Plenty of folks these days capture email addresses and send out regular email newsletters to clients. Bravo – these are a great way to stay top of mind with clients. But don’t stop there.
“Communication” is not a one-way street
OK, so you’ve told your prospects all about the upcoming trade show, your latest product launch and even shared an interesting industry article or two. It’s time to turn the tables and get even more marketing mojo out of that list with a carefully crafted survey.
Next time you send out a newsletter, add a sidebar with a link to your latest survey. You can get a wealth of invaluable information from your customer base just by asking. What kinds of surveys can you put out? Try these:
- Ask your customers what they thought of your new product launch, what features they would like to see in the next version, and what other products they would be interested in buying from you
- Ask your customers if they will be attending the next trade show, what other trade shows they attend (you should be too!), and what kinds of information they would like to see you bring along.
- Ask your customers what industry trendsthey are seeing.
Once you get this information, you can use the results for en endless amount of focused collateral that will automatically interest your target audience. Of course you want to publish the results in the next newsletter, but you can also turn the information into a mini-white paper, identify targets for the next case study, turn it over to the trade show team for some fresh ideas, or use it for a development roadmap.
Online tools make it incredibly easy to create surveys and analyze survey data. I have used Survey Monkey (www.surveymonkey.com) and find it to be exceptionally user friendly, but I am sure there are other tools out there as well if you want to do your own due diligence.
Have you used surveys in your organization with excellent or surprising results? Share them here!
About the author: Kate Headen Waddell is a strategic copywriter specializing in web copy, white papers, case studies, solution briefs and other B2B marketing tools. You can visit her website at www.smartb2bmarcom.com.