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Pique Their Interest |
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Best Foot Forward
Direct mail, email, newsletters, events and the web are all great places to add client testimonials that touch on the business issues you’ve solved. They can be used to validate your work done in a specific field, for a specific audience, or using a specific process. In addition to credibility, identifying your satisfied clients can help you define your target market too! For instance, if you have a testimonial from the VP of Human Resources at a mid-sized banking institution, you would be well served to target your marketing efforts to other Human Resource professionals and banking institutions. If venturing into new markets, testimonials can be compiled to provide evidence that your company can overcome obstacles in your area of expertise. Regardless of the focus, testimonials can serve as an introduction to prospective clients. Without directly trying to sell something, a testimonial and case study will show prospects what you are capable of. They give background information, describe how you overcame challenges and leapt over hurdles for your customer. This first impression counts. Make the most of it by putting your best foot forward.
Draw Them In
The purpose of a case study is to offer real world evidence indicating that your services add value to products. But before you are able to get a prospect to seek out information contained in a full case study, you have to draw them in and make them want to know more. The key is in the packaging. If properly developed and presented, you can easily demonstrate your company’s capabilities, showcasing the creations, ideas, implementation and results produced because of your company. Just remember, good case studies are no small feat. If conceptualizing or writing is something of a struggle, consider seeking outside, professional help. When coupled together, an easy-to-follow case study and relevant, well-written testimonials will provide credibility in your marketing efforts. If the prospect has a similar pain they will raise their hand for your assistance.
Give Them What They’ve Been Waiting For
Case studies are an excellent way to provide answers and insight to stakeholders, and can also enhance a prospect’s depth of understanding on a subject matter. But how do they know you’re for real and that what you’re telling them isn’t just marketing fluff? Case study examples should include measurable results or metric statements. In a short paragraph, you can communicate how they, like others, can experience the same successful results that your solutions have brought to those you have worked with. For instance, imagine you were having productivity issues due to a lack of any document management solution in place and you came across a testimonial touting the following statement, “With the help of Company ABC and their BankPeople document management solution, our user productivity increased 27% in the first six months!” John Smith, VP Human Resources, Bank123. Click here to view a full case study.” Wouldn’t you want to find out more? Of course! Once you have them on the line you just need to reel them in!
Equal Exchange
It is now appropriate to ask for information about their business in exchange for a detailed case study. Don’t hesitate…this is not something you should be afraid to ask for! After all, you have already invested significant time and effort in developing the testimonial and case study. It is only fair to get something in return for the valuable information you are about to provide. However, don't be greedy! Contact information is precious these days and they know it. When requesting information the first time, ask only for what you need to continue communicating with them. Then, nurture the connection by providing important content in exchange for additional information from them down the line. Before you know it, you’ll have built a relationship!
