Creating case studies should be at the top of your “to-do” list if you need content that turns B2B leads into customers.
According to a Content Marketing Institute study, B2B marketers called customer testimonials and case studies the most effective type of content.
Meanwhile, nine out of ten B2B buyers said that online customer success content has a major impact on their purchasing decisions.
Although case studies are effective, you may struggle to get them produced. Many B2B marketers have a hard time finding customers who are willing to share their stories.
Why Customers Say “No” to Success Stories
You’ve probably heard many reasons why customers won’t participate in a case study.
One of the most common reasons is that it’s against their company policies. They may need to adhere to regulations that make it impossible for them to discuss their challenges and successes publicly. Or their legal teams might say veto all case study requests, as they don’t like to disclose their third-party vendors.
Some companies say “no” to success stories because they want to keep their internal processes, technologies, and best practices private. They fear that their competitors will read about what they are doing and then steal their ideas.
Other customers may believe that they are too busy to take part in a case study. They often think that the process is long, complicated, and too much work.
In some of these instances, your customers might agree to a case study if you don’t name their company. But a case study without names and direct quotes can appear phony. It’s better to put your “nameless” customers on hold and find others who are happy to share their experiences.
How to Find Happy Customers Who Will Say “Yes” to Case Studies
You don’t need to go far to find your most satisfied customers. Here are five places to look:
- Ask your sales and customer service reps for the names of the people who are the most excited to work with you.
- Find out who is raving about you on social media.
- Search your email for messages from customers who love your software.
- Check third-party review sites to see who gives you the highest ratings.
- Make a list of customers who give you referrals and references.
The ideal time to ask a customer for a success story, case study, or testimonial is right after they recommend you. If they are sharing the love in public forums, such as on social media or third-party review sites, they will be more likely to say, “yes” to a feature story.
3 Keys to Getting Your Customers Excited About Sharing Their Successes
Many B2B marketers approach case studies from a “what’s in it for me” perspective. They want great content that will fill their editorial calendars and drive sales.
But you also must consider what’s in it for your customers.
Here are three secrets to getting customers to say “yes” to your case studies:
1. Show them the benefits of helping you.
Let your customers know that you will Go to the full article.
Source:: Business 2 Community