This guide will walk you through the steps for creating a quiz on Linkedin that will drive traffic to your website and generate leads for your business.
Linkedin has quickly changed from being just a virtual directory into being one of the biggest content producers and social networks on the planet. I can think of several companies where their entire growth strategy revolves around Linkedin, and they do an amazing job of driving new business from it.
This guide is designed to walk you through how you can use quizzes on Linkedin in order to drive traffic and leads for your business. We'll go through a practical, real-life example and pull knowledge from it so you're equipped to go out and create your own Linkedin quiz.
Part 1: Posting The Quiz on Linkedin
When you put together your Linkedin post for your quiz it should look like the quiz itself. The nice thing about using quizzes for marketing is that they have a natural draw and people want to click on them to take them so you don't have to do anything fancy in order to get attention.
There is a great piece on images to use on Linkedin that I recommend reading through for the photo you use.
As far as the headline and subtitle go here's our recommendation.
Headline: [Title of Quiz][QUIZ]
Subtitle: Find out if you're more of a [one type of quiz result] or [another type of quiz result]
So that would look like.
Which Infamous Data Loss Villain Are You?
Are you more of a Kraken or a Slime Monster?
Part 2: The Title/Subject for your quiz
In general there is only one title template that you need for writing your quiz title.
"Which (Blank) Are You?"
The reason for this type of title is that it promises to help the quiz taker find their "Type" which is self-discovery, and self-discovery is a natural human desire.
Now this is the point where there's usually push-back from our B2B clients who might believe that a "Which (Blank) Are You?" type of quiz is too elementary for their audience of B2B buyers. BUT, if you think about who actually makes a purchase in the company you're trying to sell to, it's an individual, not a group.
When I wrote the B2B guide to quiz marketing, I gave a framework for determining who the buyer is and how you can make a quiz that addresse them personally (the key to any B2B sale). The gist of it is that you always sell to a person, figure out who that person is and then make a quiz that helps them find their type.
*I realize the hypocrisy of saying all this and then having a quiz example that is titled "Which Data Villain Is At Your Company?" which addresses the company itself. This is the second-best option, not great, but it still gets to the point eventually.
Linkedin has a bit of its own culture, so I'm going to make an attempt at personalizing my question-writing tips for the professional social network.
1. Be professionally funny. There is industry-specific humor that is probably not really funny to anyone else, but to people in your business it's hilarious. Inside jokes and name-dropping can go a really long way in making your quiz personable and connect with the quiz taker so they feel like you really know who they are.
2. Stay below 10 questions. In B2B settings and particularly with Linkedin it's tempting to make assessments that are super long in an attempt to be meaningful and accurate. The only issue with this is that people don't want to spend 15 minutes answering questions the very first time they interact with your brand. Keep it short and use the quiz results to link to more resources if you have more to say.
3. Address the quiz taker directly. One of the biggest takeaways from running analytics on quizzes is that using personal pronouns like "You" "My" "Your" etc. is very highly correllated to getting more quiz views and leads. The reasoning behind the statistic is that people want to feel like they're important, and part of what you're doing. If the quiz doesn't talk to them personally then it just feels like some other marketing thing.
Part 4: Using Your Quiz to Collect Leads
With Linkedin you can use their own built-in lead gen forms, but there's an issue with those.
The problem is that lead gen forms can't provide a lot of context because you only have one or two sentences in the copy on the form to explain why it's worthwhile to opt-in.
With a quiz on the other hand, you have the whole back-and-forth conversation in the questions that allows you to build up a connection with the quiz taker before you ever ask for an opt-in.
Even better, you know the reason why they are interested in the quiz in the first place because they clicked on it, so you can make your opt-in form copy relevant to learning more about that subject and all of a sudden an opt-in turns into "let's continue the conversation."
Here are a few suggestions for optimizing your Linkedin quiz lead-gen forms.
1. Relevance is 90% of the law. If the reason for opting in aligns with the reason someone took your quiz in the first place then you're set up for success. For example, if you are doing a quiz about data security and the opt-in form says "Get personalized guidance on how to improve your company's data security if you opt-in" then you'll get a much higher opt-in rate (2.3x to be exact) over a generic reason for opting-in (I.E. Learn how to have better security)
2. Talk about what's next. If you can turn your opt-in form into a continuation of a meaningful conversation then it becomes something that people want to do rather than something they are being enticed to do. For example "Enter your information so we can connect with you to talk about how to improve your company's marketing based on your quiz outcome - you'll have the opportunity to opt-out at any time if we're not helpful to you." Now the reason to opt-in is so you can improve your company and get more useful help based on the quiz, rather than so you can just be contacted about generic goods and services that you might not care about.
Part 4: Setting up your quiz results
After the opt-in form of a quiz comes the result that the person gets. This is meant to do a couple of things.
1. Show the person what their outcome is.
You want to follow through on what was promised at the beginning of the quiz, the reason the person started it in the first place (to see what their outcome is). This consists of the result title, image, and description. In general you want to make these results very positively worded because positive results get shared more.
2. Have a link to learn more or buy now.
This is where you get to present an offer in a personalized manner, so you can recommend a product or service based on which quiz result someone got.
Linkedin is the most interesting social network at the moment because they've grown so fast in the area of content and engagement. This presents an opportunity for brands to get involved and drive traffic & leads through quizzes, click below to create your own quiz.