The best type of marketing content engages your audience and promotes your products. To do this, it’s important to know what your audience is looking for, as well as what they expect from your products. It’s also important to display the best aspects of your products as well, and to know which aspects are most important to your customers. Gathering information and using customer surveys can help you write better marketing content in many ways.
How to Use Customer Surveys to Write Better Marketing Content
“Was this Article Helpful?”
A single question can help you make important determinations about your marketing content. Adding a question like “was this article helpful?” or “was this email helpful?” at the end of your marketing content or messages can help show what type of information is most important to your customers or potential customers. Though this is a very short survey, it will be more likely that readers will respond to one question, compared to several. Combine this information with information gathered from Google Analytics or a similar system to see how customers are consuming your marketing information.
Assess Your Most-Used Features
Sharing information about your most-used features is likely to be effective marketing content. These are the features that your customers use the most, and are most likely to be interested in. These features are also most likely to interest your potential customers. Highlighting these features, their benefits, creative uses of these product features, and similar content will be more likely to engage your audience. This will help you use customer surveys to write better marketing content, but it will also help you highlight your best features and reach more customers who are looking for your solutions.
To use customer surveys to find your most-used features, it’s ideal to use a relatively short, multiple-choice survey. This might include questions like “which product features are most useful for you?” or an open-ended question like “how do you most often use X product?”
Ask What Questions or Problems You Should Address
Marketing content that answers questions or solves problems tends to attract more readers and drive more engagement. Obviously, these questions or problems should be related to your products or services. In addition, these questions or problems should be relevant to your audience. You can use customer surveys to find what type of questions or problems your customers are experiencing, so you can address them.
These customer surveys should also be relatively short. With shorter surveys, you’ll get more responses, which will make the data you collect more useful. You might use questions like, “what is the most common problem you encounter in your industry?” or “what problem would you most like to solve in your regular work day?” These might be open-ended questions or multiple-choice questions.
Ask About Formats and Media
Your analytics system will show which pages get the most traffic and which videos get the most plays. However, additional information directly from your customers can help you pinpoint which media types are ideal. In general, video content tends to perform better than text content, but this isn’t necessarily the case for all audiences. You can use customer surveys to write better marketing content by asking your customers what type of content they prefer. You might include a question like “do you prefer text-based, image-based, or video content the most?” in a survey about marketing content, customer satisfaction, or a similar customer survey.
Collect and Share Industry Data
Marketing content that contains hard data tends to be more useful, and therefore gets more views and shares. You may be uniquely positioned to gather data about your industry and share it with others. This information can help you create relevant content about industry trends and preferences, highlight problems and solutions, and even debunk myths.
You might use customer surveys to write better marketing content by asking about what type of technology your audience uses, what type of products they prefer, what problems or challenges they encounter most, industry changes, and more. The accuracy of your data will depend on how you gather the data, how many responses you receive, and the size of the total potential response pool.
There are many ways to use customer surveys to write better marketing content. Customer surveys can show you what your customers are interested in, what problems you can solve, and even give you essential insights into where your industry is heading overall.
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