The explosion of digital marketing has revolutionized the art of selling whatever product or service you have to offer. In this age of technology, 75% of buyers look up a product or service on the internet before they buy it. What does this mean for you as a business owner? It simply means that you should have a strong online presence to attract more customers. The most important aspect of your online presence is your business website. Your website should contain excellent persuasive content and having a section where prospective customers can view and read the success of your products or services is an absolute necessity. One of the most effective marketing strategies nowadays that could be used to boost a business is case studies.
What is a case study?
Basically, a case study or a success story is a report of a satisfied customer detailing how they benefitted from a product or service of a particular business. When you tell a story of a customer achieving success because of your product or service, prospective customers are more likely to become actual customers for the simple reason that you’ve provided them with actual evidence that your product or service brings in results. If you present the success story in a way that features your customer as someone who was able to solve a particular problem or achieve a set goal because of your product or service, there is no way someone with similar needs would not want to try your product. It all depends in the way the story is written. It has to be compelling, clear and concise. It has to depict your business as the hero that saved the day.
How Case Studies can be part of marketing strategy
Since a case study is written in the form of a feature story, it could be published in newspapers and magazines for a wider audience. It could also be published in online business sites that deal with the product or service your business operates in. There are several business websites on the internet that always welcome good quality content.
Case studies could also be used to convince investors that your company is the right place to invest their money, because your customers are satisfied with the services or products you provide. Success stories serve as proof that your products and services are delivering value to the customers.
They could be printed into brochures and handed out to prospective clients to demonstrate how the product or service has already benefitted and solved the problems of your existing clients and that it will benefit them in the same way. Again, you are giving them concrete proof of the value of your product.
As I have already mentioned, it could be included in your website. In fact, it is one of the most important components that a business website should have. This is simply because your website represents you on the internet which means it is one of your most influential marketing outlets. Customer success story is one of the marketing strategies you can use to drive more traffic to your website or blog and it is also a great way to nurture leads.
Since the beginning of time, telling stories has always been an effective way of capturing people’s attention. Customer success stories are no different. The stories have to be compelling, clear and concise. It has to depict your business as the hero that saved the day. If you are not a very good writer, hire one to do it for you. The way the story is written and presented decides whether it will pull in new customers or not.
Adam Nyang is a young university student and the author of a novel called Agonies and Fortunes and has a weekly column at the Observer Newspaper called Hearts and Minds. She is also a freelance business writer who specializes in writing case studies. She is also a content marketing writer for real estate companies. If you wish to know more about the services she provides, visit her site, Wordsmith’s Corner.