Complete Digital Marketing Course Notes, Day Two: 4/4/18

For day two of my completion of the Complete Digital Marketing Course, I learned a bit about market research. I learned how to use Typeform, how to properly write a survey, and how to analyze the results. Here are my notes:

Why Typeform?

Typeform has a very simple layout compared to other survey websites.

The presentation makes it visually appealing to surveyees, and because of the question-by-question format, surveyees are less likely to quit the survey/fail to complete. This leads to a better completion rate.

Other reasons to choose Typeform:

  • free platform
  • incorporate google analytics
  • ability to build an email list

How to Design Online Survey

First off – there is the ability to make questions required or not required with Typeform. Utilize this tool effectively to make your survey the best it could potentially be. Only make the most important questions mandatory – as we see below, only the first three questions are mandatory, as they are the most essential data we want to capture.

Now, I’ll focus on the types of questions you’ll want to ask to create an effective survey.

First, you’ll want a good question to lead or start off the survey. This would most likely be a question that addresses the problem that the buyer has and how important it is for them to solve it.

Here’s an example from Daragh Walsh, creator the the Complete Digital Marketing Course:

Screen Shot 2018-04-04 at 9.34.46 PM

Using a question like this will vet out serious surveyees from those who are less serious, because anyone who does not complete this question is not going to invest time in completing the rest of the survey.

Next, ask a few questions that will identify the demographics of your surveyees (now your prospective buyers after the first “vetting” question). You don’t have to ask questions about age, location, income, etc unless you deem them important. Daragh focuses more only on the prospective buyers occupation – are they a business owner? Manager? Student? Etc.

Your next questions should focus on what your prospective buyer would want out of the product. Daragh first asks the surveyee what topics would be of most importance (SEO, email marketing, Social Media, etc). He then starts his first non-required question for the buyer – “what could we include” that would make you rate us five stars? That sort of thing.

The last question can be asking for their email. This way, you can build up an email list to market to once your product has launched. Make this question non-required so that surveyees don’t feel discouraged if they don’t want to provide that information.

How to Distribute Your Online Survey

There are three ways to distribute the online survey:

  • Share the URL
  • Launch a pop-up on your website
  • Embed in a webpage

Assuming you don’t have the ability/want to use a website for this survey, we will go with the first option.

Before distribution, we want to test the survey:

  1. Post the URL into your browsers address bar to visit the survey from a visitors viewpoint.
  2. Take the survey and answer each question, as we will use for testing analytics later. As you go along, ask:
  • are the questions in the best order?
  • do the questions make sense? can I rewrite them in a better fashion or change the format?
  • are there any grammar or spelling issues?
  • is the survey running seamlessly and are there any technical issues with the survey?

3. Now we will test the analytics. Simply make sure that your results are recorded once you log back in to your account and go to your metrics page.

Once you are done, double check. Have a friend fill out the survey and give you feedback from their perspective. It always helps to have a second pair of eyes!

After the testing is done, the survey is ready to share. Think about five places where your prospective buyer is most likely to be lurking. This could be a number of social media sites, news sites, email, or online forums. Identify those five places and distribute your survey.

Lastly, make sure that you use a title to catch their attention for the survey – it should show that you want to solve their problem, not your own!

Ex:

Screen Shot 2018-04-04 at 9.59.23 PM

Vs. “Please take my survey to help me prepare my new product!”

How to Analyze Results

Unique Vs. Total visits: These are two forms of metrics to analyze when looking at your survey results. Total visits include your own personal views, so unique visits are more accurate – these include only outside views.

Download your metrics as an excel file for easy analysis. When reading over the results:

  • Think about what your prospective buyers would most like to see incorporated into your product.
  • Think about keywords that stand out – these will be useful when promoting the product, whether through SEO, social media content, advertisements, etc.
  • A good exercise – physically write down your notes on paper. Record most common keywords used and any trends that you notice.
  • Make links between demographics and what types of features they most want to see in a product. Ex – business owner may want to learn SEO, student may want to learn email marketing, etc.

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