4 Powerful Ways to Use Surveys in Your Marketing Efforts

Photo by Glenn Carstens-Peters on Unsplash
Surveying your customers is essential to understanding their beliefs, values, and ultimately, what they’re looking for in a product and/or service. But, if you’ve taken the time to survey your customers, you should be doing more than simply using the data for your own research purposes. To maximize the benefits, you can also use the research in your marketing efforts and create content that will generate more leads.
In this article, we’ll list four ways you can use your survey research to marketing your products and/or services.
1. Research your target audience
Before you begin any marketing campaign, you should know exactly who you’re marketing to. This is foundational for any marketing effort because each marketing piece should be written specifically with your target audience in mind. Surveys are a great way to understand your audience better so you can craft messaging that resonates with them. You should ask the following types of questions in your survey:

Demographic questions– These include basic, factual information about a person such as age, gender, education, employment, family and dependent, race/ethnic background, and location.
Behavioral/Psychographic questions– These include questions about buying behaviors, goals, and values. They help you uncover underlying motivations so you can create a unique value proposition.

Both types of questions are valuable to understanding exactly who you’re marketing to and what they want. By getting both types of data, you can use cross tabulation and analyze the data around groups and their specific characteristics.
2. Create original research
As more and more companies deliver content, it’s important to provide content pieces and original research that stands out from the competition. This not only helps you get organic traffic to your website, but shows that you’re an authority and a trusted source in your industry. Surveys can be used to gather the information you turn into an original report. To maximize the benefit, use it as a gated asset for demand generation that gets your customers excited about your products and/or services. You can use original research as public relations hook or content outreach to get others to promote your research for you. Journalist and media outlets love customized graphics and charts they can use in their articles so offer to format them with the publishers branding. Publishers will be critical about how the research was performed before they reference it so make sure your survey follows best practices.
3. Collect quotes and testimonials from customers and influencers
Testimonials are essential to establishing social proof on your website and customer reviews encourage sales through unbiased testimonies. You can use surveys as a collection to get quotes from customers and/or influencers to later use in your content. The key is understanding the different types of testimonials you want to capture and getting them all at once so you don’t have to do multiple surveys.
4. Get website feedback from users
Your website is often the first glimpse a potential customer gets into your company and if you’re not conveying your message properly, you could be leaving money on the table. There are many reasons to collect feedback on your website— they can uncover technical issues, let you know if you’re messaging resonates, and give you a glimpse into the buyer’s journey. Using quick surveys on your website to ask about their experience can give you invaluable information that can lead to improved website conversion and a better customer experience.
Putting it all into action
When developing your surveys, it’s important that the market research and marketing team collaborate to determine their individual needs. You should know exactly what content you want to produce with the results before you even begin the survey, so you understand which questions to ask. Together, you can use the data in multiple ways, and drive new leads and customer engagement.

Photo by Glenn Carstens-Peters on Unsplash

Surveying your customers is essential to understanding their beliefs, values, and ultimately, what they’re looking for in a product and/or service. But, if you’ve taken the time to survey your customers, you should be doing more than simply using the data for your own research purposes. To maximize the benefits, you can also use the research in your marketing efforts and create content that will generate more leads.

In this article, we’ll list four ways you can use your survey research to marketing your products and/or services.

1. Research your target audience

Before you begin any marketing campaign, you should know exactly who you’re marketing to. This is foundational for any marketing effort because each marketing piece should be written specifically with your target audience in mind. Surveys are a great way to understand your audience better so you can craft messaging that resonates with them. You should ask the following types of questions in your survey:

  • Demographic questions– These include basic, factual information about a person such as age, gender, education, employment, family and dependent, race/ethnic background, and location.
  • Behavioral/Psychographic questions– These include questions about buying behaviors, goals, and values. They help you uncover underlying motivations so you can create a unique value proposition.

Both types of questions are valuable to understanding exactly who you’re marketing to and what they want. By getting both types of data, you can use cross tabulation and analyze the data around groups and their specific characteristics.

2. Create original research

As more and more companies deliver content, it’s important to provide content pieces and original research that stands out from the competition. This not only helps you get organic traffic to your website, but shows that you’re an authority and a trusted source in your industry. Surveys can be used to gather the information you turn into an original report. To maximize the benefit, use it as a gated asset for demand generation that gets your customers excited about your products and/or services. You can use original research as public relations hook or content outreach to get others to promote your research for you. Journalist and media outlets love customized graphics and charts they can use in their articles so offer to format them with the publishers branding. Publishers will be critical about how the research was performed before they reference it so make sure your survey follows best practices.

3. Collect quotes and testimonials from customers and influencers

Testimonials are essential to establishing social proof on your website and customer reviews encourage sales through unbiased testimonies. You can use surveys as a collection to get quotes from customers and/or influencers to later use in your content. The key is understanding the different types of testimonials you want to capture and getting them all at once so you don’t have to do multiple surveys.

4. Get website feedback from users

Your website is often the first glimpse a potential customer gets into your company and if you’re not conveying your message properly, you could be leaving money on the table. There are many reasons to collect feedback on your website— they can uncover technical issues, let you know if you’re messaging resonates, and give you a glimpse into the buyer’s journey. Using quick surveys on your website to ask about their experience can give you invaluable information that can lead to improved website conversion and a better customer experience.

Putting it all into action

When developing your surveys, it’s important that the market research and marketing team collaborate to determine their individual needs. You should know exactly what content you want to produce with the results before you even begin the survey, so you understand which questions to ask. Together, you can use the data in multiple ways, and drive new leads and customer engagement.

Read more on Business 2 Community 

Related News
7 Hacks to Customize Your Surveys for Your Brand
Surveys. It’s what every company wants following a consumer’s experience with their brand. We finish a phone conversation with tech support and are asked to “remain on the line” to ...
READ MORE
Is Your Brand Hurting Your Marketing Efforts?
Throughout my years as a designer, I’ve worked with countless clients and a variety of brands. Sometimes, these brands have had well-established personalities with properly planned guidelines. Because of these ...
READ MORE
The big event your team spent months planning for has finally come to a close, and it was a success. At least, you’re pretty sure it was. The only way ...
READ MORE
6 Ways You Can Clean Up Your Content Marketing
Image Credit: https://diggitymarketing.com/Is it too late for spring cleaning?Not where your content marketing is concerned.In fact, there’s no time like the present to sort through your social media profiles, your ...
READ MORE
How to Create Infographics That’ll Supercharge Your Content Marketing Strategy in 2019 [Infographic]
You’ve heard of infographics. But, why would you ever want to use one?In a recent survey, 40.2 percent of marketers said original graphics, such as infographics, engaged audiences best. In ...
READ MORE
Employee Satisfaction Surveys: How to Keep Teams Happy and Thriving
niekverlaan / PixabayEmployee satisfaction surveys are becoming common practice in companies that want to be at the top of their industry. That’s because it’s no longer enough for employees to ...
READ MORE
One of the biggest obstacles B2B companies face when marketing their product is having that product viewed as a commodity. When your product is viewed as a commodity, you are ...
READ MORE
Why Buyer Personas Are Crucial To Inbound Marketing Success
Good morning/afternoon/evening/middle of the night. I would like to grab your attention briefly to talk a little bit about buyer personas and how they fit into your inbound marketing efforts.When ...
READ MORE
7 Hacks to Customize Your Surveys for Your
Is Your Brand Hurting Your Marketing Efforts?
Post-Event Surveys: What is the Best Time to
6 Ways You Can Clean Up Your Content
How to Create Infographics That’ll Supercharge Your Content
Employee Satisfaction Surveys: How to Keep Teams Happy
B2B Marketing Strategies – 7 Ways to Turn
Why Buyer Personas Are Crucial To Inbound Marketing

Share Button

Leave a Reply

Your email address will not be published. Required fields are marked *