Connecting with consumers through content is essential, but gathering the right data to inform your strategy can be difficult. A survey can help give greater insight into buyer preferences, pain points, challenges, needs and habits, making it easier to develop meaningful connections with prospective customers.
Keys to creating a great survey
A content marketing survey is only helpful if it’s useful. Here are our best tips for creating a great survey that can give you the insight you need to master your next campaign.
- Start with a list
Ideally, you will have already established a customer email database, allowing you to reach out directly to those who know your brand and may be more willing to offer their insights. If your list is too small, or is non-existent, then you may need to enlist a paid service.
- Avoid yes/no questions
Open-ended questions give you an opportunity to gather more useful data. By offering respondents a range of more detailed answer options, you can mine for more information beyond just a “yes” or a “no”.
- Limit the length
Lengthy surveys are more likely to exasperate respondents than return the data you want, so it’s best to keep it to ten questions or less.
- Skip matrix questions
The goal of a survey is to collect responses, but using too many complex questions could have the opposite effect: survey-takers will skip ahead or choose an answer randomly just to move forward. If you really must use matrix questions, then don’t use more than one in a single survey.
- Don’t lead
Leading questions will indirectly taint the accuracy of your responses. Keep questions open and unbiased, and then use follow-ups if necessary to get at more detailed information.
- Offer an out
In order to protect the integrity of your data, be sure to offer respondents answer options such as “I don’t know” or “Unsure” wherever applicable. This prevents inaccuracies created when survey-takers are forced to click an option that’s not relevant because there isn’t another choice that fits.
Surveys are a great way to better understand your audience, which in turn helps you create high-quality content that resonates. Take the time to craft thoughtful surveys that will return useful data and your campaigns are sure to benefit.