As a marketer, you need to understand how customers see your brand and how loyal they are. 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 other marketing strategies.
And that’s why I’ve looked at 800 surveys that 96 marketers run with Survicate. So what are the top 10 marketing surveys? Here’s the list:
Top 10 Online Marketing Surveys
- Customer Research
- NPS (Net Promoter Score) Surveys
- Product Research Surveys
- CSAT (Customer Satisfaction) Surveys
- Content Evaluation Surveys
- Market Research Surveys
- Website Feedback Surveys
- Contact Form Surveys
- Brand Awareness Surveys
- Customer Churn Reasons Surveys
Now, you might be wondering how to use these marketing surveys to understand customer experience and stay competitive. Which is why below you’ll find a detailed breakdown of each survey so you can create better marketing strategies.
1. Customer Research Surveys
First up come customer research surveys that amount to 28% of all the surveys. I don’t find this surprising 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:
- Which of the following best describes your role in the purchase process?
- What is the main reason you chose X?
- How are you primarily using X?
- What type of business do you represent? What is your role?
- What are the main problems you want to solve with X?
- What is the biggest everyday annoyance when communicating with leads?
Why it’s useful: Send customer research surveys to people who buy your products. That way, you find out more about your customers like their job roles, pain points, and interests. This lets you target and personalizes your marketing efforts much better.
2. NPS (Net Promoter Score) Surveys
Next up are NPS surveys that comprise 20% of all the surveys.
NPS surveys have become an industry standard. That’s why so many marketers run these to get a quick look at how loyal customers are to their organizations. They allow you to ask how likely the customers are to recommend your company, which helps predict repurchases and referrals.
FURTHER READING: What is Net Promoter Score? The Guide to Top NPS Surveys
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.
3. Product Research Surveys
Product research surveys make up 14% of the top 10 marketing surveys. They rank 3rd on the list. Want to effectively market new features of your product? First you need to understand how your customers use them!
Examples of marketing survey questions for a product research survey:
- How important is feature X to you?
- Do you find the new feature easy?
- What new features would you like to see from us?
- How was your experience with the following aspects of the product?
- Why do you rarely use X?
- How would you rate the X mobile app?
Why it’s useful: Send product research surveys to better understand your users and their needs. All that so you can drive better product adoption and market feature more effectively.
4. CSAT (Customer Satisfaction) Surveys
CSAT surveys rank 4th (14% of all surveys) which comes as a bit of 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:
- How satisfied are you with X services? Did we meet your expectations?
- How would you measure your satisfaction with our platform in general?
- How would you rate your most recent interaction with our support?
Why it’s useful: CSAT is interaction-based, meaning you measure customer satisfaction at a specific touchpoint (like closing a support ticket). Also, you can improve the customer experience based on CSAT scores by finding out what your customers are struggling with.
5. Content Evaluation Surveys
Content evaluation surveys are a great way to accelerate and improve content creation. Yet they constitute only 6% of all the marketing surveys. We still have to see more marketers use surveys to enhance their content marketing efforts.
Examples of marketing survey questions for a content evaluation survey:
- What is your overall opinion on our webinar?
- What topics would you like to read about next?
- Do you find the newsletter informative?
- How would you rate the blog article you’re reading?
- Is there anything we can do to improve our online events?
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, you can see that people bounce but you don’t know why. That’s why surveys provide the missing piece to improve your content marketing efforts.
6. Market Research Surveys
Market research surveys rank 6th, totalling 6% of all marketing surveys mentioned in this research. Surveys are a great way to carry out DYI market research as they allow you to learn more about customers in your target market.
Examples of marketing survey questions for a market research survey:
- Apart from our tool, what applications from our category do you use? Do you pay for those applications?
- What tool do you use to complete task X?
- How many tools do you use to manage your operations & projects?
- Do you work with an agency that helps you with your website design, marketing strategy, or perhaps your social media presence?
- Could you talk about your experience with sales tools?
- What's your main purpose of using social media?
Why it’s useful: With demographic and target market analysis surveys, you can make more informed decisions about messaging, campaigns, pricing, and more.
7. Website Feedback Surveys
Marketers are yet to recognize website surveys as a more valuable marketing tool. For now, website surveys amount to 4.5% of all the marketing surveys. Collecting website feedback lets you find out if your website is meeting users’ needs and what you can do to improve it.
Examples of marketing survey questions for a website feedback survey:
- Is our website easy to navigate around?
- Did you find what you were looking for?
- Before you go, can you tell us what stopped you from starting a free trial?
- What information is missing from your website?
- In general, how satisfied are you with the website experience?
- What are the most common reasons for you to visit our application?
Why it’s useful: With website feedback surveys, you can see if first-time visitors have trouble navigating around 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.
8. Brand Awareness Surveys
Brand awareness surveys are surprisingly far down the list, ranking 8th and totaling 3% of all surveys. It could be because 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:
- Please describe our product/service in one sentence.
- When was the last time you used this product category?
- When you think of this product type, what brands come to your mind?
- Which value proposition statement resonates with you the most?
- What adjectives would you use to describe X, if it had a personality?
- How did you find us?
Why it’s useful: Discover if customers think of your brand or that of your competitors when they want to purchase a product in your category.
9. Contact Forms
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:
- What’s your current job role?
- Would you rather talk to a person? Leave your contact details below!
- Would you like to get updated about new online marketing resources we produce? Sign up for our newsletter to get updates and exclusive content for free!
- What’s your biggest challenge in X?
- What are your preferences when it comes to Y?
- What’s your website?
- How many employees are there in your organization?
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!
10. Churn Reasons Surveys
Last on the list of the top 10 marketing surveys are churn reasons surveys. They comprise 1.5% of all the surveys. This means that some marketers are even tasked with customer retention and look into churn reasons!
FURTHER READING: How to Fight With Customer Churn in 2021
Examples of marketing survey questions for a churn reasons survey:
- What is the primary reason for canceling your subscription?
- What were your expectations that we couldn't meet?
- What was your main motivation to register with X?
- What alternative did you find?
Why it’s useful: Reduce churn by collecting insights on why your customers cancel their accounts.
How Other Marketers Send Marketing Surveys
Want to have a look at the most popular distribution channels, email marketing tools, and integrations used to send these top 10 marketing surveys? No problem at all! 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):
- Anonymous surveys (33%)
- Intercom (15%)
- HubSpot (13%)
- Pardot (12%)
- Marketo (9%)
- Mailchimp (6%)
- GetResponse, ActiveCampaign, Klaviyo, Sendgrid (3%)
The most popular integrations with a survey tool:
- Google Analytics - (26%)
- Intercom - (8%)
- Pardot - (6%)
- Google Sheets - (4%)
- HubSpot - (3,5%)
- Marketo - (3%)
How Start With Marketing Surveys
Now that you know what are the 10 most popular marketing surveys, you don’t need to commit your time and resources to find the right survey anymore. Instead, you can do what really matters. That is, collecting customer feedback, getting to know your customers, and making more informed marketing decisions.
Getting started with marketing surveys is easy. Survicate provides an unlimited free plan which gives you:
- 25 free survey responses each month
- All survey distribution channels
- Unlimited users
- Unlimited surveys and questions in a survey
- 15 survey question types including NPS, CSAT, CES
- Native integrations including Intercom, HubSpot, and Google Analytics