How to Use Online Survey to Improve Content Marketing
Often outbuilding construction companies will run out of gas trying to create new content for their email lists. It's a good rule of thumb to avoid guessing as much as possible when creating marketing content.
Surveying members of your qualified lists indirectly on what content "they need" to "move forward in your funnel" or "make a purchasing decision" indirectly will lead to: improved engagement, successful goals for example with the content's call to action or historical digital marketing KPI improvements for your company.
Plan out the release of your content
Content marketing creation is expensive when doing business with a traditional marketing company. Our agency has a different approach. QUALITY is important but QUANTITY plays a determining part in your ability to keep your lists alive. Therefore a calendar with a trickle strategy on the content to avoid running out of gas should be planned before investing time.
Investigate how you can use influencers
Your leads watches all sort of DIY video content on a daily basis. It doesn’t have to be too elaborated, the idea is to stay in touch with their followers. If you can’t find a way to do this yourself, consider looking at our blog article on top DIY influencer marketing strategies for outbuilding construction companies.
You can also ask your best leads and clients what they are following online and think of a partnership or an affiliate program that make sense for you and them.
Re-engage inactive leads
In the case of a lead that stops interacting with your content, consider stopping all communications as soon as possible. Before doing so, we recommend trying one more time to re-engage the "stalled lead" with a message copy such as "tell us what we did wrong... we did a mistake!". Make sure a priori to only allow consenting leads into your lists and avoid having dead leads in the first place.
Email Footer Surveys
The unsubscribe SPAM-ACT/GDRP link should always be at the bottom of each email. We also like to add a “Is this content relevant to you? – YES | NO” question in the footer for content improvement.
Having a “Report any ERROR, OMISSION or SUGGESTIONS for our content | HERE” will save your team’s resource and sometimes prevent “damages” as a system that allows leads and clients to report issues with the content.
Sometimes this can slip through the cracks or just isn’t relevant to the targeted segments the email is being forwarded to with an automation that needs troubleshooting.
Some examples...
Here is a few screenshots of what this looks like and the forms + thank you pages for reporting. We also have a follow-up on the content not being relevant to a lead “report”. This message is sent whenever a lead reports an email “as not relevant to them.”
What you can do from content surveys
In creating content marketing you strive to accomplish several goals at the same time. This information is valuable and will help you create future content. While giving “your audience” interactive content, you’ve uncovered improved your content marketing and not only your product or service. That’s exactly what you can accomplish with a content marketing survey for leads that are higher up in the funnel (not yet ready to buy).
Preparing for future content
In other words, when you send out a content marketing survey to your customers or followers, you’re giving them an engaging piece of content to interact with. At the same time, you’re gathering info that can help you pick and choose subjects and formats for future publications. That will help you put together new material or adjust your content marketing strategy.
