Tuesday September 4, 2018
After several months of contacting leads for Realtors, I've come to a disturbing conclusion: a lot of lead generation systems just aren't very good.
Between the duplicates and stale leads and formatting problems (oh, my!), it was a lot of time, work and expense for not a lot of good leads.
I decided it was time for me to use that experience to help business owners, especially Realtors, to determine whether their lead system is actually doing its job, or if it's time to find a better one. If you'd like to find out whether your lead generation system is one of the good ones, or if you're paying for a system that's unlikely to be you results, I've put together a short, simple quiz you can use to evaluate your current system.
Go here to take the quiz!
Speaking of quizzes and getting leads, giving your audience an informative quiz can be a great way to get them engaged with your brand, and to help them get a clearer picture of where they currently stand, what they need in order to get the results they want, and what kind of gap there currently is between those two points. It's also a way to encourage them to opt in to your email list.
As Albacross points out, attracting clients with content they want is usually more effective than interrupting their activities with information they DON'T want, and the more high-quality content you produce, the more traffic you'll get. Incorporating quizzes into your blog posts, email marketing and social media pages can be a quick and easy way to provide that content and learn more about your audience.
I was recently given the opportunity to test out a quiz system called Interact, which I used to create the quiz I linked above. This system enables you to make:
1. Personality quizzes, which enable you to learn more about your clients and to tailor your offers to their situation and needs, while helping them to understand themselves better.
2. Assessments, which help your clients to test their knowledge and give you a chance to educate them.
3. Scored quizzes, which give your clients a score based on their answers. This can help them to see that what they're currently doing isn't working, and why they need you.
Once the quiz is created, you can use it as a pop-up or announcement bar on your website, share it on your social networks, create Facebook ads for it, get a direct link to the quiz, or embed it in a page on your website.
In this blog post, I'm going to tell you about my experience using this system, and give you some tips for how to use it in your own business and funnel strategy if you so choose.
I started by looking at the problems my clients were experiencing.
First, I made a list of the problems my clients were having with their lead generation systems, and based the questions in my quiz off of them. My goal was to help clients determine how good their current lead system is, so they'd have a clear basis on which to compare it to the one my team offers.
I suggest doing something similar in your own quizzes. For example, if you're a relationship coach for heterosexual men, you can use can ask questions like:
"When you approach a woman you're interested in, what's your first move?
1. Smile confidently and say 'hello'.
2. Use your favorite pickup line.
3. Offer to buy her a drink.
4. Compliment her.
5. Ask her a question.
This will help you to know what your clients are currently doing right and wrong, and what kind of advice you can offer them.
Next, I chose the quiz type that seemed best suited to my needs.
When you first start creating a quiz, you can choose whether to use a template or start from scratch.
If you select "templates", you'll see a selection of templates to choose from.
I didn't see any templates that suited my needs, so I decided to start from scratch.
My next step was to choose the quiz format. As I mentioned above, there are a few different types to choose from:
I chose "scored", since I wanted to help my readers to see how their lead generation system scored in terms of quality and effectiveness.
Once I'd told the system what kind of quiz I wanted to make, it was time to start building it.
I was then taken to a page where I could add a title to my quiz:
I was also able to add a description and image, so it would look appealing to potential quiz-takers. Interact includes a library of images you can choose from, crop and use, so you don't have to buy pictures or search for public domain ones. If you don't like any of Interact's pictures, you can upload your own or use an image URL from the internet.
Once I'd chosen an image and added my headline and description, the front page of the quiz looked like this:
My next step was to start adding questions. Here's what that process looks like:
Once I'd filled out the first question and its corresponding set of answers, it looked like this:
You'll notice I provided an option to skip the question. I suggest including that in all of your questions, so if people encounter a question that they can't or don't want to answer, they won't get stuck and abandon the quiz.
Next, I went to the sidebar to add another question (see the red arrow in the screenshot above), and repeated the process for the rest of the quiz.
For each answer, I assigned an "answer score", or a number of points that's awarded for that answer. The better the answer, the more points it's worth. That way, the more positive answers my quiz-takers give, the higher they will score, and the more favorable an assessment their current lead generation system will receive.
At the end of the quiz, I created results based on the answer scores, indicating whether their lead generation software was good, average, or a blatant ripoff.
When you first start adding results, there will be only one result for the entire range of score results - see the red arrow on the screenshot below.
As you add more results, the score ranges will be divided evenly according to the number of overall points available. This process is automatic, which is handy, though I would prefer having an option to manually assign score ranges to each option for greater accuracy.
As with the quiz cover, you can add a title, image and description to each result.
In the results, I included a call to action, so instead of just finding out that their lead generation system needs to be improved, people can find out HOW to improve it.
Since I wanted to capture leads through the quiz, I chose to include an opt-in page. This step is optional, but useful if you want to use the quiz to grow your email list
When you use an opt-in page, people will be asked to enter their email in order to receive their results. They can choose to skip the opt-in and go straight to their results, but they are encouraged to sign up.
First, I set the specifications for the opt-in page.
Next, I customized the page. As you can see, you can customize the headline and description, as well as the color and call to action on the button.
After that, I needed to integrate it with an email system so I could receive people's contact information. Interact has a number of compatible email systems to choose from, so I selected one that I'm using.
Once you've chosen your email application, you'll receive instructions for how to integrate it with Interact. After you follow these instructions, you'll need to choose what contact list or custom field(s) each quiz result should add your contacts to, so you can sort your new leads according to their answers. The exact process will vary from one email system to another, but the bottom line is, you'll want a specific custom field or list segment for each quiz result.
Once you've got those set up in your email system, you can go into Interact and connect the quiz results to the action you want the system to take, such a "add these contacts to this category".
When you click "Add Action", you'll be given options for which action to take. Just select the quiz result or question answer you want, then click "Add Action", and you'll get a screen like the one below.
As you can see, I added a custom field for people who got a particularly bad result on the lead generation quiz. I'd have liked to add these people to a contact list, but I couldn't get Interact to detect the contact lists I added to SendGrid, so I used custom fields as a substitute.
Once you've created your quiz and integrated it with your email system, your next step is to share it with your audience. Select "Share & Embed" in the quiz builder or your dashboard, and you'll get a set of options like this:
For the purpose of this first quiz and blog post, I decided to use the "link to quiz" option, since it was quick and easy to implement. I plan to use some of the other options later, but this was an efficient one to start with.
Interact also has analytics, which you can access from your dashboard. Since I JUST created this quiz, I haven't had a chance to gather any data yet, so I can't discuss the usefulness of their analytics in any detail at this point, but it's good to know that they help you with that part of the process.
All in all, Interact was mostly easy to use, with an intuitive and self-explanatory walkthrough, though I did run into a bit of a hiccup during the email integration process. The representative I was working with is helpful and knowledgeable, and she was quick to answer my questions whenever I needed help.
If you'd like to use quizzes in your own marketing, list building and lead generation efforts, I'd definitely recommend trying this system out! You can get a free demo of Interact here.
And if you want to test your current lead generation system and see if it's worth the time and money you're putting into it, don't forget to take the quiz and see how good your lead generation system is!