Even though most marketers know surveys can be a powerful way to engage and inform their customers and prospects, surveys are often overlooked in a content marketer’s toolbox. The right type of survey can spark ideas for new content, help companies fine-tune their marketing message, and iron out businesses processes that might be frustrating their customers. According to Harvard Business Review, surveys even offer the possibility to influence customer behavior.
Can Surveys Influence Customer Behavior?
A few years ago, two researchers published an article in Harvard Business Review where they conducted a survey on behalf of a large U. S.-based financial services company. They used a control group that wasn’t surveyed and another group that was. Neither group received any direct marketing from the financial services company for a year after the survey, and the surveyed group was only contacted with this 10-minute survey one time.
Here is what happened with the surveyed group vs. the control group:
- Surveyed customers were three times more likely to open up a new account.
- The surveyed group was 50 percent less likely to defect to a competitor.
- The surveyed group was more profitable over the long term for the financial services company.
- The positive results from the surveyed group peaked immediately after the survey, but the surveyed group continued to be more profitable than the control group even after the year-long test ended.
It’s reasonable to assume that the surveyed group became more engaged with the company because they were asked for their opinions which were clearly valued. However, by asking about specific products during the survey, it’s also possible that customers learned more about how the company might serve them. The conclusion is that well-crafted surveys can not only help companies gain information about customers; they can also be a great way to provide information to customers and potential customers.
Ways to Use Surveys to Market to Prospects and Customers
Here are some ways you can use surveys in your marketing:
- Generate content ideas: Use the information gathered from surveys to create effective articles, videos, or infographics.
- Find out what consumers like or don’t like about your company: Learn which processes you need to improve to increase satisfaction.
- Learn what else customers want to see from your brand: Learn new ideas about additional products or services or if your customers have any interest in a new idea.
- Improve marketing tools: Fine tune your content by learning what your prospects find most valuable.
Digital Survey Tools
You can find plenty of helpful online survey tools. If you want to run a survey on your website, for example, look for plugins that work with your content management system. You can also find survey tools that interface with social media sites like Facebook, Twitter, and LinkedIn.
PC Magazine has a list of their top picks for the best online survey tools for 2016. For example, two favorite tools are SurveyGizmo for small and medium businesses and WorldApp for enterprise-size companies.
Grow Your Business With Surveys Done Right
Surveys provide you with a way to learn more about your customers and prospects. Crafted correctly, they can help customers and prospects learn more about your company too. At DBC Digital, we help small and large companies grow their businesses with inbound digital marketing. Contact us today, so we can learn more about each other.
