Expert Roundup: How Data from Survey Software Shapes Marketing Campaigns

Let’s assume you’ve got the perfect product; you’ve thought about a well-funded marketing campaign. However, your campaign proves to be unsuccessful after the launch, because it doesn’t resonate with your target audience. It’s a pretty scary thought, isn’t it?

To avoid scenarios like these, companies spend a fortune conducting market research and focus groups. Like many other things, the internet has helped shorten this process too. Conducting widespread research is no longer a time-consuming activity, companies have started adopting survey software to help conduct this research.

We asked various customer experience experts how survey results have helped shape their marketing campaigns. Here’s what they had to say:  

Embedded AB Ad Testing in Facebook gives us an idea which ad will provide the best ROI for our target audience but it doesn’t get to the consumer’s “Why”. Modern survey software humanizes the consumer by creating a conversation with consumers at scale.

Surveys are powerful in marketing because they can give you free form responses. Specifically, you can find out how customers describe problems in their daily work. That can directly improve your marketing copy. For example, you are marketing a sales automation software tool.

Through surveys, you can find out the actual words that sales professionals use (e.g. “I need more closes”). You can update your marketing with the insight you gained through the survey. The result? You are more likely to connect with your target market.

Survey research done properly — valid and reliable — can identify the salient features of a product that drive purchase decisions. Such information should enlighten product mapping but also the marketing of the product.

The key issue: how best to structure the research questions to identify those features. Conjoint analysis provides the richest information, but it requires some expertise. Lacking that I lean toward fixed-sum questions or deriving importance through correlation analysis.

Again, the design of the survey instrument is critical to providing good information.

If done right – designing a survey, delivering it to audience, and gathering insights from data – yields numerous information nuggets for marketing campaigns, such as preferences on frequency, how to be communicated, what customers’ pains, motivators and likes/dislikes, what they want/need/expect, and their desired business outcomes.

But in order to get great outcomes, you have to start with proper inputs and outputs – such as when to take a survey, which surveys to take, how to design the survey, how to identify insights, how to close the loop with the customer and the like. Doing so will create stronger marketing campaigns that resonate with buyers/customers that will create outcomes that companies want.

Survey software gathers data. Data is the silent, yet very important, component of a marketing campaign. When data is analyzed and interpreted, it gives us a better understanding as to what an audience wants, likes, needs, desires, etc. It helps form the story a marketing campaign wants to tell by providing the necessary information for content that when created, is geared towards the desired audience.

For example, let’s say a retail store ABC wants to find out what their best selling item is. They decide to gather data through survey software. Once obtained, understanding the data would help them answer this question and even more! The store may realize that what they thought was their most popular item really isn’t, and depending on what the goal is, might change their strategy to focus on the one that is.

The data can provide additional insights such as what audiences they resonate the most with, what they care about, what they don’t care about, etc. Using this information, they can capture a story and create content that will hopefully connect with their audience on a personal level, because it would be something they can relate to.

Surveys are an opportunity to figure out what your buyers are thinking about your brand, solutions, and industry right now. But you’ve got to be smart about the questions you use and also know a little about who you’ll be surveying. Nobody wants to take a survey with generic questions.

Lead with questions to very specific aspects of your solution that you want to either enhance or position in a more appealing way. Find out what psychological drivers are influencing buyers to choose you over your competition.

In Conclusion

As mentioned by the experts, great outcomes are a result of great inputs and insights. When you create a survey you open a channel of communication which is the key to getting those valuable insights is. Harness the tools available to you to identify key selling points of products and craft campaigns tailored to the needs of your audience. Tell a story, build a relationship and connect with your customers on an emotional level.

If you haven’t already started collecting feedback from your customers, its high time to start now.

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