4 Ways Online Surveys Can Help Your Marketing Campaign

By Nate Vickery

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Online surveys are one of the most effective marketing tools as they provide you with something that is essentially valuable for your business – your customers’ opinions and attitudes. If you use reliable methods, you can gain highly useful insight into what they like, don’t like, and above all, need. It’s important to be prepared for some negative comments, but the point is that they are beneficial to you.

In reality, a lot of customers simply disappear without any clue about what they didn’t like, so you should prevent this by conducting online surveys on a regular basis, and boost your retention rates.  

Embrace Criticism

Nobody likes criticism, but in business and marketing, it’s actually a useful thing. Even Winston Churchill said on criticism that it “fills the same function as pain in the human body”, so it should never be avoided or ignored. The fact that your customers have decided to tell you what is bothering them is a good sign. They’re giving you an opportunity to fix things and online surveys can give you guidelines regarding which way to go.

Besides that, by giving your customers a possibility to express their opinions, you also build loyalty. Customers want to have their say and be heard, and this method will show them that you care and that they matter to you. When it comes to marketing campaigns, you can use the results in order to hit your customers’ sweet spot.  

Social Proof

Online surveys can be also used as testimonials for social proof. As you know, this is one of the crucial elements of any successful homepage. It’s important to show your potential clients why people think that your product or service is good, as that will be an additional push towards making a final purchasing decision. Employ the power of WOM marketing, as it’s still one of the most credible strategies for advertising your products and services.

According to Nielsen, recommendations from friends and family are still the most credible among 83% of people from around the world. It’s best to send a survey to your new client shortly after the sale, while their interest is still high. Make sure to incorporate some authentic, legitimate testimonials in your marketing strategy and start spreading the word. However, using fabricated evidence can be very damaging and ruin your reputation. Always include the name, picture, and the title of the customer whose testimonial you use.

Know Your Competition

Online surveys can be used for keeping an eye on your competition, too. By asking your customers what other similar products and services they use, you can identify who your competitors are, and find out what their qualities are. This way you’ll be able to gain a competitive advantage and start working on improving your offer and fixing any existing issues.

If you want to dig deeper, you can also create a survey directed at people who aren’t your customers and explore their opinion. You don’t have to worry whether they’ll be willing to answer your survey as for them, it’s an easy and quick way to make money online.

Improve Your Content

Content marketing is instrumental in creating a successful campaign. A whopping 93% of B2B marketers use it instead of traditional advertising.  Again, you need to find out what your customers think about your content if you want to make it work. Producing quality content on a regular basis is a challenging task, and even some professional agencies find it difficult to live up to the expectations. It’s even more complicated when it comes to video, which has become inevitable and irreplaceable part of any successful content marketing strategy.

Marketers use various metrics to feel the pulse of their audience, but some of them can’t provide sufficient information. Unlike behavior data, which basically answers the question “How many…?” or “How much…?”, online surveys help you understand the “Why?” part of the equation. In order to create compelling and engaging marketing content, you need both components, as that’s the only way to get a complete picture.  

Online surveys have a lot of unused potential, and if you want your marketing efforts to pay off, you should incorporate them into your every marketing strategy.

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