Surveys have proven themselves to be an important way to collect information for any association or brand. After all, members serve as the pulse of the industry and can direct an organization’s focus towards the next big thing, or where their efforts could be improved. But in a world of web polls, Survey Monkeys, and feedback forms, what’s best? Collecting survey data is a start but analyzing it well and executing next steps will ultimately determine the success of future marketing efforts.
The best surveys use targeted questions to seek information. Too broad a focus may not answer the questions at hand, while too narrow a focus may not allow for in-depth answers. And you certainly don’t want those partaking in the survey to feel as though you’ve already come to your conclusions with leading questions.
Surveys aren’t a “one size fits all” approach. Like any other media, formats vary – online, email, paper, focus groups, phone surveys – and present several different avenues for feedback. Multiple choice questions, yes/no answers, rankings, and open-ended responses, to name a few, will offer different levels of depth for the answers given.
Chances are, you’re looking to improve or expand your organization. Hinge Marketing finds that surveys can immensely help with a organizations growth: Firms that conduct research frequently (at least quarterly) can grow up to 70% faster and are 50% more profitable than firms that do not. It makes sense, especially for associations – survey results can be an important guide for better member engagement. You just have to know who to survey!
Members, former members, buyers, suppliers, distributors, and prospects can all share very different views, so it’s important to narrow in on an audience whose voice will speak to the questions being asked.
Once a survey’s audience has been determined, an organization must ensure that enough participants are included to supply a true look at the topic. You don’t just want to poll your senior members (unless that is the exact purpose of the survey) when you’re serving thousands. Ensure you’re including enough of a representative sample so that the findings reflect a diverse group of voices.
Ultimately, a successful survey will better help you understand your members, products, services, and/or offerings. It will give context for where you stand in the industry or marketplace and provide a reality check by highlighting any outdated processes or areas for improvement.
Surveys can supply an important snapshot of where an industry stands, and where it’s headed. They can also provide instant information, especially if you’re collecting demographics such as education level, job titles, or geographical locations.
Analyzing your results and acting on the data can be just as important as conducting the survey itself. If the survey data is surprising or unexpected, then more follow-ups could be needed, or perhaps a retooling of the marketing strategy or events in the months/years ahead.
What’s next? Rinse and repeat. Think back to the statistic from Hinge Marketing. Surveys shouldn’t be a one-time effort. Regular survey efforts will help ensure you’re in line with the pulse of your industry, understand who you’re marketing to, and might just even put you ahead of the competition.
Lastly, do you plan to share your results? Your content marketing team would be thrilled to package your findings into social media posts, case studies, or articles. After all, those taking the survey are likely curious to see how their industry peers answered, too.
It can be difficult to get started given the process ahead. But a survey can go much further than you think and provide a greater level of understanding than you may have originally imagined. Over time, your surveys will serve as an important means of engagement with your members and the industry at large.
