What is survey marketing? Benefits, strategy, and templates
Effective marketing is built on the customers’ opinions. Brands that ignore the public’s approval and buy-in struggle to increase sales or scale their operations.
Today, we have access to a lot of options when it comes to collecting useful data from customers and the public.
Thales Group, a leading In-Flight Entertainment Solutions, improved customer experience (CX) by collecting customer feedback via surveys.
Surveys work. You may choose to set up a complex survey system that lets you gauge behavioral data or keep it simple with your target audience.
No matter your approach, surveys are essential for business growth and customer service.
If you want to have an edge over your competition, you need to leverage the power of surveys in your campaign.
What is survey marketing?
Survey marketing is a qualitative research method that brands use to gather useful data from a customer or group. It provides comprehensive insights and aids strategic decisions, allowing organizations to better understand customer behavior and satisfaction.
5 Benefits of survey marketing for your brand
Why should you spend time developing survey questionnaires for your business? What are the main benefits?
1. Generate targeted leads with surveys
Using surveys to generate leads can be a compelling marketing tactic. This type is often regarded as a lead generation survey.
It could be as simple as a pop-up that nudges your website visitors to choose an option before filling out a simple web form.
They can convert prospects who have previously visited your website but aren’t yet ready to buy.
They can also help you build authority and increase revenue. And they’re easy to use.
You can use surveys to generate leads in several ways:
They help you gather information about your prospects. You can give them incentives by including salary information or job satisfaction questions.
You can use these data to develop a sales strategy. For example, you can create infographics or reports based on the results.
In addition, surveys can help you engage warm leads and turn them into customers.
Use surveys to collect information about your potential customers at every stage of the customer journey. Get some templates here.
2. Build your brand identity with surveys
Surveys are a great way to gauge the awareness of your brand.
By gathering feedback from your customers, you can make improvements to your brand trust.
Surveys can also help you improve customer service.By using online surveys, you can ask your customers to rate different aspects of your business.
By analyzing the results, you can compare your brand with your competitors.
In addition to creating and enhancing an identity for your company, brand surveys can help you build customer relationships and sales.
They can even help you raise money for charity (if that excites you). Regardless, of your business’s size, a brand identity survey should be conducted regularly.
You can choose to conduct 1 to 5 surveys every year, or every few years depending on your needs.
Pro tip: To get the most out of your brand surveys, target survey respondents who already have some knowledge of your brand.
3. Engage your customers through surveys
Surveys are a great way to gather consumer feedback, especially if they’re sent at intervals to give your customers a chance to review the results.
Having this kind of information allows you to determine where improvements can be made.
“Create engaging and personalized surveys by changing questions that adjust to people’s answers,” according to CheckMarket.
Another important part of this process is communicating with your respondents (i.e., customers).
You should explain what improvements you’re making and thank them for their feedback.
It is crucial to send surveys at the right time. Respondents will be more likely to respond to your survey if they receive it at the right time.
You may send it within 24 hours after the customer has made a purchase or used your service. Make sure to test your survey before distributing it to your customers.
Use proper wording and question format. This is crucial!
Using surveys is an excellent way to extract meaningful information from your customers and make your communications more effective.
Engaged customers are more likely to stick around and spread the word about your brand. Always keep that in mind.
4. Surveys provide market insights
Effective surveys are great for generating market insights because they can gather demographic, psychographic, and product information.
In addition, they can help you understand what problems your target market is facing and determine whether your product can help them.
They can also help you determine whether your product positioning strategy needs to be tweaked.