Feedback in Inbound Marketing Campaigns

Feedback is good; it’s how we grow as humans.

Whether it’s your mother giving you feedback on how you’re dressing for your first date, your teachers giving you feedback through their grades and conferences or your boss giving you feedback in your annual review, hearing about what you’ve done well in and what you can do better as a person and professional is extremely valuable.

So if feedback is so great then why don’t more marketers actively seek it out in their campaigns?

After spending countless hours creating content for a specific target audience and even more hours promoting and tracking its success, why don’t we spend that extra bit of time putting together mechanisms for collecting much needed feedback so that we can both improve our current campaigns and grow as marketers for future ones?

Why should you actively seek out feedback?

It allows further insight into how well your content and campaign is being received by its target audience

Just because you create an offer and your target audience downloads it doesn’t mean that the content in the offer is good. It means that the overall subject was interesting and your landing page was well put together. You need to be able to receive feedback from your readers on their satisfaction with the content

It allows you the opportunity to make subtle tweaks to create a more efficient and effective campaign

Are you sending too many emails in too short of a timespan? Is the font on your landing pages making it too hard for people to read on mobile devices? Receiving feedback on these small items that may have been overlooked within your department allows you the opportunity to quickly make subtle tweaks that will help improve conversions and customer happiness immediately.

It gives you a chance to fix mistakes that otherwise might not have been caught

We’re all human and we all make mistakes. If there’s a mistake on your site, wouldn’t you want your visitors to tell you? Receiving feedback from your campaign’s visitors can allow you to quickly correct mistakes and avoid embarrassment with other visitors in the future.

How can you collect feedback?

Surveys

Surveys are one of the most common and easy to use tools for collecting feedback. Whether you want to know if people found your new ebook educational or if you want to find out if your blog is creating enough relevant content, surveys allow you to quickly collect feedback from people at their own pace.

Interviews

Sometimes you want to collect feedback and information that a survey just can’t accurately describe. That’s where a personal interview comes in. Set one of these up with a specific target audience when you want to collect detailed information like website usability feedback.

HubSpot Tally

If you use HubSpot then you probably already know about this cool tool. Tally allows you to implement a pop-up box that asks one simple question on a HubSpot page. Want to find out if a specific blog article met your readers’ expectations? Want to understand if a person’s shopping experience was pleasant? Just implement HubSpot’s Tally on the page you want to collect information on and start collecting valuable feedback.

Who should you collect feedback from?

Site visitors

People are constantly judging your website and the content on it. They are often the first people to see mistakes or errors but without a mode of providing feedback won’t report it. Implement HubSpot Tally or other pop-up mini-surveys to collect information anonymously and provide forms that allow them to report errors on your website.

Leads

The people who download your content are (most likely) members of your target audience. These leads are looking for what you provide, so receiving feedback on what they like and don’t like regarding your campaign and the different elements within it is invaluable. Utilize surveys and interviews to collect moderate amounts of general feedback.

Customers/Clients

Often forgot about by marketers, customers and clients are some of the best resources when it comes to your company’s products or services and can give you a more detailed and honest look into the eyes of how your target market acts and what they are looking for. Perform personal interviews with them to gain a highly detailed understanding of how a specific section of your audience may interact with your campaign so that you can adjust the overall direction if needed.

Growth in any aspect of life requires honest feedback. Marketing is no different. As digital marketers, we are fortunate enough to have a whole host of tools (only a fraction of which were listed above) that allow us to quickly and easily collect invaluable feedback from every person our campaigns touch. It’s up to us to spend the necessary time and energy implementing them and reviewing what is collected.

By the way… How awesome was this blog post?

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Topics: Strategy

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