How can you use surveys to get more for your marketing spend?
by admin on April 30, 2009
If you are spending on marketing assets you can use surveys to determine the priority of assets you may need to create based on actual market demand. This is a better way to allocate spend on these assets than “by the gut”.
Here are examples of real questions I use to determine priority.
| Would you be interested in a case study on zzzz? |
|
| Answer |
|
|
Response
Ratio |
|
Yes
Yes
|
|
|
30.% |
|
No
No
|
|
|
65% |
| No Response(s) |
|
|
5% |
|
Total |
|
100% |
|
| Does a free web demonstration interest you? |
|
| Answer |
|
|
Response
Ratio |
|
Yes
Yes
|
|
|
70% |
|
No
No
|
|
|
27% |
| No Response(s) |
|
|
3% |
|
Total |
|
100% |
|
| Would a free whitepaper on yyy interest you? |
|
| Answer |
|
|
Response
Ratio |
|
Yes
Yes
|
|
|
40% |
|
No
No
|
|
|
40% |
| No Response(s) |
|
|
10% |
|
Total |
|
100% |
|
Based on just these three questions it seems that a whitepaper is a priority because 70% of respondents want one. As you can imagine you can get more granular – the more you ask the better your decisions will get.
People tend to focus huge amounts of energy on putting together the right questions, when in fact the most important thing is that you are constantly asking the questions, feeding the answers into decisions and then adjusting the questions on an ongoing basis.
