"We have tons of happy customers. How do we decide which ones to feature in
When it comes to customer case studies – and business in general
– too many happy customers is a great problem to have.
After all, having satisfied customers is the first and most important
ingredient for creating strong case studies.
But how do you decide which customers to feature?
These 6 steps will help you narrow your pool of candidates and get started:
1. Choose the products and services you need customer stories for.
Maybe you need case studies across all your solutions, or just a few. Perhaps
a competitor is introducing a product and you want to show your edge. Or
maybe you have a product or service with a number of new capabilities not
represented in current case studies.
These might be the first targets for case studies. The goal: have several
strong case... (more)
My eyesight isn't as good as it used to be.
But I must not be the only one who’s drawn to larger text.
Case studies, and most marketing content, are going BIG.
From the images to the text, everything has gone way up in pixels and font
I'm not a web usability expert, but I'm guessing this trend is because larger
is more readable.
I did a random web search for case studies and nearly every site I saw had
big, bold images and text.
Whether it's the customer success home page on a company's site...
Or the landing page for an individ... (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)
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
Mark Twain is said to have called it, "a minimum of sound to a maximum of
sense." Who else could so perfectly provide such a sound bite describing
sound bites? If a customer story is the most powerful evidence of a
customer's experience, then the customer's own quoted comments are the jewels
in that crown. They sparkle and stand out above the rest of the story. Often,
it's all the viewer or reader may remember, so they better be good.
In a written customer case study or success story, sound bites are best
highlighted as "pull quotes." They are literally pulled out of th... (more)