Look at virtually any B2B Web site, from small consulting firms to Fortune 1000 companies, and you’ll find customer stories. The reason: they work. When you demonstrate your ability to successfully solve problems to real business challenges for real companies, prospects and customers listen. Moreover, when you hone your message to a particular audience, whether targeting an industry or reaching out to a broader segment of the population, clearly illustrating the problem, solution, and benefit to the reader will put your offering into consideration.
To build your business credibility through case studies, consider the following:
• Identify the pain. Focus on the one thing plaguing your audience and structure the story around it. What is the problem your product or service solves? What can the customer do faster, better, or easier with your offering? What value-add do you provide to make them work smarter, be more efficient, or save money?
• Segment your stories. When building your arsenal of stories, think about your target audience and segment your stories to focus on specific verticals or applications.
• Name names. A case study that omits the company name often portrays the wrong image. It makes the reader stop and question whether this story is true or simply the imagination of someone in the marketing department. Identify your customer’s business name and those involved in the process to personalize and verify your story,
• Add quotes. A short, poignant quote from your customer can be run within the text and/or used as a call out in the document to draw the reader’s attention to your strengths.
• Stay relevant. Don’t stray into the past and get nostalgic. Keep your message current and on topic. Remember, the objective here is to solve real challenges customers are facing today.
Add credibility to your business today by sharing your customer successes. See what a difference a little storytelling can make.
