How to Create World Class Quizzes and Get Them in Front of Your Perfect Prospects

transcript

"How To Create World Class Quizzes and Get Them In Front

Of Your Perfect Prospects”

Presented by Owen Fuller, Chief Qwizard at Qzzr and Nicole Kroese Director of Marketing and Partnerships at Likeable Local

#LikeableQzzr @NicoleKroese @OwenFuller

How to Make One of Those Insanely Viral Quizzes That You’re Seeing Everywhere

Presented by:

Owen Fuller, Chief Qwizard

Qzzr | @owenfuller | linkedin.com/in/owenfuller

A recording of this webinar will be sent to all registrants

Fit Marketing Case Study

Who are these guys?

Tens of thousands of quizzes being taken millions of times

World’s best publishers, brands and agencies

My goals1. Expose a hot content medium (quizzes)2. Show how to drive social traffic and generate

leads with quizzes3. Share success stories and techniques4. Get you started with some quiz concepts you can

create today

There is a renaissance happening

Hieroglyphics Paper Billboards

EmailBlogs

Digital images

Surveys/polls

Infographics

Quizzes

And it’s something we hated while we were in school

Type to enter text

Wait, what about surveys?

Under the hood of a quiz is a survey… that people actually want to take… and share with

hundreds of their friends.

Why are quizzes so irresistable?

Engaging, Nourishing, and…

All about ME!!!

“Stop telling me interesting and useful things about myself”

- Said no one, ever.

81% completion rate2:27 average time

5% lead conversion rate

Pop Quiz:

The average quiz gets shared how many times?

1,900Some do a little better….

I see a quiz in my newsfeed.Hmm.What am I likely to do?

Pass. Not interested: 18%Sure. Let me hit that: 82%

The road is being paved by mega-publishers

Number one article on NY Times in 2013 was a quiz

Eight of the top ten most shared articles on the web in the last eight months were

quizzes(BuzzSumo, April 2014)

Nine of the top ten most shared stories on Facebook in January, 2015 were quizzes

Faster, cheaper and more effective than other content types.

Quizzes are the secret weapon…

The worlds’ simplest quiz tool

Two main jobs that social media mavens hire a quiz to do:

1. Drive social traffic2. Drive conversions

You don’t need a big channel

• 0 likes, 6 comments• Taken 70,000+ times• Over 750x Social Lift

You don’t need a hot topic

• Wildest dream was that 1,000 people would take the quiz

• 70,000+ have taken it today

Case studies

Kettlebell Fever

490 impressions | 90 leads | 18.4% conversion rate

Case studies

Kissmetrics quiz

What businesses are most excited about

Turning this Into this

Roadmap to a viral quizzes

Research topics Choose quiz title and typeDo your research and gather mediaCreate and embed Share and promote Measure, learn, and improve

Proceed with caution

It’s ok to break these rules if you’re doing it on purpose

Do some research: topics

Which quizzes are shared on your topic?

Use BuzzSumo to check

Search ‘quiz’ + keywords/domaine.g. ‘moz.com’ quiz

Do some research: titles What titles work? Search competitors -- or playbuzz, buzzfeed, disney domains

Hardest, ultimate, ever….

What titles/topics would work for me?

What content resonates with your audience?

What are the most shared topics?

What topics get the most questions?

What topics are most controversial?

Are there decisions that people struggle to make?

Are there topics that are misunderstood?

Recycle your contentIf you have knowledge and answers in your evergreen content,

you can turn it into a quiz.

Look at your

List posts Infographics Debate posts

….all raw quiz material

Right answers No right answers

Tips for graded quizzesChoose a compelling title• Are you a ____ expert?• Can you pass the ___ test?• The world’s hardest ___ quiz• Are you a true ____?

Keep your quizzes fair and clear• Limit the number of answers to each question• Remove any friction from the process

Show feedback• Give more information about the right answer

Make people feel good about their results• 45% of shares on graded quizzes come from 100% scores• Assign outcomes. “You got 90%. You’re a genius!”

Tips for outcome quizzesChoose a compelling title• Which ___ are you?• What ___ do you actually belong in?• What kind of ___ are you?

Create shareworthy outcomes • invoke awe, laughter or amusement (BuzzSumo)• help people define themselves,

nourish relationships & get the word out about causes they love (NY Times)

• make it a “feel-good, look-good” mechanism• Help people share what “they want their friends to think they like” (Buzzfeed)

Build a process• Identify outcomes• Map differentiating factors• Be creative with your questions and answers

Pro tip: work backwards from outcome

Write these first.

Make sure people would be proud to share

Make sure your CTA relates to outcome.

Hey 3PO - You’re research driven, so why not download this guide…

“Are you a candidate for Lasik Surgery?”“Should you be wearing glasses to drive?”“Do you know the seven common mistakes new contact wearers must avoid?”“Which frames match your style?”“Give yourself an eye exam.”“Do you need special lenses?”

The wild world of… optometry

Research and gather media

See: images and qzzr

Create and embed your quiz

2 cups ContextShare and promote your quiz

2 cups ContextBasic promotion channels

• Facebook• Website or blog• Email or newsletter• Twitter• LinkedIn• Forums• Communities

Measure, learn and improve

Virality takes a pinch of luck

You can control consistency

You win when you understand the motivations

of your audience

10. Show me something cool

10. Show me something coolBONU

9. Ask me interesting questions

8. Be fair

7. Reel me in with your title

6. Help me feel sufficiently assessed

5. Feed me

4. Stay on topic

3. Make me laugh

“Laughter is the shortest distance between two people.”- Victor Borge

2. Give me something to brag about

1. Make me an offer I can’t refuse

Bottom line: Just go make something

remarkable!

Get started at Qzzr.com

How To Get Your ContentIn Front Of Your PERFECT

Prospects

Why Content Marketing Gets

•Provide Value

•Establish Trust

•“Sell Without Selling”

•Shareable by nature

It used to be like…

If you build it, they will come!

But Then…

•The internet became a little cluttered

•Things like “Facebook Reachageddon” made us Pay-to-Play

So Now You Must…

•Create really truly high-quality content

•AND put it in front of a strategic audience

It’s OK!

Relevant and properly promoted content WILL yield you a big business return.

Here’s How…

First,

Figure Out Where Your Prospects Are Hanging Out

Psst: I bet they are on social media…

You Guessed It, They’re on Social

Businesses that use Facebook have increased sales by 75%

Social media has a 100% higher lead-to-close rate than outbound marketing

American social media users spend on average 2.7 hours per day on social media

56% of the population goes to Facebook more than once a day, 29% for Twitter, 14% for LinkedIn

Use These Two Ways To Get Your Content In Front Of The Right

Prospects:

1. Run Awesome Paid Social Ads

2. Create & Expand Your “Fan Club”

1. Run

Awesome Paid Social

3 Pillars Of Succeeding With Ads

Set Goals Reach The Right People Scale Smarter

A) Set Goals"People with goals succeed because they know where they're going." -Earl Nightingale

S.M.A.R.T.

-Specific-Measureable-Attainable-Relevant-Time Bound

Choose Your Ads Objective:

Objectives On Twitter

B) Reach The Right People

“You know what’s cooler than reaching a billion people? Reaching the

right 1,000—or 100 or 10– to best grow your

business.”-Dave Kerpen

Create Smart Audiences

Reach your perfect new customer

• Custom Audiences• Lookalike

Audiences• Target Groups

#LikeableQzzr @NicoleKroese @OwnFuller

Custom TargetingSpecify everything from gender, to income, to job title, to interests, to location!

-30-50 year old-women-who are married-who live in Tennessee -who like Thai Food-& are interested in Cricket 2015

=1K-1.5K Monthly active Facebook Users!

Custom & Lookalike Audiences Get more business and referrals from current customers Attract people similar to your current customers Get already-interested prospects closer to buying

C) Scale Smarter

Double down on what is working

You may be sick of your Ad, your prospects aren’t!

Adapt to current trends

2. Expand Your Fan Club(And Show Them Some Love)

Choose A Strategic Partner

• Thought Leaders In Your Industry• Other complimentary companies

A good partner = doubled promotion and visibility!

Make Sharing Easy & Fun

• All content should have a CTA to share!

• Pre-create the sharing text to make it easy and fun

Listen and Respond

• Track keywords, hashags, and mentions

• Respond to everyone

Social Media = The New Word Of Mouth

How has your business grown from Word Of Mouth?

90% of peopletrust business recommendations from someone they know.*

People are 4x more likely to buy when referred by a friend*

*Neilson Study, 2014

Social= The New Word Of Mouth

Social Ads, shared posts, and popular content have BUILT IN endorsements

from friends.

About Likeable Local

The Likeable Solution

Content Scheduled And Managed For You

Hypertargeted Advertising and TurboPost ™Boost lead generating content

Referral Program and Likeable Hub Site

• Save $100 on getting started with Likeable Local

• LIkeableDemo.com to learn more or call 212-359-4347

• Valid though 5/31

• Start creating quizzes today at Qzzr.com

Special Offers!

Thank You!

CONTACT:Nicole Kroese Owen Fuller

TWITTER@nicolekroese@owenfuller

EMAILnicole@likeablelocal.comOwen.Fuller@qzzr.com

PHONE212-359-4347

Questions?

Redeem special offers!