28 Jul Customer Engagement Gained Through Surveys
Working on your customer engagement can sometimes be difficult. It’s often hard to tell if you’re really reaching these people and holding their interest or not. So, how can you really get a handle on how these people are feeling about your marketing efforts? Have you tried using surveys for this purpose?
Polling Your Target Audience for Good Feedback
“Content marketing thrives on engagement.” If you aren’t getting much engagement, then your content marketing efforts are probably suffering. Luckily, there are other ways to encourage people to reach out to you, and one of those ways is with surveys, either on your website or social media.
So, why are surveys rising in popularity as a means of gathering your potential customers’ feedback? They are inherently interactive, most people have a natural desire to compare themselves to their colleagues and peers,” and “most people enjoy offering input and providing their opinions on the topics that matter to them.” In short, people like to give their opinion and to then see where they stand among others, whether they’re in the majority, or not.
You can also use their subject matter to better focus your own work and brand. If you ask the right questions, you can gain valuable data, such as what people currently interested in, their social media platform of choice, and more. Of course, these data-driven questions can be interspersed with more ‘fluff’ pieces, questions that are just for fun, so don’t feel like you have to hammer home your business objectives… or your audience may lose interest before you’ve gotten any really valuable information.
“Like any aspect of marketing, it requires the right strategy and an understanding of how to make your surveys appealing to your audience.” This means you have to figure out how to use surveys ‘the right way,’ or you may not see any results at all.
Don’t Make Them Regret Getting Involved!
The first – and perhaps most important – thing to keep in mind is that you don’t want to bug your audience. People are exposed to a lot of advertisements and more every time they go anywhere online, and you don’t want your survey to be just another irritation. Rather, try first and get your survey under the eyes of the people who it actually applies to with some target marketing. This is a basic standard for customer engagement, but it’s particularly important for things like surveys. High school students, for example, aren’t going to be concerned with construction management.
Also, you want to “go after those with whom you already have a level of rapport and who developed loyalty to your brand.” Send out surveys via your e-mail marketing, including them alongside other information. Website polls will get more fresh eyes than on social media or in your e-mails, where the viewers are people who know your brand and, hopefully, have some trust in it. It takes people time to fill out a survey, and even if it’s just one question, they have to care enough about you to take that time.
Speaking of time… don’t inundate them with questions. A quick, one-question poll that changes every so often is ideal. You can certainly do more if you’re trying to gather more information, but think seriously about how many questions you would want to answer. Most people would probably prefer around five or so, so keep that in mind when choosing your questions.
If you can, offer some reason for them to get involved. Customer engagement sometimes requires an incentive to get people to do what you want. It can be something small, but offering them a reward shows that you’re interested in their opinions so much that you will ‘pay’ them for it.
There is a lot that goes into crafting surveys to better your customer engagement strategy, so if you want some professional help getting it fine-tuned, then get in touch with Eyler Creative. We will work with you to develop and execute a marketing strategy tailored specifically to your business’s needs.
We are a digital creative agency in Baltimore, Maryland with an excellent team of marketing managers, creative designers, developers and programmers all working together with one common mission – to deliver the absolute best client experience and solutions to reach your goals. We’d love to work with you on your next project.