It is well-established in the world of digital marketing that the creation of quizzes has become a practice. Social media sites and websites proved to be successful in creating engaging content by means of quizzes. To create quiz content that works well with your audience you must know how to do it properly. With their fun and interesting features, quizzes may become important parts of content strategies.
Importance of Quizzes in Digital Marketing
Quiz used to be a common occurrence in everyday life. But with the growing importance of online marketing, quizzes have received even greater popularity. Being an important component of digital marketing, quizzes help brands reach out to their audience in a much personalized way. Well-developed quizzes can exert a great impact on branding, lead generation and sales improvement.
The main feature making quizzes efficient instruments of digital marketing is their ability to tap into humans’ curiosity. In nature, people strive to know something, gaining satisfaction from it. For a quiz to perform successfully, you should design it considering the low attention and patience of users in social media environment.
The Audience You Are Going to Reach Out To
Before making the quiz, one should clearly define the audience they want to reach. Who will be the audience? What characteristics does it have? What problems does it have? What interests does it demonstrate? Knowing your audience well makes it possible for you to develop an efficient quiz.
A fitness brand will use such quizzes as "Goals", "Regimens" and "Nutrition Programs". A company offering its financial services to middle-aged clients will focus on retirement, investments and money management issues.
Defining a Proper Quiz Structure
To make the quiz work, it needs to be structured in such a way to attract users’ attention and encourage them to finish taking the quiz. The following tips will help you structure the quiz in a proper way:
– Shortness: Your quiz must include no more than 5-10 questions;
– Organizing the material: Divide your quiz into sections, chapters, etc. to facilitate understanding;
– Visual elements: Including pictures, videos, animations will help you divide text into sections;
– Friendly tone: Make the quiz sound friendly to users.
There are several quiz typologies that you may consider when creating a quiz:
– Multiple choice questions: Participants pick their answers among several options;
– True/false questions: People choose whether a particular statement is right or wrong;
– Open-ended questions: Participants type their answers in a specific field.
Question Design in Quizzes
To develop good questions you need to put some effort and apply certain skills. Following the below recommendations will help you create great questions:
– Diversity: Include easy and hard questions to make quiz exciting;
– Relevancy: All questions must relate to problems of users;
– Humor: Adding some humor can greatly improve the effect of the quiz.
Depending on the purpose of the quiz, there are three kinds of questions to be used:
– Trivia questions: Based on facts;
– Personality questions: Intended to find out characteristics of respondents;
– Problem-solving questions: Solving users’ real-life problems.
Promotional Activities
After developing a quiz, promotion plays a key role in making sure it performs well and gives you what you want. Consider applying the following tactics of promotion to ensure success:
– Distributing the quiz in social media;
– Using email marketing;
– Cooperating with influencers who belong to the same sphere of activity;
– Content marketing (posting quizzes on your website).
Promotion may involve:
– Campaigns in social media;
– Email marketing;
– Influencer collaboration.
Evaluating Your Quiz Effectiveness
To check the efficiency of your campaign and identify the ways to improve it next time, you need to assess its effectiveness in terms of several parameters.
– Engagement: How long do users spend filling in the test;
– Conversions: How many leads you get, how many products you sell, etc.;
– ROI calculation.
Among possible methods of assessing your quiz are:
– Google Analytics;
– Specialized analytics for quizzes;
– Social media analytics.
