SAAS products have a tough job when it comes to marketing and creating content (I know, Interact is a SAAS product). It seems like everyone is doing content marketing (probably because they are), and that means it’s really difficult for you to stand out from all the noise and really establish your product as a leader.
That’s where quizzes come in. I was once told that whenever a new platform arises, an opportunity exists, which basically means that new forms of content mean new chances to become a leader. While quizzes are not new, their reincarnation as a visually appealing and interactive content form is new. At interact we’ve had a smattering of SAAS businesses create quizzes with our service, and a few have really stuck out as excellent.
Let’s take a look at what makes a great SAAS marketing quiz.
Step 1: Making the quiz (in 4 steps)
1. Subject that connects fun with function
Take a look at the example quiz below. This quiz originated from Booker, an app that manages scheduling and really everything for Spas and small businesses so they can focus on providing great service. The quiz could be about best practices of running a great spa, but that would be super boring, so instead that made a quiz about Holiday style.
Now this isn’t just a frivolous undertaking, it’s very important for small brick-and-mortar businesses to provide a great in-store experience, and holiday decorations are a big part of that. That’s what I mean by connecting fun with function.
2. Questions that are entertainment in and of themselves
A quiz is entertaining, that’s most of the reason they exist, but don’t get to sure of yourself. Just because you promise to tell someone how well they did on a knowledge test doesn’t mean they’ll be inclined to answer all your questions without leaving, you still have to earn their attention. That’s why it’s important to make each and every question fun by itself. Gemalto did a great job of this by creating unique graphics for each question about technology.
With quizzes like this one, where there is a correct answer and an incorrect answer, our natural inclination is to want immediate feedback on how we did. That’s why Gemalto provides the quiz taker with an immediate answer as to whether they got the question right. This helps make every question its own mini quiz inside the big quiz (quiz-ception)
3. Lead generation that makes sense
Interact quizzes can be used to collect email addresses (and other customer information), but it only works if your offer makes sense. Take for example this lead generation from from Gemalto – it references the subject that the quiz was about in the copy and informs the quiz taker of exactly what they are getting into by handing over information.
Quizzes can be very effective at lead generation because they let you present a targeted lead generation offer, but make sure that the offer is actually targeted and not generic.
4. Results that satisfy and delight
Check out the quiz below from Ceros’ “Which Marketing Superhero Are You?” quiz. This quiz result covers the two main jobs of a quiz personality, satisfy and delight. Satisfy means you must answer the question your quiz set out to answer in the first place (in this case which superhero you are). Delight means you must make your quiz taker feel good about their result.
Notice that this result talks about speedy marketing as a good thing, not as someone who does sloppy work. At Interact we did a test and found that 75% tweets originating from quizzes were overwhelmingly positive meaning that uplifting quiz results get shared more.
4. A strong follow-up
The moment when someone finishes your quiz is a moment when that person is as receptive to your advice as they will ever be. Think about it this way, you just shared personal information with a quiz algorithm that then spits out some information about you.
Step 2: Sharing the quiz
We have a full article dedicated to how you can share your quiz on all forms of social media and websites (click here for that). Right now I’d like to focus on what’s important for your business. With SAAS marketing especially, it’s important to nurture a customer along the buying journey. If they have an interaction with your brand, you want that experience to last and be positive.
That’s why Interact has set up a closed loop system for sharing quizzes. That means when you our your quiz takers share your quiz on social sites, all links point back to your domain with the quiz embedded into your site.