It’s easy to think of a customer survey as something your company has an obligation to do periodically to show your clients that you care. And once you’ve executed the survey, it’s also easy to take a half-hearted look at the results before filing them away somewhere to forever accumulate digital dust.
DON’T DO IT! Customer survey data can be an absolute treasure trove when it comes to producing marketing content.
Here are some ways you can use your survey results to engage and inform your audience:
- Scintillating summary — Write an interesting overview of the results. If your company will allow it, ditch the stuffy “customer survey overseer” voice and use a casual, conversational tone. You’re guaranteed to get more readers that way.
- A visual feast — Go beyond words and numbers, and even beyond standard charts and graphs, and represent the data with well-designed infographics. Infographics are content that is almost always viewed and easily shared!
- Slow-drip snippets — A series of email blasts, each revealing one or two key findings from the survey, can generate tremendous interest and produce a loyal following.
- Well-sourced white papers — Sometimes the hardest thing about writing a great white paper is finding enough good data. Well now it’s been dropped right in your lap! In a survey of any size, you might end up with enough material for a whole series of papers.
- Well-attended webinars — With a webinar about your products and services, it can often be a challenge to drive attendance. But a webinar packed with insights from your prospective attendees' peers and competitors, with relevent industry information they need? You might be surprised at your attendance levels.
- Enhanced everything — As you review your survey data, consider how the facts, figures and comments can be used to improve your existing materials. As we mentioned in a prior post, updating a piece of content gives it new life.
So the next time “Send customer surveys” appears on your calendar, don’t dread it, dive into it! Write great questions and then sit back and salivate over all the killer content you’re going to create with the answers.
