When we do lead generation for clients- we have achieved $0.32 B2C leads and $1.82 B2B lead with quizzes! We help them create quizzes, ebooks, checklists, whitepapers, and then run Facebook ads to generate the leads.
Most people won’t buy the first time they hear about you. If you want customers, you need a list of people to contact over and over again. Those are called leads. You need to generate leads.
If you want to do lead generation you need lead magnets.
The lead magnet is why people would give you their contact info.
Maybe it’s a white paper… maybe it’s an ebook…
Hopefully it’s NOT just an email newsletter because email newsletters are BORING… and annoying.
Almost every website you go to there’s a gigantic pop up that says, “Hey, here’s my email newsletter! Jump on my email newsletter! You’ve got to get on my email newsletter if you want your life to be good! If you want your business to be good! OR click NO if you don’t want your business to be good because you’re stupid and you suck and I’m guilt-tripping you and that’s pretty obvious! WAIT WHERE ARE YOU GOING???”
So the question is what’s a good lead magnet?
- Get their contact info: What’s going to spur people to give you their contact info?
- Satisfy them: What’s going to make them happy they gave you their info?
- Increase your conversion rate: What’s going to maximize the number people who give you their info?
- Go viral: What kind of lead magnet gets shared the most?
Quizzes get shared the most overall in social media… but it’s a little bit more complicated than that.
The Lead Magnet Types That Get Shared The Most
Quizzes gets shared the most on Facebook.
White papers get shared the most on LinkedIn.
Here’s the full chart:
This data came from Buzzsumo (which I call “the Google of highly shared content”).
One consideration in your choice of lead magnet is: which social network do you want to thrive on?
Most of us care about more than one.
You probably care mainly about Facebook, LinkedIn and Twitter, right?
Some people try to be active on all of the social networks, but usually those people spread themselves too thin, and you don’t want to be like that right?
Maybe if you have a big company, and you’ve got 25 people working on it you can do that, and that’s great.
So you are going to have to create a bunch of content, and you need to decide: “Am I going to create a books or quizzes or white papers or what am I going to create?”
Are you going to have a team of people creating it? Great, but what kind of content are they going to create? And how far is that content going to go given how these types of content do on different social networks?
My recommendation would be to choose your lead magnet type according to:
- What people like and share
- What people convert on
- What takes the least time to create
The third factor is really important. If you take 6 months to create a 100-page ebook, and it flops… or 2 months to write a highly-research expert-collaborate whitepaper that doesn’t convert customers… how many quizzes or 5-page ebooks could you have written and tested in that timeframe?
You can get a quiz going in a week. A 5-page ebook in a couple weeks. A checklist in a week or two.
Digital Marketing mega-success comes from testing more things faster. Not just quality but also quantity. So make sure you have diversity in your lead magnets and you’re not putting everything into one hugely-time-consuming lead magnet.
If you refer back to the chart…
If you do quizzes, checklists and short ebooks, the combination of those three content types will have you doing well on Facebook, LinkedIn and Twitter. Your major social media platforms are covered, and these are lead magnet types you can get created quickly and affordably.
Here’s an example B2C Quiz:
To promote a book, we created this B2C quiz…
And with Facebook ads we attracted leads for $0.32 apiece. (It’s not running anymore, though.)
For our own marketing agency, we use a variety of quizzes. This one:
…gets us leads for $1.82 apiece.
Why the celebrity approach? Because these people are recognizable, and we’re using the identity psychological trigger… A lot of people are walking around asking themselves, to one degree or another, “Who Am I?”
If you analyze enough of the most shared content via Buzzsumo, this is one of the patterns you’ll see. Identity quizzes are huge.
“I am my sports team, my job, the style of clothes I like, the TV shows I like, my political party… etc.”
Even if your prospect is pretty sure who they are, they still want confirmation that they’re right- they look at the people in that quiz and think, “I want to be Steve Jobs, I sure hope it doesn’t say I’m Bill Gates!” or the reverse of that, depending on who they are; maybe they think Steve Jobs was a big jerk and Bill Gates is admirably altruistic. Whatever. Identity is relative, and as a marketer, you need to be neutral.
The other type of quiz is a score quiz… “Only Real Friends (TV Show) Fans Can Get 15 of These Questions Right” plays into their fandom and their pride… but of course it has to be relevant to what you’re marketing.
But how to conceive a quiz that’s relevant to what you’re marketing and qualifies the lead? Well, that’s part of our process as consultants. ;-)