Five Startup Decisions You Can Make Using Marketing Surveys

Five Startup Decisions You Can Make Using Marketing Surveys

New and established businesses can use surveys to gather crucial information for decision-making. If you’re a startup, there will be several decisions you’ll need to make about your products and services, whom you target, how you reach your ideal customers and what you will say to them. Typeform have good examples of surveys here. In this article, I will highlight five key decisions that marketing surveys can help you make. 


Startup Decision #1 – Who is your customer?

You have a great idea for a business. The product is amazing! But do you really understand who your customer is and why they would buy from you and not from another business?

A survey of your market helps you create a picture of your ideal customer. We call these ‘buyer personas’. The survey can ask questions about job titles, key responsibilities, gender, income, educational background, main challenges, budget and so on. You can start by asking friends and family, then your professional network. If you require more responses, market survey platforms allow you to reach a wider audience for a fee.

Startup Decision #2 – What are your brand values? 

If you are thinking about your brand values, this is great! Many startups ignore this at the beginning and do not make it a priority. However, your brand values guide your business by establishing the standards by which you operate. It also lets your market know what to expect from you.

Let’s say you know your ideal customer from a previous market survey. You also need to know what they value. If you say one of your values as a business is creativity, for instance, does your ideal customer care about creativity? In a highly competitive industry, would that customer buy a cheaper product even if it wasn’t particularly creative? Understanding the values that matter to your market helps you further define your ideal customer. Ask people what they care about. Use a survey to help respondents prioritise different values. How do you stack up?

Startup Decisions: How marketing surveys help YO! Marketing

Startup Decision #3 – Which content engages your target customer?

Startups and established businesses need to continuously engage their customers. This could be through a content marketing strategy that includes social media, blogs, videos etc. When you start creating content, monitor responses e.g. likes, comments and shares. This will give you an idea of what people engage with.

When you have built the readership of your content, ask your customers what kind of content they would like to see more of. Consider the format they prefer i.e. written guides, videos, infographics, live videos etc. Also, consider the topics they want to learn more about. Nothing beats actually asking your customers what they want and them witnessing you taking their suggestions on board.

Related: 4 Simple Steps for Starting a Business Blog: A Beginner’s Guide


Startup Decision #4 – How do you want your brand to be perceived? 

A 2015 article by Brandwatch states,

Brand perception is owned by consumers, not brands. Regardless of your message, whatever people are thinking and saying about your brand, that is your brand.

This even truer now that it was in 2015. Surveying your customers is important for measuring how you are perceived or how you might be perceived based on elements of your branding such as your business name, logo, website design and content. If what you undercover through a survey is not how you would like to be perceived, you can take steps to influence that perception. Use social media and storytelling to create a relatable narrative around your brand and to build trust with your market.

Startup Decision #5 – How will you price your product to show value?

How you price a product could make or break its success. From the first decision about who your customers are, you might know enough about what they might be willing to pay. It is also important to know what your competitors are charging.

Pricing can be complex, including tiers and product bundling. This example of a product pricing survey:

Startup Decisions: Pricing YO! Marketing

Another approach could be to ask respondents what they would pay as a maximum. Something like this:

  1. Less than £100
  2. Between £100 and £250
  3. More than £250

If value-based pricing is your focus (as it is in many B2B sectors), ask your customers different questions such as which additional features they are willing to pay for (or paying for existing features to be bigger, faster or more durable) and what matters most to them when using a vendor like yours. You’ll be able to segment your market and give a price that reflects value to each segment. Each customer segment will be different.

Used well, marketing surveys are an effective way of hearing out your target market. You might not always change what you are doing because of the results but you will have information that allows you to put in place messages, content and support for anticipated customer reactions.

Have you used marketing surveys to make a decision? Tell us how it went in the comments!

Seven Standout Ways To Be A More Successful Business

Seven Standout Ways To Be A More Successful Business

We’d like to welcome Mike Alawi to our team. He joined us last month as Marketing Project Executive. Here is a blog that he put together for you. Who else wants to be a more successful business? We know we do!

1. Provide outstanding customer service

To excel in customer service, you and your staff need to know the ins and outs of your product or service. You should know common questions that your customers ask and how to respond competently and effectively. Staff training in this area is important. Listen and be responsive. Ask for feedback, ensuring that you use feedback positively. Identify areas for improvement and make specific changes in your business. Let your customers know that you implemented their suggestions and/or acted on feedback.   I recently read an article about a Starbucks customer that called into the company’s corporate offices after a mix up with a branch. Instead of simply giving him a refund, the customer service representative told Jason that they needed to “make him whole and give him an experience nothing short of fantastic.” They then filled his rewards card with $50 of store credit. Way to go Starbucks!

2. Help your customers do their jobs better

Content marketing provides B2B customers with handy information which can assist in their organisation’s day to day tasks. Companies that write regularly have seen up to 3X more website traffic and 4.5X more sales leads. There is increased brand reach that creates long-term business relationships, which could generate more sales leads for your company. The more consistently high quality content you offer your audience, the more likely they are to return to your site as a trusted source. Ericsson, a multinational networking and telecommunications company, provided 5 life hacks for working in the corporate world on the blog section of their website.

3. Create more than one price point

It’s a good idea to test different pricing brackets. Let’s say you offer three prices for different levels of a product or service. One priced low, another with all the bells and whistles, and a mid-market price. This range widens the reach of your audience and opens a gateway to new customers, or a premium price on the other end of the scale for those who want the full package. Amazon nailed this strategy with their shipping options. They offer express next day delivery for £4.49, standard 3-day delivery for £1.99 or free no rush delivery in 3-5 days. Each price is aimed at customers with different requirements, expectations and budgets.

4. Be the first to inform your customers of new trends

Everyone wants to be kept in the loop with latest trends. Being first to inform your customers of new trends will increase your credibility as a source of relevant, up-to-date information. It attracts more potential customers to your online and offline channels and results in a positive impression of your brand. People will then regularly look to you for new content making you stand out from the crowd as a successful business.

5. Give your brand a human face by having conversations

Giving your brand a personality that people can relate to allows you to reach more people effectively. Talk about your products, talk about your industry and latest trends. People appreciate content that engages with their interests and makes them feel at ease with a brand. Grüum, a company that specialises in custom shaving kits tell their brand story well. They write about how four friends from Manchester decide to quit their jobs, invest their savings and take on a multi-billion dollar industry. When you buy from Grüum, your first purchase comes with a small note from the founders themselves thanking you for your purchase.

6. Develop multiple ways to get in touch with you

In addition to picking up the phone, maximise the use of multiple channels such as social media, chatbots and events to provide potential customers with more touchpoints with your business. You will also reach a wider audience. Use your website as a hub but engage with your target audience on relevant social media platforms, through networking and selected events.

7. Focus on being the best at the ONE thing that really matters to your target market

Whatever you specialise in, ensure that you can be the best at it so that your stand out from your competitors. It could be your customer service, your cutting edge technology, your flexible pricing or the great events that you host. It might even be your deliberate and continued support for your local community.  Being fantastic is one aspect of your service gives you a distinct competitive advantage that becomes difficult for others to copy.   These are just some of the ways that you could build a better, more successful business that you can be proud of.

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