By Brittany Bingham of SurveyMonkey
In today’s world where data reigns as king, advertising belongs to the nerds: those who know how to use statistics and bar charts to make smart decisions. Sorry, Don Draper. Great marketers know that successful campaigns must be built on consumer research.
(Photo courtesy of Brittany Bingham)
But where do you begin? If you’re starting from scratch and plan to use customer surveys to inform your campaign, it can be overwhelming to figure out what questions you need to ask. We’ll give you a head start. These three questions will point you — and your campaign — in the right direction.
Question 1: How satisfied are your customers with your product/service?
The first step to building a great strategy is to reach out to your customers and find out how satisfied they are with your brand. You can see what they think of your product or service, and filter results by different segments to gain insights on who your highest value customers are and which may need some more encouragement. There are a lot of ways to gauge customer opinions, but here are a few specific survey questions to consider:
The Net Promoter® Score Question: How likely is it that you would recommend our product/service to a friend or colleague?
Satisfaction Questions: How satisfied or dissatisfied are you with our product?
Interaction Questions: How many times a month do you purchase our product/service?
These questions will enable you to identify your most valuable, loyal and passionate fans. On the flip side, you can also identify a potential customer base that might be in need of more convincing from your brand.
Question 2: What are existing customers’ perceptions of my company?
Once you’ve identified your most important customers and divided them into groups based on value and loyalty, you can begin moving forward in creating a targeted marketing strategy. First, take a look at all your customer groups, and decide which groups you want to focus on. Maybe you want to continue going after the group that’s most passionate about the product. Or perhaps it’s more important to you to focus on customers who’ve received a negative perception of your company and work on turning those perceptions around.
Then, send out a follow-up survey to these specific customers asking open-ended questions about how they view your company or product. These questions will vary based on your organization, but some examples include:
What do you love most about our company?
What could our company do to improve our product?
What three adjectives would you use to describe our company?
The responses that these types of survey questions yield are a goldmine for marketers. Look for common themes and keywords customers use to describe your company. From there you can begin developing a campaign that will either continue to target the customers who are already fans, or focus on converting those who have negative impressions of your brand, depending on your priorities.
Question 3: Whose reaction should I focus on in order to make the best decision?
Now that you’ve gleaned some helpful insights on your target customers, you can’t wait to start developing and executing on your advertising concepts. Before you dive in, though, there’s one final thing you need to research.
Test your new advertising concepts by surveying your target audience to see what messages and designs are resonating. Observe how your different customer groups react to your presented ads and use this information to guide the advertisement and marketing strategy that will provide the best results.
Don’t Rely On Your Gut
Your gut instinct is a great place to start when it comes to strategizing, but today more than ever it’s crucial to leverage data and feedback from your most important business stakeholders — namely, your customers — and use it to guide the way you communicate. By keeping in mind these three key questions, you’ll be able to extract insights from your customers that will prove invaluable to building a successful advertising campaign — one that sits on a rock-solid foundation of tangible data.
This article is written and provided by Brittany Bingham. Brittany is SurveyMonkey‘s senior online marketing manager where she leads the digital marketing team. Previously she was senior strategic manager at Milestone Internet Marketing where she managed the cross-channel strategy and oversaw the SEO Account Management team.
The views, opinions and positions expressed within this guest post are those of the authors alone and do not represent those of CBS Small Business Pulse or the CBS Corporation. The accuracy, completeness and validity of any statements made within this article are verified solely by the authors.