Many companies don’t know where to start when it comes to creating survey campaigns, and this uncertainty often leads to poor results. If done well, a survey can create compelling thought leadership for an organisation, targeting issues that affect both individual customers and the overall industry. A great survey will offer an abundance of statistics and insightful headlines, attracting journalists and feeding your industry insight.
With one study revealing that journalists spend less that one minute reading a press release, survey findings are key to drawing the eye—and interest—of readers. So, when it comes to creating an effective survey campaign, what steps should you take? Here at ten factors you need to consider:
1. Killer issue
Start with the issue that affects your client’s customers the most, whether it’s consumer expectations of website performances, or late payment of salaries. You should directly ask your client what the issues are and to what extent they suffer from them
2. Decide targets
It’s important to decide whether you are targeting B2B or B2C survey respondents. For example, your target recipients will change depending on whether you are looking at business issues to do with HR Tech or their employees. Whichever makes a story (and suits your client objective) is the right route to take
3. Ideal respondent count
Depending on whether you choose a B2B or B2C survey, the ideal respondent count will change. You will need 250 respondents for a B2B survey, and over 1,000 for a B2C.
4. Pick an overall theme with a catchy title
Mobile Manana. Mind the Gap. Invisible Employee Syndrome. Think about the bigger campaign picture, including the output of the survey in terms of a campaign. This can include a report, infographic, and video.
5. Question count
Typically, most surveys consist of between 5-10 questions. However, you may commission more depending on budget and the findings that you are trying to achieve.
6. Choose your research house
There are several different types of research house at very different budgets. Some are well known at enterprise level, but their costs are likely to start at £10k, whereas others are much more within SME budgets. Don’t forget too, client events or webinars can be a key source of brilliant statistics, and are free.
7. Map out your headlines
For each question, think of the headline you are trying to achieve. If you can’t think of a headline, discard the question and choose another.
8. Prioritise research in the release
When you write the press release, your killer finding should be at the top, supported by the rest of the findings. The first paragraph should include 1-2 headlines, but the ultimate story should feature in your headline.
9. Find endorsement
You should think about who might also endorse the survey. Endorsements can come in the form of quotes from a third party or customer.
10. Use statistics
Where possible, the press release should use percentages or statistics. However, any statistics under 30% will be difficult to sell as a story.
Surveys are great for creating an abundance of content, even if you don’t see immediate results. Journalists often hold onto survey findings and then use them in a wider piece about an industry issue, rather than writing a piece that is solely about that survey. Because of this, surveys have a long shelf-life, which is great for achieving coverage over a long period of time.
So the next time you want to develop a successful survey that gets fantastic results, follow these ten tips to achieve eye-catching results.