Are you overwhelmed by the vast of amount of things you need to do? Listen in as I share the secret to reaching your goals.
Are you using your website to showcase the success of your customers? If you answered no, then you are missing an easy sales and marketing opportunity.
Today, more than four billion* people around the globe use the Internet. And most of those people use online search capabilities to quickly find solutions for whatever business problem they might be experiencing.
Since the vast majority of your customers use technology, your prospects are on the Internet actively searching for what you offer. This means that any B2B company with a product or service can use the power of online marketing to showcase what they sell.
Think about it for a minute: No matter what you offer, your customers are online searching for you right now, even as you read this. Are your prospects:
Today’s technology age allows anyone to quickly Google a list of companies that offer solutions to their problems.
So let me ask you: When your prospects click on the link to your website, does your site convince them that you can help them?
There are many ways to help your prospects see that they need what you offer without tooting your own horn.
Providing testimonials, case studies, and customer success stories can give you a competitive edge that others aren't using. Need proof? Forrester research data shows that only 34 percent of salespeople consistently use success stories.
When you use customer success stories, you're focusing on significant business problems that showcase the benefits your solution provides. Since the spotlight is on real issues, the story feels genuine and authentic. In turn, this evokes emotion and causes people to take action.
You don’t have to look far to create compelling case studies. Conversations with your existing customers can quickly provide you a goldmine of information that connects with prospects.
Showcasing the stories of your customers can result in:
Success stories use hard data from actual customers to showcase your value to your target audience. Case studies are powerful, compelling tools that sales and marketing can use to turn prospects into customers.
Even if you haven’t tracked the before and after metrics of your customer’s journey, you can still capture the core elements to write a story that converts. The basic format looks at the customer’s background, the solutions they sought, and the results they experienced by working with your company. While numbers show quantifiable ROI, you can still showcase key highlights your customer’s story.
If you invest the time to collect customer information and create case studies, you can use them to elevate your marketing. Success stories can attract more clients when you use them for sales collateral, blog articles, social proof, website copy, lead generation, press releases, webinars, and so much more. The opportunities to showcase this content are endless.
Don’t miss out on building your credibility and selling more. Let your customer stories do the work for you.
If you don’t have the staff, resources or time to collect customer success stories, hire a marketing consultant--like me—to do the legwork for you. From coordinating the interviews to writing the case studies—I can help you use success stories to elevate your sales and marketing.
Let's schedule a conversation today!
If you appreciate lessons from history, you'll understand something I just experienced.
I recently attended a meeting at a historic hotel in Spokane, Washington. Built in 1914, the architectural design of this timeless structure created a breathtaking feast for the eyes. Walking through the grand rooms hurled me back to a time of refinement and culture that is captured in the movies. From elaborate ballrooms, beautiful antiques, hand-painted frescos, and even a doorman wearing a top hat and red coattails—the 13-floor Historic Davenport Hotel delivered an elegant experience.
Unfortunately, the hotel closed in 1985, the homeless took up residence, and demolition of the structure seemed imminent. As the years passed, there were several investors who valiantly embarked upon the restoration journey. In 2000, a couple of entrepreneurs bought the entire city block and invested nearly $40M in restoring the hotel to its finer days. Twenty-two years later, the legendary masterpiece reopened to the public with her dignity renewed.
If You Write A Plan & Follow It, You Just Might Succeed.
Talk about a long-term planning process. It took hard work, and perseverance—as well as a lot of cash—to revitalize the grande dam to her former glory.
What if this piece of history had been destroyed? What if those who acquired the property had given up and decided to throw in the proverbial towel? Sadly, generations to come wouldn't have the opportunity to revisit the ornate past and a modernized version of this elegant structure.
The hidden story reminds me of the journey many small-to- medium-sized businesses go through.
Every business has a vision to create something, and then magically delivers it to their customers. It’s that simple. Right?
The Truth About Blueprints. Should Your Follow Them?
Business owners know a lot of work goes into making their company successful. In addition to creating your products, you have to write a blueprint for success that connects your brand with your customers. Once you’ve written your marketing plan, you have to take action and consistently follow the plan.
But you can’t just randomly throw ideas on a page and expect results. If you want your plan to work, you have to map out steps that define your mission strategically. Then you need to research the marketplace you want to penetrate, so you can map out goals and build messaging that speaks the language of your audience. But it doesn’t stop there, as you also need to find opportunities to connect with your audience in a variety of ways.
Similar to the restoration of the Historic Davenport Hotel, investors created and followed a plan to achieve their goals. There were many stops, starts, and pivots along the way. But the hard work paid off, and eventually, they saw the results of their efforts.
Better Than Winging It. A 10-Step Checklist For Success.
Consider your answers to these questions:
Whatever your current reality, let me help you by giving you a free guide to follow. Download my free 10-Point Marketing Plan Checklist. You can use it to plan your work and determine the best ways to market your business.
Build your business in a manner that makes an impact for generations to come. Just like the investors in the Historic Davenport Hotel, if you plan your work, you can work your plan to get results.
I'd love to hear what you're doing for your marketing plan. Leave me a comment below or send me an email.
You’ve invested a lot of time creating solutions to make life easier for your target customers. The good news is you already have a handful of customers using your solutions. But you want to grow your business and capture your fair share of the market. Unfortunately, you're having a hard time connecting with customers.
It shouldn’t be that hard to have a conversation with others about your offer. Should it?
Every interaction you find yourself talking to prospects about the awesome products you’ve created. You even describe all the time your solutions can save people. But, you’ve discovered that sharing all the wonderful features and benefits gets you nowhere fast.
For some reason, people seem to go into the twilight zone with a glazed look in their eyes. Or if they are on the phone, you can tell that they stop listening to what you have to say.
Your pre-canned talk scripts and presentations are missing a few core elements to make you successful. Let’s review some essential truths that can help turn things around.
Four Essential Truths You Must Know
If you reflect back to the beginning of your company, you may recall that identifying your customers’ pain points helped create the products you offer in the first place.
These same issues can help you market and sell. Understanding what annoys, frustrates or hinders your customer gives you psychological ammunition that you can use to build your brand, create trust, and form relationships.
Once you are armed with this knowledge, you can start conversations that creatively focus on your customers’ problems. Since people like to talk about themselves, your conversation should create lots of dialogue.
By shining the spotlight on your prospects concerns, you’re creating a bridge that eventually leads to the solutions you provide. But it doesn’t happen overnight. This form of relationship marketing takes time to build - just like a friendship.
Think about the friends you trust. You connect with them because they get you. They understand what you struggle with and why. They empathize with you, and sometimes they even show you ways to do things that can ease your pain.
Now that you know the secret to connecting with customers and prospects, how can you do your homework to uncover these issues?
Three Tips for Uncovering Your Customers' Issues
Let's look at three tips to uncover the problems that keep your customers up at night:
No matter what you’re doing, it all starts with an engaging interaction that makes you relatable and memorable. When the time is right for them to solve their problem, I guarantee they’ll remember you.
Until that time, let me challenge you to find creative ways to address them in all aspects of marketing and sales.
Don't have enough time to do the research and create a plan? Let me help you uncover your customers' pain points. It all starts with a conversation. Email me today.