Your coaching business lives or dies on fresh leads. You need new people to come into your business to stay alive at the least and to grow at the most. Of course your clients love you and you get referrals, but without being able to control your own flow of leads you are susceptible to the whims of the market and that’s not a good feeling.
One big way coaches are taking control of their own lead generation destiny is by using quizzes to attract and convert leads into their businesses. A quiz is naturally appealing to people by its very nature, and when you harness that for your business it can be a match made in heaven for your coaching business.
Today I want to show you how Candice Copolla, wedding pro coach, is using a quiz. I interviewed Cancide for our podcast (episode here) and she said that 100% of her paying customers go through this quiz funnel. So it’s a good one for us to study and see what she did here.
The quiz is featured on the home page of Candice’s website, but she uses it so much more than that. She sends people to the quiz when she’s featured as a guest on podcasts, when she teaches live trainings, and really every time she shows up in public to represent her brand. Let’s double-click on that for a second. If you think about showing up and people ask where they can go to learn more about you, a website or freebie is kind of boring and normal. But a quiz is fun and people will be curious to take it and find out something about themselves. A quiz puts the focus squarely on your audience, instead of on you and your brand. And what do people really care about at the end of the day? That’s right, themselves. So your quiz can align with what people want, which is to learn more about themselves and grow as human beings.
This is of course a good thing, because under Maslow’s hierarchy of needs, self actualization is the pinnacle. And self actualization makes us better humans so we can be better to those around us.
So back to the script, on Candice’s website you can take the quiz, which is both fun and practical. It’s titled “What’s your brand strategy cocktail for wedding pro success?” why? because her audience of wedding pros want to be successful, so the quiz addresses what they want. But it also infuses Candice’s personality because she enjoys cocktails and thinks they’re fun. That’s the perfect blending of practical and fun for a quiz title.
The quiz asks you questions about your wedding pro business. Each question is purposefully crafted to better understand the position the quiz taker is in. And it’s wildly obvious that Candice understands wedding businesses extremely well based on the questions she asks.
Asking relevant questions is the true test of how well someone knows you. And if you ask questions that show you deeply understand your audience, it will build a connection that’s super strong. Then, when you ask for their email at the end of the quiz so you can continue supporting them by email, they will already know, like, and trust you because you were able to ask them questions demonstrating you know them super well.
Once someone goes through all the questions you can present your opt-in form. If your questions have built a connection with them, then this opt-in form is basically just saying “Hey, we’ve had a good conversation, would you like my continued support on your journey?” and that’s why it has a 40% average conversion rate across 400 million quiz takers since we started Interact.
But the opt-in form is just the beginning. And even though the “hook” for this blog post is about generating leads, the even bigger benefit from using a quiz in your marketing funnel is its ability to effectively onboard your new customers.
How exactly does a quiz onboard new customers? Well, the definition of onboarding is showing people that what you have to offer is what they want. What they want might be 1 or 2 pieces of content or products out of your library. And you might have 100’s or 1000’s of pieces of content or products. So the quiz can filter people based on their interests and needs, and in your quiz results you can provide them with exactly the right pieces of content and products that serve their needs, so they can onboard themselves.
Once they recognize that what you have to offer is what they are looking for, then they’ll be engaged and continue onboarding themselves. You really only have one good shot at this, because people won’t give you the time of day if they don’t immediately see what they’re looking for.
So when you present your quiz results, it starts off by showing people exactly their quiz result and description.
From there, you continue telling people about themselves, which they’ll eat up, because who doesn’t want to learn about themselves? But then you also weave in content and products that can be helpful to this person. This is where the onboarding starts and you activate your leads. So you’re not just getting new subscribers, but also activating them at the same time.
Candice smoothly incorporates at least two articles and a podcast episode for each of her quiz result cocktails. And she tags people in her marketing automation system (ActiveCampaign) using our direct integration.
Here’s what the immediate welcome email looks like, and Candice continues to use the quiz result, as well as answers to individual questions, to personalize her email content once someone has taken the quiz. It’s actually shocking how long people remember their quiz results, so the more you can incorporate that, and the answers they gave you throughout the quiz, into your content and emails, the better of an experience it will be for your quiz taker leads.
That’s it, the method for generating coaching leads with quizzes. The key things to keep in mind are #1 you have to make your quiz answer a question your audience really wants to know an answer to. And #2 you have to use your quiz as an onboarding mechanism so your new leads are immediately activated because you provide them with follow-up content that matches what they are looking for.