How to Create Winning Marketing Surveys

If you want to create successful marketing campaigns, you need to understand your customers.

Knowing your customers and their biggest problems is crucial to staying relevant to your audience. So, how can you become familiar with your customers? The answer is simple – by using marketing surveys.

Keep in mind, though, market research is not a one-of-a-time thing. Consistency is key here. Consistent market research is equally important as creating content, planning strategies, and analytics.

Failing to properly research your market will increase your chances of sending irrelevant and disruptive messages to your customers.

However, by conducting well thought-out marketing surveys, you can gather valuable feedback that will help you identify and understand your target audience.

This is a crucial prerequisite for a successful marketing campaign.

Using Marketing Surveys

Marketers use surveys to generate feedback from their target audiences. The insight marketers gain from these surveys can help them understand their customers and achieve better marketing results.

This is important because if you don’t understand your customers, you can’t expect to execute successful marketing campaigns that will resonate with your target audience.

Understanding your customers is the basis of every marketing campaign.

Surveys can be used for a variety of reasons. Their main purpose is in identifying your target audience and learning about their habits and needs.

The feedback that is gathered from surveys can help you decide how to position new products or create even better ones. Surveys can also serve as great research tools which can help identify your customer satisfaction scores.

  • Market Research

One of the most common reasons for using marketing surveys is conducting market research.

Surveying your customers can help you understand their relationship with your products or services.

These types of surveys can help you measure brand awareness and understand how well your company is positioned among your competitors.

Surveys can also help you gather valuable information about your customers which can be used for creating buyer personas.

Buyer personas are a key component of inbound marketing and can be created by identifying your customers’ habits, desires, and problems.

Knowing towards whom you are focusing your marketing efforts is extremely important.

To create an accurate buyer persona, you need to focus on asking questions about your customers’ demographics, their characteristics, problems and solutions they would benefit from.

marketing survey

  • Marketing Optimization

Conducting market surveys can help you optimize your current marketing efforts, especially both email and content marketing.

If you would like to know whether your audience likes the content you produce and the way it is distributed, surveys are a great way to find out.

Also, with relevant data about your audience, you can find new targeting opportunities and employ the best segmentation tactics.

As far as email marketing is concerned, gathering insightful data about your audience can help you deliver relevant messages to your recipients.

Tailoring your email to specific audiences through segmentation will result in more clicks while sending irrelevant emails will most likely result in your recipients marking it as spam.

Your customers expect to receive personalized emails with information that is relevant to them. Surveys will help you identify that information.

Creating Marketing Surveys

Before you launch a survey it is important that you know what kind of information you want to gather.

However, crafting an effective marketing survey is a bit more complicated than just knowing that.

You need to adopt the right strategies and tactics in order to execute the survey the right way. Ensuring you do so will generate results and make your investment worthwhile.

Identifying Your Goals

The first thing you need to think about is the reason you are creating the survey and the data you are planning on collecting.

Think about what you want to know and how you are going to use the data you gather. You should keep your goals simple and clear.

The goals you set will determine the audience you need to reach out to and the distribution channel you will use to distribute your survey.

Also, the structure of your questions will depend on your goals and the type of data you want to collect.

Defining the Questions

The questions you come up with should be objective and shouldn’t suggest a specific answer. They should be clear and simple, and make sense.

Ask basic demographic questions first and make them mandatory.

The format of your questions should be carefully considered. For example, if you are planning to include customer quotes on your website, ask open-ended questions.

If you are gathering data for your regular annual report, you should ask the same questions you asked the year before.

Consistency in asking the same questions will give you a chance to accurately portray comparative data. If you want to create charts or infographics, you should structure your questions in a way that will allow you to pull out numerical data.


marketing surveys


Drafting an Outline

Once you have defined the questions you will need to create a draft of your survey.

You should keep the survey short; between 7-10 questions. It shouldn’t take your customers longer than 5-10 minutes to answer all of the questions.

If the survey takes longer than that, there is a high probability that your customers will drop out of the survey before it is finished.

All of the questions should progress from easier, general questions to the harder, more specific ones. Asking general questions first will give you an overview of what your customers think about your product or services.

It will show you how satisfied they are with your business. Answering the more specific questions will give you insight into more detailed opinions of your customers.

You can use this information to optimize your business according to their answers.

Utilizing the Right Tools

There are many different survey tools available and once you get good at using them to create surveys, you can easily automate the process.

This will make your research more effective and you will be able to carry it out faster.

Survey Monkey is one of the best-known online survey tools. It allows you to create online surveys which you can send to customers on your own email list.

You can also survey their consumer panel with several hundreds of thousands of respondents.




Other, perhaps, less known survey tools include Zoomerang, uSamp, AYTM, etc. There are many survey tools available and choosing the most suitable one will depend on your goals and needs.

Besides allowing you to create and distribute your survey, Survey Monkey gives you the ability to analyze your results.

Once you have finished surveying your respondents, you will need to analyze the results in regards to the goals you had set at the beginning. With Survey Monkey, you can display data in a visual presentation, pie charts or word clouds.

Otherwise, qualitative data can be segmented according to the characteristics of the respondents or collated into graphs and charts.

Data can be imported into Excel or analyzed with visual analytics tools such as Tableau Software.

Whichever tools and methods for analyzing the gathered data you are going to use, make sure you carefully research your results because the collected information will guide you in your further business decisions.

Final Word

Carrying out marketing surveys can give you the power to become a leader in your industry. The benefits of properly executed surveys are numerous.

Researching the market and gathering data-driven results can help you generate more leads and perform better than your competitors.

Even though launching surveys requires thoughtful preparation, given the amazing return on investment, the effort is definitely worthwhile your consideration.

Davor Bomeštar

Davor is CEO & Founder of Fortis Agency—SEO for SaaS marketing agency. He is an SEO expert with over 10 years of experience in the industry. Davor specializes in content marketing and link building and loves helping startups grow their traffic through search engines.

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