If a business isn’t on at least one social media profile, do they even exist? It doesn’t feel like it because most businesses have gotten wise to the power of social media. But it’s not as simple as doing some dances on TikTok, putting up some aesthetically pleasing reels on Instagram or even showing off expertise on LinkedIn. 

Some people will buy some products off social media, particularly if it’s trending. If you offer a transformative service, the likelihood that an ideal client will see your social media content and buy from that goes down. It takes more consideration and trust than a viral product. That’s why it can be helpful to get warm leads off social media. Let me explain…

Why take leads off social media?

Social media is great for getting in front of new people and connecting with leads. However, it can be difficult to get conversions because:

• You can only hope that leads see your latest post in their feed and that’s enough for them to make a buying decision. In contrast, on email, you can curate what message individual leads get and when to build them up to buying.

• You have to rely on a social media algorithm to show the right content to the right people.

• The mindset we’re in when we’re scrolling social media might not be the mindset apt for making purchasing decisions (hands up if you’ve gone on social media to procrastinate and escape your responsibilities).

Where should they go from social media?

By transitioning social media leads to your email list, you can be very intentional about the content you send straight to their inbox, planning out a sequence that tells them what they need to know when they need to know it. It’s a lot easier than trying to speak to everyone at once on social media. Keep in mind social media leads joining your email list doesn’t mean they won’t see your social media content any more. Both platforms can work in tandem. 

On the email side, conversion can happen through email sequences which are automated emails that are triggered by a specific action like a subscriber joining your email list or downloading a certain resource. An email newsletter is also useful for staying top of mind, building trust and giving business updates. 

How?

Why would your social media audience bother joining your email list? People are always complaining about the number of emails in their inboxes and how they need to unsubscribe from some newsletters. So don’t motivate them with receiving more emails. That won’t work. Motivate them with a useful resource. Something worth exchanging their email address for. This is your lead magnet. 

Now lead magnets can take a lot of different forms from live webinars to pre-recorded masterclasses to PDF guides. One type rises above the rest because it’s interactive and has a specific outcome your ideal client will want to opt in for. That is quizzes. 

Create a quiz where leads answer a few questions (ideally multiple choice) and the quiz generates a solution that will help them towards their goal. It’s interactive, it’s quick, it’s easy and it’s tangible. 

Best practices for creating a quiz lead magnet

As this is unfamiliar, let’s go over the steps to putting together a high-converting quiz lead magnet. 

Step #1 - Find your tech

If you’re going to create a quiz, you need some technology to run it. Some popular options are ScoreApp and WordPress plug ins. Here’s a tool with a free version that I use - involve.me.

Step #2 - Pick the problem

What’s a specific problem that your ideal client experiences, knows they are struggling with and are motivated to solve? That’s the title of your quiz. Make it specific so you only need to ask a few questions to get to the bottom of it and produce a solution. 

Step #3 - Formulate 3-5 outcomes

The questions asked in the quiz will determine the solution that each lead is given. I suggest coming up with the potential outcomes first so you know what you are working towards when you come up with the questions. What are 3 different ways the specific problem can be solved depending on the situation of the person in question?

Step #4 - Come up with your questions

Now you know where you’re going, figure out the questions that will give you enough information to assign participants to one of the outcomes. Short, sweet questions are best. Keep it between 5 and 10 questions so your leads don’t get bored or overwhelmed. 

Step #5 - Plot the answers 

Then break the questions into multiple choice answers. As many answers are there are potential outcomes. Each possible answer should be linked to one of the outcomes so that when you put the quiz together it’s easy to see what the answer means for the outcome. 

Step #6 - Test!

It’s easy to get yourself confused with tech so make sure the quiz is doing what you want it to do by testing the quiz when it’s fully set up. Trust me, you’ll thank me later. 

Step #7 - Write the landing page

All freebies and lead magnets need a landing page that explains what it is and why your audience should opt into it. Generally, I find people either don’t say enough and leave their landing page sparse or people say too much and overdo the convincing, losing leads halfway down the page. I’ve formulated the perfect middle ground and outlined it in a freebie landing page framework. You can access it inside The Content Oracle, my monthly membership to a vault of content marketing frameworks. 

Remember, clients go on a journey with you. It’s not going to be love at first sight. You need to establish a relationship that leads them to become a client when they’re ready. Social media is a good starting point for this. Transitioning to email through a lead magnet is an important step in this journey, giving you the opportunity to build up to selling. 

Fill the journey with content that resonates with your ideal client by utilising the content frameworks inside The Content Oracle.