Erin McGoff, founder of Advice With Erin, provides career advice to over 6 million people on the internet through her Instagram, TikTok, YouTube, and Newsletter. Her audience kept asking her one question “What should I do with my life and career?” so Erin created a Career Quiz, told her audience about it, and generated 140,000 leads.
“After giving career advice to over six million people online, I kept noticing the same thing come up, which I call career confusion. I wanted to create a quiz that was unlike other career aptitude tests—something fresh, modern, and completely free.”
Erin McGoff, Founder of Advice With Erin
Advice With Erin’s Quiz Statistics
Let’s take a look at how Advice With Erin’s Lead Generation quiz has performed. It has brought in over 140,000 new leads, she promoted it using most of the major social networks (Instagram, TikTok, LinkedIn). And it integrates with Kit, Squarespace, and Manychat for seamless automation with her exiting marketing tools.
Erin’s Quiz Helps Her Audience Get What They Want
Erin knew from years of chatting with audience members, that there was a general anxiety around not being in the right career. So she created a quiz that helps people find the right career. It’s so simple, but also so profound.
The Quiz Has 6 Unique Quiz Result Profiles
To create the results of the quiz, Erin wrote down all the common patterns, or profiles of people she would chat with through DM’s. It was a lot of work, but by paying attention to what her audience was saying, Erin’s quiz connects with people where they are at today, versus many of the existing career aptitude tests that are outdated.
“Over the years, I kept seeing the same archetypes pop up again and again. Eventually, I realized there were six distinct profiles. Once I had those categories, I worked backwards—crafting questions that included hints of each profile so the quiz’s algorithm could guide people to the right result.”
Erin McGoff, Founder of Advice With Erin
Every Question Connects to the Quiz Results to Create the Quiz Logic
Erin said the creation of questions was the hardest part of the quiz, but that by working backwards from the six archetypes of the results she had created, it made it easier to create the questions and answer choices. Importantly, she tested the questions a lot with friends and family to make sure they came across as intended.
“Writing good quiz questions is surprisingly difficult because every word can change the meaning. I did a lot of beta testing and found that making questions more specific—or even slightly polarizing—helped sort people into the right results.”
Erin McGoff, Founder of Advice With Erin
The Quiz Also Gathers First-Party Data
Gathering first party data is more important than ever in today’s cookie-less world. Erin added a few questions to her quiz to ask people about who they are, so she could learn more about her audience and what would be most helpful to them.
You Own Your Email List
Erin pointed out that you don’t own your audience on social networks. They are great for distribution and getting discovered, but also they can go away, or algorithms can change. But your email list is an asset that you own, and a place where you can build a direct relationship with your audience that you can control.
“Email lists are one of the best investments you can make because you fully own them. Social platforms like Instagram, YouTube, and TikTok can disappear or ban you overnight. An email list is a direct, reliable line to your audience.”
Erin McGoff, Founder of Advice With Erin
The Quiz Automatically Segments Leads for Personalized Email Follow Up
With Interact’s direct integration to Kit, Erin segmented her new email leads based on which result they got on her quiz, and then sends a personalized, detailed, follow-up email to each person who takes the quiz based on their quiz result.
