Conducting market research is about collecting feedback and insights from customers to close the gap between perception and reality. Because relying on guesswork and gut instinct alone will not lead to the insights you need, strategic organizations often use online surveys to get the right questions to the right people at the right time. And in result, they get actionable data.
Many business owners and marketers alike use online surveys to collect and analyze data about their customers. By unlocking the power of online surveys to research your customers, you can quickly gain insights into buying habits, product feedback, satisfaction, loyalty, and so much more. For instance, sending an online product feedback survey to customers can help you gain insights that drive product improvements, and ultimately, sales.
In Part 1 of this blog post we’ll give you several examples of how online surveys can be instrumental in assisting (or facilitating) your market research efforts. We’ve broken this list down into various factions of marketing, operations and/or sales-related goals and objectives.
Market Research & Analysis
Before you earmark funds for any marketing plans or initiatives, it’s absolutely critical to know that the strategies will drive your success. For instance, using a market research survey can help you analyze the potential market size for your offering, the prime location for your retail store, or the optimal price for your products. Online surveys can even help you find out what motivates your current and potential customers to buy what you’re offering.
The effort you expend on a market study will be rewarded with customer insights and go-to-market strategies that have a higher chance of success. Again, it all comes back to getting the right questions to the right people at the right time. Properly designed online surveys can unlock extremely powerful insights for better organizational decision-making.
To learn more about how to design your next survey, please check out our recent post about Best Practices here.
Social Media Marketing
As companies expand their marketing mix and brand experience to include social media, the use of online surveys are an excellent way of helping you figure out which social media channels will yield you the best engagement with current and prospective customers. To get started, try posting your marketing survey URLs on Facebook, LinkedIn or Twitter to survey your customers and followers. Here you can use online surveys to gauge interest in products and services, drive engagement, uncover opinions and trends, assess your competition, or test a new product concept or idea, all while gaining relevant, actionable feedback, efficiently, and at an affordable price.
Company Updates via Blog or Newsfeed
Online marketing surveys can help you increase traffic, boost conversions, and grow sales. Try posting your survey URL within your Blog or company Newsfeed to learn more about who is visiting your site, why they’re visiting your site, and what you can do to enhance their customer (or user) experience.
Company updates via a blog or newsfeed are such an important part of your inbound marketing strategy, as this is the best way of turning strangers into customers, and customers into promoters of your business. By using your blog, newsfeed, social media and website to attract strangers, visitors, leads, customers, and promoters, these become the perfect venues to incorporate an online market research survey.
By publishing the right content in the right place at the right time, your marketing messages and communications becomes more relevant and helpful to your customers. For improved efficiency, use online surveys to refine how to keep attracting qualified prospects and how to keep them coming back for more.
Need to identify potential customers in a new service area? Try using an online survey focused on collecting customer demographic information, such as: gender, age, location, income, household, where they shop, what they do for fun, how many children they have, if they have pets, and more. You can then target your messaging and campaigns to be more relevant. You’ll also be able to target your time and resources more efficiently and effectively.
Segmenting your customers, that is, focusing your marketing prowess on one group that shares common attributes (such as demographics, geography, lifestyle, product usage, brand affinity, etc.) might just help to tip the scale in your favor. To gain this competitive advantage, many marketers rely on online surveys.
For example, a health club owner could segment based on facility or service usage (spa, cardio equipment, fitness classes, pool, team sports, events and mixers, personal training, etc.), while a consumer packaged goods company might segment based on lifestyle (health-conscious, active lifestyle, organic, vegetarian diet, etc.) to develop finely-tuned (and more relevant) marketing programs that target the needs of one or more of their market segments in order to increase membership sign-ups, increase registrations, drive sales, or whatever else their business goals may be.
A/B Test Your Next Campaign
Using online surveys is a great way to A/B Test your next advertisement campaign creative (design), copy (message), or promotions. For example, would your customer base be more likely to respond to an online banner ad, a direct mail piece, an out-of-home billboard, a percentage discount versus a money-back guarantee, or some other advertisement vehicle, message or layout? Or, for instance, use online surveys to find out which email subject line would make your customers click through to the product detail page.
A/B Testing is an immensely valuable way of improving and better targeting a promotional marketing campaign. Helping you prioritize spend and resources, online marketing surveys should be an essential tool in your strategy toolkit. Get started with TidySurveys today for FREE!
Measure Customer Loyalty
Companies might use online marketing surveys to test the overall effectiveness of a rewards program and its impact on customer loyalty. Online surveys can provide insight on customer acquisition, retention, engagement, loyalty and sales. Wouldn’t it be nice to find out who’s actually buying what you’re selling and why?
Branding & Positioning
Got Milk? Just do it. The Ultimate Driving Machine. Think different. The Best a Man Can Get…What do these have in common? Why do loyal customers refuse to be wooed by potentially lower priced alternatives of potentially equal value, and continue to choose to stick by their favorite brands?
Well, in part it’s because the most revered brands listen to their customers, and tailor their marketing strategies (and their products and services) to their target audience. By doing this, these example brands have created a visceral connection with their customers that is so powerful and bonding that it becomes like an exclusive membership — or like a club they’re proud to be part of.
Try using online surveys with your customers to test your branding, positioning, naming concepts, and more, as this will help give you insights and understanding of their attitudes, motivations, and preferences, especially in relation to your competitors.
For more, please stay tuned for Part 2 of this post…
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