Whether you’re a product-focused or service-based business, client success stories — also known as case studies — are an excellent form of content to share with potential clients or customers. As explained by Mailchimp, “the purpose of a case study is to help small business owners or company leaders identify the issues and conduct further research into what may be preventing success.”
In business, case studies can be used to demonstrate examples of how your organization supported and helped a client or customer to reach success, sharing specific details on the process and solutions. These stories could potentially influence prospective clients to reach out to your company with the hopes of you helping them achieve the same results.
Benefits of creating this content, according to FINSYNC, include:
- Building trust with your audience
- Generating leads and brand awareness
- Demonstrating the value your product or service provides
If your organization isn’t sharing these stories with your audience, you’re missing out! Find out how you can get started with showcasing your fantastic work.
The Client Success Story Building Process
Give an Overview of the Client
Although it may be tempting to pick any and every client, be intentional about which clients you’d like to feature in your client success stories. Ideally, you’ll feature clients who:
- Achieved great results through your work
- Can be viewed as a “dream client” or the type of client you’d really like to do more work with
- Value your work and are open to being featured
The key here is to select the type of client that you’d like to get more of, as this will help to attract prospective clients in a similar industry or of an equivalent size.
Once you know which client you’d like to feature in your first client success story, start the case study by giving an explanation of who the client is and what they do.
Share the Client’s Pain Points
After giving relevant background information on the client, dive into explaining the reason why they came to you. What are the problems or pain points they faced that they believed you could help them with?
Examples of pain points may include:
- They sought an estate planning attorney because they wanted to make sure their kids were protected and taken care of, should something happen to them.
- They needed a marketing agency because their business was growing so quickly that they struggled to find the time to create content.
- They searched for a recruiting firm because they had several open positions at their organization and were finding it difficult to fill those roles.
Ultimately, the goal is to paint a picture of the problems your client was facing that other organizations in the space may be going through as well and will therefore resonate with.
Explain the Solution to Their Problems
Once you share the problems your client had, that prompted them to come to you, give an overview of the solution that you provided for them. You don’t have to share super specific details about the solution or go in-depth with it — as that’s what your clients pay you for, of course — but explaining it from a high-level perspective will show prospective clients how you’re able to support them.
Using the situations above, examples of solutions you list may include:
- You set up a Kids Protection Plan with your clients as a part of their estate planning to ensure that their kids will be properly looked after in the event of a tragedy.
- Your marketing agency took over the management of your client’s social media, email, and blog to free up more time for revenue-generating activities in their schedule.
- Your recruiting firm placed high-quality talent in the open positions for your client, helping them to grow their team with ideal candidates.
Client success stories are a form of social proof. By showing that you were able to reach a certain outcome for one client, prospective clients will be confident that you can help them do the same.
Include a Testimonial from the Client
Another form of social proof is a testimonial. What could be more powerful than including words of praise from your client on how you were able to help them and how much they appreciate you for it? Always ask your client if they can send a testimonial that you can include in the client success story. A written testimonial works just fine, but if they’re open to filming a short video testimonial, that holds even more weight.
Incorporate a Call-to-Action (CTA) for Interested Leads
After prospective clients read these client success stories, they’ll likely be chomping at the bit to reach out to you for more information about your product or service. Make it easy for them to inquire about working with you by including a call-to-action (CTA), whether it’s a contact form to fill out or a calendar that allows them to schedule a call.
Developing Client Success Stories for Your Organization
Working with a Marketing Agency for Support
Do you have a list of client success stories that you can share but don’t have the time to put them together? As a marketing agency that specializes in content marketing, we’d be happy to support you with that.
Reach out to us for a free consultation to learn how we can develop your client success stories for you and get information on other services we offer for maximum brand awareness in the online space.