Using Quizzes to Market Your Creative Business

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If you’ve been on Facebook for any amount of time it would seem that in addition to vacation photos, memes, and cute animal videos, there’s also an awful lot of quizzes as well. Like “Which Disney Princess Are You?” or “What’s Your Oscar Movie IQ?“. Why? Because quizzes are fun…and they’re a quick form of entertainment for a lot of Facebook users.

What’s so great about quizzes?

There’s also another reason why quizzes and polls are so popular…because a lot of businesses, both big and small, find them extremely useful for a number of reasons:

1. They’re a sneaky way to learn more about their customers– Companies and businesses use quizzes to get more information about their customers…their likes, dislikes, preferences. Companies can also get a lot of demographic information and information about their online behavior through quizzes as well. Those Facebook quizzes? in many cases Facebook shares your information to other companies through those quizzes. That’s a lot of data to gather simply by posting a quiz.

2. They’re a way to bring more visitors to their websites– Quizzes can be a great traffic builder for websites. Quizzes are one way that Buzzfeed attracts more visitors to their website. It’s a lot more fun to take a quiz than to respond an ad and in many cases, a lot more effective as well.

3.They’re a way to build their email list– If you’re looking to add more people to your email list, a quiz can be a non-threatening way to do so. Story Bistro, a company that teaches businesses how use storytelling in their marketing, created a quiz to figure out a company’s “Story Type”. After answering a series of questions, the quiz will then email the quiz results and recommendations to the quiz takers address. The quiz taker gets some interesting information and Story Bistro gets a new subscriber to their list.

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4. They’re a non threatening way to introduce customers to their products– Collectables seller, Sideside Collectables used a “Which Star Wars Bounty Hunter Are You?” quiz as a way to introduce potential customers to their Star Wars products.

5. They’re a fun way to connect with their audience– Quizzes are a great way to connect and interact with your audience. Knowledge quizzes…the type that test your knowledge on a certain topic, seem to do well for encouraging interaction and for reinforcing a feeling of belonging within a community. Classic FM’s quiz, “How Well Can You Read Music?” is a good example.

Any of those are a good reason for adding quizzes to your marketing and content toolbox. A couple months ago I experimented with quizzes by creating one called “What’s Your Art Marketing Style?” for my 12 Days of Goodies giveaway. The purpose of this quiz is to predict what kind of marketing tactics would best suit your business and personality. Feel free to give it a try below.

Creating the quiz was a lot of fun and it helped me learn a bit more about the folks that read my blog. It’s something that I’m certainly planning to use more in the future. If you’re thinking about experimenting with quizzes, here’s are some tips to help you get started:

What’s your goal?

One way to have a big mess on your hands is to start building it before you have any idea of why you’re doing so. The thing that makes quizzes fun for quiz takers is that they get to learn a little something about themselves, whether it’s they’re most like Jasmine from Aladdin or that they know the capitals of all fifty states. The thing that make quizzes useful for you is by building it with a concrete benefit in mind…whether it’s more visitors to your website, more subscribers for your mailing list, or some excitement for your community.

So before you start looking for quiz service providers (I’ll include links to some at the end of the post), take a moment to decide what you want to get out of the quiz.

What kind of topics would most appeal to my customers?

If you want to create a quiz that your customers or website visitors will love, you need to know what will interest them. What kind of topics interest your audience? What kind of information are they dying to learn more about? What are their concerns? What issues are timely for them? Are there seasonal topics you can tap into? Are there newsworthy events that you can use in a quiz? How about evergreen topics that a popular year-round and year after year? Are there questions that your customers are always asking you? Can you take that question and turn it into an informative quiz? What issues seem to be a hot button topic?

I choose marketing for the quiz I did for my giveaway because I knew that it was a common concern and topic for readers of my blog. If you’re a jeweler a topic of interest for your customers might be how to match your jewelry with their wardrobe. If you sell handmade soaps or personal care products, an evergreen topic might be what products are good for dry skin. Check emails from your audience for questions or comments that you can use for a quiz. If you have a blog, comb through past blog posts and comments for quiz ideas.

Quizzes can be a fun way to market your creative business Click To Tweet

Brainstorm some quiz ideas

After you’ve decided on some goals and created a list of topic ideas it’s time to start brainstorming quiz ideas. What idea would be the most appealing to your audience? What kind of quiz would most likely help you achieve your goal? If traffic to your website is a goal, then your quiz should be something that your customers would be eager to pass along. If the goal of your quiz is to learn more about current and future customers, then the quiz should encourage them to share information about themselves.

Want to use your quiz to help build your list? What kind of information or result would your quiz takers exchange their email address for? A personalized report? Personalized tips? A special offer? Are you using quiz to introduce your work to potential customers, what hot topics will help you do that?

Think about the format of your quiz

Give some thought about the format of your quiz. How many questions will it be? Will it be true or false? Multiple choice? Choose all that apply? A mixture of question types? Will it be a graded quiz with right and wrong answers? Will it be a personality type quiz where the outcome depends on how the quiz taker answers?

Remember that quizzes are supposed to be fun. They stop being fun when there’s too many questions (the average Buzzfeed quiz is about 10 questions), when the questions are too long, or when there are too many answers to choose from. They also stop being fun when the questions and answers are too complex, so try to keep it simple. And don’t be afraid to inject some personality with the wording and type of questions and the copy you use in your quiz.

Some quiz management systems allow you to do some pretty cool things with quizzes like adding images and video which can make the quiz a lot more appealing which encourages more completions and shares. The more exciting and appealing the quiz is, the more likely the quiz taker will complete and share it. So have a thought about what kind of media you may need to pull together for your quiz.

Remember that you do have to follow copyright law when using images and/or video in your quiz, so don’t grab images from Google and call it good. Create your own images or use royalty-free images from places like Wikimedia Commons and Pixabay.

That said, you may want to keep the extra bells and whistles to a minimum for your first quiz. Get the hang of things before you get fancy.

Where are you going to distribute your quiz?

Most quiz creator services give you the ability to share your quiz on your website, blog, or on social media. Sharing your quiz on social media is a good choice if your goal is to get traffic to your website, if you’re looking to build your email list, or want attract potential new customers. If your community is on social media places like your Facebook page would be a good place to share your quiz. If your goal is to talk to existing customers or your current audience, consider mainly sharing your quiz on your website.

Answers first

When you’re building your quiz, start with your outcomes before you write your questions. If your quiz is a graded knowledge-type quiz, decide on the grading scale before you outline the questions and answers. The outcomes will dictate which questions you’ll ask and how you calculate the answers for your outcome.

Most quiz creation software will allow you to “weight” answers, so that one answer can count more towards a certain outcome than others. You can also choose to assign a neutral weight to certain answers if you don’t want the answer to influence the outcome of the quiz.

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Test it out

Once you build your quiz test it before you launch it. Check for typos, how your questions and answers are worded, and how the quiz flows in general. You also want to make sure that the outcomes correctly corresponds with the answers. Send the quiz to family, friends, or a small group of customers and get feedback from them.

A few resources

When I created my first quiz I tested out several services:

  • ProProfs QuizMaker
    This service allows you to create both personality and scored quizzes. They have a free version and several paid plans ranging from $9 to $199 per month. The free version is quite bare bones, it doesn’t even provide reports of your quiz results. These are only available in the paid plans.
  • Online Quiz Creator
    Has both a free plan and paid plans ranging from $20 to $99 per month. The free plan limits your quiz to 15 questions per quiz and up to 100 quiz plays per month. It allows you to use multiple choice, free text, and fill in the blank answers. The cool thing about this service is each quiz includes a leaderboard so that quiz takers can track the rankings of everyone participating in the quiz, which is a great feature if your using your quiz as a community builder.
  • Sit the Test
    This service focuses on the graded type quiz, so can create graded “tests” for your audience. This service is currently in beta, so you can create graded tests for free.
  • Qzzr
    I ended up using Qzzr’s free plan to create “What’s Your Art Marketing Style?”. Qzzr’s free plan allows you to create an unlimited amount of quizzes and allows an unlimited amount of quiz plays. Qzzr will also allow you to include images, embed Youtube and Vimeo videos, Vines, and clips from Soundcloud into your quiz. You’re allowed to view the results of your quiz but you can’t export them. All free quizzes will have the Qzzr branding in the quiz. There is also Pro plan for $299 per year (comes to about $25 per month) that allows you to export your quiz results, gather the email addresses of quiz takers, and present special offers at the end of the quiz.

Conclusion

So now that you know a little bit about quizzes…why do you try one for your website or social media? If you’ve experimented with quizzes or you’ve recently built one, share it in the comments below!

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