Quick start guide for marketers: How to maximise your impact with SurveyMonkey
What you’ll get from this guide
Learn how to use SurveyMonkey to gain real-time insights from your target audience and your market. Execute compelling, data-driven content, events and campaigns, all while proving the ROI of your marketing efforts.
CHAPTER 1
Best practices for feedback-driven marketing
Everything you need to know to launch better-informed campaigns and events
CHAPTER 2
The do’s and don’ts of feedback-driven marketing
The most common mistakes and workarounds for gathering feedback that inspires action
CHAPTER 3
Survey and form examples for common research applications
Expert-built solutions for the most common applications of marketing research
CHAPTER 1
Best practices for feedback-driven marketing
Before you start gathering feedback, see our recommendations for getting the most value out of SurveyMonkey’s research solutions throughout the insights-gathering process.
Answer your most important questions
• Use a survey or form template. Choose from over 400 expert-built templates for surveys and forms. Our templates follow best practices to enhance the respondent experience, keep the length concise and avoid errors such as survey bias.
• Leverage AI assistance. AI-powered survey design features help create high-quality surveys from scratch in 30 seconds; no training required. They help you write questions, review your survey draft, detect issues and suggest enhancements to boost completion rates.
• Define your target audience. With our global respondent panel, you can access 335M respondents across 130+ countries. Consider relevant targeting criteria such as demographics, psychographics and location.
Build a foundation for actionable insights
• Weave feedback into your tech stack. Boost response rates by connecting to 200+ integrations like Zoom, Salesforce and other apps that you use every day. Use feedback to launch segmented campaigns, such as triggering referral campaigns for net promoters via Marketo or Eloqua.
• Track responses in real time. Up-to-the-minute insights give you the agility to make brand decisions in a fraction of the time it would take a traditional research agency or more complicated systems or platforms.
• Enrich customer and leads records with feedback data. Develop more optimised campaigns by integrating NPS or CSAT feedback data with marketing automation platforms such as HubSpot or Marketo. Gain more comprehensive customer profiles, spot issues quickly and take action to make improvements.
Show impact, prove results
• Get higher-quality insights with AI. Turn open-ended survey responses into actionable insights using advanced sentiment analysis and natural language processing (NLP). By categorising feedback and allowing you to filter results by sentiment, you can quickly identify patterns and dive deeper into specific data points.
• Discover insights as a team. Streamline collaboration and control the narrative by filtering and comparing data subsets. Then easily share visually compelling, presentation-ready reports with your team in various formats (PPT, PDF, XLS or CSV) to uncover actionable insights together.
• Centralise data management and ensure security. Manage access rights and monitor usage with robust security measures that give you autonomy and control. This ensures that the right people have the information they need but sensitive data is safeguarded. Our platform offers the visibility and security needed for the highest standards of data protection.
CHAPTER 2
The do’s and don’ts of feedback-based marketing
If you’re a little new to gathering feedback, you may experience some hiccups. But don’t worry, because these mistakes are common. Follow our best practices for getting in-the-moment feedback and leveraging the voice of your audience for marketing:
Drive action across the funnel
Use insights to drive action at every stage of the marketing funnel, testing ideas before investing to be sure that your ideas and messages resonate.
Get laser-focused feedback
Recruit participants who meet your target requirements to generate your most relevant insights, especially if you anticipate a niche audience.
Improve access while maintaining control
Regularly share progress updates with stakeholders, providing them with better access to data while maintaining viewing controls.
Leave it to the ‘experts’
Don’t let a lack of market research experience hold you back. Slow-moving traditional research agencies and complicated platforms waste time and resources.
Be the last to know
Get caught off guard by market shifts and competitor moves. Stay agile with up-to-the-minute insights on your target audiences and market trends.
Fail to show progress
Instead of struggling to prove ROI, be consistent about tracking your impact across the funnel. Gain stakeholder buy-in and secure resources early to ensure the long-term success of your initiatives.
CHAPTER 3
Survey and form examples for the most common applications of feedback
From uncovering new market opportunities to pressure-testing ideas and building go-to-market confidence, market research solutions from SurveyMonkey empower organisations to make data-driven decisions for a range of uses. From target audience research to product development to brand building, we’ve got you covered.
Strategise in real time
Marketing challenges
It’s hard to gain an edge. In a competitive market, you need to gather and analyse audience insights in real time for continuous improvement, staying ahead of the curve and defining the unique value that you provide to your audience.
SurveyMonkey solutions
• Brand health tracking: Gain valuable insights and stay ahead of the competition by monitoring the health of your brand.
• Usage and Attitudes: Build product and marketing strategies informed by purchase behaviour and drivers.
• Competitive differentiation: Learn your strengths and stand out in the competitive market.
• NPS and brand loyalty: Know what people think of your brand by measuring customer loyalty.
Execute better campaigns
Marketing challenges
It’s never one challenge at a time. You’re expected to create content, events and campaigns that immediately resonate with your audience, differentiate you from the competition and drive business growth.
SurveyMonkey solutions
• Ad Testing: Get insights before launching a campaign and refine your creative or messaging.
• MaxDiff Analysis: Make better decisions about products and marketing messages.
• Event registration: Make it easy for your audience to register for your webinars and other professional events.
• Message and Claims Testing: Get feedback about messages, taglines, product copy and more.
Prove your ROI
Marketing challenges
Getting results and explaining why they matter is a tall order. But proving the impact of marketing on business outcomes secures future resources and gets you stakeholder buy-in faster.
SurveyMonkey solutions
• Brand conversion: Send before or after large campaigns to learn whether your marketing has made a significant impact on conversion rates.
• Brand performance: Understand whether your brand is excelling at the things that matter most to consumers.
• Customer advocacy: Use feedback to create compelling case studies, testimonials and reviews that fuel sales and marketing.
• Event feedback: Measure attendee satisfaction and learn how to improve by using event feedback questionnaires.
Conclusion
Marketers need to understand and care deeply about their audience in the competitive market today while having the courage to navigate the unpredictable. The challenges are many, from effectively defining and engaging target audiences to swiftly pressure-testing ideas and proving ROI.
SurveyMonkey provides the tools and support you need to transform your marketing approach, enabling data-driven decisions that can prove the success of your campaigns.
Learn more about launching your next research project with SurveyMonkey.
Net Promoter, Net Promoter Score and NPS are trademarks of Satmetrix Systems, Inc., Bain & Company, Inc. and Fred Reichheld.