Contributed article in our business series. Enjoy! – Kimberly
B2B website owners are often not very creative in terms of their content. They tend to stick to traditional forms of content, such as blog posts, client testimonials, white papers and the like. This is mainly because their content marketing is aimed at companies, so they try to be as professional as they possibly can. However, without being a little creative, they can easily become dull.
This is where interactive content can be of great help. Quizzes are one of the forms of interactive content that are rarely used yet they can drive excellent results. Quizzes may not be your idea of successful content marketing, but they are much more than a mere means for passing the time. They can actually help you improve business decisions and increase sales.
Here are the top reasons why you should use an online quiz maker to enhance your B2B website and make it more creative, which is a surefire way to attract more sales leads.
Driving More Traffic
According to a BuzzSumo study, an average quiz is shared more than 1,900 times. Many quizzes get even more shares, with some getting four million shares! That’s huge for anyone seeking to drive more traffic to their website, which is precisely why B2B websites are increasingly using quizzes. According to Econsultancy Research, Portland Monthly magazine, which has roughly 500 visits per post, created a quiz “What’s Your Portland IQ?” and generated over 30,000 visits. Moreover, the quiz got over 2500 social media shares.
People love sharing their quiz results on social media, so this is one of the best strategies to extend your reach, perhaps even create a viral impact, and make your B2B website more effective.
Increasing Customer Engagement
Since quizzes are interactive and people generally love them, you can greatly increase your customer engagement by adding a fun and interesting quiz on your website. What’s great is that you can reuse your content to create an engaging quiz that your visitors will love, which will bring them one step closer to conversion.
For instance, you can create a quiz “Is Your Content Marketing Effective?” by using your existing content and create quiz results that will provide useful tips on improving content marketing. Whatever your B2B website is about, you can use that to create a quiz that will engage your target customers and effectively guide them through your sales funnel.
Generating More Leads
Quizzes are also the best route if you’re looking for a way to generate new leads. This is because you can add an email opt-in just before displaying the final results. That way, you can ask your quiz-takers to allow you to follow up on the quiz topic or other interesting and useful tips related to your brand.
Several years ago, a beauty blog Pompadour created a quiz “What Should You Get Mom for Mother’s Day?”, helping people find the right makeup gift. The Pompadour’s quiz generated a lot of leads. Of 399 people who took the quiz, 357 completed it and 229 became lead conversions, entering their information in the form provided with the quiz. This means that the completion rate was just under 90%, while the conversion rate was 64%!
Influencing Customers’ Purchase Decisions
Quizzes can also help you increase sales, but you need to use your creativity to do it effectively. The key for using quizzes on a B2B website is to engage people without trying to sell anything. Then how can you influence your consumers’ purchasing decisions?
Take for example the Afar Magazine quiz, “Where Should You Go in 2015?” The quiz gave personalized results, but that’s not all. Depending on the city covered in your result, you got information on some hotels and hotspots to visit, and even a travel guide.
The quiz generated 5,826 new email subscribers with a 25% conversion rate. Doing something similar, where you can influence purchasing decisions, is definitely a great way to increase your sales.
Gathering Valuable Information about Consumers
There are many ways to learn more about your customers, but quizzes may just be the most fun way to do so. You can use questions that will help you better understand your customers’ interests, behavior and preferences. Finding out what they think about your products or services will help you improve your future content. Personality quizzes are the best for that, as their results will reveal useful information about your target audience.
Key Takeaways
So finally, why are B2B websites that use quizzes more creative? Because they know how to drive more traffic to their website and engage their target audience.
They use something that people love doing in their free time to engage them and turn their website into a lead-generation machine. They use quizzes to learn more about their website visitors and improve their efforts in generating more leads and conversions. They influence purchasing decisions and effectively increase their sales and ROI. This is why you should harness the power of an online quiz maker and start creating quizzes that your visitors will love.
Serving companies doesn’t mean that you should stick to being only professional. Your website visitors are still human, and they will love the creativity you infuse into your website. Therefore, try and be more fun, and you can be sure that your customers will love it.
Author Bio: Angela White is an ed-tech enthusiast with a passion for writing for the consumer
market in the areas of product research and marketing using quizzes and surveys. Having a knack for writing and an editorial mindset, She is an expert researcher at a brand that’s known for creating delightfully smart tools such as ProProfs Quiz Maker
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