680: How to Create a Free Quiz to Get More Leads

0:01Today's episode is sponsored in part by Revolve and Spectrum. Revolve is my all-time favorite place to shop for my dream wardrobe. Head to revolve.com forward slash gold digger to shop my favorites and get 15 % off your first order with the code gold digger. Spectrum business keeps your business connected with reliable service you can count on. Visit spectrum.com forward slash free for life to learn how you can get business internet free forever. As always, you can find all of our amazing deals in the show notes. Now let's get into it. okay I have been on this ruthless pursuit to purge any clothes that I'm not actually wearing like if I haven't reached for it in months it's gotta go I am trying to be really intentional about what I bring into my closet right now which means I am only buying pieces that I know I will actually wear and use revolve just gets it though I'm literally wearing my brown autry sneakers from there right now and my new suede purse it fits my laptop in it so it's basically a fancy shoulder bag that works for everything.

1:02I love finding pieces like that. Things that look good, but also work hard for my actual life. Their holiday shop is live right now with all the good stuff. Sparkly party dresses, cozy sets, cute gifts, everything you need for whatever is on your calendar. And it's all in one place, which makes shopping feel way less overwhelming. Whether it's a weekend away, a big night out, or a holiday party, your dream wardrobe is just one click away. Head to revolve.com forward slash gold digger shop my edit and take 15 % off your first order with the code gold digger fast two-day shipping easy returns it's literally the only place you need to shop from that's revolve.com forward slash gold digger to shop my favorites and get 15 % off your first order with the code gold digger offer available for a limited time so happy shopping when you are thinking about the three strategic questions you want to make sure that you can answer that question.

1:56How will this data inform you or how will this data guide you in what you are doing? And if you can't answer that question, then it's probably not a strategic enough question. Hey, my name is Jenna Kutcher and I am obsessed with all things business, marketing numbers, and helping you to navigate both the messy and the magical seasons of this thing called life. I'm a small town mama who took a$300 camera, grew a successful photo biz, and now I work from home and run a seven-figure online business. I teach you the tried and true secrets to building a career you adore. Shy away from the real talk?

2:29No way. Money, hardship, growth, loss, and marketing are all topics we discuss here. Think of this as your one-stop shop for happy hour with a gal pal mixed with business school. Pull up a seat, make sure you're cozy, and get ready to be challenged and encouraged while you learn. This is the Gold Digger Podcast. Ooh, I am so excited about today's topic. I honestly cannot believe that we haven't covered this in depth on the show before. So today is going to be a deep dive into all things quizzes. We're going to talk about the power of quizzes and how they can play a key role in growing your email list, in serving your clients, and in giving you insight into what people need or want from you.

3:08Now we have used quizzes in my business over the years and have added over 100 ,000 new email subscribers to my email list while connecting them simultaneously with what they are telling us that they need. So today we're going to dive into the benefits of having a quiz, the types of quizzes that have worked really well for me, ideas to get you started on creating your own, and my top three tips that you must use when creating your quiz. Do not miss that part. It is so critical. So to begin, the first question is this. Are you ready to dive on in? A. Yes. B. Let's do this. C. Tell me more. Or D.

3:46All of the above. The correct response is D. All of the above. Let's do this. If you're ready to dig your biggest goals with each other in person, mark your calendars for September 5th through the 8th, 2023 for HubSpot's annual inbound conference in Boston. There will be multiple stages featuring over a dozen industry experts, including Reese Witherspoon, Derek Jeter, Neil Patel, and more. You'll learn everything from sales strategy to AI and innovation, connect with the leaders, and the best part is you'll walk away with practical tips that you can put into action as soon as you get home. Tickets are selling out fast, so head over to inbound.com to get yours today.

4:30This episode is sponsored by Interact, a tool for creating online quizzes that generate leads, segment your audience and recommend products with hundreds of templates to choose from and the freedom to style your quiz to perfectly match your brand. Creating interact quizzes is one of my favorite ways to grow my email list. Start your free trial today at Jenna loves interact.com. Again, that's Jenna loves interact.com. Let me just say, I have always been a sucker for quizzes. I remember having a subscription to Seventeen Magazine growing up as a kid, which was a very big deal. And they would have these quizzes in the magazine and I would answer them.

5:10And then I would go all the way back to the magazine to check the answer key and see how I did. I have always loved quizzes. I am also a sucker and I sometimes blame my ADHD, but really I'm just a very curious human. Whenever I see a BuzzFeed style quiz of like, which latte would you be? Or which friend's character are you most like? Or which Taylor Swift song would describe your current era? You better believe I am answering those questions with a smile on my face. I love quizzes. But if you're like me and you enjoy taking them, you might be wondering, well, what's the point of them? And how does this actually work?

5:45And how can a quiz support my business? So there are three main benefits to having your own quiz that supports your business or your brand. The first benefit is this. You can use a quiz very strategically, and I'm going to share how in this episode, very strategically to ask questions that will give you insight into the quiz taker, that you will get knowledge that you can use and leverage in a way to serve them better, but also to help support your results in your business. You can also use a quiz to collect email addresses. Quizzes can be an incredible lead magnet or way to grow your email list.

6:23So if you are someone and you're like, man, growing my email list is so hard. I know it's super important, but I don't really know how to do it. A quiz can be a very fun and interactive way to grow your email list. And then lastly, you can use the results that you are giving someone after they answer the questions that you ask them to guide the next steps for someone. So one of the biggest things that I think about when I think about a brand is that a brand offers an experience. And quizzes are an amazing addition to your brand because you can ask somebody you these questions, but then you can guide their experience.

6:56So whether it's connecting them with a product or a service or an offer, or just connecting you with the information that you need in order to serve them better in the future. And so quizzes have all of these different benefits that we have leveraged and used in our brand. And I want for you to understand how this could look for you. So I want to share kind of some of the different types of quizzes that we've used in my business and the thought process and the goal around them. So I've had about four quizzes. I think if I really broke it down, we've probably had five or six, but I would say four really signature quizzes that have done amazing things in different ways within my business.

7:37So number one was a brand quiz. So when I finally took the time to have a more custom type website built, having a quiz on it was something that I really wanted because having a website is incredible, right? It's your home on the web. But one of the greatest benefits of having a website is having this opportunity to capture anyone who's on the website and capture their email address so that you can get in touch with them on a more personal level in their inbox. And so we wanted to think about, okay, we have this website. What is going to be the draw for somebody to give us their email address?

8:13We don't necessarily have a massive shop where we have a pop-up that says, you know, save 10 % on your purchase by giving us your email address. That wasn't the user experience we desired. And so a quiz was an awesome way to do this. So years ago, I built out my secret sauce quiz. This was kind of an entry level type quiz. And it was a quiz that lived on our website and blog for years and years and years. We got over 105 ,000 email subscribers through this quiz over the years. And essentially it was just this really fun quiz. And fun fact, we've linked up these quizzes in today's show notes. So if you go to the show description, you can see the links to these quizzes.

8:51You can also go to my blog and today's show notes and check them out. But we wanted to link these up. And so what is your secret sauce was a really fun quiz. It was about 10 questions long and it asked just different identifiers for people so that we could help share with them. Like you are an action taking maven, or you are a passionate purveyor or like different things like that, where we just called out like, what is your gift? And there were four to five different responses that people could receive based on their answers. And it was just a really incredible quiz. We got so much life out of it and so many results from it.

9:27The second type of quiz that we've used over the years, and I wasn't able to link this one because we don't have an active version of it, but having a self-identification or like a decision helping quiz. So what do I mean by this? We've used a quiz at a specific part in our sales process when there is someone who is in our funnel and they might be considering buying a program. And so we had built out this quiz that helped them make the decision. Is this the right course for me or not? And so we had this quiz and it was an internal quiz that only went to people who potentially signed up for a webinar or watched a training.

10:04And now they're on the fence and they don't know if they should buy this program or not. And I love these types of quizzes because it allows someone to make a more educated decision. So we would ask questions like, how many years have you been in business? How big is your email list? What are your goals around this? And they were these questions that kind of allowed someone to think a little bit more analytically around, is this the right next step for me? And the thing that I loved about this course is that we were super transparent. If now is not the right time, or this is not the right offer or I am not the right teacher.

10:35We would tell people that through this quiz. And so we basically used it before the cart was closing. And it was a very simple quiz format, but it allowed people to get really honest about where they're at and where they want to go and if they're willing to do the work. And I also love this because when I think about my courses, courses take commitment, right? Like I can give you the blueprint, but unless you actually understand and apply it, you're not going to get the results. And so this quiz was a really great way for people to kind of identify where they are at and their level of commitment, and then make a more qualified decision based on that.

11:11So that can be a really awesome way to use a quiz in your business. That's a more internal way, not as outward facing, but can really help serve your clients and help them make a decision. The next type of quiz that we had was what I would refer to as like offer adjacent. So we created this quiz that was adjacent to my book. So my book is called, How Are You Really? If you don't have it yet, I would love for you to get a copy. And we wanted to create a quiz that was kind of around the type of content that was inside of the book. So we created a quiz called, Who Are You Really? Which is kind of a fun play on the title of my book.

11:46Now this is adjacent to the book. And what I love about this and what's fun about this is it is an amazing tool for people who have already read my book to kind of point them back to different chapters or themes within the book and its pages. But it is also an incredible connection tool for people who have not read the book yet. And so I love this quiz because it helps people get to the heart of who they are. And it really helps them kind of uncover the types of messaging that might be most helpful for them at this stage of their life or business. One thing that I love about this quiz is that while it is very adjacent to my book, it serves people no matter where they're at.

12:28And it helped open up more of the lifestyle side of my brand. So for so many years, I was really known in the business space as a marketer and a teacher. And I love that part of me. But my book really opened up just this different piece of me, this different belief in me that I wanted to share on a more public level. And so the Who Are You Really quiz goes hand in hand with the How Are You Really book. It points people to the book as a resource, whether they've read it yet or they need to get their hands on it. And it was just a really, really fun project for us to work on that was adjacent to the current offer, which was the book.

13:04The last one that we've done is my most recent quiz that we built out, which is called our Level Up Quiz. And this was a super strategic and specific type of quiz that we wanted to build. And it's been a really cool tool in my business. So the Level Up Quiz was created so that we could gain insight into different audiences and segments of our audience to see what they needed help with the most and to connect them to those resources faster. So one thing I've talked about in the past on this show is that something that's really unique about my brand, but I also don't think it's so unique to me that it wouldn't pertain to you, is that I have different types of audiences on different platforms.

13:47So if you're listening to this podcast, there's a good chance that you are an entrepreneur or a dreamer or a side hustler. And you're more specifically in that more entrepreneurial niche. You're probably here for the marketing tips, tools, and strategies. But say on Instagram, I have a big segment of my audience that just follows me for my motherhood content or body image content. And so this level up quiz was designed to kind of help us glean insight into our people here for business or pleasure. What does that look like? And then the biggest piece of it was to connect people more immediately with what they said they needed the most help with.

14:23So this quiz really transformed a lot for us in our brand. And it's something that we are super proud of. If you want to take this quiz, you can actually just go on to Instagram and DM me the words level up, level up, or we've linked a link to the desktop version of the quiz in today's show notes. So one thing that this quiz really transformed in our business was historically speaking, we had a six month long welcome sequence for somebody who is new to our email list, which is very long. Truth be told, I very methodically built it out before I went on to maternity leave with Coco because I wanted somebody to be running while I was resting with my family.

15:05And so we've had this incredibly long, but thorough welcome sequence running for years. And when we hired in our new CMO, she was like, I would love to test out a very condensed version of this incredibly long funnel. And I was like, all right, I love experiments. And so one thing that she wanted to do was have people engage and tell us what they needed and then have us connect them so much faster. And one of the parts that I love about this quiz is that we were asking people what their commitment level was in the quiz. Did they want just a podcast episode they could listen to? Did they want a webinar they could watch?

15:40Were they game to get the full blueprint and do a paid program? And it allowed us to really serve on a way deeper level and a more consistent level based on what people were telling us. Questions that we included in the Level Up quiz, which you can totally see the whole thing. If you just DM me the words Level Up, you can take the quiz so you can see how we built this out. But we had things like, I wish I was better at, or if you could snap your fingers and accomplish one thing, what would it be? Or what type of support do you need? And so again, it helped us to see the specific topic that the user was talking about them needing the most help with.

16:13And then again, understand on a deeper level, what type of commitment they were willing to make and how we could support them in that. And so this has been an experiment in terms of what this looks like, but it's been really awesome. So the four types of quizzes to review are like a brand quiz. So kind of like a signature quiz that you live on your website, you might get known for it. A self-identification or a decision helper quiz. So if you have some sort of offer and you want to help people make that decision to get off of the fence. An offer adjacent quiz. So if you have some sort of product or offer, and you want to create a quiz that will help connect people to that offer or remind them of the offer itself.

16:52And then lastly, an audience insight quiz. So again, getting the insight that allows you to serve on a higher and deeper level. Looking for a new podcast to add to your weekly lineup? Check out Entrepreneurs on Fire, hosted by John Lee Dumas. Every week, JLD and his guests share practical strategies to fire up your business journey and create the life you've always dreamed of. No matter what goals you're digging this year, Entrepreneurs on Fire will inspire you to take action and give you the tools to get there. JLD has interviewed over 3 ,000 incredible entrepreneurs, including Seth Godin, Gary Vaynerchuk, Barbara Corcoran, Tim Ferriss, and so many more, including yours truly.

17:33You are bound to find the topic or the guest you're looking for. I loved his recent interview with Tyler Wagner on how to become a successful author. I honestly wish I had heard that episode before I promoted my book. Listen to Entrepreneurs on Vyre wherever you get your podcasts. I think you'll love it just as much as I do.

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19:17Revolve just gets it though. I'm literally wearing my brown Autry sneakers from there right now and my new suede purse. It fits my laptop in it. So it's basically a fancy shoulder bag that works for everything. I love finding pieces like that. Things that look good, but also work hard for my actual life. Their holiday shop is live right now with all the good stuff. Sparkly party dresses, cozy sets, cute gifts, everything you need for whatever is on your calendar. and it's all in one place, which makes shopping feel way less overwhelming. Whether it's a weekend away, a big night out, or a holiday party, your dream wardrobe is just one click away.

19:56Head to revolve.com forward slash gold digger, shop my edit and take 15 % off your first order with the code gold digger. Fast two-day shipping, easy returns. It's literally the only place you need to shop from. That's revolve.com forward slash gold digger to shop my favorites and get 15 % off your first order with the code gold digger. offer available for a limited time. So happy shopping. Sold you on the power of quizzes to grow your email list yet. If you're ready to dive in, I have just the tool for you. It's called interact. And it's my favorite tool for growing your email list, serving your clients and giving you insight into what people need and want from you.

20:32Quizzes are lead magnet that I've used to add over 100 ,000 new email subscribers to my list and connect them with what they are telling me they need, which has led to thousands of dollars in sales. Seriously, it really works. Now I want those same results for you. So head over to jennalovesinteract.com to start offering your audience a fun and engaging quiz experience. Once you sign up for a free trial, my friends at Interact will even build your quiz for you using their newest free feature called Interact AI. Transform your business and create meaningful, lasting connections with your audience through the power of quizzes.

21:07Start your free trial today at jennalovesinteract.com. Again, that's jennalovesinteract.com. So maybe you're thinking, okay, well, great for you, Jenna. That's awesome. But like, how does this work for me? I wanted to help you brainstorm some ideas just to get the juices flowing. So there are six different types of quizzes that might kind of sound familiar based off of what I just described, but I wanted to describe them in a more general way so that as I walk through them, you can kind of imagine what this could look like for you. Now, again, one of the biggest benefits is that a quiz can be an incredible email list builder.

21:47And so I want for you to think about like, all right, what is going to make the most sense for my brand or business or product or service or offer? And how can I use this as a powerful way to serve my audience and grow my email list simultaneously? This is why quizzes are so powerful. So here are six different ideas to get the juices flowing for you. So one would be a personality quiz related to your business niche. So you could create a quiz that is related to your specific niche or your target audience's personality. So for example, if your business sells beauty products, you could create a quiz titled, what is your beauty personality?

22:22Or what is your marketing type? There are so many different ways that you can just literally lean in to your keyword that describes your topic, your service, or your offer. Number two could be a knowledge related quiz that could also be related again to your business niche. So you could create a quiz that tests the audience's knowledge related to what you do or how you serve. For example, if your business provides online marketing services, you could create a quiz titled, how much do you know about online marketing? And again, like people love to be high performers. They want to see how well they're doing.

22:59So you could make it like a very specific quiz to test how much your audience understands about what you do or how you serve. Number three could be a quiz based on your customer's pain points. So this could be a quiz that addresses the pain points of your ideal client. So for example, if your business provides accounting services, you could create a quiz titled, how much do you know about managing your finances? Can you see kind of how quizzes can be really specific and can serve the needs of the people that are taking them. Number four could be a lifestyle quiz related to your business topic.

23:38So you could create a quiz that is related to the lifestyle of your target audience or your business needs. So for example, if your business were to sell organic food products, you could create a quiz titled, what is your organic lifestyle? And you could kind of group different types of lifestyles that would resonate with someone that is taking the quiz. Number five would be a quiz based on your customer's preferences. So this could be a quiz that addresses the preferences of your ideal audience. So for example, if the business sells fashion products, you could have a quiz that is like, what is your fashion style?

24:12Or what is your dream capsule wardrobe? Or different things like that. That again, you are giving them this identity within your ecosystem. And you have this opportunity to connect them to what they're telling you they want to know more about. And then lastly, number six could be a quiz based on your customer's goals. So you could create a quiz that addresses the goals of your target audience. So let's say your business provides life coaching services. You could create a quiz titled, What is your life goal? And again, just helping people gain clarity or insight that allows them to take action.

24:46That is what we want from a quiz. So these are just a few generalized ideas to get you started. And I hope that they get the juices flowing. The goal here is that the quiz should be engaging and interactive and add value to your audience. Those BuzzFeed ones that are like, which friend's character are you? And you want to get Rachel and you always get Phoebe. Those don't necessarily add a lot of value beyond entertainment. And so as an entrepreneur and someone who wants to put some strategy behind this, you want to make sure that it is valuable. It's adding value to you and also to the person taking it.