What Are Lead Generation Surveys?
For modern businesses or companies hoping to expand their customer base or maximize their profits, lead generation has become an important aspect of creating product or service awareness. One effective way of doing this is by conducting lead generation surveys. In lead generation, companies or organizations take the initiative to find out who the most likely buyers of their products or services are, and to convince the buyers that they need their products.
In the online book industry, for instance, authors give free copies of their first book with an email subscription at the end and enticing information to readers to lure them into reading their next book. This is a type of lead generation. Online lead generation surveys can be conducted by email, or on websites. Survey emails are forwarded to email subscribers, with a survey form link. Surveys hosted on a website are strategically placed to target visitors to the website.
Lead Generation for Different Organizations
A company’s lead generation mode may depend on the type of business. Some businesses focus on customer acquisition when they think of lead generation. These are organizations like insurance companies. For them, a customer gained is a long-term investment. Other businesses focus on products in their lead generation. A seller of automobiles or a land seller may be more interested in gaining sales than lifetime clients.
Importance of Lead Generation
The online lead generation has gained momentum over the last few years as companies try to leverage for market dominance and to expand profits through a more active and informed way of marketing in a competitive online platform. This is why Lead Generation Surveys are an important marketing tool not only to reach but to identify the most likely customers.
The following 4 areas are discussed in detail below:
- Why Lead Generation Surveys are the best practices for any business these days
- 5 Ways to Make Lead Generation Surveys More Effective
- Model Questions to Ensure That You Get the Most Out of Your Lead Generation Survey
- Post-Survey Communication and Improvements
Why Lead Generation Surveys are the best practices for any business these days
They are affordable
Lead generation surveys are one of the cheapest ways to reach your existing or potential customers and inform them of the existence or improvements made to your product. This is because they can be made by email marketing or through a survey done on a website or by the use of questionnaires.
Help a business to focus on what matters
Lead generation surveys help a business find out what areas they need to concentrate on when marketing, and where they might be spending unnecessary money. For instance, a business might have spent a fortune on email marketing, only to realize that respondents to the surveys are mostly concerned with the bad customer service or that the competitors have better incentives or packaging.
Help to identify the target market
Lead generation surveys are a good way to identify the target market by seeing how many people of certain demographics are interested in a product or service by classifying respondents into different age-groups, locations, etcetera. Marketing can then be concentrating on adverts targeting that particular demographic.
Help in understanding competitors
While asking questions, you can learn how you compare to your competitors by asking questions like “which is your favorite product?” You can then find out what your competitors are doing right and where you need to make improvements.
Buyer conversion ratio
A business owner is able to find out why website visitors may not be converting to buyers. By comparing the ratio of repeat visitors to repeat customers, it is easy to gauge the effectiveness of the marketing done through the website.
You can learn what you are doing right or wrong by asking what the customer would prefer or what needs improvement.
Know a product’s strong points
A business owner can learn the product’s or services’ strong points by asking what the consumers like about the product or service.
Know a product’s weak points
A business can learn why their product may not be very popular and hence take steps to improve on the product.
An easy choice for respondents
Surveys are free. The fact that it may cost only three to five minutes to answer the survey questions make it an easy decision for many existing and potential customers. It is important that the number of questions or time duration be known to the target person to avoid awkward “I wish I had ignored this” moments.
Surveys help to understand the demand level
Lead generation surveys are a great way to gauge the business’ potential by trying to understand the level of interest in the service or products, and the possible room for expansion.
Surveys as a marketing tool
A business can use lead generation surveys as a marketing tool by asking potential customers if they have heard or used their products. The business can also inquire if the customer is aware of the benefits and advantages of using that product (as compared to other products).
Significant Ways to Make Lead Generation Surveys More Effective
Addressing the core points
Ensure that your survey questionnaire addresses the core points you want to focus on. Some of these points could be: Did the visitors find what they were looking for on your site? Did they like the site? Do they have any suggestions about possible areas of improvements? Is browsing through the site an easy and fun experience for them?
Ask for views from respondents
In order to get the most out of lead generation surveys, give the respondents the freedom to come up with their own views or suggestions. In other words, avoid leading questions like: do you like our site? Most respondents will probably say yes, for politeness’ sake. But a question like “would you like to see some improvements in area A, B, or C?” gives room for more specific feedback.
Give assurance of confidentiality
Some respondents ignore surveys because they feel that their personal views or information may be used or exposed to others. It is necessary to give assurance that any such information or views will be treated with utmost confidentiality.
Make the survey easily accessible and visible
If the surveys are directly conducted on the website and not through emails, you should ensure that the survey button or message is easily seen by visitors. You may highlight some text at the top of the website or on one side of the page, as long as it is easily visible. Bold letters and bright colors help make the survey call more visible.
Emphasize on duration –the shorter the better
Some visitors or email recipients decide against surveys because they feel that it would take too much of their rime. Ensure that you mention the duration (say 5 minutes or 10 questions).
This is one of the most effective methods. Some business owners are giving incentives to encourage people to fill in survey questionnaires, because truthfully speaking, about 80% of people, including loyal customers, do not want to take the time to respond to surveys. But an offer like discounts or gift cards ensures that more people respond to the survey call. The more the respondents, the more accurate the survey results.
Use different methods or media
Diversification of survey methods. A business that relies on different methods is likely to attract a lot of respondents. Such methods are use of videos, physical forms for brick and mortar stores, website surveys, email forms, or social media surveys.
Model Questions to Ensure That You Get the Most Out of Your Lead Generation Survey
Many businesses or organizations conduct surveys, but do not get the feedback they require or the most honest feedback because they either ask leading or vague questions. Your survey questionnaire should be made up of information-seeking questions.
Here are model questions you would need to ask:
- What can you tell us about yourself in a few words? (To find out the demographical data in order to classify respondents).
- Have you used our products? Are you a regular buyer of our products? (To find out if you are dealing with a potential, existing or repeat customer).
- How did you find this website or how did you subscribe to this email? Were you referred by a friend? (To find out the easiest and most effective method in getting new customers).
- Are you a regular visitor to this website? (To find out the relationship between regular visitors and repeat customers).
- In what areas would you like us to improve? (To find out the most prevalent areas of concern).
- What other products out there do you think are similar to our products? (This is a tactful way to ask who your biggest competitors are).
- What other products out there do you think are better than our products? (To find out who might be doing better than you in the market).
- Would you recommend our products to a friend or family member? (If they have never bought the product, they might not recommend the product).
- How do you range our products in order of too expensive, costly, average, affordable, and cheap? (To find out if pricing might be one of the problems you are facing).
- How do you rate our customer service? Excellent, good, fair, bad, terrible. (To find out what customers think of your customer support and if that is one of the areas that need improvement).
Post-Survey Communication and Improvements
Having noted the areas of concern and making the necessary changes, it is important to inform the customers, both existing and future, of the changes you are making or have made based on the survey results. This is a great way to assure them that you as business owners listen and care about the customers and their preferences.
One way of doing this is through step by step feedback. For instance, if the survey highlighted some serious customer service concerns, it is necessary to gauge the performance of each customer service staff member by asking for feedback from customers for every issue handled by that department.
If the survey brought about the issue of major competitors, it is also necessary to do some research on those competitors. This would help identify their products, packaging, marketing strategies, etcetera. If the pricing was a major issue among survey respondents, the business owner should try to find out ways to reduce the product price and still remain profitable. Another way is by maintaining the current price but improve the product, or announce some incentives like regular bonuses for repeat buyers.
In a world of online marketing, online shopping, and companies building online platforms, lead generation and lead generation surveys are becoming increasingly important. Potential shoppers or clients do not have to go knocking on doors or window shopping anymore. They can find what they need in the comfort of their homes by doing online purchasing.
It is therefore crucial that business owners go the extra mile to not only find customers, but to find out what they think about the business’ products. It is also crucial that they gauge consumer interest. A lead generation survey is always a great tool not only to gauge consumer interest, but to get feedback on products and make changes where necessary. It is also a great way to gauge competitors’ influence, in order to stand out by ensuring that a business responds to customer needs in the best way possible.