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Surveying your customers is essential to understanding their beliefs, values, and ultimately, what they’re looking for in a product and/or service. But, if you’ve taken the time to survey your customers, you should be doing more than simply using the data for your own research purposes. To maximize the benefits, you can also use the research in your marketing efforts and create content that will generate more leads.

In this article, we’ll list four ways you can use your survey research to marketing your products and/or services.

1. Research your target audience

Before you begin any marketing campaign, you should know exactly who you’re marketing to. This is foundational for any marketing effort because each marketing piece should be written specifically with your target audience in mind. Surveys are a great way to understand your audience better so you can craft messaging that resonates with them. You should ask the following types of questions in your survey:

  • Demographic questions– These include basic, factual information about a person such as age, gender, education, employment, family and dependent, race/ethnic background, and location.
  • Behavioral/Psychographic questions– These include questions about buying behaviors, goals, and values. They help you uncover underlying motivations so you can create a unique value proposition.

Both types of questions are valuable to understanding exactly who you’re marketing to and what they want. By getting both types of data, you can use cross tabulation and analyze the data around groups and their specific characteristics.

2. Create original research

As more and more companies deliver content, it’s important to provide content pieces and original research that stands out from the competition. This not only helps you get organic traffic to your website, but shows that you’re an authority and a trusted source in your industry. Surveys can be used to gather the information you turn into an original report. To maximize the benefit, use it as a gated asset for demand generation that gets your customers excited about your products and/or services. You can use original research as public relations hook or content outreach to get others to promote your research for you. Journalist and media outlets love customized graphics and charts they can use in their articles so offer to format them with the publishers branding. Publishers will be critical about how the research was performed before they reference it so make sure your survey follows best practices.

3. Collect quotes and testimonials from customers and influencers

Testimonials are essential to establishing social proof on your website and customer reviews encourage sales through unbiased testimonies. You can use surveys as a collection to get quotes from customers and/or influencers to later use in your content. The key is understanding the different types of testimonials you want to capture and getting them all at once so you don’t have to do multiple surveys.

4. Get website feedback from users

Your website is often the first glimpse a potential customer gets into your company and if you’re not conveying your message properly, you could be leaving money on the table. There are many reasons to collect feedback on your website— they can uncover technical issues, let you know if you’re messaging resonates, and give you a glimpse into the buyer’s journey. Using quick surveys on your website to ask about their experience can give you invaluable information that can lead to improved website conversion and a better customer experience.

Putting it all into action

When developing your surveys, it’s important that the market research and marketing team collaborate to determine their individual needs. You should know exactly what content you want to produce with the results before you even begin the survey, so you understand which questions to ask. Together, you can use the data in multiple ways, and drive new leads and customer engagement.

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