How marketing surveys can improve business focus

OABPO Blog Team Published on August 12, 2014

How marketing surveys can improve business focus- Open Access BPO
In order to promote products or services to existing and potential customers, a business has to invest time and effort in building winning marketing strategies. From social media marketing to traditional advertising, from sales promotions to referral incentives, options are increasingly becoming diverse for businesses wanting to increase their brands’ popularity.

The money you invest in marketing your brand can later be converted into revenues. This is why it’s a must for you to track and analyze every implemented marketing strategy in terms of success rate. If you fail to measure the effectiveness of your marketing tools, you run the risk of spending too much without even making new customer relationships.

The value of marketing surveys

How marketing surveys can improve business focus- Open Access BPO_-

A marketing survey is one way for you to determine which marketing efforts are profitable and which ones are not. Not all marketing platforms are created equal. Some types of advertising may work well for your brand but not for others. That’s why you should conduct marketing surveys to gauge if a marketing strategy is a perfect fit for your business.

Your customers’ opinions should not only be limited to their experience with your products and services. Their relationship with you starts the moment your marketing efforts reach them. That’s why your customers are perfect candidates for marketing surveys. They can give you feedback regarding the marketing strategy that they were exposed to and collectively guide your marketing focus.

What questions to ask in a marketing survey

Marketing surveys usually have two commonly recurring questions. The first trademark question is, “How did you hear about our brand?” This question can help you identify which strategies are successful in exposing your brand to new customers. Conversely, it can also guide you in deciding which marketing strategies should be let go. For example, if you have been paying a local newspaper to print your ads, but no respondent has identified the publication on your marketing survey, then it’s probably time you stop paying for ad space in that newspaper.

The second question that most businesses include on their marketing surveys is, “How did this form of advertisement convince you to choose us?” This question will let the customer recall the actual reason why they made the decision of doing business with you. This further gives you a clearer understanding of your marketing strategies and their strengths and weaknesses. This question compensates the possibility of customers answering the first question without completely understanding what the options meant.

Simply put, marketing surveys can help you stay on top of your marketing game. By finding out how most new customers found you, you can make the necessary changes in your marketing plan. The best thing about marketing surveys is that they are cheap, and translating them is an easy task. So if you want a guided vision of your marketing success, it’s best to start conducting marketing surveys with your new customers now.

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