I'm trying to make a decision. I keep getting emails from a company with an
They say that the marketing service they offer will help me grow my business.
But everyone says that.
How do I know that putting some of my small marketing budget toward their
services will actually pay off?
The truth is, I can't know for sure.
Unfortunately, I don't know anyone personally who uses the company's
services. And beyond a few vague testimonials, the company doesn't have any
stories of other customers' successes.
Hence, I'm still on the fence.
When prospects are looking for evidence from satisfied customers, are you
delivering it? If so, can they find your customer stories? And if they find
them, are they compelling enough?
Here are 3 ways to help get buyers off the fence - with customer stories:
1. Beef up results details
It's tough to get results (return on in... (more)
It can be really tough to get customers to go public with their stories.
But the prospect of winning an award gets customers on board – fast!
Your products and services are helping customers do innovative, progressive
things. Why not submit those examples for industry awards where you both get
some of the glory?
Just last week, I helped a client capture two of its best customer success
stories to submit for two different awards programs in my client’s
And get this…Both featured customers are major, nationally known companies.
My client’s customers were all over the idea,... (more)
If asked, will customers submit themselves as possible case study or success
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
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)
I'm a big proponent of what I call "win-win storytelling" in customer case
studies and success stories. The company creating the customer story has to
benefit, as does the featured customer.
The key - especially for landing big-name customers for customer stories - is
finding what motivates each customer (on an individual, departmental or
company level). Simply reminding the customer they receive free publicity may
not be enough.
In just the past two weeks, I've worked on several stories with interesting
customer motivators behind them:
- A civil engineer is enthusiastic a... (more)
From startups to global enterprises, every company struggles at times with
getting customers to go on record. Here are some ideas in practice at
companies today for encouraging customers to be featured:
1. Access and involvement-Surprisingly, the #1 thing customers want is
access and involvement-access to your execs and involvement in your
product/service roadmap. Generate ways for your top customers to interact
with your organization on a deeper level.
2. Co-marketing campaigns-Create a few co-marketing campaigns for the
customers you most want to feature. The focus: Ho... (more)