Quiz marketing – replace your sales team with quizzes

This post is also available in: German

“Wait – ditch my sales team? Isn’t that nuts?” Hear us out for a moment – quiz marketing is a cost-effective (and scalable) way for businesses to engage and convert potential customers.

And best of all? No expense account required.

All you’ll need? You’ll want an online quiz maker (such as Outgrow or our Editor’s Choice Riddle) plus your favourite email marketing tool like ActiveCampaign or MailChimp.

Today’s business is about providing real value; it’s far more of a mutual exchange than suited-up salespeople utilizing high-pressure sales tactics. And nobody knows that better than small businesses just getting started.

Sales teams are costly (& risky)

All businesses face a difficult challenge in trying to grow and scale – it is costly to use traditional channels such as a sales team. Hiring, training, and compensating sales professionals is an expensive upfront investment with no guarantees of success.

But this is especially true for small to medium businesses (SMBs) – who often have very tight sales and marketing budgets.

That makes hiring a sales team a nerve-racking endeavor – you better brace yourself for potential failure.

The good news? 

Create your own quiz marketing funnel

Quiz marketing provides a solution for small businesses – you can build your own automatic quiz marketing funnel without coding.

Source: https://www.riddle.com/blog/create-quiz-marketing-funnel-riddle/

SMBs (small-to-medium-sized businesses) typically do not have unlimited resources or disposable budgets for experimenting around providing value to customers. They require a laser-focused vision from the start and to get things right early on.

Small businesses are also under pressure to show traction and scale or risk becoming one of the 30% of new companies that fail within the first two years.

However, in a world where data is king, growing businesses need tools that engage customers and collect information (name, email address, and more) transparently and voluntarily.

This is especially true with the recent rise in privacy regulations – including the EU’s GDPR or California’s CCPA.

The fundamentals behind quiz marketing

Quizzes are the answer.

Businesses such as The Hair Fuel have seen great success by pivoting to online quiz marketing. They’ve lowered their average cost for a new customer by 60% – and built a passionate community at the same time they’ve grown their email list.

Quizzes are not only inexpensive and entertaining, but they also provide deep qualitative and quantitative data. You can measure customers’ tastes, product preferences, and demographics.

For example, imagine you were leading the marketing for a skincare company, and you created a product recommendation quiz. You might discover that 76% of quiz takers who chose got ‘Overnight skin mask’ as a product recommendation were females, 18-34, and living in the UK.

Knowing the target audience for each product can help guide your product development efforts, as well as your follow-up marketing campaigns.

It’s also a great way to break free from the confines of traditional sales methods (‘cold calls,’ we’re looking at you) and show off your company’s creative side with a modern, interactive twist.

Let’s talk about why it’s time to hang up your sales hat and put on your small business quiz marketing boots:

– Shout it from the (social media) rooftops!

Publicity is critical for small and medium-sized businesses (SMBs). After all, the world needs to know you exist before you can start converting people as customers.

The issue is that marketing has become so saturated – it is much more difficult for campaigns to be effective and cut through the noise of everyone else.

Take a look at using an online quiz maker.

Quizzes and other interactive content frequently have a higher opt-in rate than traditional marketing tactics. With 35-45% opt-in rates, that’s up to 25X higher than traditional online methods (such as ‘sign up for our newsletter’ popups).

The distinction is so stark because, whereas users can easily scroll past passive advertisements, a quiz is a calling: it is actionable and intriguing.

And, in an age when everyone is posting their lives online, a quiz can serve as a badge of honour for people; it’s essentially a way for them to say, “Look, I have proof that I’m X.” It’s no surprise that the average social media quiz is shared 2,000 times, assisting your brand’s name to go viral.

The payoff? A good quiz can represent your company rather than simply spreading the word about it.

And this tendency to share results aligns nicely with the belief that startups and small businesses as more innovative than the stodgy established companies. Your company will be considered ‘cool’ – if users enjoy your marketing style, they’ll be more likely to buy from you or endorse you.

– Be an active listener

Small businesses, unlike corporations, have the advantage of starting from scratch with their customers. You’re probably talking to folks who’ve never seen your brand – this means you have a great chance to make a first impression.

Surprise visitors by using a quiz to allow them to do all of the talking.

People have grown accustomed to being yelled at by businesses for decades, thanks to all-caps messaging, online pop-up boxes, and a flood of unwanted emails.

On the other hand, a quiz isn’t an interruption; it’s an invitation for customers to start chatting. That is the brilliant idea behind small business quiz marketing.

Consider an online quiz to be like holding the door open for someone; they can come in if they want, but it is entirely up to them.

Of course, most people are eager to accept the invitation because it allows them to talk about themselves in a nonjudgmental setting. As people, we are all a bit vain – we love to find out new things about ourselves, then share this with our friends. 

However, quizzes, polls, and other interactive content do more than merely give users a place to vent. It also rewards its participants.

Your potential customers will answer questions – in the hope of gaining insights into their particular personalities or needs. This back-and-forth levels the playing field between brand and buyer, giving small businesses a distinctly human quality.

At the same time, users have the ability to choose when and how they communicate with your company, allowing them to develop greater trust in you. And, like any good listener, they feel compelled to return and continue the conversation.

– “If you’re wise, customize!” 

Nobody likes being just another face in the crowd; we all like to feel special and catered to by the companies we support.

Given that you are unlikely to have the time or resources to conduct individual interviews, a quiz can provide you with the tools you need to personalize your customer journey and remind customers that they are special in your eyes.

Personalization already works: 77 percent of consumers are willing to pay more for brands that provide personalized service.

For this reason, startups such as Tula – a fast-growing skin care company – turned to a personality quiz such as ‘What’s your daily skincare ritual?’. They love the interaction – and the ability to find more qualitative information about each customer, plus recommend the right product to the right user.

Each quiz taker gets results around their skin type, the brands they currently use, how frequently they use those products, and how committed they are to eco-friendly practises.

Knowing these specifics means you’re one step closer to understanding your customers and making suggestions that are appropriate and desired (even if they don’t realize it yet.)

Run variants of each of your quizzes (often called A/B testing) – and show new titles, questions, and other variables. A good quiz maker will automate this – and let you perfect your personalization efforts.

Grab visitors’ attention with your website

It’s crucial to have a vibrant online presence for any business, especially after a year marked by COVID, home working, and always-evolving digital tools.

However, as humans, one of our flaws is a short attention span – especially staring at a screen rich with information and distractions.

People can only focus an average of eight seconds online – that’s a tight window for a small business to catch their interest and get them to engage as potential customers.

The beauty of quiz marketing? Small companies can quickly reach and engage with audiences for longer – the average time per quiz taker is over three minutes.

There is no wasted time reading large chunks of text. Quizzes turn passive browsers into active visitors who are far more likely to convert to customers.

How long should your quiz be?

According to experts, the most effective quizzes will consist of just six to eight questions, each with around 3-4 answers.

Depending on your industry, it’s best to limit the number of overall results to three to five per quiz, with each description containing no more than five sentences.

Overall, a good quiz accommodates shorter attention spans by requiring minimal effort from participants (hence why questions are typically multiple choice) and quickly displaying their quiz results. 

Sure, you can also decide to email results directly to each user – it’s a simple yet effective reason for people to give you their email address. But even this option is still lightning-fast – so suits today’s short attention spans.

It’s a bit like waiting in line at a bank. The less paperwork you have to bring and the less time you have to wait, the happier you’ll be.

And rounding things off – how would you feel if the teller surprised you with special products of offers based on your personal tastes or shopping habits?

A quiz is similar, but far more exciting (we promise).

Brace yourself for (massive) growth

Growth is the number one goal for every business – of course. But this is especially critical for SMBs – who have tighter resources and less ability to weather setbacks.

However, growth is more than just revenue; for many companies, leads and customer acquisition are initially more important because they present more opportunities to form long-term relationships with clients.

That brings us back to small business quiz marketing – it’s a scalable, low-cost way to engage (and convert!) potential customers.

A quiz is a good way to gather leads because people voluntarily submit their information, so you’ll have all the key information when you contact them. In fact, with her ‘WoW Archetype Quiz,’ one consultant saw a whopping 68 percent of all of the quiz takers opt-in as new leads.

People’s responses to quizzes are far more insightful than just knowing their email address, phone number, or address. Quizzes provide the deeper data to give your customers a personality, allowing you to treat leads as real people rather than just names in a database.

Quiz marketing can help you retain customers & find new ones

For example, suppose a vegan cupcake company creates the quiz ‘What cake matches your Sunday mood?’ with questions about:

  • When do you like to wake up on weekends?
  • What do you like to do?
  • What movies do you watch?

When Sunday arrives, the company sends each prior quiz taker a personalized email based on their quiz responses, such as ‘How’s the hangover? Ready for your guilt-free mint-chip cupcake yet?’

The email also includes special offers that take you to their tasty mint chip cupcake page – or (better) to the checkout step, with the user’s cart already loaded with the right box of cupcakes. Lower friction will result in more sales online.

You’ve already streamlined the customer’s purchase process has been streamline as a result of taking the quiz. You’ve mentioned something they want (because of their quiz responses) – and now, you’re showing them how to make a purchase.

Quiz marketing is ideal for businesses because it increases your conversion rate and creates loyal customers.

A few last words around quiz marketing

Sure, it’s hard proving yourself as a small business in a fast-paced world. However, don’t forget your key advantage – growing firms also have more leeway to use alternative marketing techniques.

Try bold new tactics – you’ll be far more agile than your larger, slower competitors.

Quiz marketing is a tried-and-true method of expanding a business ethically (and effectively). You can grow your email list and scale up your customer base. Best of all, you’ll gain deep knowledge about each user – while keeping them in control of how you collect their quiz data.

This more equitable dynamic will not only accelerate your business’ growth and your customer conversion rate – it will reinforce your brand’s position as an up-front and transparent company.

So, are you a small to medium-sized business? You should be saying, “Bye-bye, sales team… helloooo quiz marketing!”