As a marketer, you need to understand how customers see your brand and what improvements to make before it's too late. You also need to keep an eye on how your competitors are doing and how much you know about your target market.
One way to answer these questions is by collecting feedback from your customers. It will allow you to make smarter marketing decisions about your pricing, messaging, and any other marketing strategies.
But which surveys and questions should you use to achieve your business goals? I’ve looked at 800 surveys, created by 96 marketers, and sent out using Survicate. Here are the top 10 most popular surveys that I think you should consider running.
Now, you might be wondering how to use these marketing surveys to understand customer experience and stay competitive. To help you get a clear picture, below we provided a detailed breakdown of each survey, so you can create better marketing strategies.
Also, you’ll get to see what are the most popular distribution channels and integrations of marketing surveys. This lets you in on how other marketers go about surveying their audience!
Ready to jump right into running surveys? Create your free Survicate account now.
The first on our list are customer research surveys, which represent 28% of all the surveys sent out to customers. This is unsurprising as marketers need to find out who their customers are in order to drive growth.
Examples of marketing survey questions for a customer research survey include:
Why it’s useful: Sending customer research surveys to people who buy your products will help you find out more about your customers, including their job titles, pain points, and interests. This will let you target and personalize your marketing efforts.
NPS surveys, which have become an industry standard, make up 20% of all surveys sent via Survicate. They consist of a question on how likely your customers are to recommend your company to others. Thanks to the responses, you will be able to predict repurchases and referrals.
Why it’s useful: NPS lets you identify the most loyal customers. You can then ask them for case studies, testimonials, quotes, and reviews for marketing collateral.
Product research surveys account for 14% of the most popular marketing surveys. If you want to effectively market new features of your product, you need to understand how your customers use them. And to do that, you need to ask effective product survey questions.
Examples of marketing survey questions for a product testing survey:
Why it’s useful: Send product research surveys to better understand your users and their needs. As a result, you will drive better product adoption and market features more effectively.
CSAT surveys rank 4th (14% of all surveys), which comes as a surprise. After all, the Customer Satisfaction Score is mostly a customer-support metric, not a marketing one. With that being said, marketers need to keep an eye on the big picture, and measuring customer satisfaction is part of it.
Examples of CSAT survey questions:
Why it’s useful: CSAT is interaction-based, meaning you measure customer satisfaction at a specific touchpoint, such as closing a support ticket. You can also improve customer experience based on CSAT scores by finding out what your customers are struggling with.
Content evaluation surveys are a great way to accelerate and improve content creation. Yet, they constitute only 6% of all marketing surveys. If you're a marketer, don't hesitate to use content evaluation surveys to enhance your content marketing efforts.
Examples of marketing survey questions for a content evaluation survey:
Why it’s useful: Evaluate the performance of your content and get ideas of what content to produce next. Google Analytics tells you only one side of the story. For example, it can show you that your page has a high bounce rate, but you might not understand why. That’s why surveys provide the missing piece to unlock deeper insights and improve your content marketing efforts.
Ranking 6th on our list, research surveys account for 6% of all marketing surveys mentioned in this research. If you want to carry out DYI market research, surveys will help you to learn a great deal about customers in your target market.
Examples of marketing survey questions for a market research survey:
Why it’s useful: With demographic and target market analysis surveys, you can make more informed decisions about messaging, campaigns, pricing, and more.
Marketers are yet to recognize website surveys as a valuable marketing tool. One of the cool things they can help you to do is to find out if your website is meeting your users’ needs and what you can do to improve it.
Examples of marketing survey questions for a website feedback survey:
Why it’s useful: With website feedback surveys, you can see if first-time visitors have trouble navigating your site. To do that, set surveys to appear while a user is browsing your website. That way, you get in-context, real-time insights to help your design and content.
Brand awareness surveys are surprisingly far down the list, ranking 8th and totaling 3% of all surveys. One of the reasons could be that even though marketers realize it’s important to measure brand awareness, few of them know how to do it.
Examples of marketing survey questions for a brand awareness survey:
Why it’s useful: Find out if it's your brand or your competitor that comes of your customers' mind when they want to purchase a product in your category.
Contact forms are 9th on the list, equaling 2% of all the marketing surveys. You can use contact forms on your website or send them by email. Contact forms are great for getting people to sign up for your newsletter, events, or gated content.
Examples of marketing survey questions for a contact form survey:
Why it’s useful: Use a contact form question in your survey so you can collect new leads, update contact information, and create buyer personas. You can also send the collected information to your CRM or marketing automation tool.
Last on our list are churn reasons surveys. As one of the biggest obstacles faced by digital businesses, churn can be avoided or at least reduced with carefully drafted surveys that get to the bottom of the problem.
Examples of marketing survey questions for a churn reasons survey:
Why it’s useful: There are plenty of ways to predict churn before it starts affecting your business.
Would you like to discover the most popular distribution channels, email marketing tools, and integrations used to send these top 10 marketing surveys? Here’s how other marketers go about sending the surveys listed in this blog post.
The most popular survey distribution channels:
The most popular survey distribution tools (for email and link surveys):
The most popular integrations with a survey tool:
Now that you've learned what the most popular marketing surveys are, it's time to put that knowledge into practice. Survicate offers over 125 ready-to-use templates so you can get your survey campaign up and running within minutes. What's more, you'll be able to fully customize any of the templates, for instance, to include your branding or add more questions. And, with our 10-day free trial of Business Plan features, there is no excuse not to collect feedback from your customers.
Join Survicate for free and gain access to essential features during our 10-day trial. Unearth valuable customer feedback insights and take a look at our pricing to find the right plan for your business.
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