Using Surveys To Understand Your Database With Rob and Kennedy

KEY TAKEAWAYS COVERED IN THE PODCASTYou should never log into your marketing platform, type an email up and hit send to your entire list. The more research you on your audience do the better.You need to speak to your customers in completely different ways, based on the data points you can collect on them. This means you’re only sending them information they’re interested in.Using surveys to find out exactly what your audience want is a great way to be sure you’re offering them exactly what they need. Based on the responses they give you, you can send them links that they have already told you they want.If someone has a bad experience you can automatically set up an email that offers them a discount or voucher, potentially helping retain a customer that would have otherwise left. Alternatively, if anyone says they loved your product, you can automatically take them to a page where they can review you on TripAdvisor, Google or whichever platform you use.Surveys make it look like you care about every single customer – which you do!Usually, three or four questions is enough to ensure you get the responses you need. Consider the key questions you need answered in order to offer them what they need.Finding out what topics your audience are interested in, or what their biggest problem is right now is a great way to reduce your unsubscribe rate.THE ONE THING YOU NEED TO REMEMBER ABOVE ALL ELSE…To get people to fill out your survey you can offer your subscribers a free gift in return. Alternatively, you can use an emotional motivator which will mean you’ll be gathering responses from people that are already emotionally invested in your survey, rather than people that are just there for the free gift.HIGHLIGHTS YOU SIMPLY CAN'T MISSIntroducing Rob and Kennedy – 05:04Setting Up A Risky Business – 17:05Avoiding Marketing Faux Pas - 20:00About Response Suite – 25:20Surveys As A Marketing Tool – 32:30Getting Your Subscribers To Fill In A Survey - 38:00Finding Out What Your Audience Want Using Surveys 51:40LINKS TO RESOURCES MENTIONED IN TODAY'S EPISODEEpisode #46: My Ten Digital Marketing Predictions For 2019Response SuiteResponse Suite InstagramTranscript below Hello and welcome to this week’s episode of the podcast. As always I am your host, Teresa Heath-Wareing and it’s an absolute pleasure to have you with me. Now I’m going to jump straight in. I’m going to ask you a question and I want you to think about it. So how well do you know the people that are on your database might be a bit of a strange question to ask. You might think “What do I need to know about the people on my database?” Or you might think while I’ve created this customer profile my customer Avatar and I target those sorts of people so I’m assuming the people on my database match up to those people. Now the reason I’m asking this is because I did a prediction episode which I’ll link up to in the show notes at the beginning of the year and one of the things I predicted was that we’re going to become a lot more personal within our marketing. We’re no longer just going to send a big mass marketing big huge campaigns to everyone on our list we need to start getting much more specific, much more considerate of the people who are on our list and what they actually want from us. Now I think one of the mistakes that most businesses make when they are looking at their data is they are making big assumptions about the people on their list because if you’re anything like me when you ask someone to come onto your list, you are asking the most minimum details from them because I would tell you to. I would say to you if you were doing a lead magnet or you were doing something where you were asking people to sign up, you don’t want to be asking them 20 questions or otherwise they’re not going to want to sign up because it’s too much effort. So I would recommend and I do myself that when someone signs up the only bits of information I get is their name and their email address. Now you might think “well of course I know about them because I know what they’ve signed up to. And surely if you weren’t interested in a social media check list or a webinar on content then you wouldn’t sign up to them.” But of course it might be that someone signed up someone else or in that job they were interested, but in that job they’re not. Or another thing that’s quite interesting is sometimes I will sign up to webinars just to watch the webinar process. I know it sounds a little bit weird but I would just want to see what webinar processor use, what emails they’re using, what technology they’re using. So it might not be that I want the actual thing; it might just be I want to see what the process is. So the reason I’m bringing all this up for you today is because today I have on the podcast Rob and Kennedy from ResponseSuite and we have a great conversation about serving your audience and how we can get to know and understand them better and find out more about them. And it’s something that after the interview I’ve been doing some work on and I’m gonna do a future episode on the process in which I went through and how well it went but I’d been working on creating my own survey for my own audience because like I said, I’ve made big assumptions about my audience. I’ve assumed they are a certain type of people because they wanted a certain thing. And as I’ve said all along, the more you understand about them, the more you can talk to them in a tone of voice in a way that they want to be spoken to and give them content they want to receive. So for me this is such a crucial episode with some amazing crucial stuff that we need to all be thinking about. The technology is a bad to start to understand our customers better. And like I said, since I recorded this episode I’ve been working with the guys they’ve been showing me how to put together my survey and how it connects with things like Infusionsoft and quite honestly, I’ve been propagating over it. I love it. So the technologies out there, these things are not uber expensive. You know we’re not talking thousands of pounds, you know we’re talking you know under 100 pound for some systems. So I definitely think this is a really really good one for you to listen to and I want you to be really open minded and think about how can you make this work for your business. Because I really do genuinely feel the more you know about someone, the more you can target to them. The more specific you can be, the higher the conversion you’re going to get if and when you actually go to sell them something. So I think you’re going to love this episode also. I need to mention that these guys have got quite a funny background and story. They are very entertaining so I’m sure you’re going to love it. So now I planted that seed. Let me hand you over to the very lovely Rob and Kennedy. So I am super excited today to welcome the very lovely Rob and Kennedy. Welcome to the podcast. Yeah. Wild applause. Crowd goes lot. It’s always nice so there’s a few of us because it’s like it seems like it’s a real party going on when there’s like two of you. I feel like I need to have the second person.. Like radio breakfast shows.. “They all go.. woooooh in the background. Yeah. Oh you’re have an official woooh-er. I think I should. I’m going to bring em. The other day I recorded a podcast and I had an official dog barking in the background that wasn’t quite what I was looking for. But you know we could make it work. We Could try to make it work. That too if you’d like. Colin could you make a dog noise *laughs*. Welcome to the podcast. I’m so glad to have you on. I was very lucky to come on your podcast a little while back and I said that I would want you guys to speak to my audience because I know what you’re going to talk about is gonna be of real interest to them. I’m personally a part of marketing that I really love to talk about. So this is gonna be a great one. But you guys have got a very interesting backstory and where you’ve come from and how you’ve got to do what you do so I’d love if you’d share with my audience who you guys are and how you got to do what you do now. To do the short version.. *laughs* We were abducted by aliens and struck by lightning. Magic powers no. Perfect. That’s the story I like to tell. So we’re both entertainers by background. We both got... We both weird children and we decided that we learned to be entertainers. So we both came through an obscure route. So I’m actually a hypnotist and I’m a mind reader. So very bizarre looking at me like he knows what I’m saying. This is terrible. It is not barking like a dog. By the end of this podcast you know what. You will ask him for dog barking noises and we’re going to arrange it. We’ve been entertaining people at events and things for a really long time. And over the course of that it sort of turned into this business trip where we wanted to create something where we could effectively build something it was bigger than us because obviously when we’re on stage that’s great. But when we come offstage or if we can’t perform for whatever reason that everything ends there like that’s all there is to it. So we wanted to create something it