Establishing a strong online presence in the world of e-commerce can be an intimidating process.
It takes a considerable amount of time to find and implement the most effective method of driving revenue, not to mention the financial investment required to make such a push.
What if you could save time and money on this journey? It’s every marketer’s dream come true.
If I told you that implementing and utilizing social media quizzes is the answer to your problem, would you believe me? They’re relatively affordable, easily integrated into current marketing systems, drive social traffic and sales while bringing in leads to build future revenue.
Who knew social media quizzes could do so much?
At Interact we’ve helped over 10,000 brands create more than 25,000 quizzes, and seen a lot of successes (and failures) along the way. Today, I’ll be highlighting five examples of brands implementing effective marketing strategies through their quizzes that have allowed them to efficiently drive online sales and generate leads.
By the end of this article, you will feel confident enough to utilize social media quizzes as a marketing tool.
Let’s take a look.
Z Gallerie’s Strategy: Personalizing their product line with quizzes
Z Gallerie sells to both professional and amateur interior designers with creative products derived from different styles. Z Gallerie has many locations throughout the United States, but they also have a strong online presence. They created the quiz, “What is your Z Gallerie Style Personality?” to personalize their product line and generate leads.
Z Gallerie’s quiz categorized individuals into specific styles. Each style contained a distinct set of products tailored to whatever style a quiz-taker received. This allowed Z Gallerie to use these styles to deliver personalized product recommendations to their customers.
By gating their quiz with a lead capture form, Z Gallerie was able to compliment their quiz results with a personalized follow-up through marketing automation.
By using a personalized approach, Z Gallerie was able to keep customers engaged and interested. It allowed them to suggest the most suitable products for each individual based on the answers they gave during the quiz.
With the help of personalized follow-ups, Z Gallerie is able to warm their leads up before converting them into paying customers.
Here’s the takeaway from the Z Gallerie’s example: Create a quiz with personalized results for each customer so that you can deliver product recommendations specific to each person. You can do this by either recommending a single product, or by designating people to a certain personality that corresponds to a group of products. Follow up with marketing automation and you’ll keep your customers engaged and interested.
Birchbox’s Strategy: Differentiating their products by using a personality quiz
Birchbox is an e-commerce brand that focuses on beauty and health products. Birchbox created the quiz, “Find Your Face Mask Soul Mate in One Minute” to offer personalized recommendations to quiz-takers on the perfect facemask to purchase.
Birchbox’s strategy is similar to Z Gallerie’s, but rather than categorizing their audience into separate personalities with products tied to each, Birchbox chose to focus on a single product from the many instead.
Birchbox is an e-commerce brand that sells different types of products, but when they made this quiz, they kept the facemask category in mind. So rather than recommending all facemasks within that category, they chose to personalize their results with a single, unique facemask for each person.
Although Birchbox did not use their quiz for lead generation, they used it to put an emphasis on the most suitable facemasks for their customers. Personalized recommendations such as these develop a deeper connection with customers, where it allows them to believe that a specific product was made just for them, encouraging the purchase of said product.
Here’s the takeaway from the Birchbox’s example: Just like the previous takeaway, create a quiz with results based on a customer’s personal preferences. Rather than placing your audience into “personalities,” recommend the most appropriate product because personalized suggestions convert better than general.
BioLite’s Strategy: Using quizzes to play on trends and promote their product line
BioLite develops and manufactures products that are safe, easy to use, require little energy, and recharge other devices. With an emphasis on situations that require energy, BioLite created the quiz “What would you do with 10 watts?” to raise awareness on preparedness when power is unavailable, and to generate leads.
BioLite takes a unique approach as far as their strategy is concerned. While still focused on product recommendations in the results, BioLite used their quiz to gauge just how prepared their audience was during a power outage or if their audience was ever in a situation where power was unavailable.
BioLite also threw in an added incentive in their lead capture form by transforming it into an entry for a free giveaway. Opting in allowed BioLite’s audience a chance to win some of their products while being kept up-to-date with the brand’s products.
Regardless of the result the audience got, BioLite was still able to offer product recommendations for the sake of being prepared. BioLite’s quiz, tied in with their lead capture giveaway entry, gathered 4,852 leads.
Here’s the takeaway from the BioLite’s example: Create a quiz that challenges people’s idea of how prepared they are for certain situations. Playing on this notion will encourage your customers to make purchases based on future preparation for such events.
Elephant Pants’ Strategy: Using a quiz to fund their Kickstarter campaign
Before successfully launching themselves as a brand, Elephant Pants relied on the fundraising support of a Kickstarter campaign. Spurred by the ambition to get their product line off the ground, Elephant Pants created the quiz, “Which Pair of Elephant Pants Are You?” with the hopes of generating enough leads to help fund their launch.
As we’ve seen from the previous examples, using quizzes as a way to deliver personalized product recommendations has been one of the most effective marketing strategies to incorporate in online retail. The results for Elephant Pants’ quiz recommended a specific kind of Elephant Pants to their prospective customers.
They made sure to provide a link along with their results to the quiz in an effort to encourage their audience to help fund their brand. By the end of their campaign, Elephant Pants’ Kickstarter raised over $8,500 through their quiz, enabling the brand to successfully launch.
Here’s the takeaway for the Elephant Pants’ example: Just like the other takeaways, create a quiz that recommends personalized products. In this case however, you’ll be using these personal product recommendations to encourage your audience to help fund your brand.
Aaron Brothers Strategy: Use quizzes to convert leads into local purchasers
Aaron Brothers (Subsidiary of Michael’s Stores) has been specializing in custom framing, art supplies, and picture frames for years now, delivering the latest fashion designs in framing and home decor to their customers. With their dedication to art, Aaron Brothers created the quiz,“What’s Your Color?” to generate leads with an emphasis on targeting their customers by the locations of their brand.
Aaron Brother’s strategy is pretty straight forward. Unlike the other quizzes that kept their questions to a minimum, Aaron Brothers provided a lengthier quiz to determine someone’s artistic color. They used the concept of creating an entertaining piece of shareable content for the sole purpose of generating leads based on the locations of their brand.
Because people like shareable results like the ones Aaron Brothers’ quiz offers, the likelihood of their quiz results being shared increases substantially. The quiz generated over 500 leads and has been the most successful part of their campaign based on colors.
Here’s the takeaway for the Aaron Brothers’ example: Take a note from the more popular social media quizzes you come across (the “What’s Your Color” quiz went viral like 20 different times) and create an entertaining quiz to collect leads earmarked by location so that you can sell products offline as well. You can target your audience based on zip code so that you can suggest the nearest location of your store to them.
Now back to you
As a marketer, time is of the essence, and every minute spent researching the most effective way to drive online revenue, and then implementing, could be time spent on more important matters. Let us save you time, and money by offering a simple yet efficient answer to your online retail perils – social media quizzes.
With the five different examples we’ve highlighted above, you should have a fairly firm grasp on the concept of using social media quizzes as a means of driving online sales and generating leads. While all five examples vary and are similar in different ways, each brand accomplished their own success with their marketing strategies integrated with quizzes. So when it comes down to it, if they can do it, so can you.
This article should be a helping hand to get you started.
Guest Author: JP Misenas is the content marketing director and audio/visual technician/engineer of Interact, a place for creating entertaining and engaging quizzes that generate email leads. He writes about innovative ways to connect with customers and to build professional long-lasting relationships with them.