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Using Surveys to Learn Your Audience

What is the #1 reason that businesses fail? A big reason businesses generally fail is because they don’t know what their customers or audience really want. It’s a great idea to know the current digital marketing trends. Still, you also want to understand what your audience is thinking to make those specific digital marketing trends more relevant than others.

Wouldn’t it be great if your target audience told you exactly what they wanted, or how a product could be better? This would make drafting your marketing plan so much easier, right? Well, have you ever tried asking them? Creating a survey for them to fill out allows you to do exactly that.


Here’s how to get started:

  • Create the survey: What exactly do you want to know? Think of asking questions like how a product could be better, and why someone might (or might not) buy your specific product or service?

  • Hit send: Send your newly created survey to a list of people who fit your target audience criteria. Focus on send it out to people who have purchased services or products from a competitor, but are not your clients already.

  • Analyze the Results: The top trending goals, fears, and frustrations of your clients are what you want to take head-on and create a digital marketing plan around. Due to the nature of the questions, you’ll most likely need to read between the lines to pick up on these trends. For instance, it’s important to know when your audience is not motivated to buy versus a lack of time or resources to research and make purchases.


  • Understanding what they’re saying: An industry expert or salesperson knows their product inside and out, so it’s fair to say that they would speak an “expert” language about the product or service they’re selling. Generally speaking, your audience won’t be experts. So talking to them as if they were is not a good idea, confused people don’t buy. They will go in search of content that speaks their language. This is why it is important to use your audience's language in your posts, content, and marketing plan.


  • Using what you know: Once you have organized the top trending topics or issues from your audience's survey, make sure to cover the topics in your content and use them in your marketing plan. It’s also a good idea to use those topics when doing keyword research and creating your digital marketing strategy. Make sure to use their words so that you are speaking to them and not at them. Repeating their own words back to them is the simplest way to help your audience feel understood.

The best way to market your product or services is to ask the audience what they want, then turn around and give it to them. Creating and utilizing a survey is an easy way to do this, don’t know what to ask, give us a call or send us an email!


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