▷ Inbound marketing: the advantage of study and survey 2020 -

Whatever your target or your market, in BtoB or BtoC, you (your brand or your products) must be identified as essential in your sector. You must be seen as an expert with recognized know-how and proven experience …

There are many ways to get there. Often used in BtoB, but little used in BtoC, study and survey are extremely effective.

Why do a sector study or a survey?

This allows to :

  • Become known ;
  • Strengthen its image;
  • Create a new point of contact;
  • Get closer to its customers;
  • Establish a direct link with them;
  • Improve its offer;
  • Find partners;
  • Bounce on offers or contacts;
  • Build a database;
  • And many others…

What type of study?

Studies that characterize a market or behavior

Here, we bring out the different markers of a market: segmentation, targets, challenges, behaviors. For example, “mountain biking: leisure or competition”, “how brands understand digital content”. We are in the awareness.

Studies that show a dynamic

Here, we will focus on understanding an evolution. For example, “the springs of buying a shower gel”, “the evolution of the behavior of CODIR in business”. We are in the projection.

Surveys that highlight behavior and seek advice

Here, we are in the immediate, we seek to have answers to a question, but also to get closer to our target. So we are in the reaction. For example, “painting work: by yourself or with a craftsman?” “,” The cloud and you: what CIO are you?

How to do ?

Create the questionnaire

Write down all the questions you have (i.e. what you want to know), then prioritize them starting with the largest and simplest. Always end with 2-3 questions to characterize the respondent and their environment.

Then write your questionnaire: you can alternate simple questions (yes / no, one number) and multiple choice questions. Avoid open questions that require the respondent to write.

Also, use short sentences, without superfluous words and avoid any ambiguity or interpretation. Please make sure that the answers are not too difficult to find (like the turnover of a product in a region) or that they are too intrusive. For example, instead of asking for a CA, offer slices of CA.

The next step is to have someone re-read the questionnaire to verify the ease of response and identify any blocking points. Warning, the questionnaire should not take more than 3 minutes to complete. Do not forget to take care of the formatting either.

Finally, publish your questionnaire using an app like Google Forms or SurveyMonkey which, in addition to offering you formats and standard questions, also offers collection and sorting tools.

Post your questionnaire

In preamble, clearly state the contract you are entering into with the respondents : why this questionnaire? What are you going to ask? How long to spend and most importantly, what do they gain by answering it? You can add an incentive like a draw, while remaining careful to keep quality answers. For its dissemination, use all possible relays: mailing on your database, social networks, specialized blogs.

What to do with it?

This is where it all comes into play: communication will ensure the success of the operation. There are 3 stages:

During the collection

Invest in social networks (groups, fan pages …), live or by bounce (share …). Do not neglect the email either and do not deprive yourself of raising your prospects / major customers by phone.

When the results are published

Use PR techniques, namely “press release”, brief, alert … broadcast all over the place (network, internal address database …). And of course, a summary email to those to whom you had submitted the questionnaire, enriched and with a word of thanks. You can also organize a virtual (chat, webinar) or real (breakfast…) event.

The final step

Post a “visual” summary on Slideshare-type platforms, with the corresponding keywords, always with your contact details. Finally, invest in social networks to create discussions around the study.

Here you go, play now! Did you like this article? Let’s share our experiences in discussion.

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