Turn Satisfied Customers into Your Most Powerful Sales & Marketing Asset

Casey Hibbard

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Top Stories by Casey Hibbard

New Media on Ulitzer Put yourself in these shoes: You just noticed a Tweet, or a LinkedIn or Facebook posting, that’s of interest to you. So you follow the attached link. When you arrive, you hit a closed door – you have to fill out a form with your information in order to go further. Would you leave? Probably. When you follow social media links, you expect that content to be EASY and quick to access. You should be sharing your customer case studies and success stories on social media. Relevant stories spread your ideas and solutions to new people. That calls for keeping them free and open – not behind closed doors. Social media is about sharing and interacting with others, first and foremost. Don’t bring them to locked content and make them give you something in return for the key,. The rule of thumb: If you lock your case studies, then don’t publicize them on soc... (more)

THIS is How to Organize Case Studies Online

In sales and marketing, it’s the ultimate question. How do you get the right information in front of a prospect at the right time? It’s especially tricky now that customers self-direct their learning online. As you grow your stable of customer case studies and success stories, organize them so that a prospect can find exactly the type of story of interest to him. That usually means sorting – and enabling search of – your stories by industry, type of solution, product and maybe geographic location. Here are a couple of examples. Major software company SAS organizes its customer s... (more)

Three Tips for Finding Your Next Case Study Customer

Several times a week, an appeal for funds from a charity (or alma mater) arrives in my mailbox or inbox. The same organizations contact me over and over. It’s annoying, but if they don’t ask for contributions, they usually don’t get them. That’s just how it works. We have too much going through our heads. If you’re in an asking position, you have to be in the audience’s line of sight often if you hope to get a response. The same goes for the quest for case study or success story candidates and reference customers. Marketing and reference managers are constantly looking for ste... (more)

How to Showcase Customer Stories – in Context – on Your Web Site

Have you ever had a conversation with someone and said, "for example," and proceeded to offer an anecdote to illustrate your point? That's what a customer case study should be - an example, a case in point to shed light on the topic of conversation. Just as anecdotes don't stand alone in conversations, customer anecdotes shouldn't stand alone on your website. Too often, you find them buried on vendor websites, under isolated headings like "Resources." To get them into the "conversation" on your website, ensure customer stories and case studies are connected directly with talk of ... (more)

Will Customers Nominate Themselves as Stories?

If asked, will customers submit themselves as possible case study or success story candidates?  From consumer-products companies to B2B to nonprofit organizations, many now actively solicit stories with self-service “Share Your Story” links on their Web sites. Apple created a link for this soon after the release of its wildly popular iPhone. FileMaker software includes a link to “Tell us your story.” Girl Scouts of the USA asks former members to share their experiences for its alumnae program. And Toyota Motor Sales gather owners' stories and gets usage permission through an o... (more)