You probably already have a social media strategy, it’s likely that you have an email list that you send regular updates and offers to, you may even run paid ad campaigns and have contacts within in your industry who you partner with to promote your business digitally. So how does your quiz fit in with those established digital marketing strategies? Or if you’re just starting out and not yet embarking on online advertising, how can your quiz help you take that leap?
In this article we’ll answer that question, first by defining how quiz leads are tracked, what digital marketing actually means and some of concepts that underpin it. We’ll then explain how your quiz can be used for paid, owned and earned digital marketing. So whether you’re a seasoned pro or you’re just starting to dip your toes into the world of digital, read on to find out how and why your quiz is the perfect resource to enable you to get the best out of your digital marketing efforts.
How can my quiz track my audience?
Your quiz is built to use source tracking, which tells you how your lead heard about your quiz. The source is the channel, media or event from which the lead clicked through to your quiz. A source can be anything from a LinkedIn post, to an email, to a paid ad, to an event you were a speaker at. Source tracking is used to tell you where most of your quiz takers are coming from and which channel is most successful in getting traffic into your quiz funnel.
How do I implement source tracking?
Easy, when you share your quiz URL, simply add the following tag: /?source=SOURCENAME
Except you don’t add ‘SOURCENAME’, you add a reference to the source itself, for example, if it’s a LinkedIn post, your tag might look like this:
/?source=LINKEDIN.
As long as it enables you to easily identify the channel, media or event where the URL was shared your reference can be anything you like.
When someone takes your quiz, the source tracking data will be entered into your CRM alongside the lead’s data, so you will know exactly where they clicked through to your quiz from and can follow up appropriately
This all sounds well and good, simple and straight forward, and useful for knowing where to ramp up promotion for my quiz, but how does it fit in with the rest of my digital marketing strategy?
First let’s talk about what digital marketing is exactly
‘Digital marketing’ or ‘online advertising’ refers to any marketing activities that are done online through channels such as search engines, social media, email and other websites.
Digital marketing has a huge scope, which allows businesses to be creative and experiment with different methods and channels to connect with current and prospective clients. The best thing about digital marketing, and the thing that sets it apart from traditional marketing, is that businesses can track their audiences and target the prospects who are most likely to become ideal clients.
What is cross channel marketing?
Also known as omnichannel, cross channel marketing is about delivering a consistent message to your audience across all touchpoints. So, wherever they might be on the internet, they’re going receive the right message at the right time.
Integrating your quiz into your whole digital marketing strategy is crucial to building trust with your audience, raising your authority and converting quiz leads, here are two important steps to take when building your quiz to make sure you’re set up for success:
- Define your quiz goal and make sure it is aligned with your current business needs. Examples of goals include lead generation, brand awareness and authority/trust building
- Know your target audience – you want your quiz to attract your ideal prospects and clients, so it makes sense that you should first know who they are. Identifying your target audience will play a key role in determining what sort of quiz you create and how you use it as part of your digital marketing strategy
Your quiz is essentially another digital marketing tactic to add to your overall marketing plan. So how does it in fit in with and enhance your other digital marketing efforts? Let’s take a look at the different types of digital marketing and how your quiz can be used with each type.
What is paid owned and earned media?
Digital marketing is composed of three types of media: paid, owned and earned:
Paid media is any form of digital marketing that you pay for such as paid search, social media ads and display ads on other websites.
Owned media refers anywhere you can publish content for free and have full control over who sees it. Owned media includes your websites, your social media channels, your blog posts and email marketing.
Earned media is anywhere online or any piece of content where others are talking about you. Think review sites, influencers, press, and any other website or individual who is advocating for your brand online and sharing your content.
A comprehensive marketing strategy should incorporate paid, owned and earned media. A quiz is a perfect fit for all three, here’s how you can integrate it into each part of your strategy:
Paid media
Paying for a few ads here and there is a great way to get the ball rolling with your quiz. You can use advanced targeting options to get your quiz in front of your ideal client and you can use it to start gathering data and optimising your quiz.
Whether you choose to use paid search, paid social, display or a combination of all three is up to you. You can also use paid media to retarget anyone who has interacted with you before, for example; only those who have visited your website will see your ad. This is a great way to convert warm leads.
Owned media
Your quiz is a fantastic piece of content, it ticks all the boxes; its entertaining, it provides valuable information and tips, its personalised, and it builds trust and authority. Therefore, you want to be putting it out on every piece of owned media you have – link to relevant article about social media and email
Earned media
If you incorporate your quiz into your paid and owned media, you will start to see it generate earned media. You can cultivate this yourself proactively by reaching out to people and influencers with a similar audience to you and setting up an affiliate marketing arrangement or asking them to link to your quiz. Make it easy for people to share and review your quiz by including a call to action to do so when they receive their results.
The best part about an earned media strategy is that it helps build trust in your business and your products or services. It helps potential customers see that you’re legitimate, and that your products or services are top quality. 92% of people trust recommendations over other types of media marketing or advertising. It takes a little more effort but word of mouth works.
How we can help
When you choose SMA Digital to build your bespoke quiz, we don’t just deliver an amazing online assessment solution, you also receive best in class aftercare. That includes training and resources to help you build your quiz into your digital marketing strategy, track data and gain valuable insights that inform your entire marketing plan
