Chapter 6: Step 3 - Survey
The point of your survey is to figure out the mechanics driving your audience, messaging, and channels. Here you will be asking your customers and/or target customers questions that will tell you what to say, when to say it, and how to say it regarding your message.
When it comes to your audience, you want to have a profile down to know who specifically to ask your survey questions to. By this point, your customer profile should be compiled, but if you need a refresher, refer down below.
If you’re marketing to businesses, you want to find out their:
-Size of Company
If you’re selling to customers, traits to focus on include:
Building up your client persona tells you who to market to in the future, and takes out the guesswork when finding the channels to advertise to as well. By knowing your customers, you spend less time questioning who it is that’s buying your product and more time on developing your message.
This marketing message is what we will be focusing on today. You will need your client list to figure out the best method to sell your product. Here, the main question you are answering is: What is the biggest pain you are solving for as it relates to your product or service?
Essentially you're going to produce a small survey to answer this question. This survey is just a backward way of getting your target audience to tell you in their own words how they describe their “pain”.
After completing the survey, it’s up to you to identify the recurring keywords or phrases and repurpose them for messaging (ads, emails, SMS, etc.). There is nothing more powerful or compelling to your audience than a message that relates to their experience.
To start off this survey, you want to compile a list of 30 individuals that fit your client profile.
Whether it be by DM, phone call, or email, you're going to ask each person individually:
-On a scale of 1-5 (5 being the biggest pain), how would you rate your pain?
You want to focus on the individuals who rate a 4 or 5 because they can best describe the pain your product is solving for.
You want to follow up with these individuals by asking them to answer some profile questions regarding their pain. Think of questions like:
-In as much detail, explain the pain you are experiencing.
-How often do you experience this pain?
-What issues does this pain bring you?
-How would you solve this pain?
-Where do you look to solve this pain?
-Does this pain hinder any areas of your life?
You want to identify repeating themes and trends, noting them down so you can develop your message. You also want to make sure you're asking a converting-related question. That is:
-Would you find value in a product or service that did (XYZ)?
Make sure this question can be answered with a yes or no.
Once you've compiled this information, you want to ask your audience what channels they're found in. Where do they eat, sleep, and breathe online or offline?
You can ask them questions like:
-Where do you go to learn more about the best practices for your job/ role?
-Are there any professional associations that you are a member of?
-Do you attend any trade shows? If so, which are most relevant to you?
-Which social platforms do you use the most professionally?
After receiving information from your 30 or so participants, it's time to organize all the repeating keywords and phrases and alter them to make your own message. When you've created several messages you think will work, it’s time to publish them on the channels you’ve obtained and observe how your potential clients are reacting to the message(s).