For years, digital marketers have stuck to the same tried and tested methods of capturing leads online. The general approach has been to offer something for free in exchange for a lead’s email address. “Register here for your free PDF” or “click here to watch a 10-minute video” have become so common that they may be starting to lose their appeal.
Quiz funnels have recently emerged as an alternative to the established approaches, and there are various benefits to using them. Not only do they help to qualify leads, but they also offer greater engagement.
Quiz Funnels Offer a More Gamified Approach
There’s a strong argument that marketers should be taking a more gamified approach, as this is something that has worked so well in some of the internet’s leading industries. For instance, there are offers such as free spins on Prize Pinball in the online casino market, designed to draw players in and give them a chance to win daily prizes. Subway also took an innovative approach recently, with its Sink a Sub promotion based on the classic Battleships format.
It may not be easy for marketers with low budgets to put spinning wheels or intricate games into their lead funnels, but quizzes offer a happy medium. These can be made into a gameshow-like format, offering a gamified approach to qualifying leads. Respondents answer relevant questions, and if they are a good fit for the product or service, they can then receive more information or the chance to book a discovery call at the end.
Why Are Quiz Funnels Gaining More Traction?
One of the greatest factors about quiz funnels and why they’re gaining so much traction is the fact that they encourage engagement. Instead of having leads passively watch a video or hoping that they’ll read a PDF document, you can actually see if they’ve responded. Quizzes give leads something to do, and if designed in the right way, can stir up enough curiosity to make them want to fill them in.
Quiz funnels can also help filter out the leads who aren’t suitable, resulting in only interested people turning up to sales calls. This makes closing much easier, as you know then that they are a good fit for the product or service. On top of all of that, they also act as market research, helping marketers to learn more about their potential client base.
Still a Place for Traditional Lead Magnets
Despite the rise of quiz funnels, they are not replacing traditional lead magnets. Indeed, if the well-established methods are working for you, there’s no need to mix up your formula.
Traditional lead magnets such as video webinars have some advantages over quiz funnels as well. They give leads a lot of value and help them to gain more trust in your service. They also provide a chance to get your face in front of them, to enhance familiarity if you manage to get them onto a sales call.
Quiz funnels aren’t taking over the marketing scene, but they do pose an interesting alternative to the classic lead funnel methods. If you’re struggling to convert leads with your current approach, you should consider them.
