- Posted by Kayla Thomson
- On April 5, 2018
- 0 Comments
Coming up with types of content that will provide a high ROI is difficult and time consuming, especially if you don’t know where to start. A great place to start is creating your customer success stories.
Investing time to create your customer success stories can provide a number of benefits that other types of content can’t. These are as follows:
When it comes to improving your site traffic, focusing on SEO and your organic search engine ranks is an excellent idea – and the name of the game now is to focus specifically on link building.
If you’ve developed content that focuses on a specific company that you have a good relationship with, you are very likely to receive a link to your domain from the company (especially if it’s good content that their prospects will be interested in reading)! Make sure when you write your customer success story, you not only have their permission, but you also share the content with them to improve your chances of a link.
Creates a Better Understanding of Your Company
With such a saturated content marketplace, companies are only able to stand out when they create excellent content that showcases their personalities. A customer success story can do just that! You will be able to write about your industry knowledge and tangible metrics that you’ve reached, all from a personal perspective.
Much like it creates link opportunities, customer success stories are very easily shared from different social platforms. Make sure you tag your customer and any technology you may have referenced in your content: they are likely to share it with their own audience too!
Many prospects ask for references before entering an engagement with a business. Getting approval from each reference, communicating their information, and waiting on your prospect to speak with them can be tedious. Instead, you can use a customer success story with direct quotes from your customer to refer these prospects to!
Now that you’re ready to write your customer success story, here are the kinds of content you should consider creating:
Scheduling a phone call or sending off an email with a list of questions to your customer requires minimal effort, but can generate really interesting content.
Come up with a list of questions that will tell a story about your client, your professional relationship with them, and ideally the benefits they’ve experienced. These can include:
- Describe your business. What is success for you?
- What were your business goals going into our engagement?
- What successes have you noticed since our engagement?
Getting direct responses from your customer creates more authentic and personalized customer success stories. All you’ll have to do is share it somewhere appropriate on your website. It also provides you with handy quotes to share on your social media and with any prospects!
Writing a blog article is a great way to leverage your successful engagement. It’s especially useful because it can be incorporated into your SEO strategy, so you can reach more prospects.
To write an effective blog, first distill your engagement into a question or statement. What did you learn? What did you accomplish? Then write from that perspective, referencing your customer success story throughout. Use this blog to help answer questions from prospects who are entering similar engagements, or to educate your audience and leads in the sales funnel.
Shareable Customer Success Story
A shareable customer success story can be anything from a dedicated landing page to a printed one-pager. These take more time to develop, but are excellent resources to share with prospects and include in your sales funnel.
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