Can 140 characters lead to more leads and sales? Absolutely. There are
countless tales of Twitter wins these days. Several companies I follow on
Twitter are Tweeting about their customer success stories. While you can't
tell your whole story in that amount of space, you can pique followers'
interest. Here are a few tips for Tweeting your stories: Education,
Not Promotion - Think of your 140 characters as a teaser, similar to an
email subject line or blog headline. Your subject line should promise the
reader something, and help them understand what they will take away if they
read the rest of your info. Think education, not promotion. Don't push your
product in the Tweet. Ideas: How a small business increased web traffic 400%
ABC Manufacturing saves millions with better inventory management Gaming co
saves equiv of 2 FTEs with online self service Link to the story - ... (more)
If you sell consumer products like skincare, sunglasses or video games, a
celebrity endorsement can be a powerful thing.
In the B2B world, you can still tap a famous individual – but it’s not
necessarily wise. Accenture recently had to drop its endorsement of Tiger
When selling B2B, Fortune 500 companies are usually the celebrities we want
and need to endorse our products and services. Celebrity – whether it’s
Lance Armstrong or IBM – carries a lot of prestige today.
"Today it’s more important than ever to associate your business, your
product and yourself with celebriti... (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)