Today’s lesson is all about survey funnels.
When it comes to marketing funnels there are many possible variations, but no matter how they are set up, they are all meant to accomplish the same thing. Turn prospects into customers.
There are also many things that can influence how a funnel converts, like the quality of the leads, where they enter, what you offer and the way they are nurtured through the process, which brings us to the next funnel strategy that you can use, surveys.
This type of funnel serves two purposes. The first is to encourage visitor interaction. Because they are required to answer questions and invest time to move forward they become more invested in what you have to offer.
The second is market research. As I mentioned in the last lesson, surveys are one of the best ways imaginable to conduct research, because it allows you to get to know who your visitors are and what they want. This will help you better address their needs in your marketing message based on their responses.
Keep in mind that your surveys don’t have to be complex to be effective. They can be as simple as asking a few key questions via email and giving people a good reason to respond. The main objective again, is to send them to a dedicated landing page and get them to commit to giving you their contact information so that you can follow up with them after they’ve completed the survey.
There are many ways you can create a survey. You can build it on your website using basic forms. If you use WordPress there are many plugins available that make the process very easy.
You can host it on an external site like Survey Monkey, Typeform or with Google forms. Then just share the link to take the survey with your website visitors, email subscribers and social followers. You can also use the built in tools available on most social platforms to make a quick poll or quiz.
Which option you choose will depend largely on your own personal preferences, the type of functionality you prefer, and how you’d like to present it to your consumers.
The first step in creating a survey funnel is to think about the end goal.
Do you want to find out what your consumers problems are, so you can create a sales message that will grab their attention, or are you looking to gain a better understanding of their general demographics so you can target your ad campaigns more effectively? Once you know the end goal you will have a much easier time creating your survey.
Next you’ll want to think about who your survey audience is.
Are they people you plan to target with paid advertising? If so, do you want to reach them based on a certain set of criteria like what their interests are, their age, income, ethnicity or education? Or are they previous customers who already know what your business has to offer? The questions you ask will vary depending on who you are trying to reach.
Lastly, you’ll need to think about how you are going to effectively reach these people.
It’s important to think about how people will participate in your survey, because it’s location will determine who can discover and answer your questions.
For instance, if you’re trying to find out if your customers are interested in a new line of products then you can email a set of questions that will help you determine if it’s worth pursuing.
If you’re looking for feedback from someone who just made a purchase, you could place the survey on the order confirmation page or in a follow up message. You can also send them a link on a postcard, depending on the type of business you run.
Taking the time to consider these things during the planning stage of your survey funnel will help ensure you get the best responses possible from the people who participate.
That’s it for today’s lesson. In your next lesson, we will be talking about how you can use a podcast to get more people into your funnels.