Leveraging Quizzes for Leads & Revenue Growth

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Quizzes are fast becoming a core strategic way for businesses to build smarter audiences and convert those audiences into well nurtured sales through advanced use of quiz insights.

How can you adopt the use of quizzes for insightful marketing? This deck will discuss proven techniques for optimizing your user journey.

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Leveraging Quizzes for Leads & Revenue Growth

  1. 1. Leveraging Quizzes for Leads & Revenue Growth
  2. 2. Power Digital Team Intro Grayson Lafrenz Co-founder & Director Alexa Engelhart Content Strategist Mike Opera Social Ads Guru
  3. 3. SALES COLLATERALPOWER DIGITAL 24 April 2014 Todays Webinar Focus •  Building Quizzes that Convert •  Developing and Testing Conversion Offers •  TopTrafficking Channels for Quiz Content –  Facebook –  Instagram –  LinkedIn and More •  Using Quiz Data for “Advanced Audience Segmentation” •  Turning Quiz Conversions into Repeat Buyers
  4. 4. Designing Quizzes That Convert
  5. 5. SALES COLLATERALPOWER DIGITAL 24 July 2016 5 Why Quizzes are the Perfect Brand Introducer ●  Appeals to user’s interests vs. selling ●  Quiz topic aligns with brands core offering crea;ng natural correla;on with brand ●  Cost-effec;ve landing page des;na;on ●  Social in nature and promotes sharing ●  Offers Incen;ve and clear lead capture point once completed The Quiz Creation Process: 1.  Topical research & frame working 2.  Outcome & question development 3.  Design + image/gif assets 4.  Social promotion + outreach Average Engagement: ●  70% Completion Rate ●  12% Lead Conversion Rate ●  13% CTR
  6. 6. SALES COLLATERALPOWER DIGITAL 24 July 2016 6 Effective Quiz Imagery & Creative Winning Elements: ●  Background Image > Solid Color ●  Mix of Royalty Free & Stock Images ●  Mix of Photos & Illustrations ●  GIFs can offer an engaging mix ●  Stylized text when imagery is unavailable ●  HUMOR IS CRITICAL
  7. 7. Elements of Top Performing Quizzes Leverage Engaging Topics → Drive Low CPCs Fun Questions → Increase Completion Rates Relevant Offers → Capture Leads IDEAL TYPES OF QUESTIONS TO ASK: ●  Fun and engaging ●  Elicit answers that will help you classify and filter leads into audiences TOP “OFFERS” FOR CONVERSION: ●  Product discounts or deal ●  Contest or sweepstakes entries ●  Premium or exclusive content
  8. 8. SALES COLLATERALPOWER DIGITAL 24 July 2016 8 Examples of Top Performing Offers Why these offers convert: Which Color Lightsaber Matches Your Personality? Average Engagement: 86% Completion Rate 41% Conversion Rate Is it Gluten Free? Average Engagement: 79% Completion Rate 21% Conversion Rate Qualify users with a relevant topic Convert users with offers that appeal to their interests
  9. 9. SALES COLLATERALPOWER DIGITAL 24 July 2016 9 A/B Testing Conversion Offers VS
  10. 10. Social Ads + Quizzes = The Perfect Marriage
  11. 11. SALES COLLATERALPOWER DIGITAL 24 April 2014 Top Trafficking Channels for Quizzes # 1 # 2 # 3 # 4 Other Channels PR Email
  12. 12. SALES COLLATERALPOWER DIGITAL 24 April 2014 Anatomy of a Social Advertising Campaign Targeting Audience: . Core Message & Creative: Ad Placement Local: Landing Page: **Remarketing Kicks In**
  13. 13. SALES COLLATERALPOWER DIGITAL 24 April 2014 Defining Online Consumers… Cold Awareness Stage Not shopping for anything in particular, just browsing on Social Media, may not have not been introduced to brand before. Warm Consideration Stage They have an idea of what they want, considering different options, prices, etc. online. EX – remodeling house Hot Decision Stage They have done their research and are ready to buy, looking for the best option to work with.
  14. 14. SALES COLLATERALPOWER DIGITAL 24 April 2014 Cold, Warm and Hot Social Messaging Cold Market users unfamiliar with clients brand with a quiz & cookie pool the user. Warm Remarket the quiz takers with promotional ads. Hot Remarket users who have supplied an email with new promotions.
  15. 15. SALES COLLATERALPOWER DIGITAL 24 April 2014 Case Study Metrics on Quiz vs. Landing Page vs. Blog When running Cold Traffic Through Facebook Pages Metrics Greatly Vary Based on Landing Page Type… Average Costs per Click: •  e-commerce Landing Page = ~ $1.75 •  Lead Based Landing Page = ~ $1.50 •  Cold Traffic to Blog Posts = ~ $0.15 - $1.25 •  Cold Traffic to Quizzes = ~ $0.05 - $0.30 Average Cold Traffic Conversion Rates: •  e-commerce Landing Page = ~ 0.02% •  Lead Based Landing Page = ~ 0.05% •  Cold Traffic to Blog Posts: ~ 0.05 % •  Cold Traffic to Quizzes = ~ 10%
  16. 16. Quiz Answers Drive Advanced List Segmentation
  17. 17. SALES COLLATERALPOWER DIGITAL 24 April 2014 Using Quiz Questions to Gain Data Points on your Hot Leads ●  Quiz Topic is Related to a Service or Product ●  Genuine Question: “Which Player does your game most resemble?” <--Not Salesy or Promotional
  18. 18. SALES COLLATERALPOWER DIGITAL 24 April 2014 Segmenting Hot Leads for Targeted Messaging & Creative 1.  Pull “Lead Export” and Segment into Audiences Based on Answers 1.  Take Export and Remove Duplicates of All Emails 2.  Sort by Preferred Outcome 3.  In the case below, we sort by “Neymar” and pull the emails accordingly.
  19. 19. SALES COLLATERALPOWER DIGITAL 24 April 2014 Hot Lead Facebook Ads Strategy - Upload and Advertise 1. 2. 3.
  20. 20. SALES COLLATERALPOWER DIGITAL 24 April 2014 Hot Lead Email Strategy - Upload and Email 1. Sort 2. Load 3. Send
  21. 21. Big Picture - Funnel Overview - E Commerce Example Drive Traffic to Quiz around a certain product type For example, “Which type of soccer cleats suit you best?” Retarget Site Visitors w/ Promotional Offer Discounts, One-Time Offers Pull in your existing customers with new product Retarget users to your product page Generate Website Traffic Generate Leads Generate Prospects Awareness Stage (cold) Consideration Stage (warm) Decision Stage (hot) Generate Customers
  22. 22. SALES COLLATERALPOWER DIGITAL 24 April 2014 Additional Proven Applications Quizzes Building Retargeting Pools for Users that Do Not Convert Blog Post Lead Magnet Segmenting a Stale Email List PR and SEO Link Building Content
  23. 23. SALES COLLATERALPOWER DIGITAL 24 April 2014

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