A lead magnet is a great way for small businesses to attract potential clients and customers. While there are many different types of lead magnets, the one that stands out the most in 2025 is the quiz. Here’s what you need to know about creating quizzes to use as lead magnets, and why they are worth your time.
What is a lead magnet?
A lead magnet is something of value you exchange for contact information. The goal here is to begin a relationship with a potential customer, so that you can interact with them and they will hopefully make a purchase.
An example of this would be our Quick and Easy SEO Checklist download. Small business owners who are unsure if they’re SEO strategy is working, or just need a few pointers, can download this checklist for free in exchange for their email address. This way they get the information they need, and we can work on hopefully creating a beneficial relationship for everyone involved through our email newsletter.
What About Quizzes?
Quizzes are the ultimate lead magnets for multiple reasons, starting with the fact that they are engaging and fun! Buzzfeed built their empire on the back of personality quizzes, and for good reason. People like to know more about themselves.
Creating a personality quiz will attract people simply because they want to know where they fall in the established categories. However, there are more types of quizzes that your small business could use as a lead magnet.
The beauty industry is a great example of using quizzes to lead potential customers to make a purchase. Many of these brands will create quizzes to help customers pick the best products for their needs. Examples would be, “what type of toner should you buy based on your skin type?” or “create a customized makeup palette based on your style”. These are not personality based quizzes, but they are still personalized in a way that leads customers to products they are more likely to buy.
Segmentation
One reason quizzes are the ultimate lead magnets compared to others is because of the ability to easily segment your leads.
Let’s look at one of our quizzes as an example. We created the quiz, “What’s Your Marketing Personality?”. There are 8 different results that people can get – The Analytics Ace, The Brand Builder, The Idea Generator, The Social Savant, The Content Crafter, The Hands-On Hero, The Strategy Streamliner, and The DIY Dynamo.
Each of these results are very different from one another, and each type of person will be looking for different resources from us. The Content Crafter might be interested in our free download, “15 Social Media Content Ideas,” while the Brand Builder will be more interested in our Brand Sheet template. The quiz allows us to take these responses and split them into different categories based on the personality they got.
Now we can send one email about the Brand Sheet template to all of our Brand Builder leads, without bothering our Content Crafters with that information that they are likely not interested in. Instead, when we minimize our interactions to relevant content that each lead would actually be interested in, we are more likely to build a fruitful relationship with them, and they are more likely to make a purchase.
Customization and Personalization were big trends in 2024, and they will likely continue to be important in 2025. Using quizzes as lead magnets allows you to focus on personalization within your marketing communication – leading to more conversions, aka sales!
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