Marketers crave engagement with their audience. It’s the foundation that builds trust and loyalty with customers. The best way to boost engagement with your audience is to give them the content they want. But how do you know what they want? The answer is marketing surveys. In this blog, we’ll share what marketing surveys are and 10 marketing survey questions to improve your content strategy.
What are Marketing Surveys?
A marketing survey is designed to collect valuable feedback from your customers to understand your target audience including their characteristics, expectations, and needs. The survey also helps you get an analysis of your competitors, depending on the questions you ask.
The results you receive from the marketing survey can help guide your content marketing strategy. Your customers have all the information you need about who your target audience is. A survey is one of the best ways to collect that information.
It can be challenging to know what marketing survey questions to use, so we put a list of them together for you!
10 Marketing Survey Questions to Improve Your Content Strategy
To improve your content marketing strategy, you need to understand your customers. Below are 10 marketing survey questions to ask your customers. Each question comes with an explanation for what it can help you uncover.
1. How did you hear about us?
It’s important to understand how your customers found out about your business. Was it through social media, an advertisement, or maybe through an organic search? Knowing what channels bring in the most traffic will help you determine where you need to promote content.
2. What did you choose us over a competitor?
The answers to this question will help you understand what sets you apart from your competitors. Some customers may answer this based on product features, but some may choose you over others due to your outstanding customer service.
In either case, you will learn what qualities your business has to offer that help “seal the deal” with your customers. This is excellent information to have to drive your content marketing strategy.
3. How well does [product/service] meet your needs?
This question allows your team to understand if your product or service is solving the problems it’s supposed to solve. It may also help you uncover other needs being met that you weren’t aware of.
For example, Boast is designed to provide an all-in-one platform for customer feedback, testimonials, and online reviews. However, through regular customer surveys, we learned customers also use our product for employee feedback. Now, we’re able to include this as a target audience as other businesses are looking to use our platform for similar needs.
4. Is our content easy to understand?
If your customers are finding it difficult to understand the content you share, how might that be reflected in your marketing content to prospects? Generally speaking, people want easy-to-digest content. It’s why short videos have taken off on social media! Be sure you’re sharing content that your audience can easily understand.
5. What topics would you like us to cover that we haven’t?
Social media strategy is best when you share 80% of helpful information related to your niche and 20% promotional content. That’s a lot of content to produce if you post on a regular basis. Check-in with your customers to see if there are topics they’d love to see you share content on.
6. What features do you like most about [product/service]?
Do you know what features your customers like about your product/service? This information is helpful to inspire future features. If there is a commonality in what features your customers like, you can leverage this information in your content marketing strategy.
7. Are you aware we offer the following [product/service/feature]?
Do your customers fully understand the products or services you offer? Are they aware of all the features and benefits of said products or services? This marketing survey question is designed to see if your customers know what you have to offer and if they are using your product or service to its full capacity.
If there are features, products, or services that aren’t being used, how can your team create content to properly market it?
8. What do you wish [product/service] had that it does not currently offer?
Has your business seen a lot of churn lately? Losing customers to competitors can be disheartening, but it’s also an opportunity to grow. Learn what features your customers would like to see in your product. Highlight key or new features in your content marketing strategy when you can.
9. Would you be willing to tell friends, family, or colleagues about us?
This question is often associated with an NPS or Net Promoter Score survey using a Likert scale. Customers will rate you on a scale of 1-10 (1 being unlikely and 10 being very likely) on how likely they are to recommend you to others. We highly recommend using this question with the Likert scale to know who your promoters are.
Promoters are customers who’d be willing to recommend your brand. It also means they may be willing to leave an online review or video testimonial. These types of social proof are a great way to build trust with prospects.
10. How do you rate your recent experience with us?
This marketing survey question can be based on a recent interaction, a previous interaction, or their overall experience. It helps you understand how satisfied customers are with your business and customer service.
Now that we have a great list of questions to use, let’s discuss how to create a form and send it out to your customers.
Creating a Form and Sending the Marketing Survey Questions
To get started with your form, you’ll want to determine which software or platform to use. A common free tool many businesses use is Google Forms, but we recommend using a tool built for customer feedback, like Boast.
With Boast, you can quickly design the form while adhering to your brand. Easily import your contacts with an excel file or by connecting Boast to your CRM using Zapier integration.
Once you have your form, you’re ready to send the marketing survey out to your customers. There are multiple ways to do this, but the most common methods use email or SMS.
Emails can be automated either with your email marketing platform or with Boast. We recommend using automation as it can be personalized to your customers and allows you to focus on what matters most – serving your customers! Try the following email template to get you started:
Hi [FIRST NAME],
We here at [YOUR COMPANY] value you as a customer. If you have a moment, we’d like to hear from you about how we’re doing and how your experience with [PRODUCT/SERVICE] has been. You can share your thoughts [here-LINK] or use the link below:
These 10 marketing survey questions are a great place to start when building a customer survey for marketing purposes. The answers you receive from these questions will be able to help guide your content marketing strategy. Building your content around your customers and audience is the best way to increase engagement.
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