Marketing consent questions should be used in far more surveys. That holds true especially for organizations that feel they don’t have as many marketing resources as they’d like.
In this blog, we’ll discuss what marketing consent questions are, how to use them, and why you should include them more often. We’ll include a couple of pictures, too!
What Is a Marketing Consent Question?
Our description in our platform reads:
“The Marketing Consent question is a customized Checkbox question that will indicate permission to use in marketing materials, on social media, etc. This is checked by default. Maximum one per survey.”
So, they aren’t really questions at all. Actually, they’re more like a survey feature. They’re just simple checkboxes that you add to the end of any survey, and they read a little something like this:
- It’s OK to use my comments for marketing purposes using only my first name and last initial.
- XYZ Credit Union may use my comments on their Facebook page and website.
Sometimes, you may want to put the marketing consent box right after a text-based question instead of at the end of the survey. For some respondents, this placement might help them better understand the purpose of the consent checkbox. They may even feel more inclined to use “proper” English (or Spanish)!
Plus, putting the checkbox immediately after the text- or comment-based question will allow you to be more direct with your consent language:
- I give XYZ Credit Union permission to use this comment for marketing purposes (using only my initials).
- The credit union may use this comment on their social media, website, and email campaigns.
Essentially, a marketing consent question is any question that allows you to use your members’ words for marketing purposes. If they say, “I chose XYZ Credit Union because they always listen to their members!” then your marketing team may incorporate that positive feedback in their efforts.
That social proof can go a long way toward attracting new members!
How Are Marketing Consent Questions Used?
Comments can actually be some of the most revealing and useful survey responses out there. Metrics like Net Promoter Scores and Member Effort Scores provide good benchmarks, but they don’t offer much granular insight. Sorting by comment type and then using those comments is a truly powerful strategy!
With the LiveSurvey platform, marketing consent questions are remarkably easy to set up. Simply press the blue “plus sign” button to add a new question.
Then, click the blue icon at the upper left corner of the question. This will allow you to choose a different question type from a pop-up menu. Scroll down and select “Marketing Consent.”
Finally, write in your consent agreement language:
As you can see, it’s pretty easy, and there’s no need to get fancy. The best part is that the checkbox is automatically checked, so you’re more likely to get useful responses from participants. Plus, it means you don’t have to configure anything special just to share feedback from your members!
Why Credit Unions Should Get Marketing Consent
Surveys are critical for keeping in touch with the voice of the member. But if they help only one or two departments, they’re being underused.
Credit union marketing departments should use surveys, and often. For starters, they can get better strategic insight from attribution questions than from web analytics. But that’s just the tip of the iceberg!
Marketers can also let their members provide fresh promotional copywriting with their answers. And using members’ words offers social proof, which is a key component of marketing and sales. And then of course, there are marketing-specific surveys.
So, the marketing consent checkbox gives free fodder for marketers to use in their credit union’s:
- Social media posts and pages
- Website and related pages
- Email campaigns
- Newsletters
- In-branch posters and signs
So, if your credit union has the luxury of a member experience department, remember to help your marketers out. Include the consent checkbox in your member surveys!
Additional Resources
We hope this blog taught you a little more about the LiveSurvey platform and what it can do for your credit union. But simply learning to use one question type gets you only so far.
Download our 12-Month Survey Roadmap for credit unions. It will guide you through a year of survey ideas, suggesting what to ask, who to ask, and when.
And don’t forget to subscribe to our blog!t
