Case study tips1st Jan '16
We live in digital world now where customer reviews and opinions are easy accessible.
Whether it’s reading reviews on the best hotel to stay at in Thailand via Trip Advisor, or what other consumers think of a product on Amazon, reviews have become an integral part of consumers purchasing journey. Recent research showed that 90% of customers say their buying decisions are influenced by online reviews.
The same applies in business, executives are keen to review how other businesses similar to them are using products and services, and the impact they have on their profits and productivity.
Customer testimonials or case studies are a great way of getting independent reviews from your customers. Case studies are a great marketing tool to promote your business to prospects. Here are ten top tips of how to generate customer testimonials and where you should be using them.
How to generate a great customer testimonial:
- Ask for feedback. Approach your customers directly and explain to them that you are updating your marketing materials and you would really appreciate using their story to advocate your brand.
- Spend the time interviewing your customer. It’s really worth spending 20-30 minutes chatting to your customer over the telephone to get a real understanding of their challenge, how your business helped them, and what the results were. You will get some great customer comments from the conversation that you wouldn’t necessarily get via email. Remember to send your questions via email at least a day before your call to make sure your customer has had time to prepare their answers before they speak to you.
- Give the case study a structure. When you are writing your case study make sure you have a clear, easy to follow structure so that the reader can absorb the information in bite size chunks. We like to follow the structure of:
- Challenge that they needed help with
- How they used your product / service
- Customer statement quoting their name and job title
- Branded look and feel. Once you have your copy you can have it made up into artwork that reflects your brand. Utilise your customer’s logo alongside yours to really enhance your case study.
- Ask for approval. Before using the case study anywhere you’ll need to seek approval from your customer to make sure they are happy with everything that you are quoting.
Where to use your case studies:
- Website. The first place you should consider using your case studies are on your website. Make it easy for the users to search your case studies by introducing a filtering system that allows them to drill down to specifics such as product, industry type or country etc.
- Business Development. You may have business development packs / presentations that you pull together for prospects. Case studies are great to include but make sure you add those that are most relevant to the prospect you are targeting.
- Social Media. What better way to shout about your successes than through social media channels. If you have your case studies hosted on your website you can simply refer to them via your social media pages and direct customers to your website. A great way of driving website traffic too.
- Brochures / Marketing Material. Case studies make great content to pad out marketing brochures. Make sure the case studies that you are using reflect the product / industry that your marketing material is messaging.
- Facebook reviews. If you have a Facebook business page ask your case study customer to post a referral on your ‘Reviews’ tab and score your product and customer service out of 5 using the star system.