The legendary Jimi Hendrix was a genius at using feedback to create unique, out-of-this-world, and powerful guitar lines that few musicians have been able to match. In the hands of a novice, feedback is just unwanted noise but, under the control of experts, it’s an art form in its own right. Feedback’s usefulness isn’t limited only to sound and music but extends to marketing as well. We should also be using feedback to create something meaningful in our marketing campaigns – like understanding the people in our business leads database even better.
Although the analogy may not be as clear-cut at first, it’s not as outlandish as what you might think. As marketers, we’re constantly engaged in a process of communicating with audiences, and feedback is a necessary component of communication. Feedback is one of the ways we gauge how well our messages have been conveyed through the various mediums and channels we use. It’s also how we understand our audiences themselves.
Here are five ways to generate and use feedback in order to make better sense out of your campaign and understand audiences in your business contact list and other sources.
1. Ask for a response.
Nothing beats the ability of a well-posed question in generating responses from your audience. Regardless of which marketing channel you use them with, relevant and thought-provoking questions greatly enable you to gain helpful insights on what your prospects or customers know, think, believe, do, and feel about an issue or topic.
2. Let them comment.
Social media and other digital marketing platforms allow readers, viewers, and onlookers share their thoughts on specific messages or pieces of content you and others have put out. Commenting works for both you and your audience as it offers opportunities to begin or continue discussions around certain things that matter to your campaign and your target prospects or customers.
3. Conduct a survey.
Surveys are ideal vehicles for generating feedback in a form that can easily be measured and quantified. This method of feedback generation works well in almost every channel but more so with platforms that heavily make use of an email database as well as customer or prospect cold calling list.
4. Meet with them.
Live events give feedback generation a newer twist as they facilitate gathering audience insights in person and in real time. While we may be moving more and more toward the wonders of digital marketing, nothing beats engaging with leads and customers in the real world through live events and conferences.
5. Take the indirect route.
As with any form of research or study, feedback generation relies on both primary and secondary sources of information to be considered reasonably reliable. Secondary sources of feedback may include, but are not limited to, data from similar studies, experiences of other frontline employees such as customer service representatives, and observations of sales staff.
Feedback can definitely help you hear your marketing audiences out more clearly and lets you communicate with them more effectively. These are essential abilities in the modern-day multichannel campaign setup where prospects and customer exert greater influence on what marketers deliver. If you’re not paying much attention to this crucial component in the communication process, then you run the risk of causing distortions within your channels.