Many software companies are gravitating towards SaaS–software as a service, that customers buy access to use. Popular music programs operate this way, and other successful companies like Salesforce have made this online software service system their primary means of business. Even if your software company doesn’t operate on the cloud, marketing your software on the internet and generating leads and selling products are highly essential for revenue growth and company success. By using content marketing for your business, you can create valuable content that engages an audience to drive profitable action. Sounds easy, right? Well, maybe not.
One of the hardest things about content marketing is making compelling content. Even more difficult is getting that same audience reading your content to sign up for an email list and then buy a product. But what if I told you these two formidable tasks are made easy with one simple tool?
First of all, making good content isn’t actually that easy. Not only does it require an extremely capable and well researched writer that understands a target audience enough to sell to them through content alone, it also requires a unique good subject–which is difficult with so much content on the web already. Gone are the days of cold calls (as far as the internet is concerned) and greasy handshakes. Simply said, most articles are one-way tickets that often just don’t cut it.
So, let’s talk about quizzes.
From a technical standpoint, quizzes require more software than simple articles. They need a platform to build the quiz, and many companies who utilizes quizzes–like Buzzfeed, use in-house platforms to make their quizzes. Fortunately, Interact quizzes have developed a platform that companies can use to create their marketable quizzes. Within the platform, you can customize everything about your quiz; from images, to colors, to headers and the content–and even the email form provider itself.
The process of quiz creation is remarkably simple in this platform–with an intuitive layout that gives a first-time user some powerful features they can utilize. However, the very form of a quiz is in itself a very effective way to generate content to be marketed.
While articles and other types of content require deliberation when it comes to paragraphs, form, and research–a lot of quizzes that can benefit your company can be either be created from the content you have already, or other content on the internet that you can repurpose.
It’s as simple as taking your content and putting it in a quiz format, or renaming your quiz into something that could interest your customer from content and quizzes already popularized on other sites.
2. Viral potential
Quizzes have defined themselves as viral tools. People love quizzes, whether they are taking quizzes on Facebook to find out what type of Jedi they are, or if they are taking a quiz to see how good they are at some subject. It’s an interactive form of content that engages the viewer by providing direct feedback and results.
Sometimes quizzes can be so controversial that they explode as well. This quiz was made to be ironic, but you can see from the graphic how popular it got.
The nature of the quiz and it’s results system encourages users to share the quiz that creates a domino effect of repeated traffic of interested viewers. It just keeps getting bigger and bigger!
3.Compelling content every time
Quizzes are the modern day, digital salesman. As a salesman, they rope customers in (with a catchy title or buzzword). Then, they interact with the customer by responding to their answers.
When the customer finishes with the interaction (questions), the quiz/salesman provides a customized result that can either recommend a product or take down their information as a lead.
The customized result is what makes quizzes so distinctive and useful. Say Grammarly.com (a SaaS company–a modern day subscription cloud-based intelligent spell checker) wants to use quizzes to get more subscribed users. They might make a quiz entitled “Are you good at grammar?”. During the questions, the user might miss a vocabulary question, and upon that opportunity Grammarly can introduce a few sentences about it’s intuitive vocabulary improvement system integrated within their service.
Then at the end, the user can select a coupon that provides a discount for an immediate sign-up. Or Grammarly could just prompt the user if they are interested in Grammarly.com for every type of result.
Product companies can take this idea even further if they have multiple products they are selling. A WordPress theme company could make a quiz called “Which theme is right for you?” and based on the user’s responses, suggest a theme at a special discount customized for the user.
This customization is an excellent solution for the user since it saves them time browsing through tons of content, and it’s great for the business behind the products because it can market towards an interested audience.
Quizzes can provide accurate information to customers depending on their interests. The information can come in the form of product recommendations that customers might buy into.
4.Free analytic data
Quizzes can not only be used to generate leads, but they can be used as a stepping stone to understanding users and their interests. If you’re a subscription based WordPress theme company, you might create a quiz about WordPress themes and give users results on which theme they might want to download. From here you could make an article about Top 5 WordPress themes.
Understanding an audience gives you an incredible amount of power when you are trying to target them. Remember how I said it’s hard to create compelling content? Well, this is one very easy way to start making some from real data from your audience.
There are plenty examples where businesses have used quizzes to get some amazing results.Take Birchbox, an online beauty product retailer, who created a simple quiz that was taken 11,000 times and led to $7,260 in sales. The content in the quiz wasn’t extraordinarily unique or painstakingly crafted. It also wasn’t hard to set up, as it fit right into the company’s WordPress webpage. And the kicker? The quiz didn’t even collect emails to generate leads, or offer a coupon!
How did they achieve this marketing feat?
A lot of the magic rests in the hand of the quiz form itself. Once users took the quiz, they received tailored recommendations based on their answers to the questions. Compared to regular sales, the form used has the potential to increase sales by up to 42%. For example, if the customer picked “flaking” as a skin problem, the recommended product would help with that problem–making the purchase easy for the customer.
Compared to a regular personalized e-commerce system normally priced around $100,000, Birchbox’s quiz approach was not only more effective, but cheaper as well, at around $1,000.
Here are a few tips to start you out:
Provide immediate incentive
When a quiz taker gets their results, provide a direct incentive for them to either sign up on the email list you provided or use a coupon. An immediate opportunity makes it more appealing for the consumer to buy the product.
Make quizzes right
Yes, quizzes are easy to build– but a lot of quizzes out there plain suck. They are unhelpful, fake and aren’t that good at generating leads. By making your quiz helpful and detailed, you can get more paying customers. Provide feedback on wrong answers so the quiz taker can learn (this is also an excellent opportunity for promotion).
Make quizzes relatively short so the quiz taker can get to the results. What’s the point of the quiz, if your quiz-taker gives up before they can get to the email list or product promotion?
Make Shareable Results
Some of the most popular quizzes are just begging to be shared. You might find these quizzes on BuzzFeed, but a lot of successful quizzes are not only fun but useful for the companies as well. There is an ideal blend between a fun quiz and a useful quiz that can help you reach the highest audience possible. Make provocative titles, provide images to spice things up, and make your results something that others would find amusing or useful.
Like this one for example. How cute!
It doesn’t matter what type of company you are; whether a subscription-based food box company, an online product retailer, or a software company providing quality applications–quizzes can be an extremely versatile tool to build leads, sell products, and generate revenue.