What’s the most important marketing content that your customers are constantly creating for you? Without even really creating it — by just using your product or service?
There is free content that no one has told you anything about? This content is being shared by your customers on a regular basis but there is a good chance that you are not tapping into it. Success Stories.
Customers are constantly spinning success stories by solving their problems using your products. Such stories work because they don’t just tell your potential customers about what your product does but also shows them how your product can solve their problems and make their lives easy.
As marketers or writers, we tend to have a skewed way of thinking of the company that we own or work for. But, customers, especially happy customers, have their own point of view.
But to make the most of such marketing stories, it’s important that you choose the best success stories (or case studies) that speak directly to specific segments within your target audience.
So, here’s a handy guide to create effective customer success stories that will power your marketing toolkit and skyrocket your sales.
Before you begin creating a customer success story, you should know your company’s objectives. Knowing them will help you choose the right candidates, ask the right questions, and convey the intended message to your target audience.
You might be under the assumption that your product does only one job. However, it may mean different things to different people.
Like at Whatfix, the core function of our product is to help customers offer a seamless web onboarding experience. But the functionality and experience can differ for different verticals. An eCommerce solution provider and a SaaS solution will expect and achieve varied goals with Whatfix. So it’s important that when we try to connect with our SaaS target audience, we tell a customer success story that features a SaaS solution and not an eCommerce one. The key being, maintaining a unified tone that speaks to the target audience.
portant that when we try to connect with our SaaS target audience, we tell a customer success story that features a SaaS solution and not an eCommerce one. The key being, maintaining a unified tone that speaks to the target audience.
Essentially, there’s no one size fits all formula here. This is also the reason you need lots of customer stories, each talking to a different segment in your target audience.
Before spending time in pursuing stories, you should ask the customers if they’re willing to participate and being featured on your site. You should also try to see if they’re willing to share relevant statistics, or your story will not make an impact without numbers. Stories without numbers have no impact.
Every marketing campaign has a core message that it has to convey to its target audience. Customer success stories are no different. Even here, you should know the exact features of the product that need to be highlighted and promoted through the story you’re preparing.
So when you prepare a questionnaire for your client, choose questions around the problems that those specific features solve. Asking general questions will get general answers and won’t make a great story.
Once you hear back from your client, you are set to weave a story with their inputs. It helps to quote customers as quotes make your story trustworthy. Also, when a VP of a SaaS solution hears the VP of another SaaS solution benefiting from your product, he or she can relate more easily with your product.
It’s common to see a format like “Challenge — Solution — Result” in customer success stories. However, you don’t HAVE to follow it. It’s ok to get creative. So even if you deviate a little from the usual format, just ensure that the story comes out well and reaches closure.
Great! Now that you have created the initial content, you are ready for the next step. You’re ready for promoting it. One of the best ways to make the most of it is to repurpose it.
Here are a few things that you can do:
About 71% B2B content marketers use case studies. We hope that you’re now ready to craft some of your own. Have you ever gone beyond testimonials and created customer success stories for your business? Do share your thoughts in the comments section!