Why Customer Case Studies Work so Darn Good as a Business Marketing Strategy
Case studies have the power to make your product, service or business shine.
They are the single marketing piece that your prospects want to read somewhere between the time they are ready to make a buying decision and when they actually buy.
So, leverage these into your business marketing model and make the most of this inconspicuous mode of selling.
But first thing’s first..
What Are Customer Case Studies?
They are literally the ‘Before and After’ stories of your valued customers. The treasure you want to boast to others about.
How a customer was encountering a problem, how they found your product and how that product overcame their dilemma.
Apart from being fun to read, case studies work remarkably and help prospects make a decision to buy a product or service because of two major reasons:
#1 We’re naturally drawn to stories
Actually, our lifelong relationship of love for storytelling begins when we are mere babies.
Listening to our parents narrating us stories of kings and nobles, fairies and monsters, wolves, horses, ducklings, and bears, while we cooed in their warm laps on the rocking chair…
How’s THAT for some storytelling!
It is this irresistible, undetachable bond that nestles its way into our older years and makes customer success stories such a darn interesting read.
For your reader, it’s not just another piece of marketing material, it is a story of another person’s journey from problem to solution, where your product is the hero.
For you, that’s pure gold.
Therefore, engaging well on this human instinct, that connection that humans possess since birth will not only make your product shine but also drive organic traffic.
I don’t know about you, but all this talk has inspired me to write up some stories!
#2 They’re excellent credibility builders and boosters
Ever wondered why it is umpteen times easier to buy or even refer a product when others are vouching for it?
There is no wonder there. Again this is a natural, human instinct.
If you won’t buy sports gear without scouring through a few reviews on Amazon, how do you expect your prospects or B2B buyers to invest in your products without some digging of their own?
And won’t it be a wise, pre-emptive step to provide them with those customer success stories clearly placed on your website, without them needing to do any digging at all?
According to a survey on Econsultancy, customer experience (which in turn means their success stories) are rated by a whopping 41% companies as the primary path for organizations to differentiate itself from competitors in the future.
Customers trust each other more than they trust brands.
By displaying how you have eased challenges of your existing patrons, you are building and boosting trust with prospects.
Based on the prospect’s findings via a simple, well-written, case success story, you’re encouraging them forward on their path to convert.
Converting doubts to certainty. Converting prospects to clients.
But not just any customer success story would convert.
In a recent study on companies and what they felt to be their strongest digital marketing effort, a whopping 22% voted customer experience as the single most exciting opportunity for the next year.
And if that should be true, you need to up your customer case study game, like yesterday.
You need it properly formatted, mapped, backed up with data, numbers, and any other proof that you think will help increase trust.
Additionally, you may add a few testimonials for readability and added credibility.
What’s best is, these sweet babies fit right into your content marketing strategy perfectly. Of course, if they are mapped out into the plan properly.
And while the benefits are many, the question remains the same. What are you doing TODAY to take the lead in this marketing trend and stay ahead of your competitors in the coming years?