CAROLINE: Hi, today I am here with Tyrel Johnson. He has a really, really cool background. He started several companies. He has run sales. He has run marketing, and I'm sure I'm missing some. And now who is the Vce President of Digital Marketing at Evercast. Tyrel, thank you so much for being with us today.
TYREL: Thank you, Caroline. Yeah. love to talk more about surveys.
CAROLINE: Right. In this podcast I mobile no database always try to tackle something very specific. And today I wanted to talk about surveys because you've had really cool results with them. And I think it's something that is not really leveraged to its full potential, where especially in smaller companies. Right. Because when as marketers, we think of surveys, we think of huge companies that hire these big firms to run multi-million dollar surveys or whatever. But there is a way to do a survey at a reduced scale where you can still get a lot of good results.
So, I wanted to ask you, how do you go about choosing surveys? How do you find the right questions to ask? And how do you make sure that people participate?
TYREL: Sure. So, there's a lot of different ways, obviously, within a company that surveys could be utilized in marketing and sales and product, for the most part, help with research, help guide product decisions, help guide marketing decisions. There's a lot of interesting things you can gain specifically to marketing, understanding competitors and where you fit in the market, understanding the buying process of your key personas, what marketing materials or methods you should be using.
For example, you may learn by surveying your audience that they prefer to learn about a product like yours through a trial or an in-person demo, or maybe a webinar with a Q&A section. So, there's so many different things you can learn. A few other things is understanding what exactly they want to learn about the product. When it comes to the marketing that you're doing, you can ask questions about branding and positioning. You can ask questions about... One of my favorite to ask is, “what would you type into Google to find a product like ours?” And you can gain some really interesting insights into the exact words people are using and oftentimes at least in my experience, I've learned phrases and keywords that I never thought of prior to that.