3 ways survey questions qualify leads for any advertiser

Advertisers are increasingly looking for promotions that will deliver measurable results, such as qualified leads.

So how can you be sure your promotions will fit their needs?

One of the best ways to produce qualified leads is through survey questions. Including two to three survey questions at the end of your quiz or sweepstakes will bring your advertiser results they can use for future targeted marketing and to generate leads. Plus, if you've secured an appealing prize, you can increase participation and ask a few more questions to your entrants.

Set yourself up for success by providing defined answer choices for your survey questions. Defined answers allow for cleaner reporting results since open-ended answers can be varied or misspelled.

Make sure you're picking the right survey questions by sitting down for a needs analysis conversion with your advertiser. Then leverage a mix of these three survey question types – described below – to fit their goals.

To watch a video on this topic, visit Second Street Lab.

1. Buying Intent Survey Questions
These questions should be specific to your advertiser's products and services. Ask your advertiser what information would be the most helpful for determining if a user is a qualified lead.

2. Category Specific Survey Questions
At your needs analysis meeting with your advertiser, find out other information that would be helpful for them to understand more about their consumers. These questions will target important information that does not need to be directly tied to a specific product or service.

3. Qualifying & Lead Gen Survey Questions
Advertisers want to know who can they sell to and when can they contact them. These direct questions will give you qualified leads that you can present to your advertisers, and that they can use immediately.

Survey questions are the perfect opportunity for you to target the specific needs of an advertiser. No matter the category, survey questions can provide valuable consumer data an advertiser can put into action.

Have specific advertising categories you're ready to target? Download our Ultimate Promotions Seller's Guide for Top Advertising Categories. This guide will break down specific survey questions, email opt-ins, prize ideas and more for almost 30 different advertising categories (like automotive, healthcare, and pet services).

Matt Coen is the president and co-founder of Second Street, a leading provider of private-label online promotions platforms and partner success services for media companies based in St. Louis, Mo. He can be reached at (314) 880-4902 or matt@secondstreet.com.