Customer success stories are a powerful tool for building your brand, creating sales opportunities, and building relationships with new and existing customers. They can prove that your product or service is worth the investment, alleviate potential buyers’ concerns about spending money on you and even help you uncover new revenue opportunities.
Customer success stories have been around since before social media was even invented, but they’re still incredibly valuable today — especially when used strategically in tandem with other marketing tactics such as blogging, email marketing, and social media outreach. Let’s take a closer look at why customer success stories matter so much in today’s business environment.
Drive new sales
Customer success stories can be used to drive new sales. A positive customer experience is always helpful in generating more customers, and if you have a lot of positive customer experiences, it makes sense that your marketing team would use them to promote the product.
They can be used to generate new opportunities. If someone has already invested money into implementing your product, there’s a good chance they want their investment to pay off by seeing results – so if you show prospective clients how other companies achieved these results using your products or services, they will be more inclined towards choosing you over competitors based on this information alone.
Customer success stories can also be used to generate new ideas for improving upon existing products/services through feedback provided by current customers who have implemented them successfully themselves. This means that even though the prospect may not buy right away, building up rapport could lay the groundwork for future purchases down the line once trust levels increase over time.
Generate brand awareness and advocacy
Customer success stories are a way to generate brand awareness and establish your company as an authority in the industry. By sharing customer success stories on your website, in blog posts, or even during a presentation at an industry event, you can build trust and credibility among prospects. Your customers will also be more inclined to share their own positive experiences with other potential customers. This will help you build loyalty in the marketplace while generating higher sales leads for prospects.
Create urgency for potential buyers
The importance of customer success stories is that they create a sense of urgency for your potential buyer. If a prospect has been using your product for six months and is loving it, they’ll be more likely to purchase someone who just started using your product. This is because the longer someone uses an app or software, the more familiar they become with it—and the more comfortable they feel using it.
As such, when presented with an opportunity to buy something new and different from what they already use (like switching from Adobe Creative Cloud to Canva), there’s less anxiety involved in making that transition compared to someone who hasn’t used anything similar before (i.e., switching from Microsoft Word).
Uncover new revenue opportunities
In addition to their obvious benefit in providing a way to connect with your customers, customer success stories can be used to help you identify new revenue opportunities. You can use your customer success stories in marketing materials, or even as a primary selling point for a new product or service.