Narrow down the best-performing channels to attract more customers
Make sure you’re spending on ads where it matters
Distribute your survey through your favorite marketing & communication tools
Uncover your best traffic channels
Have you ever wondered if your marketing techniques are really doing the trick? As a company, you work overtime to ensure that you’re getting your brand out there, but when you have customers roll up to your doorstep, how do you know what’s working?
Is it your emails?
What about social media marketing? Word of mouth? Emails? Or cold Internet searches aided by boosted SEO?
Let’s face it, the only way you’ll know is if your customers tell you. Enter the “How Did You Hear About Us” survey!
This is the best possible way that you can learn how you’re getting out there and improve your marketing techniques. Keep reading to learn how this type of survey can improve your business.
Why the “How Did You Hear About Us” survey is important.
You work hard to get your name out there, and that difficulty really is demonstrated in the bustling online market. It takes a lot of work to establish your brand against so many others, not to mention to secure a steady stream of incoming clients.
That’s why it’s so important to establish where that steady stream of incoming clients came from. Google Analytics can only tell you so much. For example, you may know that a signup came from a social media referral or a marketing campaign, but you won’t know much more.
Have they visited your website before? Did they intentionally Google your name? Did they come across one of your blog articles online? Or maybe they came from an offline referral?
It’s amazing how many customers are responding to our surveys. For every dollar we spend on a Survicate subscription, we generate about $25 in additional revenue.
— Michael / Head of Marketing at Looka
See how much information you can lack? That’s why you need to seek it for yourself! Here’s where asking your customer for more information about how they found you will work wonders. And a survey is the perfect way to do it.
How to create a “How Did You Hear About Us Survey” template
The best part is – you don’t have to! Use the following template and adjust it accordingly.
The first item of business when you want to create a survey is establishing all the potential ways that your client could have found you. This won’t be the same for every single business or brand. And keep in mind that the market is constantly changing.
Years ago, it may have been perfectly ordinary for a person to find a business advertising on a bulletin board in a coffee shop whereas now they get all their news on social media. On the other hand, perhaps a college student still gets some of their information on a bulletin board in their dorm.
It really does vary with each type of company, so be sure to evaluate yours and all the different types of marketing that you’re doing.
Finally, don’t forget to include an “other” category. On any “How Did You Hear About Us Survey” you want to make sure there’s an open field for anyone who doesn’t fit into one of your predetermined categories.
If a client found you through a mechanism that you didn’t realize, this is the perfect opportunity for you to gain new marketing insight. How can you implement a new marketing technique that you weren’t previously taking advantage of?
Add follow-up questions to your surveys
Depending on how a client responds that they found you, add appropriate follow-up questions so that you can further understand their thought process. This will help you to tailor your approach in the future. For example…
If they answered: Google search → Ask: Were you looking for our brand name or did you come across by accident?
If they answered: Comparison site → Ask: Can you remember which one?
If they answered: Social media → Ask: Which site, specifically?
If they answered: News outlet → Ask: Which outlet?
If they answered: Internet ad → Ask: Can you remember where you encountered the ad?
If they answered: Other → Ask: Can you please elaborate?
With these questions, you’ll be able to better understand where your clients are coming from and more effectively utilize the information provided in your “How Did You Hear About Us” Survey.
Analyze your findings
No survey is complete without taking the time to properly analyze your findings! You want to do this so you can see where it makes sense to invest more of your time.
If you’re currently investing your marketing efforts and finances in a channel that isn’t bringing in customers, then it shouldn’t be a priority. And who knows – maybe one channel is outperforming another much more than others!