A true reflection of your services and your expertise, the Armenia Email Database in the conversion of your prospects. So, how do you make a convincing customer case that will boost your sales? When evaluating companies, 52% of B2B buyers rank case studies as a critical decision factor . Yet, according to a HubSpot report, only 13% of companies include customer cases in their content marketing . This format offers a way to present tangible results to your prospects to convince them to use your services. Flagship content for any business looking for conversions, it must be an integral part of your digital strategy . But how do you build a compelling customer case that will boost your sales? From the steps to follow to the formats to use, you will know while reading this article! Marketing content that allows you to demonstrate your results.
The customer case highlights your successes, your method and your competitive advantages. This format tells a story to prospects: that of the success of your customers, thanks to your services! Thanks to this detailed story, your leads identify with your customers, they project themselves with your team and become aware of the effectiveness of your methodology. How to make an effective customer case? By integrating these 5 essential elements: The client’s presentation. Every case study presents the customer: his identity, his position in the market, his demands and his pain points. This is what helps you build a relationship with your prospect. You create a parallel between the satisfied customer and the latter. The problem encounterer. Here, you discuss the specific needs that your product or service meets. It could be a problem the customer wanted to solve, a goal to achieve, or an opportunity to create.
What is a customer case
The customer case focuses on a problem regularly encountered by your buyers persona. The solutions provided. After presenting the problems or needs, the case study explains how you overcame the challenges to meet the client’s expectations.This section describes the process, tools and steps required to complete the project. This is the section where your prospect will be able to measure the extent of your skills and discover the way you work. Be specific and include details of the methodology used. The results obtained. At this stage, the customer case shows how your offers or products led to tangible results. This is where key performance indicators, data and statistics are highlighted! Do not skimp on the evolution figures to demonstrate the improvements obtained through your approach. It is a determining element of the customer case. The objective of a case study is to attract potential customers before enticing them.
To make a successful customer case, think of the call-to-action. Depending on your activity, and the customer journey established by your marketing department , you can, for example, encourage: Pitches filled with superlatives no longer work. Your potential buyers need proof, tangible information. If you can show that your service solves their issues, you will earn their trust. A customer case is precisely the perfect format to achieve this! Especially since the information given is verifiable, since satisfied customers are clearly named. Prospects can quickly find the corresponding companies and ensure the authenticity of the case study. Social proof is one of the cognitive biases to use in your marketing to attract and convert your prospects . The customer case is strong social proof! In addition to showing the usefulness of your services, it provides potential buyers with the context allowing them to make a relevant choice.
Why create a customer case
Such content concretely demonstrates how you resolve an issue known to the prospect. However, the quantitative and qualitative results included turn out to be powerful motivating factors. They can even respond to objections to the purchase, which is great for your conversion rate! To convert prospects through storytelling. Storytelling uses storytelling to communicate a message. The objective is to make the prospect feel an emotion. And as you know, emotion is a powerful engine of conversions! To make a convincing customer case, you can draw inspiration from storytelling techniques . With a narrative structure, you describe how you solved a problem using your offerings. The protagonist is the customer around whom prospects can identify. The secondary role, but essential to the plot, is your business. This structure is therefore an infallible way to arouse the empathy of your visitors.
How to make a customer case based on storytelling? Hubspot shows us the way by taking care to describe the protagonist (the client) and his problem, in detail, in order to push prospects to identify themselves. It’s fluid, interesting and intriguing to read. Perfect to convince the potential buyer to continue reading until the results obtained … To stand out from the competition. A case study sets you apart from your competitors, by developing the added value of your services. It is all the more useful if your product or service is technical or difficult. A convincing customer case makes your offers clearer to users. We can cite the example of Glowbl, whose case studies situate their services in order to facilitate understanding. Via an interview, the client expresses himself on the use of the tool and the advantages provided. Prospects can thus project their needs into the company’s offers.