It’s a harsh truth, but it actually doesn’t matter if your small business’ products or services are the best there is if no-one knows who you are.
Instead, consumers will pass on whatever it is you’re offering and spend their money with companies they’re already familiar with.
That’s why building brand awareness should sit at the very heart of your small business’ marketing strategy.
But how do you measure it? And, more importantly, how can you increase it?
Go directly to the source
The best and easiest way is to ask your target audience directly, via an online survey.
Surveys are a fantastic tool as they are both highly effective and low-cost, and the information they provide can be priceless.
Done regularly, they let you keep tabs on how people perceive your brand and your competitors.
A well-written survey lets you peer into a customer’s mind, offering up insights into how they think and feel, and what their needs and issues are.
Use this goldmine of data to strengthen and improve your brand awareness.
What makes a good survey?
Thanks to Google, Survey Monkey and other providers, creating and sending out a survey has never been easier.
Unfortunately getting people to answer it (with useful information!) is another matter.
A good survey should tick the following boxes:
- Easy to answer. Your survey needs to be short and sweet as you’re asking people to give up their valuable time. They should be able to fill it out quickly, while the questions need to be engaging enough to hold their interest.
- Use closed questions. Never use open-ended questions as then you’ll have a headache trying to sort and analyse the data. Instead, provide a limited amount of answers for people to choose from.
- Entice people to respond. One of the easiest ways to increase your response rate is through incentives such as a coupon, discount or prize giveaway.
- Promote your small business. While this might seem obvious, it’s astounding the number of companies that forget this.
- Collect valuable intelligence. Use the survey to help build a better profile of who your customers are (including demographics). What’s the best way to contact them other than email? What social media do they use? What interests them? The more details you glean, the more you can tailor your future marketing efforts to connect with them.
Need help with your next survey or EDM campaign?
Brand awareness is an ongoing project – just ask Nike, Coke and Apple who still pump billions into building their marketing, even though they’re on top of the game.
However, finding the time to design, write, send and then analyse the data can be difficult when you’re running a small business.
Contact Hunter & Scribe to find out how we can help you with all aspects of your content marketing, including surveys and EDM campaigns.