How to capture 1,000+ marketing qualified leads in Universal Basic Income niche using Surveys at low cost?

Are you a proponent of Universal Basic Income? Do you want feedback on UBI policy from the public? Are you looking for UBI Supporters? Then this Playbook is for you.

The goal of this Playbook is to help you collect thousands of marketing-qualified leads in the Universal Basic Income sector at a lower cost and establish authority.

Read further. We will teach you step-by-step how to receive warm feedback from UBI supporters. This method can be applied to any domain or industry.

Once you learn this, you’ll be able to apply this playbook/framework/mental model for capturing leads at low cost using surveys.

Before we get started, understand the basic Jargons of Lead Capture & Marketing.

Let's get the ball rolling.

Knowing Universal Basic Income

Thomas Spence, an eighteenth-century English researcher, was apparently the first to lay out in full what is now called a Universal basic income.

Universal Basic Income is a financial policy proposal where a government guarantees that every citizen receives a set amount of money regularly, irrespective of their social status, employment status, etc.

The UBI idea is rooted in the goal of reducing poverty, for it helps meet basic needs. Critics, however, worry about the overall affordability of such programs.

Several governmental organizations around the world are testing the practical implications and benefits of UBI, reflecting a growing interest in its potential to reshape social welfare.

The focus is not on getting customers in the traditional sense but rather on beneficiaries of the UBI Policy within the society.

Steps for Outreach & Lead Capture

Let’s now focus on how to do the Survey Outreach and capture marketing-qualified leads in the Game Engine niche using an Inbound marketing strategy.

STEP 1: Set your goal

Start your Outreach by setting a goal.

Can you Jot down your goal now, even while reading this playbook?

Below are a few sample goals from the UBI sectors you can refer to.

• I want to collect 500+ marketing-qualified leads (to receive feedback) using surveys for the UBI Governance sector.
• I want to collect 1,000+ marketing-qualified leads (to receive feedback) using surveys for UBI Research sector.
• I want to collect 2,000+ marketing-qualified leads (to receive feedback) using surveys for the UBI NGO sector.

STEP 2: Choose a Survey Topic

Once you set your goal, the next step is to choose the Survey you are going to rollout.

Choose a survey topic that your target audience and ideal customer profile will be interested in participating in.

Below are a few sample surveys from the game industry.

• Covid-19 and UBI Survey - Know more
• Finland’s Basic Income Experiment - Know more
• UBI Poll Tracker Survey - Know more
• Survey on Canada’s Basic Income Trial - Know more

Choose a survey that aligns with your goal.

STEP 3: Identify Target Persona

It’s important to identify the target Persona who will be taking your survey.

Below is a sample target persona

• Targeting people who are interested in the Universal Basic Income policy and can provide insights about the pros and cons of implementing UBI.

Don’t try to sell directly to the persona.

Instead, you should care about the larger problem that your Survey is trying to solve. In this case it is the problem of societal poverty that UBI is trying to eradicate.

Your persona should be the ideal audience to take your survey, and it should be the very reason you are reaching out to them.

Your motivation should be to provide a solution (or present an already identified solution) to the target Persona.

STEP 4: Set incentives

You can increase your survey response rates by providing incentives to complete the survey.

Offer incentives to encourage participation in data collection efforts and attract a wider audience. Below are a few incentives you can offer.

• Acknowledge participants in any publications or reports that result from the survey.
• Participants could be offered early access to the survey results before being publicly released.
• Give the option to choose a charity to which a donation will be made on their behalf.

Make sure to mention the incentive during the survey rollout email.

STEP 5: Set deadline

The Survey cannot go on forever without a deadline.

We need a deadline to close the survey and share the report.

Below are the ideal reference timelines for the Survey.

• Survey Open: 4 weeks
• Data Analysis: 2 weeks
• Report Drafting: 2 weeks
• Review and Finalization: 1 week

The deadline should also be mentioned in the survey rollout email.

STEP 6: Rollout

If you expect a 20% response rate, you should promote the surveys to 5000 companies and can expect to have 1000 completed surveys, which means attaining 1000+ marketing-qualified leads.

We can segment the target sector into any of the UBI sectors like Governance, Research, NGO, and more.

Identifying and collecting the URLs of target companies in the UBI Sector is research in itself.

The following websites can fetch the target company URL for the Web 3 Niche.

• UBI Advocates
• UBI Project

The URL can also be fetched using profiles from social media like Twitter, LinkedIn, Reddit, Discord, & Telegram.

You can successfully Rollout your survey by mail. An initial mail, a reminder mail, and a last call mail would be sufficient to reach the respondents. Consider using Apollo for email automation.

STEP 7: Create & Share Report

Once the email is rolled out and the closing deadline is reached, it's time to create and share the survey report.

Create report:

The survey report should include the following.

• Title of the survey report
• Name of the organization conducting the survey
• Date of publication
• How was the survey conducted?
• How were participants selected?
• Duration of the survey.

Share report:

• Determine who needs to see the report.
• Choose the right medium to send your report.
• A well-designed PDF sent through mail could be more appropriate.

STEP 8: Nurture Leads

Even after sharing the survey report, continue to engage with your leads through targeted content & surveys. Segment your leads and personalize marketing efforts.

It’s time to introduce your UBI Policy details and signal to them how it alleviates the pain of the beneficiaries.

Unlike other sectors, we are trying to get customers in the UBI sector. Instead, we are trying to receive feedback from the public and find out how UBI can benefit the public.

Continue Nurturing the leads with valuable and personalized content.

Time To Act

You received an introduction to the UBI sector.

Then, we delved into the basic terminologies of marketing.

We discussed the importance of Inbound marketing and its stages. We discussed how surveys fit into the sales funnel.

Finally, we discussed all the steps involved in reaching out with surveys in the Universal Basic Income Sector to receive constructive feedback for policy creation.

As you can see from this Playbook, the Survey is central to receiving leads.

It’s time to execute this playbook and reap the benefits.

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