In my last blog post, I mentioned the value in using surveys to understand where your audience hangs out the most online. In order to create valuable online experiences, you need to have an understanding of what matters to your clients and where to find them on the internet. Surveys give you the opportunity to do that! Through surveys, you get the opportunity to collect valuable client data with ease and efficiency. If that is not enough of a reason to use surveys, they can also help you gage client expectations about your services and demand for those various services. For example, a survey can tell you if the majority of your clients would benefit from psychosocial support groups or art therapy. Most importantly, the surveys you create can power your digital marketing content. By using customer data from your surveys, the content you develop is more likely to succeed since it will be based on data directly from your clients.
Insomnia Survey Cookies
Let’s take a look at a recent survey from Insomnia Cookies, one of my favorite cookie shop franchises. The company emailed me a link to this survey after I ordered cookies for delivery (yes, I ordered cookies for delivery and it was amazing) on their website. Since Insomnia Cookies already had my contact information from my order, they simply emailed the survey after my cookies were delivered and devoured. This is also something you can do with your clients, as long as you have their permission to send emails and provide an opt-out option for them to decline future emails. A good time to do this might be the day after a session but that is totally up to the expert because you know your clients best! Here are a few of the questions the cookie people sent me in their survey:
This is a classic satisfaction scoring question. It gives you an idea of what your most satisfied customers experience and what the not so satisfied customers were missing in their experience. It’s also an indicator of loyalty, helping you understand which of your customers are more likely to return. You can use the data collected from this question to segment your clients into groups by satisfaction level and deploy content and other marketing tactics for each of the varying groups.
This question is a great example of understanding the demand around your services. Instead of asking what occasion they are shopping for, you can instead ask what lead them to seek the help of a mental health professional. Questions like this are great for collecting data on your clients behaviors, which can lead to a more data driven digital strategy. Asking about which social media platforms they use is another effective way to use this question format.
Here, Insomnia cleverly looped in another chance for their customers to engage with the company by adding the option to enter their sweepstakes at the end. As mental health service professionals, you can also add something like this to the end of your surveys to further engage your clients such as signing up for your e-newsletter.
Those are just a few examples to help you get you started but I hope you consider using surveys to inform your digital marketing efforts. Some free survey builders include Hubspot, SurveyMonkey, and SoGoSurvey. These are all great platforms with their own unique features and I recommend finding the best one to fit your practice’s needs.
References:
Insomnia Cookies Customer Satisfaction Survey – Welcome. (2022). Insomnia Cookies. https://cookiemagic.smg.com/(X(1)S(djtfdysn3330ocelyz0zs1er))/Index.aspx?GUID=ac8c8a69-59b5-4349-9367-3bd25367424a&EQ=3&AspxAutoDetectCookieSupport=1
Stiles, K. (2020, September 15). 4 Ways Surveys Are Necessary For Digital Branding. SurveyCrest.Com. https://www.surveycrest.com/blog/4-ways-surveys-for-digital-branding/