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USING ONLINE SURVEYS IN YOUR MARKETING

USING ONLINE SURVEYS IN YOUR MARKETING

How to Improve Your Marketing with Online Surveys

THE ULtIMAtE GUIDE tO

A publication of Share This Ebook!

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IS THIS BOOK RIGHT FOR ME?

Not quite sure if this ebook is right for you? See the below description to determine if your level matches the content you are about to read.

INTRODUCTORY

This ebook!

Introductory content is for marketers who are new to the subject. This content typically includes step-by-step instructions on how to get started with this aspect of inbound marketing and learn its fundamentals. After reading it, you will be able to execute basic marketing tactics related to the topic.

INTERMEDIATE
Intermediate content is for marketers who are familiar with the subject but have only basic experience in executing strategies and tactics on the topic. This content typically covers the fundamentals and moves on to reveal more complex functions and examples. After reading it, you will feel comfortable leading projects with this aspect of inbound marketing.

ADVANCED
Advanced content is for marketers who are, or want to be, experts on the subject. In it, we walk you through advanced features of this aspect of inbound marketing and help you develop complete mastery of the subject. After reading it, you will feel ready not only Share This Ebook! to execute strategies and tactics, but also to teach others how to be successful.
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HUBSPOts ALL-In-OnE MARKEtInG SOFtWARE

... brings your whole marketing world together in one, powerful, integrated system.

LEAD GEnERAtIOn

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BLOGGInG & sOCIAL MEDIA

Get Found: Help prospects find you online Convert: Nurture your leads and drive conversions Analyze: Measure and improve your marketing Plus more apps and integrations

EMAIL & AUtOMAtIOn

M s

SEARCH OPtIMIZAtIOn

Request A Demo

Video Overview

LEAD MAnAGEMEnt

g Y

MARKEtInG AnALytICs

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HubSpot all-in-one marketing software helps more than 7,500 companies in 46 countries attract leads and convert them into customers. A pioneer in inbound marketing, HubSpot aims to help its customers make marketing that people actually love.

SurveyMonkey is the worlds most popular and trusted onlinesurveytools. It offers a smart, simple way to send freesurveys, polls and questionnaires for market research, customer feedback, event planning and more. Check it out to get access to surveyquestions and professional templates. Share This Ebook!

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CONTENTS
pRObLEMS ONLINE SURVEYS cAN hELp YOU SOLVE
/8

ThE 5-STEp METhOdOLOGY TO LAUNchING MARKETING SURVEYS hOW TO bUILd YOUR SURVEY QUESTIONS
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WhAT TOOLS YOU NEEd TO LAUNch AN ONLINE SURVEY cONcLUSION & AddITIONAL RESOURcES
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By building more feedback mechanisms and inviting ideas from their target audiences, businesses can improve their marketing messages.

When the Web first became available to users, it was primarily about retrieving information. As it evolved in the 2000s, it became known as Web 2.0 - a platform associated not only with consumption of information, but also with collaboration and participation. This new reality became characterized by a dialogue formation within the community. The idea of marketing as a two-way channel as opposed to a broadcasting tool is revolutionary. It represents the potential of building lasting relationships with prospective and current customers and keeping retention numbers high. By building more feedback mechanisms and inviting ideas from their target audiences, businesses can improve their marketing messages and create new opportunities for business growth. Surveys have become strong feedback mechanisms that help marketers draw insights from their communities and more effective at achieving better results. Share This Ebook!

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Survey results help us attract a more diverse community, improve our education outreach program impact, create a more robust board governance structure, inspire staff development efforts, and target potential donors, noted Sue Dahling Sullivan, the Chief Strategic Officer at the Citi Performing Arts Center in Boston, Massachusetts. Of course, you can survey your community in different ways: in person, via the phone, in group settings like focus groups, etc. In this ebook, we will focus on online surveys. Online survey solutions like SurveyMonkey enable marketers to quickly develop questionnaires for online users to fill out. They offer templates to make the process easy and targeted. Online surveys work for a range of companies that sell online, and are especially powerful for businesses with a good-sized optin email list and a large social medial following.

That being said, dont draw insights about your user base just by looking at surveys.

People often say one thing and do just the opposite. Back up your data with behavior-

based analytics. For instance, run A/B tests that look at how people actually react when provided with a given choice. Do they really click on that link in an email? Do they really scroll down to see your call-to-action? Find if what they say they do represents what they actually do.

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CHAPTER 1

pRObLEMS ONLINE SURVEYS cAN hELp YOU SOLVE

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Before you start using online surveys, you should know the different problems they can help you solve.

Marketing professionals love using online surveys to gauge sentiments or prove a point. Yet, before jumping in and adopting this marketing tool, you should be aware of the different problems that surveys can help you solve. In this chapter we will discuss a few of the marketing goals pertaining to online surveys:

1 2 3 4

Market Research Optimization of Marketing Thought Leadership Internal Communication

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1
Market Research
One of the most popular uses of online surveys is for market research. As a company, you can sponsor a market research that brings you valuable information about the relationship between your target audience and your service or product. A market research survey can serve different goals, including the opportunity to measure awareness, make discoveries about your branding and positioning and understand your companys role in the competitive landscape As SurveyMonkey noted, Surveying your customers to test branding and naming concepts will help you understand the attitudes motivations, and preferences of your customers, especially in relation to your competitors.

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BUILdING BUYER PERSONAS Buyer personas are a crucial component of successful inbound marketing, particularly for the sales and marketing departments. After all, the marketing team needs to know to whom they are marketing, and the sales team needs to know to whom they are selling.

You need to ask some key questions in order to build an effective buyer persona, and you (Also, former customers are one of the best places to start. If youre using closed-loop analytics, you can also reach out to those customers who exhibit the behaviors you are looking for.) For instance, some of the questions you can pose in your survey can include demographic information, what the respondents key challenges and goals are, and what solutions will make a true difference to them. If you need help with the process, reference HubSpots Buyer Persona Template.

can do that with a mix of approaches, including interviews, existing research and surveys.

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Optimization of Marketing
Online surveys can help you optimize your existing marketing efforts, especially when it comes to email marketing, content creation and events. For instance, surveys can play a key role in identifying good segmentation and targeting opportunities because they reveal if your audience likes the format of your content, its distribution, etc. Survey your audience to identify their preferences, needs and goals. Lets look at some examples! EMAIL MARKETING Email marketing is most powerful when it is relevant to recipients. Relevancy is becoming even more central to todays marketing strategy, and buyers have come to expect personalization in their communications.

According to a study by MarketingSherpa, four out of ten subscribers reported that theyve marked emails as spam simply because they were irrelevant. On the flip side, MarketingSherpa also reports that emails that have been tailored to specific audiences through segmentation get 50% more clicks than their counterparts. Share This Ebook!

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U U U U U U U U U U
due to irrelevancy

4 out of 10 subscribers

mark email as sPAM

The best segmentation tactics are based on true data about your audience. Of course, you can get some of that data by simply asking your audience! In 2012, HubSpot launched a one-click email survey whose goal was to help HubSpots community in the areas that concern them the most. So the only question in the survey asked respondents about the topics that interested them the most. The email had higherthan-average clickthrough rate (CTR), which meant that HubSpots recipients appreciated the content and engaged with it.

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Here is the one-click survey email sent to a segment of HubSpots email database:

As you can see, this is not an overly complicated email, but simply includes ten links (calls-to-action) that represent the different categories of HubSpots content. This survey was created, sent and tracked using the HubSpot Email tool. What is truly powerful about using the HubSpot integrated marketing software for this one-click survey is that the insights emerging from it can flow into the lead intelligence of the select group of recipients.

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Now the marketers at HubSpot can launch automated follow-up email campaigns based on these insights and ensure that the HubSpot community is getting the content they are most interested in. This segmented content distribution can be achieved not only through email communication, but also through dynamic content like Smart Calls-to-Action.

CONTENT CREATION Of course, you dont have to stop at one-click surveys. You can craft an online survey with multiple questions that help you get a sense of whether you are creating the right marketing campaigns and launching them in a way that your audience values.

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For instance, HubSpot used SurveyMonkey to launch a content survey that evaluated HubSpots content strategy: what pieces of marketing content (ebooks, webinars, blog posts, etc.) the community wanted more or less of.

When creating a similar type of survey, ensure it has a clear goal and provides you with actionable next steps. For instance, some of the insights HubSpot took away from the survey above included mentions of marketing publications to partner with, an increasing interest in information consumption on mobile devices as well as an ongoing attachment to receiving print-friendly resources.

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USING ONLINE SURVEYS IN YOUR MARKETING

EVENTS Lastly, dont forget about the huge role surveys play in event marketing. Its great to identify optimization opportunities for your next big event and make your attendees happy. You can launch a survey before the actual event: in this way you can identify preferences for speakers, catering, programs, music and themes. After the even, you can use a survey to follow up with attendees: this will be a great opportunity to find out what you need to focus on make your next event an even bigger success.

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3
Thought Leadership
Besides the insightful information about your audience and the marketing optimization opportunities this data provides, online surveys also empower you to become an industry thought leader and generate more inbound leads. HubSpot frequently uses data-driven reports for lead generation and blogging. HubSpots State of Inbound Marketing, for instance, is research getting published every year and is downloaded by thousands of people. The report covers how marketers understand and use inbound marketing.

Another example of HubSpots data-driven content is the 2012 report Uncovering Marketing Benchmarks from 7,000 Businesses. This report discusses how you can increase both traffic and leads by improving a variety of different marketing assets, including web pages, blogging, landing pages and social media publishing.

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Thanks to such thought leadership marketers can drive lead generation opportunities, more PR exposure and stand out from the competition.

In 2010, Suitcase.com launched a survey asking customers about baggage purchase influencers, travel habits and other luggage-related questions. People responded very quickly to us and told us what they are looking for, John Ebb, the companys CEO said in an interview with HubSpot. The survey was administered through an email newsletter and enjoyed participation from 235 recipients. Having discovered that increased baggage fees and tighter security regulations impact consumer behavior, Suitcase.com developed a Consumer Luggage Report and blogged about it. It was picked up by Readers Digest right away, said John. John placed the report on a separate web page, from which visitors could download the complete file. Needless to say, this page targets keyword phrases highly relevant for the luggage industry. Since its launch, it has enjoyed a +20% conversion rate (20% of the people who arrived at that page downloaded the report). Share This Ebook!

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4
Internal Communication
Online surveys can also help you with marketing within your sales organization by improving your internal communication. Marketers should think about the sales team as another customer base, and try to market to that internal audience. For instance, you should develop a quarterly survey that asks your sales representatives about how satisfied they are with the quality and quantity of the leads they are getting, which marketing campaigns stood out for them, and if they have ideas for optimization of the funnel. Often times, these questions can lead to curious discoveries or help you understand the real concerns of the sales organization. In any case, online surveys would strengthen the communication between sales and marketing and help you become more closely aligned as a team.

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Surveys as Company-Wide Tools

Of course, surveys can help not only with your marketing activities, but also with company-wide issues. They are a powerful organizational tool. Surveys are especially helpful in improving the customer experience as they offer a speedy way to understand what your customers want and make actionable changes. You can use surveys for projects and activities like: CUSTOMER/SUppORT fEEdbAcK NET PROMOTER ScORE (NPS) PLANNING cOMpANY MEETINGS EARLY pROdUcT fEEdbAcK

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USING ONLINE SURVEYS IN YOUR MARKETING

CHAPTER 2

ThE 5-STEp METhOdOLOGY TO LAUNchING MARKETING SURVEYS

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1 2 3 4 5

Adopting the right methodology in creating online surveys will ensure your time is well spent.

Now that you know what problems you can solve with online surveys, you should also be aware of the methodology you need to adopt in order to execute the survey right. That will make your investment worth it and yield solid results. In this section we will walk you through our recommended methodology for setting up a successful online survey:

Define Goal Identify Segment Define Timing Pick the Right Distribution Collect Results & Analyze

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1
Define Goal
The most important step in setting up a survey is figuring out what you actually want to know and making your objectives clear and simple. Once youve set your objectives, you can determine the data you need to gather to make the right decision. As with everything in marketing (and life!), fuzzy goals lead to fuzzy results. You need to be as precise as you can be in order to see reliable results that bring you real benefits. Good surveys are characterized by clear objectives that are easily understood. Spend time up front to identify: What is the goal of this survey? Why are you creating this survey? What do you hope to accomplish with this survey? How will you use the data you are collecting? What decisions do you hope to impact with the results of this survey?

Sounds obvious, but we have seen plenty of surveys where a few minutes of planning data.

could have made the difference between receiving quality responses or uninterpretable

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2
Identify Segment
Next step in the methodology is finding the right audience for your survey. Survey respondents should be a sample of a population. A population is the entire set of people who you want to ask. Your sample is the portion of that bigger population that actually ends up taking your survey. The great thing about this step is that your goal (so step number one) will drive your decision about what audience you need to reach out to. For instance, a survey that is trying to find more opportunities to reengage old contacts will be different (and promoted to a different audience) than a survey trying to find whether your messaging resonates with your ideal buyer persona.

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Define Timing
Step number three is figuring out when to conduct the survey. This becomes really important if you are a seasonal business or if the topic of your survey is related to world events, such as the Olympics or a release of a new popular product. The folks at SurveyMonkey tested the effect that response day had on answers to survey questions. They sent out the same exact survey each day of the week, asking about a wide range of topics, such as food, cars, movies, and vacation and found that responses changed based on what day the survey was sent out and what day the person responded. For example, people who answered the survey on a Monday reported taking fewer airplane flights than people who answered it on Wednesday. The experts at SurveyMonkey recommend that you let your survey run for at least five days. Patience in surveying gives you the peace of mind knowing that you didnt just get answers you got the right answers, they noted.

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4
Pick the Right Distribution
Step number four is finding the right channel to use in the distribution of your survey. Once you build your questions and create a link for your survey (whether you use survey software like SurveyMonkey) or create your own form (could be a landing page or just a simple Google Docs form), you should think about how this link would spread. For instance, you can distribute it via email, through paid ads, in social media or show it during a live event. The distribution will also be dictated by the goal and audience of your survey. If you want to ask your existing audience a set of question, you can send an email to your contact database. If you want to reach out to a completely new audience, you can launch a paid ad and specify the people who should view it.

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5
Collect & Analyze Results
Once you have sent enough traffic to your survey and let it run for at least five days, you can collect all responses and analyze the data. Here you also have two options: if you are using survey software like SurveyMonkey, you can do some analysis within the tool itself and export the charts that interest you the most. If you are using a different tool to create the survey (or if you want to slice the data in nonstandard ways), you can export it in Excel and build charts and pivot tables that help you draw valuable insights. Just dont forget to tie the insights you get to actionable next steps and make all the work around the survey worth your time and effort!

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CHAPTER 3

hOW TO bUILd YOUR SURVEY QUESTIONS

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The questions you ask in a survey impact its completion rate, so get them right.

There are different kinds of question designs and factors to consider when launching online surveys. Their design and wording can hugely impact the response rate to your surveys, so getting them right is really important from a business perspective. In this section we will cover some general best practices and recommendations when it comes to posing survey questions. bUILd Up A fLOW Make sure your survey flows in a logical order. Begin with a brief introduction that motivates survey respondents to complete the survey. Start with questions that are broad and continue with those narrower in scope. Collect demographic data and ask any sensitive questions at the end of your survey, unless you are using that information to filter survey participants. Also, if you are asking for contact information, place that information last. Share This Ebook!

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KEEp IT SIMpLE Keep your questions simple, straightforward, and concise. That will help your survey respondents understand you better and will make it easy for you to analyze your data.

The folks at SurveyMonkey proved that the more questions a survey has, the lower the completion rate. For each extra 35 questions, the completion rate goes down by a whole percentage point. So, dont ask too many questions. AVOId dOUbLE-bARRELLEd QUESTIONS Did you enjoy our ebook about surveys that you found on our website? is a doublebarrelled question. It has two parts imbedded in it--did you enjoy our ebook and did you find the ebook on our site--and one can answer positively to one part and negatively to the other. These double-barrelled questions dont belong to surveys. Instead, go with closed-ended survey questions that give respondents specific choices (e.g., yes or no). These types of questions are great for collating and analysis purposes. Open-ended questions are effective at providing you with qualitative information and insights. You can use them when you want to see how survey takers will describe something in their own words. Share This Ebook!

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RANDOMIZE THE ORDER OF QUESTIONS The order questions appear in your survey can directly impact the responses you gather. Priming is the reason behind this dynamic: respondents are primed to think about one issue while answering the subsequent question. Another reason question order matters is that survey takers may want to appear consistent in their responses. For instance, if you ask a person to put together a controversial event announcement, then ask how much they enjoy event marketing, they may be inclined to rate their interest lower if they struggled to write it. Response options from previous questions can also impact peoples reaction to later answers. For instance, if you ask respondents which of the following marketing channels (email, blog and social media) they find most effective and then ask them to rank the success rate of all their marketing channels, you may focus their attention on just the suggested options from question one. How can you address question order effects in your own surveys? One option is to randomize your questions so that respondents are not all answering questions in the same order. Share This Ebook!

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BE SPECIFIC A question such as: How happy were you with the quality of information on our blog? seems pretty standard. But what does happy mean? Or quality? In this context, it might be more helpful to break up the question and be as specific as possible: For instance:

2 2

How helpful are our blog posts? How compelling is the information we share on our blog?

In this revision, helpful and compelling are two distinct ideas that help you focus on actionable next steps. ADD sCALE POInts tO sPECIFIC qUEstIOns Once you have identified a specific idea of interest, you can add scale points. Lets say we asked you to rate how helpful this blog post is. It can be the most helpful or the least helpful blog post youve ever read. We can safely assume there is something in between extremely helpful, very helpful, somewhat helpful, slightly helpful, not at all helpful.

<

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If you decide to use rating scales (e.g., from one to five), keep the numbering consistent throughout the survey. Use the same number of points on the scale and make sure meanings of high and low stay consistent throughout. Fully labeled scales are an added measure of stability that will help your respondents focus and thus help you make better decisions from the feedback provided. Also, here is the moment to mention that if you decide to use numbers as your scale points (e.g., rank this blog post on a scale from one to five, you need to be clear and descriptive about what one and five represent).

u n
vl x
nOt HELPFUL Share This Ebook! vERy HELPFUL
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COnsIDER OFFERInG REWARDs A large number of survey researchers try to boost response rates by offering some sort of reward for completing a survey. Academic research suggests that offering some sort of reward can initially increase completion rates. Yet, once you reward people for a task, they often wont do the same task in the future without a reward. In other words, rewards can help the first time you ask, but may hurt during later attempts to interview the same people. Use rewards when you need a one-time survey fielded quickly and avoid rewards when you expect to interview the same people with any sort of regularity.

Lastly, some psychology literature shows that incentives, particularly cash, can reduce peoples intrinsic motivation to do things, leading to more careless responding and that can mean potentially poorer quality data.

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TEst yOUR sURvEy Once you have gone through the creation of your questions and planning of your survey, ensure that everything is working as designed. Make sure you pretest your survey with a few members of your target audience and/or coworkers to find glitches and unexpected question interpretations.

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USING ONLINE SURVEYS IN YOUR MARKETING

CHAPTER 4

WhAT TOOLS YOU NEEd TO LAUNch AN ONLINE SURVEY

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Take a look at the different components you will need to execute an online survey.

There are different tools you can use to launch successful online surveys. Rather components you will need for the execution of a survey. FORM After you put together a list of questions, you will need a system that enables you to build a form with these questions. At the end of that process, you will need to get a clean link (URL) that points people to the questions you want them to answer.

than exploring the software solutions you can choose from, lets take a look at the

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To create that form, you can use survey software like SurveyMonkey. SurveyMonkey makes the process of creating the form easy by giving you templates to choose from. Another option for creating the form is to simply use a web form on one of your landing pages. For instance, you can do that with HubSpot, Wufoo or a Google doc. So how do you make the right decision on what tool to use for the creation of your form? Consider what integrations matter to you the most. For instance, if you launch (or plan to launch) a series of surveys, it makes sense to use an online survey software for the management of all your results. If you would rather see the survey answers get incorporated into the lead intelligence you already have collected about your respondents, go with a marketing software platform like HubSpot. PROMOtIOnAL tOOLs Now that you have created the form with all the questions you would like to see answered, you should start thinking about how you will spread the word about your survey. Going back to the methodology of creating your survey, you will first need to decide what sample you are trying to reach. Then, consider all the different distribution assets you have access to: email, social media, calls-to-action across your website, paid ads, etc. Share This Ebook!

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sAMPLInG tOOL Say you want feedback from a specific audience like smartphone owners or students. If you dont have access to the sample you need, you can access potentialsurveyrespondents with a sampling tool likeSurveyMonkeyAudience. You can send your survey to a broad group of people or target a population with specific demographic and behavioral traits. Set up your survey on SurveyMonkey, select your target audience, and completed responses show up in your account in real-time. AnALysIs tOOLs Lastly, once you get the form out and start collecting responses from it, you can start thinking about the way you want to analyze that data. As mentioned earlier in the ebook, most online survey programs offer automated analytics tools that create charts and graphs based on the information your survey gathered. So with just a few clicks you can get a pretty good picture of the attitudes emerging from the survey. And of course, there is also always Excel to help you dig deeper into the data and make curious comparisons. Once you export the survey responses from your form, you should be able to open them in Excel and slice the data in any way you want to, building pivot tables and even customizing the look and feel of your charts to match your companys branding. Share This Ebook!

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cONcLUSION & AddITIONAL RESOURcES

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Now go identify a problem you want to solve and use a survey to tackle it in a smart, data-driven way.

Online surveys serve as powerful marketing tools: they can help you build up your buyer persona, optimize your marketing assets and channels, grow into a more influential industry thought leader and even become better at lead generation. Not to mention how beneficial they are as company-wide feedback mechanisms: they can help you find customer pain points, evaluate if your product and service is moving in the right direction and even organize employees across different departments. Yet, before you jump into online surveys, you need to make sure that you are using the right methodology: know your goal, target sample and timing. Most importantly, always look for actionable next steps that emerge from your survey. We hope this ebook helped you understand the fundamentals of using online surveys for marketing. Now go identify a problem you want to solve and use a survey to tackle it in a smart, data-driven way.

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MAKE YOUR MARKETING SURVEYS ACTIONAbLE

Incorporate the insights you get from online surveys into your marketing database. Use it for better segmentation. Find out how HubSpot can help you make your surveys actionable: get a free demo today.

http://bitly.com/HubSpot-Demo

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