The Importance Of Research In Marketing To The Water Industry

By Travis Kennedy

The market in which we operate is a skeptical one, and that’s putting it mildly.  It is slow to adopt, slow to trust and slow to move.  Content has finally become the path of choice for many manufacturers as a way of chipping away at the fog of distrust that surrounds the marketplace.  As we continue down this path it’s important to know how field data can help fuel your thought leadership content.  Data, especially third-party data, is tough to ignore, and more convenient to trust.

Early last year, Mantis Research and Buzzsumo released their State of Original Research for Marketing 2018 report, describing the benefits of seeding your content marketing with research first.

Some of the highlights:

50% of B2B marketers had created and published original research in the past twelve months.

Of that 50%, 58% of the research was survey-backed, 54% analyzed owned data, and 42% analyzed and reported on third-party data.

Also, of those surveyed:

• 74% said it helped increase website traffic
• 63% said it increased social media activity
• 50% said it helped increase leads

• 64% said it helped them create and develop content ideas
• 70% said it led to higher quality content/editorial ideas
• 58% said it helped them learn more about customers and prospects

So where should you start? 

Mantis Research, in conjunction with the Content Marketing Institute (CMI), have created the Ultimate Guide: How to Publish Survey-Based Research for Content Marketing. Here are a few tips from that guide:

1. Think first about how you would want your target audience to think differently as a result of your research.  In other words, what story or case can you develop based off the anticipated responses?
2. Make sure your research is done at least annually (if not more) and keep the questions consistent.  By keeping questions consistent over the course of a given timeframe it enables you to identify trendlines.
3. There is no “rule” around the size of the audience for your research.  If you don’t have the audience or audience size needed to get your outcomes, look towards a partner that has the audience you need to get a targeted and accurate amount of feedback.

Some of my own tips based on successful research projects I have managed in the water and wastewater market:

1. Keep it to 2-3 questions max.  The more questions, the less likely the audience is to give you their time.  You will receive plenty of benefit in the answers to those 2-3 questions if they are the right questions to ask based on your outcomes.
2. Offer something for the respondents’ time.  Time is important.  Time is valuable.  What they are giving you is valuable, so it works much better if they are compensated.  Perhaps enter them in a drawing for multiple gift cards, etc.
3. If you are sending out research tools (surveys) through your own systems, steer clear of brand identification when comparing yourself to competitors.  You won’t get an honest answer.  If you are looking for truthful comparison thoughts and/or standalone share of voice data for your own brand exclusively, it may help to send the survey from a market-trusted third party.

As you can see, research and data have multiple benefits in terms of helping you achieve your sales and marketing goals.  Take some time to identify what data you need to make your points more salient and then take action to go get it.  In the long view, your marketing and sales efforts will be more impactful.