okay, so just to give you a couple examples and I think we asked them maybe about like I want to say maybe it's like eight questions nine questions.

[00:05:40] Okay, the data guru if you thrive on numbers in 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.

[00:05:53] So it's all about relationships you're in met and master at building loyal customer communities and fostering connections or we tell you if you're the creative innovator.

[00:06:03] If you see marketing as an art form and you're always finding unique ways to captivate your audience.

[00:06:09] So I think there's something fun and like you said Chelsea it establishes our our credibility. Yes, sorry, I was like it's a seed word where am I going art credibility as marketers if we're able to identify people correctly.

[00:06:27] If when they were to eat that result, they're like wow that definitely is me 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.

[00:06:44] 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.

[00:06:57] So I think we did a really good job with it as far as finding something that people would say oh not only was that fun, it did identify me correctly and they gave me useful information and tips great.

[00:07:10] Yeah, and I think that's that's a great example of a way that you can take something and add up to it right which is something we're always talking about if you.

[00:07:20] 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.

[00:07:32] And let's also not shy away from being truthful about then what it does is this is like you said a lead magnet which means that when they enter their email to get the results.

[00:07:43] It was almost like we want to be sure that we're providing them some kind of value within them and then they're on our email list and then that means we get to nurture that relationship and we get to then deliver continue delivering more information.

[00:07:58] 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 going to be you know just kind of massaging that relationship.

[00:08:11] Absolutely and quizzes are amazing specifically lead magnets in general, but also quizzes specifically amazing at leading out bad leads because again you are not for everyone.

[00:08:27] You your ideal customers are very specific, very niche type of person you are not for everyone and you do not want to.

[00:08:37] Let's be honest waste time pitching yourself to someone who's not going to convert.

[00:08:45] So just because someone is interested in your lead magnets does not mean they would be a good fit for your business.

[00:08:53] So quizzes are really unique because you can segment participants right because you can get different results from the quizzes and because you are segmenting your leads into different categories.

[00:09:07] Maybe one of these categories are people that I don't want to try to work with.

[00:09:15] Yeah, no, I think that's that's great.

[00:09:18] I mean it is I think as a small business owner the one realization that you need to come to is the better you get at marketing.

[00:09:29] Really 50% of it is attracting the right audience and 50% of it is deterring the wrong audience right.

[00:09:37] Detering like you are okay saying this is what I'm going to put out there as my mechanism to.

[00:09:44] Feeled and weed out the people that I do not want to have to you know even deal with and you know and I think as a small business owner you guys.

[00:09:54] You're out here creating a business that you love okay business that you chose to build from the ground up do not make it something you don't want to like do you want to deal with bases if there are people that your ideal.

[00:10:08] Audience then you want to speak to that so your right Chelsea what I love two things that you said.

[00:10:14] 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.

[00:10:23] We have two quizzes that do this really well the marketing personality quiz for one if somebody takes it and we're going to start running ads here soon on that at some point.

[00:10:33] The person that clicks on it to take that quiz is going to be the person that we know was going to be a small business owner because we're going to purpose that in that and be the person that.

[00:10:46] I think that's the way to do marketing right because it's labeled the marketing personality quiz what why am I going to click on that if I if I don't have an interest in marketing my small business.

[00:10:55] 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 because there are eight different personalities that you can get as a result of this particular quiz.

[00:11:10] Those are eight different segments that we can put people a little buckets that we can put people into and what we then do with that is if I have if we have people that are idea generator so we know that they love fresh ideas blah blah blah.

[00:11:29] The second that Instagram changes their algorithm because we know they're going to and they have some other type of thing that they're pushing out.

[00:11:37] 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 because we know they would love that type of information but we don't have to send it out to all the other people.

[00:11:55] So you could get extremely granular and I think when we've talked about customization before Chelsea or personalization right personalization back in 2019 was like hi insert name, you know.

[00:12:09] That's not the personalization people are doing nowadays they want to like hey they have me they know what I like they know the information all read and that's what I get sent to me.

[00:12:21] And that's when we talk about personalization that's what we need what we mean it's not about names anymore which I've told this story before but.

[00:12:30] And 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.

[00:12:41] And this insurance company had reached out to me because they wanted me to apply.

[00:12:49] It said hey insert name.

[00:12:55] They did his mother putting your name in 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.

[00:13:09] But as we just said it that's not personalization anymore that's like the bare minimum okay.

[00:13:16] The bare minimum of personalization that was like the cave man version of personalization back in the day when they first started they're like oh we can insert a field here and have it change you know.

[00:13:27] Yeah I'm sure they were so excited about it too but now it's about that connection.

[00:13:36] Getting the person their personality right and that's what lead magnets in general do so well and that's what quizzes specifically do very very well.

[00:13:48] And let's talk about the fact that once you really customize and personalize your messaging to each of these segments the way more successfully you're going to be.

[00:14:00] Yeah and I do think the I don't want to because that quiz it did take a little more time to put together right so I don't want people to think of 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.

[00:14:16] One of them is we've done a it's another personality one what's your vendor personality and that when you only had three options okay and so we built that one out and basically it's for anyone who is like a crafter that goes to these markets or sells at.

[00:14:36] A local market and basically it tells them it asked the mysterious questions and it just tells them hey here's the type of personality you are at markets here's what you could do to you know be a little better or to lean into.

[00:14:50] And the other one is a very practical are you ready to start selling at markets not when was our most popular one and that one is because we are legitimately just telling a business like hey yes.

[00:15:06] You're ready or small business and or 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.

[00:15:15] Yeah so that one worked really well but you can imagine.

[00:15:21] Possibilities are endless no matter what business you're doing.

[00:15:25] Well I was going to say I have some great examples that we haven't created but I've seen.

[00:15:33] Skin care companies this is huge now narrowing down.

[00:15:40] 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 we're.

[00:15:52] Best for their skin they're more likely to make that purchase so the beauty industry skin care really big another great example and I don't know why I thought of this.

[00:16:04] In an episode in the past.

[00:16:08] You gave an example of a bowling a person who sells bowling equipment this has to have been like two years ago.

[00:16:17] I'm like this is what's in the early episode.

[00:16:21] Yes it is an old old episode but I to singly remember this and a great quiz idea that I just thought of is.

[00:16:29] What level of bowl are you on you a beginner or you an intermediate are you advanced depending on the.

[00:16:42] category that the person ends up in from the quiz you one can give them tips to improve their bowling game and two can direct them to.

[00:16:55] Products that relate to where they are in their bowling journey absolutely I love love love that because I think what 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.

[00:17:11] And let's take Chelsea's example like she said you are a company that sells those gloves right or the bowlers yes.

[00:17:22] Obviously they're going to be different levels of people that are engaged in bowling just like pickleball these days okay it's all the rage if people are sending all their money on pickleball equipment all this.

[00:17:32] But it's the same thing is you fool you okay she is like Chelsea let's start doing pickleball so just say legit 100% like I feel like we're making YouTube video out of this like I want to try pickleball.

[00:17:46] Okay, I just want to see you running around the court chasing a ball to all okay we can do 10 but no that's fine we can do to pickleball that's the thing with that is traditionally for a glove you would think okay.

[00:18:02] Well I'll run a couple of Facebook ads I'll put it in ad in the golfing or in the golfing in the bowling magazine right or all of fine the most popular bowling blog and run ads in that blog those are all great advertising tools but like she said if I'm trying to become the one place that people go to for all their bowling equipment or product.

[00:18:30] Then by doing a quiz like this where essentially I'm telling them something about themselves right so they get that that you know.

[00:18:41] I guess I don't want to say joy what are you getting that's the same satisfaction satisfaction yeah that you're like oh I've been wondering if I'm still a novice or if I've actually like now can call myself you know whatever okay you're giving them that little bit of information and then you now know.

[00:19:00] That for this person moving forward because they're now on your email list because they gave you their precious email to get those results.

[00:19:08] 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 that to them down the road and you're like hey do you want to improve your bowling game.

[00:19:20] Try our new you know our new glove or our new this or that our new bowling ball whatever that is you could just speak better to them so.

[00:19:29] I do think it helps to get us out of this creative rut that sometimes we get in which is traditional advertising where we're like no let's just do more of the same.

[00:19:39] But you could get some really great results now granted that lead time might be a little longer but over time you might be able to actually sell them more.

[00:19:52] It's a great example of how nurturing a relationship can be more important more not necessarily more important it can be more beneficial beneficial yes thank you.

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[00:20:43] Chelsea we have mentioned this I think in maybe two episodes ago when we were talking about with brave conversation at some point in the conversation I said you know when you boil it down and you just realize that people are walking this earth they just want to be seen yep.

[00:20:56] Like you guys that that is what's going to help your marketing even more when you use copyright when you when you are putting your verbage together when you basically say to someone I see you.

[00:21:11] I know the pain point you have I you know I have a solution for you I can bridge that gap that's all people want at the end of the day and so 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 messages and be able to offer them.

[00:21:33] You know actual products that they need it's not going to do you any good if you are this bowling glove company whatever and you are trying to sell a.

[00:21:42] $2,000 glove to someone that just started bowling last week that's not going to work right yeah so you that glove that $2,000 glove is only going to be for the people that take bowling seriously that are actually probably like making money off of it right because it's an investment.

[00:21:59] So it's just little things like that where and I think the last episode we talk Chelsea you also mentioned this you said.

[00:22:07] You don't want to like you don't want to be marketing to people that just are not going to buy your stuff you're wasting your time exactly.

[00:22:16] So hopefully we've convinced you guys to give it a try let's try out quizzes living can you talk about how we actually create our quizzes.

[00:22:29] So we use this fun thing called interact quiz maker and so if you want to find more information about it go to try interact dot com we actually also have a referral link for you and affiliate links so we'll drop that down in the information below in the show notes.

[00:22:50] And basically what it does is it walks you through very simply how to build out this quiz it's wonderful okay it has templates and even like you go in there and it's like hey here are time templates for quizzes what type of quiz 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.

[00:23:12] Or for me like because we don't want to do anyone in a particular like industry 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.

[00:23:27] 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 this is I'm going to recommend this to you guys if you think after listening to this conversation I 100% want to try to use a quiz.

[00:23:50] And my recommendation is that you have given thought to what the quiz is going to be.

[00:23:57] The questions you're going to ask and what the responses may look like before you even get on to try interact or call that's going to help you not waste a lot of time by the time you open up.

[00:24:11] You pick your template and you walk through it. It will tell you okay what are the questions and you basically just fill in each page is a different question okay so you do maybe.

[00:24:24] Five ten questions you don't want to make it too long.

[00:24:28] Then it will tell you to tie like then I'll say okay results what are the result options and what you do is you build out the results and then you go in and you literally tie it to the questions.

[00:24:41] Okay 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.

[00:24:52] And so at the end of the day the platform will do it for you they do all of that back and stuff to where you know 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.

[00:25:08] 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.

[00:25:18] So if somebody and you can toggle between doing one of two things and they explain this all perfectly in the layout so.

[00:25:28] 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 those then that's fine so like that or.

[00:25:47] 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 you know.

[00:25:58] To do that and 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.

[00:26:10] If somebody is giving you their email address that they check off a box that says we know.

[00:26:16] You know we're providing this in order to be put on your mailing list etc.

[00:26:21] Compliance.

[00:26:24] And 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.

[00:26:37] I've loved that I think this is a great time to say maybe map it out.

[00:26:45] Before you even get to the website for you and get to the website maybe map it out on your own just so that you can really visualize.

[00:26:55] How you want the quiz to work and I encourage all of you go take our marketing personality quiz will will link that down here below to or pop it up on the screen.

[00:27:07] And the reason I say that is if anything.

[00:27:11] Great you'll get some feedback valuable feedback and I think really good tips while on top of it you get to see in action what we're describing so you'll get to see.

[00:27:22] The questions the way we laid them out then you get to see the results you get in you get to see how we actually built out that page.

[00:27:32] And so in there the reason I say that is because the other really cool thing about this quiz is on the results page.

[00:27:41] At the bottom we actually had an area that then points them back to stuff we're already doing right and so I think that's the important part is it serves as just another way for people for us to be introduced to people that maybe have never known about the season marketer and what we do.

[00:27:59] And then they get to see the resources we have out there and decide if they want to join any of those as well.

[00:28:05] So as far as like free promotion for your business it's a great way to do it now it does cost money to do the interact.

[00:28:15] It's a monthly fee.

[00:28:17] I think it's 15 dollars a month it's nominal so it's definitely if it's going to be a big way for you to funnel people into your business I think it's worth 15 bucks a month.

[00:28:28] Yeah, I wonder do you know if there are.

[00:28:32] Obviously we use interact it's the thing that we have found works the best are there other ways to create quizzes.

[00:28:40] I imagine that there are I don't think that interact is the only one and certainly we encourage you guys to.

[00:28:49] To go in and to Google that if you say I don't want to pay 15 dollars a month or let me see what else is out there go ahead and give it a go.

[00:28:56] And figure out if that's something that.

[00:29:00] That's out there.

[00:29:01] I do know all tricks 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.

[00:29:16] Whereas I think DIY.

[00:29:20] Qualtrics using that it's it's going to be more just like quiz and I guess.

[00:29:28] Yeah, 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 you know.

[00:29:41] Yeah, and it's also as a small business owner using the products that are good for you at the time or the platforms are good for you at the time of wherever you're at in your business okay and what I mean by this is.

[00:29:55] If you're a small business owner I don't recommend that you go out and buy big bulky things okay the reason.

[00:30:01] I know how I work as a small business owner myself and Chelsea knows too.

[00:30:07] I'm a little scared brain but so I need platforms that we're going to 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.

[00:30:20] I don't want to spend so much time it's the reason that Chelsea and I use flow desk okay because it's so easy for us to drag and drop and just create the email so that we could get them out on a weekly basis as opposed to us using something a little bulkier right like we have cartera from one of our.

[00:30:41] courses I can easily create emails and cartera at one point I had thought about it and I was like I cannot like oh my.

[00:30:48] 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.

[00:31:00] I learned about it from another podcast or that started doing quizzes and stuff and we had talked about it and I was like you know what let me just try it.

[00:31:12] And I loved it and actually all I think they have a free version that you could use and I think you can only do like one quiz or something like that with me.

[00:31:20] 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 season marketer and I do think that.

[00:31:33] You can get creative as a small business owner to get some really good leads using quizzes.

[00:31:39] I love this conversation and I think y'all this is a great example of we found something that really works so we want to share with you.

[00:31:50] Yeah like I said 900 plus leads yeah off of yeah 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.

[00:32:02] Okay so it's a lead magnet that's great but I'm also wondering and you know if you service based businesses ever do this like tell me.

[00:32:13] Please email us at Vivian at the season marketer or help at the season marketer dot com and let us know how it went because I'm curious let's say that you're offering a service.

[00:32:26] You could use a quiz to get to know your clients better and so that before they're coming in for that first initial service maybe you're able to to make it a better experience.

[00:32:40] Yeah for massages you have to fill out like.

[00:32:44] Like a sort of a form like an intake form like oh focus on this area oh I suffer from this or stuff like that so yeah maybe if you're like getting a facial if you do.

[00:32:56] Even if you do waxing really because like we talked about with our episode with Bray the person who does your hair the person who waxes you like you have such a strong relationship with that person.

[00:33:11] But you have to build that.

[00:33:42] So you waxing right.

[00:33:43] You just merge the two so like that's your new intake form.

[00:33:48] I mean it very well could be.

[00:33:50] No, so I do love anything 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 yeah tell me what kind of same we're trying on.

[00:34:06] Right so now we're actually utilizing this as a way to attract more people into our businesses into be able to deliver even better communication to them.

[00:34:18] 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.

[00:34:29] 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 now you guys need to join our SOB community.

[00:34:45] Okay, monthly membership 50 dollars a month you get weekly calls group calls with Chelsea and I we answer any questions you have we're going to have guest speakers come in and on top of it.

[00:34:57] 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.

[00:35:08] So if you're interested in joining the SOB community we will have the information in the show notes so go check it out.

[00:35:15] I really hope you guys will consider trying out a quiz just just play with one just see what you can come up with and let those creative juices going get going and go be the best SOB you can be.