Dynamic Marketing Communiqué

“Is your brand getting bigger in 2021? Take this quiz to find out!” Here’s why this tool should be part of your marketing strategy [Thursdays: FYO!]

January 21, 2021

On a scale of 1 (lowest) to 10 (highest), how well do you know your target market?

10?

7?

2?

If your answer is from 6 and above, congratulations! You’re doing a good job in your marketing efforts.

On the other hand, if your answer is from 5 and below, don’t worry. There are a lot of strategies you can use to know your target market better.

One way to do that is by asking them questions about their preferences… but with a twist!

We’re talking about…

Interactive quizzes!

Are you familiar with BuzzFeed, Qzzr, and PlayBuzz quizzes?

You probably encountered some of these being shared by your friends as you scroll through the feeds of your Facebook, Twitter, Instagram, and other social media accounts.

Why should you include this interactive tool in your marketing efforts?

  • Quizzes provide you an opportunity to learn about your target market from the best source available―themselves.
  • The Content Marketing Institute stated that 87% of marketers agree that interactive content captures an audience’s attention more than static content.
  • Content marketing software BuzzSumo reported that an interactive quiz is shared up to an average of 1,900 times, and 2 on the list of the 10 most shared posts on Facebook in 2017 are quizzes.

Here are other benefits of using interactive quizzes as part of your brand’s marketing strategy:

  1. It generates leads for your business.

    Every person who answers your quiz is a prospect.

    How can they be converted into your brand’s loyal customers?

    Depending on their answers, you can strategically insert product recommendations for them to try.

    There’s a chance that these products or services are the solutions they are looking for. If they are not familiar with your brand, you now have the opportunity to introduce it to them!

  2. It boosts your SEO ratings.

    As a business owner or marketer, you know how vital SEO (search engine optimization) is for your brand or business.

    This is one of the things that you have to pay attention to as it helps determine whether or not your website is competitive enough.

    If you’re looking to boost your SEO ranking, interactive quizzes are perfect for you! Here’s why:

    It makes online users stay longer on your website without getting bored

    It lessens your website’s bounce rate, as quizzes keep users engaged and interested

    It can be shared to a lot of people across different online platforms

    Remember the rule: The better the SEO, the higher the page ranking. The higher the page ranking, the more traffic comes into your site. The more traffic on your site, the more leads and profit you can gain as well.

  3. It increases your social media reach.

    Don’t make your followers bored by only showing them photos and written content. Tweak your posts from time to time by posting fun quizzes too!

    Use this type of content to interact with your target market, whether it’s for getting the results they wanted or something to do and laugh about during break time.

    Besides, when users find that your quizzes are engaging and interesting, they will also share it with their families and friends, increasing your brand’s social media reach!

If you’re looking for proof that interactive quizzes help in marketing, check out the success story of Zenni Optical.

Zenni Optical is an eyewear brand that offers a large selection of affordable prescription glasses and sunglasses online. In 2015, it wanted to increase its revenue via online sales.

One of its strategies to achieve that goal?

The “You’ve Been Framed” Quiz!

The quiz takes on a light-hearted approach, asking questions to match consumers with glasses that suit their personality and lifestyle.

Using 8 trendy glasses among its products, Zenni Optical formulated 6 questions that would lead online users to discover what frame is perfect for them.

When users were done answering the quiz, the results would prompt them to view the brand’s “Hottest Trends” landing page, where they could view additional frames based on the recommended style chosen for them.

The more frame choices, the better!

Upon choosing the frame they liked best, users would see a “Shop Now” call-to-action button at the bottom of the page. This will lead them to Zenni Optical’s online store and once the transaction is successful…

Ta-da!

Your chosen frame would be on its way to your doorstep!

The quiz is easily shareable. Its fun and humorous approach prompts users to share it with their friends.

Over the course of 6 months, here are the effects of Zenni Optical’s quiz:

  • The brand gained 13,581 new subscribers to its newsletters
  • A total of 29,410 lead conversions were recorded via the quiz’s optional form filler
  • The quiz generated a total of 240,649 unique website sessions
  • The brand earned over USD 1 million in total revenue
  • A total of 573,338 unique visitors visited the quiz landing page

Just like what Zenni Optical did, interactive quizzes are a fun and engaging tool to expand your brand’s online reach and connect with your target market.

An increasing number of businesses are also using this tool to learn more about their customers and deliver better user experience on their website.

Know what your customers want. Know what your customers need. Engage with them and make them happy and satisfied.

Another great thing about these quizzes?

They aren’t just for fun―they can also be integrated into a business’ marketing strategy to promote brand awareness.

Don’t just settle for static content. Get interactive as well!

With the benefits stated above and Zenni Optical’s success story to convince you that fun quizzes are helpful, all that’s left for you to do is to start making your brand’s own quizzes.

About The Dynamic Marketing Communiqué’s
“Thursdays: FYO! Find You Optimization”

Why should you stop thinking SEO and start thinking FYO?

We’re not saying that you should abandon Search Engine Optimization (SEO).

Don’t get us wrong, of course, we know this is something very important, especially in today’s digital marketing age.

The internet landscape is vast, and a world of its own. You really need to distinguish yourself and make your brand/company/website known and easily searchable.

Better yet, get to the top of page one for Top Results on Google or any other search engine.

However, what is the purpose of SEO? It’s that customers Find You!.

That’s what matters. So, while SEO is one factor of FYO… it really is only one, and we ought not to abandon all the myriad of ways digitally and offline for improving your FYO.

How can we look at this from a different and better perspective?

Let’s say you have it in the bag! You and your team are experts in SEO. Awesome. But did you ever wonder what else you could do to push it further and give your SEO skills a boost?

FYO! Find You Optimization!

You need your target audience to FIND YOU—your brand, product, service, or offer. This is SEO plus other tools that increase visibility online (and offline).

Every Thursday, we publish content on how you can get your target market to find you, beyond the typical “type and search.” There are other things you can do along with your SEO to give your online advertising process a boost.

Try considering other tactics beyond it—WOMO (Word Of Mouth Optimization), RO (Referral Optimization), and “All-Other-Means-Of-Getting-Your-Target-Market-To-Find-You” Optimization (AOMOGYTMTFY, if you’d like a long acronym).

Part of a great marketing strategy is knowing how to adapt new methods and make use of different types of marketing and promotion that best fit your business goals and which give you the results you want.

Hope you’ve found this week’s insights interesting and helpful.

Stay tuned for next Thursday’s FYO!

Cheers,

Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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