When you offer a great service or product to your customers, it’s natural to want to tell them how wonderful it is. But when that praise comes, not from you, but your other customers, it carries a bigger impact.In many cases, your customers want to know that what you’re providing has helped someone with a similar problem. By incorporating success stories into your retail marketing plan, you help make those connections with potential clients.
Benefits of Sharing Client Success Stories
People connect with the idea of someone just like them finding a solution to a problem that has worked for them, which is where client success stories come into play. Client success stories and case studies take the pain points of real people similar to your audience of potential clients and connect them to the product or service provided by you.
You can use these stories to acknowledge problems your potential clients face and then demonstrate how you can solve them. It’s also possible to use these stories to help target clients overcome any possible reservations they may have.
Sharing the Stories
To ensure the word gets out to your intended audience, include your success stories and case studies in your print marketing materials and on your website. You might consider adding a few testimonials on your home page or landing page as well, so customers can see them right away.
Another popular option is to launch a separate testimonials page on your website. If you have a company blog, feature some of your current client success stories in those posts. You can also share these stories on social media to engage your online followers.
What to Include
Testimonials should always come from real customers using their own words. This gives the stories authenticity and ultimately helps potential customers trust your product or service. While it’s easy to get wrapped up in your product or service, remember that case studies and success stories should always focus on the customer. Putting too much emphasis on your company makes the story feel forced and sales-like.
Success stories should always include an account of the client’s struggle before using the product or service. The problem or pain point can apply to any product. For example, if you’re selling shoes, the person might address poor support from their previous shoes. Effective testimonials follow logical steps with information covering the background about the situation, the pain point, the solution, and how the story turns out in the end.
Sharing details about the client giving the testimonial can also create authenticity and build trust. You don’t want to reveal your client’s confidential information, but sharing a name, general location, and adding a photo helps potential clients connect with the person on a deeper level. Always get permission from the person sharing the story before publishing any personal details.
Making Stories and Case Studies Resonate
Some stories resonate better with consumers than others. The most successful testimonials and case studies stir emotions because they highlight how the person feels before and after using the product. The client providing the testimonial should talk or write naturally without stuffing the description with keywords or buzzwords because you’re bound to lose your audience when you try to be too industry-specific. Authentic storytelling that’s engaging and interesting is often the most appealing to your audience.
If you haven’t tapped into the marketing power of your current client base, now is the time to start. Reach out to your clients to find those who are willing to help your audience see the real-world value of what you offer.