A customer success story has an emotional undertone and presents the case of a customer’s problem and the change which occurred as a result of using a product or working with a business. Emotional impact trumps over cold hard facts when buyers are looking at their options.
Success story – probably a familiar term to you as it’s often used in general media as well when referring to one’s journey towards fulfilling their dreams. But how does a success story look like from a marketing point of view, and how can you use it to attract customers?
A customer success story is a piece of content writing that showcases your customer’s positive experience with your product. This consists of the challenges they had before using your product or service, how it helped them, and what level of success they’ve achieved.
Success stories, or case studies as they’re often called, are an essential yet often overlooked marketing tool. They are usually targeted towards potential customers who seriously consider using your product or service for their organization.
They provide real-world examples of great achievements reached by using your product. Yes, those examples of clients who were so impressed by your product that it’s worth telling the world about it. They are most-likely already spreading the word in their circle, so it’s just a matter of taking it to the next level. Such a success story will help the readers set expectations in terms of implementation time, budget, and destination.
The target audience of your case studies are usually the managers and owners of service organizations who can become your next clients, based on the real-life example you’ve shown them through your case study.
Creating and distributing valuable content allows you to attract and retain your target audience, which, when done right, translates into profits.
Among the many content marketing strategies being used nowadays, one type of content continues to be trusted by buyers, especially B2B ones: success stories. The majority of B2B buyers first research their options for solutions and products online before even contacting a provider. There is no doubt that the power of success stories can be leveraged towards increasing your sales.
Success stories provide brand credibility and are a strong asset in your sales strategy. Rather than simply stating the benefits of your products, customer success stories show evidence of how your products and services have helped real clients.
Case studies showcase not just the brand but the customers as well. Don’t talk too much about your business. If you really want to resonate with your consumers, you should focus more on them, not you. Success stories are a great way to switch focus on the experience of your customers. Others can then easily relate because they would want to achieve the same results as the success story example.
When using B2B case studies properly you increase engagement with compelling narratives. Stories are one of the most powerful ways to stimulate our minds. By simply telling a story, we can plant ideas, thoughts, and emotions into our readers’ brains. That is why one of the best tips for engaging success stories is to treat it not as a business document, but as a story, complete with a beginning, middle, and end.
There are many ways to craft a success story. It all depends on your target audience and what your goals are. Here’s a great example from Workfront for one of their biggest clients, T-Mobile. If you want an awesome success story that helps you sell your product, click here and follow our detailed blog post on how to create a compelling case study that attracts new clients for your business.
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