Harness the Power of Facebook Quizzes for Lead Generation- Lessons from Betterfeedback.ai
"Dogfooding"—ever heard that term in marketing circles? At betterfeedback.ai, we put it into practice. To truly understand the lead generation landscape, we embarked on a mission to create a Facebook quiz, immersing ourselves in the process just like our users would.
Our goal was simple- generate leads using quizzes.
How We Did It- Our Marketing Trends Quiz
We developed an engaging quiz centered around marketing trends, aiming to capture the interest of marketers and business professionals.
[Insert Quiz Here]
The quiz concludes with a voluntary email capture, offering participants additional interactive content. This approach respects user privacy while providing an opportunity for those interested to connect further with betterfeedback.ai.
Our Facebook Campaign Strategy
To promote the quiz, we launched a Facebook campaign targeting four specific audience segments:
- Marketing Job Titles: Individuals with marketing-related positions.
- Marketing Interests: Users interested in email marketing, social media, and marketing automation.
- Marketing Brand Affinity: People following marketing-specific brands.
- Lookalike Audience: Facebook's AI identified users similar to our existing customer base.
After running this campaign for three weeks, here's what we learned about quizzes and lead generation.
7 Lessons Learned: Quiz-Powered Lead Generation
1. The Power of Asking
We kept the email opt-in optional, anticipating a modest 5% subscription rate due to the generic offer. Surprisingly, 15% of participants shared their email addresses. This highlights the importance of interactive content in gaining audience interest.
Key Insight- Provide a positive, engaging experience, and people are more likely to connect with you. A compelling lead magnet, such as an ebook, can further boost the opt-in rate.
2. Prioritize User Experience
Imagine encountering a wall of text when trying to take a quiz on your phone. Unappealing, right? Remember, a quiz must be visually appealing and easy to navigate, irrespective of the device used.
Essential tips for creating engaging quizzes:
- Keep questions brief and clear.
- Incorporate relevant and engaging visuals.
- Ensure cross-device compatibility.
- Gather feedback from your target demographic to refine the quiz.
3. Engagement Metrics Don't Equal Conversions
Although our "lookalike" audience showed high ad engagement, the "marketing job titles" group had a higher quiz completion rate. This underscores the importance of focusing on specific downstream metrics.
4. Nurture Leads, Don't Rush
Just because someone finishes your quiz doesn't mean they're ready to purchase. Rather than pushing a hard sell, we focused on establishing a relationship, even removing the signup option after 92% of users preferred getting to know us better.
5. Honesty in Ad Copy
It's important to be upfront about the quiz and potential outcomes with advertising copy. Clear ad copy led to an 80% higher click-through rate (CTR) and a 40% lower cost per click (CPC) compared to vague ads.
6. Take Initiative with Lead Nurturing
Resource constraints shouldn't halt progress. We took charge of our lead nurturing process, creating a three-email series that offered additional quizzes, top marketing content, and templates. As a result, the emails achieved an open rate of between 15% and 20%.
7. Lead Research Still Pays
While automated enrichment tools have become popular, manual research still offers the opportunity to gain valuable insights. Even if it’s time-consuming, the actionable information you gain is worth the effort.
Ready to create your Lead Gen Quiz
With these insights, you're now equipped to create an engaging quiz for lead generation. Choose a topic that resonates with your audience, design an interactive experience, and leverage these lessons to optimize your Facebook campaign.