In a market where users are increasingly engaged with brands through content, knowing what topics are important to our audience becomes more critical. More so, according to a recent study, 8 out of 10 companies consider content to be key to building brand loyalty.
In other posts we explain how to know our user’s profile. We know then that we need to tell stories in order for our target audience to get involved with our brand. Now, how can we know what contents they are expecting from us? The valuable answer to that question can come from online survey platforms.
Demographic questions
First, we need to know that a well-designed online form can reveal what clients want, what motivates them to buy and how to gain a competitive advantage in the market, among other inputs.
If our clients are in Argentina, they will probably want to receive specific content from that country. If our users are mostly women, then they will prefer the content to have a feminine touch. If our target audience is composed by professionals between 26 and 35 years, they will possibly want our brand to tell stories related to them.
The responses to these questions will help you understand the values, motivations and behaviors of your audience.
How can we obtain this information through online forms? The configuration panel of platforms to create online surveys usually has tools to request demographic data (age, city, gender, etc.) and even ask the respondent to link their social media account data through Facebook Connect.
Questions about behavior, habits or purchase
If your users like football, then your content should have a football related. If your consumers listen to trap, then you’ll have to make reference to that kind of music and even look for some association with artists that your consumers are familiar with. If your clients are concerned about the environment, you should generate content about sustainability and incorporate that topic into your commercial strategy.
Online forms, in that sense, are an essential input to know what kind of content is expected by your target audience. All information about habits and consumption can be gathered from online forms.
We recommend that you be honest to your audience; tell them that the objective of this survey is to learn more about them. Usually, on the front page of the survey there is a question that says “We want to know more about you”.
Platforms to create free online forms have tools that are increasingly interesting. For example, you can make your form be a gamified experience like “Choose your own adventure” so that the user can take different paths.
Opinion on your products or services (and those of the competition)
Is your brand appealing to your users? Does it represent or connect with your users? What do they think of the competition? What is your target’s purchase process like?
Although we have already spoken about this subject on other posts, this time the point of having this information has to do with the need to narrate content that involves and challenges our audience. Just to give an example, if your users see your business as “distant”, you will have to adapt the tone of your contents and appeal to a more emotional communication.
Online forms are an essential input to know what kind of content is expected by your target audience. All information about habits and consumption can be gathered from online forms.
Online surveys are very important sources of information to achieve these goals. Therefore, we recommend that you allow users to freely add information by incorporating open-ended questions. Although processing the responses will not be that easy as it is with closed questions, you can create online forms with a platform that has word clouds, a tool that visually represents the most repeated terms in all responses.
With SurveyKiwi you will be able to create high-impact online forms. This tool will allow you to achieve the goal of designing the best content for your audience. Visit our website to learn more about us and create your first survey.