Generate Leads through Instagram with a Quiz Lead Magnet

Moving your followers to your website is all part of the sales process.

However, landing on your website doesn’t instantly mean BUY BUY BUY.

Your followers need more nurturing within the customer journey — in doing so, they can evaluate if / when they’re ready to invest in you as a service provider.

As Instagram is a mobile-only experience, it’s not easy to keep those interested in your offers ON your website, whether to download information or to book in your services.

But… what if… you gamified your knowledge? Packaged up all the good stuff into a fun quiz? Collected email addresses from conversion-ready followers? Start creating your quiz now.

Start with an end goal

As with any lead magnet, it’s not just hand over the email address and TAKE. It’s a strategic transaction — you now have access to warm leads, that want more from you.

When I decided to scrap my last eBook opt-in (which stopped people from buying because ALL THE VALUE), a quiz was a no-brainer.

A quiz makes sense when it comes to the Instagram sales process. A quiz is highly-interactive and doesn’t sit in someone’s inbox, unopened for months.

And so, the Social Selling Score was born. A quiz that determines how much my audience knows about social selling and gives them a score that they can work with. I used a scoring system to place quiz participants into four buckets: Newbie, Action Taker, Growth Seeker, Social Seller.

For me, the end result was all about segmenting my audience so that I can deliver targeted messaging to exactly where they’re at on their social selling journey.

Social selling is a sales concept that uses marketing tools — and many of my audience are unaware of this. The quiz also served as education as I centred the questions around the core components of social selling: Content Marketing, Social Listening, Personal Branding, Customer Experience and Relationship Building.

Determine your quiz type

I knew that I wanted the Social Selling Score to be a ‘scored’ quiz — so it was easy for me to rank the value of every answer from 0-10 to give participants an end result out of 100.

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The challenge with this style of quiz, was that I had to provide as much info as possible within the 10 questions so that it was slightly obvious how answers ranked. Why? Because self-reflection is core to the participant moving through the funnel.

Whether the score was high or low, the quiz participant now has something they can tangibly use to either improve in what answers they ‘failed’ or move forward to scale their income through using different social selling techniques.

Either way, a scored quiz made the most sense in terms of the participant’s sense of where they are on their journey, but also how I could target content to their challenges specifically.

In terms of shareability, it’s probably not the best option — because some may not be happy with the score they receive.

My goal, as mentioned, wasn’t shareability. My end result was segmentation and moving already-interested followers through the funnel to targeted content that sells my membership.

However, if shareability is the goal you’re wanting to achieve - you can learn more about the types of interactive quizzes here.

Using your branding in your quiz

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One of the factors that makes a website visitor actually want to take your quiz: branding.

As a personal brand myself, it would have been far less effective to use a stock image of a laptop to convey my brand’s message than my face.

When quiz participants actually want to see my face or not, it doesn’t matter - they connect with me, the Social Selling Expert, when finding out their own ‘score’.

Think of your quiz as part of your branding experience. If it’s not branded well, you’ll get less completions because your audience won’t connect. 

This also applies to the fonts you use and your brand colours - using a system that doesn’t do this, will mean that your quiz won’t convert your followers into clients. Experiences matter on social media - especially with your  branding elements - and that means that your quiz (when completed on mobile) needs to reflect this.

Create a quiz map

In order to achieve your end goal, spend time crafting (or mapping) your questions and answers.

Instead of questions, I decided to use statements in the Social Selling Score to determine how my audience were *feeling* about their efforts in Instagram Marketing and Online Sales.

Statements allowed my audience to consider, rethink and fill in the blanks. It was about the thought process for me; how the participants thought about themselves and how they determined what they could be doing better in terms of social selling.

For my quiz, I went with 10 questions. Any more than 10? Users wouldn’t complete, as they’re on their mobile device. Any less? I wouldn’t be able to cover the parts of social selling that I wanted my audience to consider.

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The way I ranked the questions was based on the way I wanted social selling to be thought about. As mentioned earlier, it was also an educational tool for followers to learn more about what these strategies are and how they could be represented in their own business.

Capture the lead

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Crucial step. No point in having a quiz that leads to nowhere. Capture. That. Email. Address.

There’s an option in Interact to gate the results unless an email address is handed over.


Your participant has come this far, they want to know what their result / score is, even if it means joining your list — chances are, they probably want to, if they’re engaged enough to be doing your ‘scored’ quiz.

Don’t ask for all the info. First Name, Email.
It’s a mobile experience from Instagram and typing out all the details is extremely annoying. Keep it simple AF.

Sharing the results

As the purpose of the quiz is not shareability / long-form content, but an overview of a score, the results pages also had to reflect this.

Like on the first page of the quiz, I added branded imagery of myself to each results page. Again, putting a face to a name, and to encourage my audience to learn more about my membership with a link to the sales page.

This is where there’s more room for innovation. When creating the quiz, simple paragraphs to explain the type and the Social Selling Score was really the only info I wanted to gift participants.

In hindsight, there’s more I can do on this page to provide more targeted (free) content. It was really my assumption that those doing the quiz were already highly-engaged with my Instagram page, but now with paid Facebook advertising, that may not be the case.

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Review your analytics

At the time of publishing this blog post, the Social Selling Quiz has been out in the world for 3-4 days in the lead up to the launch of the Social Selling Society Membership.

The quiz, in this short amount of time, generated 44 leads with a 62% completion rate *dances* — a damn good result for a small amount of buzz and on top of a waitlist opt-in. Oh, and ALL coming through Instagram’s link in bio.

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If you’re done with lame-ass downloadable, get yo quiz on. It’s fun for both you and the audience. You don’t have to go down the scored route; if I didn’t, I would have 100% chosen a personality quiz for targeted lead generation.

Create your own lead generation quiz with Interact