What is a Marketing Quiz Funnel (and Why You Need One to Sell Your Product, Service, or Course!)

You don’t have to be an expert in Freudian psychology to know that all humans have an ego.

Though the ego has garnered a bit of a bad reputation throughout the years (when’s the last time you told someone they have a huge ego as a compliment?)...

...our egos are actually a beneficial force pushing us toward constant self-discovery and self-improvement.

Quiz funnels generate leads and foster brand loyalty by appealing to these positive aspects of the ego.

Wouldn’t you like to know…

Which eyeglass frames fit your face shape and style preferences?

Which daily vitamin packs would keep you in peak health and support your lifestyle goals?

Which beard-grooming fragrance speaks right to your personality?

Which quiz will earn the most cash for your biz?

Is your curiosity piqued yet?

When a quizmaster knows their audience and speaks their language, they help the soon-to-be customers on the other side of the screen feel seen.

You give your prospects insight into their soul and they return the favor by becoming invested in your brand.

(Think: becoming your client, buying your product, or happily offering up an email address to be “in the know” about your business.)

Pause!

Let’s take a step back and hammer out some definitional groundwork. Before we dig deeper into what a quiz funnel is and how it works, we should understand a little something about marketing funnels.

What is a marketing funnel and why do I need one?

Marketing funnels are the easily-troddable paths we build to connect our business, services, or products to our potential customers or clients.

When a marketing funnel does its job right, our soon-to-be leads walk a smooth, comfortable (even tree-lined!) path that begins with brand “discovery” and ends with brand “loyalty.”

Just like a funnel you’d use in your kitchen, marketing funnels come in a variety of shapes, sizes and forms.

For example, you could build a social media marketing funnel where you diversify your social presence—by posting a company introduction on YouTube and following it up with easily-shareable blog posts and Pinterest pages—to generate likes, comments, shares, and wider recognition of your brand.

Or, you could design an email marketing funnel that pulls leads in with educational tips, tricks, or challenges before throwing a well-timed sales pitch their way.

Unlike the social media marketing funnel, email marketing funnels don't force you to rely on outside servers to connect with your customers, assuring that your connection to your customers stays strong even if one of our social media faves shuts down tomorrow. (RIP MySpace and Vine.)

How does a quiz funnel work?

The true power of a quiz funnel lies in that it combines the viral power of social media funnels, and adds the conversion process of email marketing funnels to equal (cue booming voice-over): the most powerful marketing funnel of them all.

Quiz funnels draw future fans and loyal customers in by establishing an intimate relationship between brand and audience from the get-go.

That gentle bubbling of interests turns into a full-out boil as your quiz-taker moves through a series of questions and self-selected answers that seem to get just who they are and just what they’re looking for.

By the time they come to the quiz results, their curiosity is driving them to subscribe to your email list and see what more value you have to offer.

Just that easily, you’ve got a constant stream of new leads that can be nurtured toward the sale.

A well-designed quiz can spread like wildfire on social media if it gets in the hands of the right audience, while also working as a lead magnet that pulls your audience straight into your email marketing campaign.

Sound like magic? It kind of is.

You’re able to introduce your brand, make a soon-to-be lead feel seen, suggest a future course of action, and snag an email address all within the two minutes it takes to finish your well-designed quiz.

Even better, quizzes are an awesome avenue for segmenting and polling your audience.

You can group your leads depending on their question responses or quiz results, which can help you tailor your email marketing strategy and make informed decisions about how to segue to sales.

Did you just find out that most of your leads are borderline-insomniacs who don’t like to get out of bed until after 10am? Cool! Hold off on sending that 8am email and grab them during their afternoon peak hours (and recommend some sweet marjoram oil while you’re at it).

Or you can segment your ideal audience to different offers, depending on where they’re at in their business or what they’re looking for.

Here’s the recipe for an instant quiz crowd-pleaser:

Combine a teaspoon of instant gratification, a tablespoon of free, and a heaping two cups of entertainment. Put all this in the oven for a while and a quiz funnel pops out, one that will be a low-maintenance method for consistently generating new leads.

Of course, there are ways to sweeten this recipe (and we heavily suggest you do!).

Optimizing the results of your quiz funnel means knowing your audience and giving them what they want and need. Giving them, that is, what you have to offer.

Want to know the best quiz to create for your offer?

Well, take the quiz to find out!

You’ll also get a step-by-step guide for building your quiz funnel.

Attract and convert your ideal audience with a quiz!