Researching your promotion, advertising, lead generation or sales efforts is essential to reach more of the right people with your brand, product or service.
Whether you’re looking to launch a new product or service to market and want to identify the best promotional method for your needs, or just want to better understand levels of consumer sentiment towards your existing promotional activities and your wider brand. Carrying out a promotion research survey is essential if you’re to reach more of the right people with your brand, product or service.
Whatever promotional channels you’re using, whether you’re concentrating on marketing and advertising, or sales and lead generation, or a mix of these. It’s essential to know how effectively they are working for you. It’s critical, because even if you have the best priced/performing/designed product or service in your market, it won’t be enough if not enough of the right people know about it and are able to buy it.
It’s also important to note that different promotion channels can work more effectively for different products and services depending on the sector you operate in, and whether it’s a broad and generic, or a more closed niche industry that you’re working within.
By running a promotion survey, you can get a better idea about where your target audience is most likely to hear and gain information about similar products and services in your industry. And the great thing about this, is that as well as helping you to evaluate any existing promotion channels you may be using, the insight from your survey can in some cases enable you to push forward with promotion channels that might otherwise have gone untapped and untested by you.
However, it’s also important to appreciate that different promotional channels will have different costs and outcomes associated with them. So, you will also need to evaluate each channel in terms of the overall cost to acquire customers, so you can balance the efficiency of each approach against the volume of the right customer types you’re most likely to reach.
Types of promotion surveys
While a promotion survey can help you to better understand how effective your existing promotion channels are, or whether you need to be using different ones to improve audience engagement, you may already have a fairly good idea about your best promotion channel, but just want a bit more information about it and its benefits. We look at a selection of some of the most popular promotion channels:
Lead generation surveys
Whether they are looking for content around online security or support to grow their business. Whatever it is people want, lead generation surveys can be a great tool to generate their interest in your content and solutions and drive more prospects to your website.
Through the questions you ask, it can reveal essential information about any pain points they are trying to overcome currently, what budget they may have available and consequently how your solutions could help them.
These can cover areas such as how they found you and why they bought from you, to how much they typically have to spend on products/services like yours and their preferred method of communication.
Similar to the lead generation survey, the insight from a pre-sales or post-sales survey can also provide a lot of valuable information, which can improve the efficiency of your sales teams going forward.
Whether it’s more traditional TV and billboard advertising, or digital advertising, while the impact of an advert can be extremely beneficial, it can also be costly if you get it wrong.
Fortunately, through an advertising survey you can measure and get a better idea of how your messages are being received, so you can maximise the objectives of what you’re looking to achieve going forward.
Whether it’s your email and content marketing, to your social media, or wider digital marketing strategy. Whatever mix of channels you use to reach out to your audience, you’ll want to know how your brand and wider marketing messages are being perceived.
Through a marketing survey, you can get a better idea of how different campaigns and channels are performing, as well as improving your understanding of your target audience, so you can improve the effectiveness of future marketing efforts.
Promotion survey questions
If you’re to better understand how well your existing promotion channels are performing and whether they are effectively engaging your audience, you need to be exploring and asking the right sorts of survey questions, which will also depend on the type of promotion survey you’re running.
So, to help you, we’ve detailed some sample questions you could you potentially use below.
Given that in today’s commercial world most businesses will have a website, and many will also have an inbound marketing strategy, you may want to start with survey questions that will help you with lead generation. Suitable questions could include:
Could you tell us about any pain points you’re currently trying to overcome?
Are you responsible for your department’s budget?
In the next quarter, how likely are you to purchase a new solution?
To help you to further qualify your leads, you may also want to explore some pre-sales or post-sales survey questions with respondents. For example, if you were a vendor of back office software, and you were using a pre-sales survey to help qualify leads, you may want to ask respondents questions such as:
Could you tell me about the back-office software you’re currently operating?
Please list up to 5 reasons why you are looking to change this software?
In contrast, post-sales surveys can help strengthen your relationship with those who have already bought from you, through questions such as:
Where did you first hear about us?
Why made you buy from us?
Do we have any further products that we might be able to support you with, and when do you think you might be looking to invest in them?
To measure the effectiveness of any advertising you’ve undertaken, including which channels most resonated with your audiences, you might like to ask questions such as:
Do you remember our (insert name) advert and if yes, can you recall where you saw it?
Can you recall the advert’s main message?
Which of the following words best describe this advert? Select all that apply.
For a more generic marketing survey, and to find out what channels your audience prefers most and what resonates with them the greatest, you might like to ask them questions such as the following:
What social media channels, if any, do you use and how many times a week do you use them?
What’s your preferred method for acquiring new information and learning (reading, listening and watching)?
What promotional channels would you like us to use more of moving forward and why?
Some pitfalls to avoid
When you’re putting your promotion survey questions together, it’s important to consider how you’re structuring them, if you’re to avoid questions that could otherwise prompt an automatic response or skew your data. Here’s some considerations that you need to think about:
Promotion survey templates
With many different types of promotion surveys, you could potentially want to use it can be daunting to know where to begin. So, that’s why we’ve created a range of customisable survey templates to get you started.