By Syed Balkhi
Numbers and statistics are powerful. You may regularly link to statistics and studies in your website content to strengthen your argument, but have you created your own original research? Research directly from your company can showcase the real benefits of your products/services as well as address the unique needs and pain points of your target audience.
You can easily create original research for your company simply by talking to your customers and your target audience. But, if you want your original research to be strong and have the ability to turn window shoppers into customers, there are a few things you need to consider.
Check out these 4 tips for creating original research to boost your brand.
Choose the topic and goal.
Before you start collecting and creating original research for your brand, you need to choose the research topic and goal. Of course, the main goal of your research is to provide valuable insights to your target audience and customers. But, you also want to decide exactly what you want to discover through the research and how you want to use that information. For instance, do you want to find out the common pain points of your target audience or do you want to find out the results they’re getting from your product/service?
You don’t want to overwhelm people by asking them too many questions, so by choosing a topic and a goal, you’ll keep the research questions more focused and succinct. Therefore, the content you create from your research will be more focused as well.
Decide how to collect information.
Next, you need to decide how to collect information for your research and who you’ll collect it from. Luckily, you probably already have a great list of people to survey; your customers and your email list. Now, you need to choose a way to collect that information that works best for them.
One option is to create an email survey. An email survey is particularly effective if you want to get insights from a specific group of people. For instance, if you want to survey your customers who purchased a certain product, with an email marketing service you can easily segment your email list. Or, to get insights from a more broad range of people, you can create an online survey for your website.
Add a story to your data.
Many people aren’t interested in reading data, so instead of just offering up the numbers, add a story to your data. Adding a story to your data will help your audience better connect with the information and allow them to picture how they can benefit from your findings as well. A great way to add a story to your data is by creating case studies.
A case study shares the problems of one of your customers and shows proven results of how …read more
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