In this blog we discuss quiz funnel examples to position your services – generate leads, convert prospects, and grow your relationships.
It’s best to have a big picture view that drills down into specific areas as needed.
In addition to creating a lead generation quiz, this strategy is to create a series of quizzes or assessments that work like a ladder. Following this approach means that you can use the same basic asset for different stages of your funnel.
For example,
Your expert quiz must be aligned directly to your audience and your offers. That way it will deliver meaningful insights, and have enough specificity around industry processes, trends, etc. to be relevant.
Consequently, while the underlying principles are the same, a narrower or more targeted assessment can be much more impactful and relevant to stakeholders.
This is a broad and easy-to-take assessment, typically offered online, with about 8-12 questions. It offers immediate value in terms of a useful framework to think about the problem. It can also provide some generic insights.
For example, review your Wheel of Life, “Score your online presence“, or “Assess your sales methodology“, are good candidates for a lead generation quiz.
They are curiosity inducing and offer instant value and gratification in return for very small investment of time and brain.
These types of quizzes are very effective as a hook for lead generation and are popularly called quiz funnels.
Once a prospect has come in through your top of the funnel quiz, this next expert quiz is more specific and goes into more details.
This is primarily used by sales for lead qualification during discovery calls or meetings. At this stage, prospects are likely to share more openly and provide more details about their situation.
You can even use it for client onboarding.
The intent at this level is to build trust by offering offer more detailed insights and advice on how clients can best achieve their objectives.
A good way to think about the expert quiz at this level is that you are drilling down into the dimensions you covered in the top of the funnel quiz. Each question in the high level quiz becomes 2-4 additional questions. The subject area is the same, but with more detail.
Note: You can also use this detailed expert quiz at an existing client to identify areas of opportunity and engage the clients into a valuable conversation.
The account growth quiz uses the same overall framework, and is much more tailored and personalized to your clients’ specific processes and systems. It builds in questions and terminology that is deeply relevant to them.
The idea for an expert lead generation quiz at this level is to serve as a baseline for the clients current maturity (a maturity model). Then you can collaborate with clients to identify areas where you can help them. You can also offer assistance with some identified opportunity areas as a way to build a base for future revenue by proving your credentials and building trust.
So an expert quiz used in this manner becomes a powerful account growth tool.
At the end of the day, your quiz is only as effective as the traffic you can drive to it with content marketing.
Your expert quiz is a treasure trove of data. You have aggregated information on the various questions which can yield interesting patterns and insights.
Use these insights in blogs or newsletters to clients. You can even use these to host webinars and get clients & prospects to share their thoughts.
Consistently sharing valuable content and insights based on your expert quiz will result in positive brand benefits as well. You will start to becomes known in the market as an expert in that areas. More content would also mean better SEO and more ways to engage clients.
See this blog on getting started with authority marketing.
Next Steps
Get started with implementing your own funnel using the quiz funnel examples we outlined in this post.
There is a 14 day trial so you can see if a quiz funnel will work for you.
