Our guide to using a quiz for B2B 

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Quizzes are an excellent way to engage your audience, motivate them to learn more, and get them excited about what you offer. Quizzes are increasingly gaining in popularity especially for B2B marketing and sales. A well-crafted quiz can help you capture leads, nurture relationships, and educate your audience about your products and services.  

In this article we’ll go through the reasons to implement a bespoke quiz into your B2B efforts, and how you can craft your quiz so that your business stands out the most. 

What is B2B? 

B2B is a familiar phrase used often in business but before we go any further, let’s do a bit housekeeping and define it. B2B is short for ‘business to business’. It refers to businesses that provide goods and services to other businesses, organisations, or charities. The B2B sector must continuously innovate to deal with the unique challenges they face, one of the main ones being customer loyalty. Many B2B organisations are now looking at solutions for driving website traffic and lead generation to reach decision makers within their target audience. 

What makes a quiz perfect for B2B 

A quiz is the gift that keeps on giving, it’s the perfect solution for any business in any industry. But what makes a quiz a great tool for B2B marketing? Well, there are many reasons, and this could easily turn into a dissertation if we’re not careful, so let’s focus on the top five reasons to use a quiz for B2B 

  1. Quizzes get shared more than other types of content 

This is the main selling point of your typical viral marketing quiz; you know the ones ‘Which Disney princess are you?’, ‘What does your sleeping position say about you?’ etc. These types of quiz generate a huge amount of engagement and people love to share their results.  

While business and assessment quizzes might not pop up on your social feeds as regularly, they still have the same irresistible pull. People do share these quizzes but with a more focused and niche audience within their professional network. This means that while it may not reach an audience of millions, a bespoke B2B quiz is a perfect way to reach the right audience. 

  1. A quiz is a great way to generate leads 

A quiz can be a valuable interaction between you and a prospect at any stage of their journey with you, but it is particularly effective right at the start as a lead generator. 

Traditional methods of getting your message across to B2B customers, such as white papers and blog posts, put the prospect in a passive state and aren’t that effective and grabbing and keeping their attention. Starting out with a quiz turns that prospect into an active participant, it keeps them engaged and gives them valuable, useful, and digestible chunks of information along the way. When they come to the end of the quiz and are presented with the lead capture form their appetites have been whetted enough for them to hand over their information to get their results and learn more. You can then lead them to further resources, such as white papers, in your quiz follow up. 

  1. Quizzes increase engagement and brand awareness 

What do we mean by this? Essentially, a quiz helps people to find out about and remember your brand, and it encourages more people to visit your website. 

When someone starts a well-crafted quiz that is targeted and personalised to them, they are highly likely to see it through to the end as they want to receive their results. The questions keep them engaged, encourage them to think about the topics, and make decisions as to how to respond. This active participation means they will remember your brand and associate the valuable learning they gained with you and your business. So, when they come to look for a solution, you will be top of mind. 

  1. Quizzes are a great way to segment and qualify leads 

The data you gather through a quiz is incredibly valuable. It can help you learn more about your audience and identify who is most likely to convert so you can focus your efforts on them. The insights you gain from your quiz also help you filter out the leads who are not going to be the right fit for your business. 

Not only can you collect basic information like email and names, but you can also gather job titles, company size, length of time in business, and even budget and profit information. This data helps you to segment your leads and pinpoint the best messaging and calls to action for each segment. It’s all about reaching out to the right audience with the right message at the right time. 

  1. Quizzes improve your search rankings 

What does that mean exactly? Well, search engine optimisation (SEO) is an article in itself (watch this space). So, in a very tiny nutshell, your quiz can help you appear higher up the results page when a person searches a keyword or term that is relevant to what you offer. 

Search engines favour useful, unique, and valuable content that provides a great experience for users. A bespoke quiz ticks all these boxes and more, meaning that your target audience is more likely to find you through their search and you will get lots of lovely organic, aka free, traffic to your website. What’s not to love? 

How to create a quiz for B2B 

Now we know why a quiz is a perfect tool to attract B2B customers. Let’s look at how you can build a quiz that not only grabs their attention but makes them much more likely to become loyal longstanding customers. 

  1. Keep it succinct 

People these days want to consume their information fast, attention spans are shockingly short, and it takes a lot for people to invest their precious time.  

To increase the chances of people actually completing your quiz, it’s got to be short and sweet. The question-and-answer stage should not exceed three minutes to complete, so you need to get your message across and keep your audience engaged in as few words as possible.  

  1. Keep it relevant 

Your quiz must reflect your target market’s goals, challenges and pain points. If you can speak to them about what keeps them up at night and offer tailored solutions, you will cement yourself in their minds as their trusted advisor, and propel them through your sales funnel. 

  1. Keep it interactive 

A quiz is already interactive by its very nature, the quiz taker must consider each question and decide on what answer to give. But you can ramp up the interactivity and the fun by being creative with the types of questions you ask and how you word them. You can keep people engaged by customising your quiz, making it visually pleasing and using clever features like progress bars, info tips, images, video and more. 

  1. Choose the right quiz tool 

There are many tools available from DIY form builders to bespoke services like the one we provide at SMA Digital. Make sure you choose the right tool for you, the one that makes the creation process easier and faster and ensures your quiz hits the right note first time so that when you come to promote it, you can hit the ground running. We’ve written these handy guides to help you choose the right tool for you. 

Quizzes are a fun and engaging one stop shop for getting leads, segmenting them, learning about your audience and driving traffic to your website. But they’re also the dream solution when it comes to B2B. They can help you catch the attention of relevant leads and get your message in front of the decision makers, helping you stand out and drive up your B2B sales. 

SMA Digital’s bespoke service ensures that your quiz is perfectly crafted for B2B. Our team consists of expert copywriters, designers, developers, and experienced marketers. We will empower you to create a quiz that is to the point, engaging, and speaks directly to your audience. Our proprietary technology means you can add all sorts of powerful features to make your quiz stand out. Any element can be customised to fit your brand and your audience. We support you every step of the quiz journey, from creation, to promotion, to optimisation. 

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