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

"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

Tens of thousands of quizzes being taken millions of times
World’s best publishers, brands and agencies

My goals
1. Expose a hot content medium (quizzes)
2. Show how to drive social traffic and generate
leads with quizzes
3. Share success stories and techniques
4. Get you started with some quiz concepts you can
create today

There is a renaissance happening
Hieroglyphics Paper Billboards
Mail
Email
Blogs
TV
Digital images
Video
Surveys/polls
Infographics
Lists
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 rate
2:27 average time
5% lead conversion rate

Pop Quiz:
The average quiz gets shared how many times?
1,900
Some 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 traffic
2. 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

What businesses are most excited
about
Turning this Into this

Roadmap to a viral quizzes
Research topics
Choose quiz title and type
Do your research and gather media
Create and embed
Share and promote
Measure, learn, and improve

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/domain
e.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 content
If 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 quizzes
Choose 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 quizzes
Choose 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

2 cups Context
Share and promote your quiz

2 cups ContextBasic promotion channels
• Facebook
• Website or blog
• Email or newsletter
• Twitter
• LinkedIn
• Forums
• Communities

Virality takes a pinch of luck
You can control consistency

You win when you
understand the motivations
of your audience

9. Ask me interesting questions

6. Help me feel sufficiently
assessed

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 Content
In 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
Ads

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 Targeting
Specify everything from gender, to income, to job title, to interests, to location!

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
EMAIL
nicole@likeablelocal.com
Owen.Fuller@qzzr.com
PHONE
212-359-4347
Questions?
Redeem special offers!

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