How to Use Surveys to Enhance Your Buyer's Journey

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How to Use Surveys to Enhance Your Buyer's
Journey
Online and offline marketing are the two pillars
of the marketing department of any company.
While companies still practice offline
marketing, they have shifted their focus on the
online marketing of late. The reason? The rise of
the digital age. In online marketing, content
forms a crucial part. And content marketers need
to know when, where, what content to deliver and
to whom. For them to deliver the right content at
every stage in a buyers journey, asking
questions is a surefire way.
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And a CRM survey is the best way to ask those
questions. So, if youve not yet taken advantage
of surveys to nurture your customers, then lets
walk you through the know-how. The Buyers
Journey and Its Three Stages Most of the buyers
will pass through at least the three stages of
the buyers journey before finally buying your
product(s). So, lets understand these three
primary stages first and learn how to frame the
right content and survey questions. Awareness Thi
s is the first stage of the buyers journey where
buyers are just experiencing some problems and
searching for solutions. They havent decided on
what approach to follow to solve their problem
or what solution to look for. You can tap into
customers pain points at this stage and provide
them with content helpful in addressing their
problems.
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• The first thing to understand is Content here
  should be purely for the purpose of
  problem-solving, and not for sales. How?
• Suppose you deal in electronic gadgets. If you
  have to sell wireless headphones, consider the
  following two questions.
• Do you want to buy wireless headphones from our
  site? or
• Having trouble using wired headphones when
  working at home?
• Which question is more suitable to start your
  survey with? The second one, right?
• The reason is that it acknowledges the users
  pain point. While the first question is too
  straightforward and doesnt have any mention of
  pain point.
• So, always design your questions to ensure users
  that you are there to solve their problem, not
  sell your product(s).

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• You can also take help from website intercept
  surveys to create your survey. A Website
  Intercept Survey is a short survey to gather
  users online experience. It can be in the form
  of a pop-up survey or an on-page survey. It
  gives you real-time feedback and actionable
  information to prepare your main survey.
• Always include Other as an option in questions.
  Especially when your questions may have more
  response options than you might provide.
• Include some open-end questions in your survey to
  let buyers freely express their views.
• The content types suitable to share at this stage
  are
• Whitepapers
• Ebooks
• Checklists
• Informational videos
• Guides
• Analysis Reports
• Blog Posts

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• Once you gain customers trust with a
  problem-solving approach, they may consider
  buying your products.
• Consideration
• In this stage, prospective customers get the hang
  of the possible solutions to their
• problem. And they start examining different
  solutions and approaches cost-wise and
  quality-wise.
• At this stage, content in the form of webinars
  come in handy the most. Videos, podcasts, and
  case studies are also good forms of content to
  consider. A webinar is, however, one of the most
  suitable contents at this stage.
• For Webinar
• Consider asking quizzes or puzzles for early
  webinar-attendees. Some good questions you can
  ask at this stage include
• How do you think the webinar will help you?
• Whats the biggest problem/obstacle/hurdle you
  are facing at present?
• (Remember to customize this question to make it
  more specific to your webinars topic.)

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These are some examples of ice-breaker questions
that help audience get ready before you start
the webinar. Here also, ensure that your
questions dont focus on only your brand and
products. Rather, they should focus more on the
audience and their needs. Always ask for
feedback immediately after the webinar ends. It
will help you get the highest response rate. A
good idea will be a Net Promoter Score (NPS)
survey to evaluate the effectiveness of your
webinar. Or you can ask 4-5 webinar-specific
questions to get exhaustive insight into
attendees experiences. Further, you can also
include a link to your survey in the follow-up
emails to all webinar attendees. Decision Once
a customer has vetted all the possible solutions,
they decide to go for the best-fitting solution
for them. This is why this stage is the
Decision Stage. This stage is where you have to
actually start pitching for your products.
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• The content suitable for this stage may be in the
  form of
• Product Demos
• Product Comparisons
• Product Reviews
• Testimonials, etc.
• Promotional calls
• Promotional emails, etc.
• Remember, you should leave no stone unturned in
  answering all the questions your buyers might
  have. And assure them that they will definitely
  benefit from your solution(s). Only this way,
  you can close the deal with your prospective
  customers.
• Talking of the CRM survey, it should be
  sales-oriented. You may also include incentives,
  promo codes, or offers, etc. to engage the
  audience to attend your survey.

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Conclusion You see that preparing the right
content and sending the right surveys at every
stage of the buyers journey is highly
rewarding. With some good survey tools like our
SugarCRM survey module for Sugar and SuiteCRM,
you can ease the tedious tasks of conducting
surveys. Our module comes with features like
survey automation, data piping, skip logic, and
many more. So, good luck with the conversion of
visitors to prospects and finally to your loyal
customers!! Original https//www.appjetty.com/
blog/crm-surveys-to-enhance-your- buyers-journey
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