When prospects are in doubt about whether they are buying from your business or from a competitor, they will step up their research to make sure they are making an informed decision. From a salesperson's perspective, that's a key moment.
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Success stories and a testimonial strategy can be a very powerful marketing tool at that point, helping to tilt the prospect's decision toward your company.
Always thinking about improving website conversions, at GROU we have proven that presenting success stories from our agency and our Inbound Marketing clients can also be important because:
- Better draw an idea for your prospects to see the application of your product or service (beyond the benefits listings)
- They show real results from satisfied consumers.
- They demonstrate a specific Return on Investment (ROI).
In fact, according to the latest Annual Survey on Digital Content applied in the United States and Europe, success stories are in the first place when consumers, as well as marketing and sales directors, are asked about the types of content they create. they are more effective in driving a buy/sell.
How to present a Success Story in the most effective way?
- Always think on the basis of a common problem: Every success story should be focused on attacking the different stages of the buying journey that your buyer personas have, not only those who are closer to the purchase. You must find a "pain point" common to all stages, trying to address similar problems that the leads are expressing. Even if it is in the lead generation stage, the important thing is to make it very clear how, when, and where a client of yours was very successful in solving one of the most common problems that everyone generally has.
- Present Punctual, Relevant Results, in the least amount of space: Once the success story to be counted, has been determined, you have to identify the key metrics that will attract the attention of your prospects. It is important to talk about real people and real, verifiable results. If you're not specific, don't even spend yourself making the effort. The prospect is not necessarily going to pick up the phone to call the company that was successful with your product or service, but they do need to feel that everything is real. Focus on presenting the most impressive results, but that is aligned with the pain points of your clients.
A success story need not be a novel. It is enough that you present the results in a couple of pages.
- You need to have phrases of your successful client:We consider it essential to include opinions of your current client, explaining in their own words what was the biggest problem they had and how they saw results after approving your product or service. Try to find phrases that show feelings, to transfer that "emotion" to prospects.
Even better is to include videos of these same testimonials.
- Think about an immersive, attractive and impressive design: It is incredible to see how many companies compile a good amount of data, analysis and details but end up presenting a boring document in Word. That alone, in many cases, scares away any prospect. The information of every success story needs that "extra ingredient" that is the design, which will not only reflect the identity of your business but will also make it extremely user-friendly.
In fact, there is a fact that can help you never forget that "extra ingredient": the brain processes visual stimuli 60 thousand times faster than text.
- In the end, always (but always) should go a Call to Action: When many prospects finish the ebook they reach the climax of the purchase journey : the decision stage
To keep that prospect “hooked” on your proposal and guide them towards the purchase, you need to include a Call to Action (CTA) at the end of your success story. That way you will either be able to talk to your sales team or request a demo (those are the only two CTAs that we recommend the most to our clients at the end of a “downloadable” document designed for the last stage of the buying journey).
- Multiply the effort in different formats:Most likely, you are familiar with success stories in two formats: PDF documents or web microsites. However, in my experience, not everyone learns or retains information in the same way. Here are three ideas for replacing your success story in different formats:
- Make a video of less than 3 minutes.
- Record a podcast content the story (it would be great if your customer's voice was heard).
- Design an Infographic that emphasizes the results with striking illustrations
How to present your Success case?
Once you have 4 or 5 success stories, what will be the best way to use them? Is it enough to upload them to your website?
We suggest to our clients to follow these two steps:
- Nurturing emails :Obviously, as part of your digital strategy, you must be using an email marketing strategy, which also includes emails to do lead nurturing. Create a specific email to include the most important points of your success story to answer the most recurring doubts of your prospects. In addition, within the email, include a link to your library, where you can access other downloadable content.
- Call To Action within certain blogposts: Adding a CTA at the end of each blogpost to direct readers to success stories is a smart way to implement a marketing strategy that converts leads into prospects. Try to put the CTAs that lead to success stories at the end of articles that cover related topics.
Resources
The real classified ad treasure hunter
5 mistakes real estate advisers make on Instagram
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Keys to customer loyalty in eCommerce
5 Tips for Setting Real Estate Client Expectations
Telegram's voice channels
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