Be it Facebook, LinkedIn or even just a niche forum, polls are a popular tool for understanding your target market. One convenient way B2B marketers employ them is by tying them to events or seasons. It can be something light and general (e.g. workplace pet peeves, Christmas bonuses) or something that could spark a lengthy discussion (e.g. urgent news, political developments, state of the economy).
But with so many topics or so many events, sometimes you forget what the point of the poll was. The goal of understanding the target market may not be enough. What exactly are you trying to understand? Will it improve your future marketing campaigns? Will it help you organize your prospects better?
Figuring out the point should be what starts it all. Once you establish the point of the whole poll, you can structure how it’s going to fit in the rest of your marketing strategy:
- Align the poll question with it – Obviously, your question needs to be interesting or else the poll won’t any attention at all. Don’t just rely on the topic itself either (like if it’s controversial or entertaining enough to do it). You need to make it clear to your readers why a recent event or a season means something to your business too, hence your interest in their views.
- Pay attention to really good responses – This might be hard if your poll has actually gotten so much attention that you need to filter out some noise. If someone has something to add to their vote and their words hold insight on an event, make note of it. Avoid bias by also looking for equally well-informed opinions from those who disagree.
- Compile the information – Don’t just stick to the data your polls generate. Note down your best responses along with them. That way the most elaborated viewpoints get factored in when you start discussing the results. For instance, it could explain why a certain percentage of your target market is in favor of a new law that was just passed.
- Reward with your own response – You don’t have to respond directly to your own poll. But rather, your customers and prospects are rewarded with the action you’ve taken based on what the poll showed you. It can be as simple as bringing back a particular service due to popular demand.
When you’re poll turns out to be a smash, social media hit, the crowd can get a little too wild. Stick to the point of it, hard, so you’ll actually get a lot more out of it in the long run.