If your marketing efforts feel like you’re sprinting on a treadmill—constantly moving but never actually getting anywhere—I’d bet good money you’re focusing only on top-of-funnel marketing (aka social media).
And listen, I get it. Social media is loud. Every other post is some guru telling you to “steal these 5 content ideas to make money in your sleep” or “just use this one viral hook and watch the clients roll in.” So naturally, you start thinking, okay, this has to work, right?
But what these “gurus” don’t tell you is that their social content is just the tip of the iceberg. Behind the scenes? They’ve got a whole marketing funnel doing the heavy lifting—nurturing leads, qualifying clients, and closing sales.
So if you’re treating social media as your entire strategy (instead of just the first step), it’s like trying to mow the lawn with nail clippers.
It’s possible, but…why would you torture yourself like that?
What Is a Marketing Funnel?
And why should you even care??
Let’s break it down into something that doesn’t make you want to close this tab immediately.
Top of Funnel (Awareness): Where the Magic Begins
This is when people first find you—your “hey there, I exist!” moment. Think of it like swiping on a dating app. Someone’s scrolling and something catches their eye. Boom. Match.
Content Examples: Attention-grabbing social media posts, engaging reels, and educational carousels that don’t make people want to gouge their eyes out.
Middle of Funnel (Consideration): The Stalking Phase
Now they’re watching you (somebody’s watching meee, it’s my anxiety). Clicking to your website, reading your blogs, maybe even signing up for your email list. This is when they’re trying to figure out: “Is this person actually legit or just another internet fraud with good lighting?”
Content Examples: Blog posts, quizzes (👀 more on that soon), email sequences, free guides, or webinars that don’t put people to sleep.
Bottom of Funnel (Decision): Time to Make a Move
At this point, they’re all in. They trust you. They’re booking your service, filling out an application, or hitting that “buy now” button without hesitation because they’re practically already mentally working with you.
Content Examples: Sales pages, testimonials, case studies, service guides that don’t read like they were written by a corporate robot.
The #1 mistake service providers make? They only show up in the Awareness stage. They match with their dream clients but never actually…start the conversation. It’s like locking eyes across the room but never walking over. And then wondering why you’re going home alone.
You’re leaving your leads stuck in the “lurking” phase when they want to take the next step—they just don’t know what it is.
That’s why you need content for every stage of the funnel.
Why Quizzes Are a Middle-of-Funnel Superpower
Alright, let’s take a quick trip back to 2002.
You’re flipping through a J-14 Magazine (because obviously), and you land on the most important page: “Which NSYNC Song Are You?”
Your heart skips a beat. You grab a pen, answer each question like your life depends on it, and when you get your result?
“OMG, that’s SO me!!”
And just like that, you feel seen. Validated. Categorized into a neat little bucket that explains everything about your teenage existence.
Fast forward to today, and that same thrill? That same deep-rooted need to self-identify?
It’s still there. (Even if you’d rather die than admit it.)
And when it comes to marketing your business, it’s one of the most powerful ways to move people from passive reader → qualified lead → paying client.
How Quizzes Work Like a Built-In Lead Qualifier
A well-crafted quiz isn’t just fun—it filters and educates your leads before they ever hit your inbox. Instead of hopping on calls with people who aren’t a fit (and wanting to bang your head against the wall), your quiz does the pre-screening for you.
Quiz Example: A brand designer might have a quiz called: “Do You Need a Full Rebrand or Just To Tweak Some Things?”
👉 If they get “Full Rebrand” → They’re directed to a results page that explains WHY their current brand isn’t working and what’s possible when everything aligns. Then through a nurture sequence, you can point them to your full rebrand package, case studies, and of course a “Book a Call” page.
👉 If they get “Tweak Some Things” → They’re directed to a results page that explains what’s probably happening right now (maybe there’s variation in the results where some results point you to a tweak some MESSAGING things, others get pointed to a tweak some VISUAL things). Then depending on those nuances, you can filter them into a nurture sequence that further educates and provides resources that speak to their stage of business, plus an option to book a strategy consult for personalized support.
By the time they reach out, they already know exactly what they need—and they’re ready to invest. No more convincing someone who’s not ready or wasting time on discovery calls that go nowhere.
How to Build a Quiz That Works (Step-by-Step)
Step 1: Define Your Archetypes (“Results” Segments)
What’s your audience struggling with? How do you categorize their challenges?
- A personal trainer might create: “Are You a Gym Rat, Weekend Warrior, or Health Newbie?”
- A social media strategist could try: “What’s Your Social Media Superpower (And What’s Holding You Back)?”
Your quiz results should help people self-identify and understand what they need next. No vague “you should try harder” BS—give them actual insights.
Step 2: Build the Quiz (with Interact)
Once you’ve nailed down your topic, it’s time to build:
- Pick a Topic: Something your audience actually cares about (aka, not “Which Office Character Are You?” …unless that’s somehow your niche).
- Write Engaging Questions: Keep it fun, conversational, and under 10 questions. Nobody has the attention span for your 25-question masterpiece.
- Craft Value-Packed Results: Each result should make them think, “OMG, that’s so me” and “Now I know what to do next.”
Step 3: Capture & Nurture Your Leads
When they finish the quiz, don’t just say “Here’s your result—bye!” 😭
Instead, send an email sequence that deepens the relationship:
1️⃣ Result Delivery Email → “You’re a [Insert Archetype]! Here’s what that means…”
2️⃣ Problem/Solution Email → Break down their biggest challenge and how you help.
3️⃣ Case Studies or Testimonials → Show proof that you actually get results.
4️⃣ Offer Email → Introduce your services (without being pushy).
This moves them from “Huh, interesting” → “Omg, I need this person in my life.”
The Best Part? Your Funnel Works While You’re Sleeping
Instead of staying stuck in the “always be marketing” hamster wheel (and looking like a zombie at client meetings), your quiz does the heavy lifting for you.
- People find you on social (top of funnel).
- They self-identify their problem via the quiz (middle of funnel).
- They get personalized solutions + next steps (also middle).
- They enter your email sequence where you prove your expertise (bottom of funnel).
- They book or buy—without you chasing them down like a desperate ex.
Life is f*cking short. Why waste time guessing when you could be making a killer impact and actually enjoying your business instead of being a slave to your social media calendar?
Want to Add a Quiz to Your Content Strategy?
Ready to implement a quiz that works while you focus on serving your clients? My friends at Interact make it super easy to set up automated quiz funnels that qualify leads on demand.
Because let’s be real—you have way better things to do than chase lukewarm DMs. ✌️
PS: Want to see a quiz in action? Take mine here to find out what’s really stopping your dream clients from inquiring.
