Marketing and Growth people are constantly looking for new ways to execute new campaigns for their business. When one campaign ends, the next idea pops up and a completely new planning cycle takes place.
But what we’ve noticed is that not many evaluate their campaigns properly after completion.
And no, evaluating is not looking at how many leads you got from an event.
It’s about asking the customer about their thoughts.
Although direct results like lead generation can determine if an activity was successful or not, in most cases campaigns can fail based on tiny reasons such as incorrect landing page formats or even giving away wrong swag items.
Asking for feedback should be in every marketer’s blood and it’s unfortunate that we don’t see this often enough.
But What Survey Questions Should Marketers Ask?
Well, it depends where you sit.
With many different functions of marketers from field all the way to digital, we all have different questions we should be asking. However, the main point stays the same and that is we are trying to gather feedback.
As referenced in “How To Write Unbiased Survey Questions”, it’s important to keep your tone neutral and thus it’s recommended to either us a scaled approach or keep the questions unbiased as possible. If you’re seeking qualitative data as well especially to find why a campaign may not have worked, you can add questions after scaled questions.
Here are some examples of questions you could ask:
- On a scale of 1 – 10, how did you find the <insert campaign>?
- What did you wish the <insert campaign> had that it currently does not?
- Did the <insert campaign> match what you expected and if not, why?
- On a scale of 1 – 10, what was your experience with the <insert campaign>?
- What would be the one thing you would improve about the campaign?
- Between these campaigns, which caught your eye the most?
Great, but how am I meant to get people to answer my surveys?
Let’s be honest, no one likes filling in surveys.
We usually recommend looking at it in two ways, having an incentive vs having no incentive.
No Incentive:
If there is no incentive involved, keep it short.
We recommend something less than 5 questions is great to gather data. Also, pictures tell a thousand words.
Generally, people hate reading paragraphs of questions so if you can use images in your surveys to speed up, do it! This is one of the reasons why we created Yought in the first place!
Lastly, change your wording.
When sending emails out, don’t call it a survey.
Call it feedback.
We’ve found huge improvements in takeups (of more than 25%!) when your language sounds sincere and you’re asking for genuine feedback instead of a survey.
With Incentive:
Incentives don’t necessarily mean handing out cash. It could mean offering credits from your business or even something simple like shout outs.
Incentives should be given if a larger number of responses (or audience) is needed for feedback.
We find you can add a few more questions to the survey but keeping it under 10 questions is a good guideline.
The incentive should also appeal to the audience you’re going after. If it’s a tech audience, going for a cool new innovative tech product would be the way to go as an example.
The above guidelines, however, should be still followed including sounding sincere and asking for feedback. But the most important inclusion is marketing the giveaway itself!
Including the giveaway in the email is a 100% must!
Start Asking For Feedback Now!
The best takeaway that I want you to take from this is start asking for feedback now. There are many ways to do this and this guide is just one example.
But the most important thing is to start action and start getting that research from your customers or prospects now!