What is it we all love about a good quiz? The competitive element? The opportunity to learn? The chance to show off about knowing something nobody else does?
Whatever it is, quizzes have certainly proved to be a popular way for people to occupy their time over the last year. Someone who knows this better than anyone is former publican Jay Flynn, who in the early stages of lockdown was staggered to find half a million people interested in his first “Jay’s Virtual Pub Quiz” on Facebook.
Flynn had only intended to invite his friends and pub regulars, but a mistake when setting up the event left it open to the general public. Undeterred by inadvertently going viral, he has continued to host his free weekly quizzes to an unexpectedly large audience ever since, raising around £700K for charity.
That’s a fun story about a happy accident, but do quizzes have any use for business owners beyond their novelty value? The answer is yes, and here are three examples:
1. As a lead magnet
A lead magnet can be described as a “no brainer” offer that is usually free, and introduces people to your higher-value services. At Engage Web, we encourage clients to have one, and once potential customers sign up for it, they can be approached with a series of emails promoting chargeable services and products.
Free guides and eBooks are a great idea for these, but so are quizzes and questionnaires. A study by marketing platform Kapost has revealed that interactive content is about twice as effective for generating conversions as passive content, managing at least “moderate” rates 70% of the time compared to 36% for passive.
The idea of a “quiz” might leave you thinking you need to find photos of TV presenters for a picture round, research the capital of Ecuador, and look up pieces of trivia like the only player to have scored in a Merseyside, Manchester and Glasgow derby (answers in the comment section welcome for that one!).
Really though, the quiz or questionnaire should be about what you do, and you probably know the answers already. A “How much do you know about [your industry]?” quiz is likely to go down well. Alternatively, it could be a questionnaire offering the participant some sort of useful insight, like a nutritionist offering a “How healthy is your breakfast?” download.
2. On your website
A less personalised approach is to run a quiz on your site, then direct people to it using social media channels.
Way back in 2013, we added our “Stop! Grammar Time!” game to our website, and it went down well at some of the events and conferences we attended that year. You can still play it today.
You can ramp up interest in your games and quizzes by offering a prize. More recently, in 2019, we celebrated 10 years as a business with a short video inviting viewers to count the number of “tens”, which generated a real buzz.
3. For employee morale
Quizzes don’t always have to be run with sales and conversions in mind. In these times when many companies have employees working from home, don’t underestimate the value of some healthy competition. In this environment, it’s about the closest you can get to a team building day.
Over the last few months, we’ve held a few team quizzes using the educational tool Kahoot, which allows several people to play live at the same time. Myself, I have found putting together the quizzes to be a useful exercise too, as it forces you to think about everyone in the team and what their fields of interest might be, ensuring they don’t feel left out.
If you’d like any help with quizzes or other interactive content, why not speak to us at Engage Web?
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