The goal of any successful business is to create sound marketing campaigns that drum up new sales from potential clients and customers. In order to generate sales and leads, you need to be proactive in offering your customer base what they desire, and you need to deliver on your promises. Marketing is all about people and information. Through website analytics and consumer surveys, you can gather invaluable insight about how consumers view your website, services and products. If you do email marketing campaigns, surveys and analytics can help you understand how people are viewing and responding to your campaigns. Here are some various other ways that surveys can give you insight and help your marketing campaigns.
Surveys Used for Customer Feedback
A customer survey is designed to gather valuable data about how a business is operating. Businesses can then use the compiled data to restructure or develop preventative strategies in order to retain current client relationships. Customer turnover is a natural part of operating a successful business. If a business continues to lose customers, however, it can become detrimental to the continued success of the company. Sporadic consumer feedback surveys show your customers that you care about their feedback, input, suggestions, complaints and general opinions.
Online surveys can help you test the market to see how your customers respond to new changes. If you are creating a new company logo, for example, you could reach out to your customers to help determine which potential design is the most aesthetically pleasing. You can create similar surveys to ask your customers which products or services they feel you should add to your inventory, menu or product line.
Surveys Used As Incentives
Once of the most creative ways you can help your marketing campaigns is to think of online surveys as a marketing ploy. You can offer your customers percentage-off or dollar-saving coupons for completing one of your surveys. Customers can redeem the coupon codes in your store or on your website upon completion of the survey. Since the average consumer loves getting stuff for free or at a greatly-reduced price, you may see a surge of business from your incentive-based consumer survey.
An incentive-based survey offers a win-win opportunity for both you and your customer, and it is an honest and wholesome marketing strategy for your business. You gain invaluable customer feedback, and many more customers are likely to respond since they get perks for completion. Your generous post-survey coupon codes encourage your customers to run to your website or store for redemption, so you end up with a surge of profits and a wealth of helpful and honest feedback.
Surveys Used to Determine Relevance
If you produce digital content, have a website or blog or do pay-per-click advertising, online surveys can help you determine the relevancy of your content. Through the compiled data, you would be able to determine the types of customers visiting your digital content, what their rolls are in their respective companies and how they perceive your products and services. With the right survey questions, you can determine if people view your content as a trustworthy source or if they see your company as more of a gimmick.
Online surveys can also inform you if your content is influential in a positive way. Consumers will let you know if your content is easy to comprehend, if your website is simple to navigate, if your content is compelling or exciting and if you offer new ideas and inspiration.
Structure Your Online Surveys The Right Way
For a more relevant and sophisticated survey experience and results, there are a few helpful ways you can encourage customers to be more forthcoming with their opinions.
- Instead of asking people what they intend to do, ask people what they have done or how they view your products and services. People’s intentions often change.
- Ask open-ended questions, unless you are specifically looking for lengthy responses. Multiple-choice questions let you set specific parameters for a response. Additionally, most people do not like answering lengthy surveys with in-depth questions. Keep it sweet and to the point for the most accurate results. When you ask closed-ended questions, you also eliminate the need to sift through tons of various open-ended answers that may make the analysis phase particularly arduous.
- Send out your survey invitations at the appropriate time. If you have a marketing campaign, give your customers ample time to review the content, watch your videos or try your products and services before asking for their feedback.
With effective planning and consumer surveys, you can boost the success of your marketing campaigns. While there are many tools that can help you grow your business, customer surveys offer a wealth of information.