Structuring Your Quiz: How to Choose a Goal, Topics and Format

This post is part 3 of a series blog posts around the topic of using Quizzes to generate client leads. It’s one element of Expanding Your Impact With Social Selling! Click here to check out part 2.

The starting point for your quiz is to define exactly what your goal is. What do you want to achieve by having people take your quizzes? There are a wide range of possible goals that depend on your overall business goals, but the most common objectives in quiz making are:

  • Information gathering: To obtain data directly from your target market that you can use in your marketing. In this case, your quiz is a fun version of a survey.
  • Lead capture: To bring new leads into your sales funnel and start qualifying them.
  • Audience engagement: To give your audience something fun and interactive to do, which helps to solidify your relationship with them and keep your presence on their radar.
  • Exposure: To gain exposure for your social media or online presence and establish your brand to a wider audience.

Once you know your goal, identify the exact action you want the person to take after the finish your quiz. An action might be something like, “share on social media” or “sign up for my email list.” You’ll create your quiz working backward from this single, concrete desired action. We’ll discuss this in detail in the next module

Identify Your Target Audience

The next step is to identify the target market for your quiz. If you already have an audience, you should know them somewhat well, and can create quizzes based on topics they like. If not, take some time and research your target market. Create a persona that includes the demographics and tastes of your ideal audience. Who could use the products or content that you offer? Try to picture a single individual who fits this target and create your quizzes expressly for them.

Brainstorm Topics

With your goal and target audience in mind, you should start brainstorming topics for your quizzes. Some ideas may come to mind off the bat. You can also do some research by looking at the type of content your target audience is already sharing and digesting, particularly on social media.

The topics should align with your overall goal. Consider the content you want to promote, the information you want to gather, the type of product you want the person to buy, and so on.

Here are some examples of topics you might choose:

  • You have a marketing masterclass launch that you want to promote. You can create a quiz titled “What’s Your Marketing Style?” Based on the responses, you can provide relevant information and a link to your masterclass.
  • You’re looking to capture qualified leads for your health food product newsletter, so you publish a quiz asking, “What’s the Ideal Exercise for You?” Through the responses, you can understand the exercise habits and preferences of your target market. You can use this data to suggest an appropriate product or service.
  • You want to collect information regarding which TV show to write a showcase blog post about. So, you create a quiz that’s something like, “Which TV Character Are You?” Through your respondents’ outcomes, you can gauge which shows are the most popular at the time.



Sound good? Check out the other posts in this series:












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