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Two Ugly Ingredients for Stronger Case Studies (and How to Use Them)
Can a case study to be *too* positive? A strange question, maybe, but one that’s kept me up at night. If there’s one thing people LOVE bashing about case studies, it’s their credibility—and in many cases (no pun intended), I don’t blame them. The average case study out in the wild tends to be light on details, heavy on hyperbole, and tough to trust. They’re criticized for being cherry-picked examples in baskets of otherwise rotten fruit; impossibly great outcomes made...
What Nobody Tells You About Creating Customer Success Stories (But Should)
“Creating customer success stories—how hard can it be?” If there’s a painful lesson I’ve been forced to learn (repeatedly) in life, it’s that any time you ask “How hard can it be?” — you’re about to find out. This is why I can’t help but smile every time I see marketers underestimating the challenges, workload, and unexpected games of whack-a-mole that come with putting together customer success stories. After all, it’s just “Challenge, Solution, Results” right? How hard can it...
No Numbers? No Problem! How Fomo Turns Metric-less Case Studies Into Marketing Assets
Lynz Munich creates four case studies per month for Fomo—many of which lack hard numbers. Here’s how and why she does it. When kicking off a new case study, a lack of success metrics is one of the biggest barriers to entry: “We don’t track X.” “My customer doesn’t measure their results.” “We can’t share these results publicly.” We hear these concerns all the time. In the minds of some, insufficient metrics kill a good success story before it’s even...
How to Build a Money-Making Case Study Strategy in 4 Steps (and What to Do Next)
If you’re asking, “What the heck is a case study strategy, and why do I need one?”—you’re not alone. Most companies seem to believe that a great customer success story is something that “just happens.” It spontaneously explodes into existence when they help a customer achieve something great. Only… that’s not the way it usually goes, is it? Sure, after a big win, high-fives abound. You gush about the customer’s success during your next meet-up. Maybe you regale prospects with...
5 Reasons Why NOW is the Best Time to Invest in Customer Success Stories
What if I told you that RIGHT NOW—in the middle of a crisis—is the PERFECT time to double-down on customer success stories? It might sound crazy—especially if this story popped into your feed while you’re at the grocery store, standing in a checkout line 30-people deep, clutching the last package of toilet paper like your life depends on it, and stink-eyeing the person behind you who isn’t practising social distancing. But these are crazy times. Store closures, bans on social...
The Stories We Should Be Telling In Times of Crisis
In the past 72 hours, I’ve received 37 emails with the word “COVID-19” in the subject line. Most of those are from businesses, outlining the steps they’re taking to deal with the crisis. I have one from my bank. My phone carrier. My movie theatre. Heck, I have one from KFC. But the messages that inspire me have nothing to do with “cleaning measures” or “enforcing hand washing.” The stories that keep me reading, caring, and engaging as a customer...
How Conversion Rate Experts Use Industry-Specific Case Studies to Generate Leads
Ben Jesson is the CEO and co-founder of the agency Conversion Rate Experts and, to us, he’s also the mind behind a brilliant approach to using case studies to drive leads. In this article, we’ll share what we learned from Ben about how Conversion Rate Experts target specific industries on landing pages with the most relevant and industry-specific case study to each and every potential client. You’ll also read about how Conversion Rate Experts used insights from their sales team...
How Clique Studios Uses Case Studies To Pitch and Persuade New Clients
It’s rare that we find someone as gung-ho to tell customer stories as we are. But Brendan Hufford, SEO Director at Clique Studios, has a passion for telling customer success stories that’s second to none. In this article, Brendan reveals why one of Chicago’s top design agencies loves case studies and how they use them to pitch new clients and close more deals. MEET CLIQUE STUDIOS Clique Studios designs websites and creates holistic content experiences for high-growth companies. By blending...
How KlientBoost Uses Video Case Studies to Convert Prospective Clients
When Johnathan Dane, CEO, and founder of KlientBoost, shared how his company is taking client acquisition to the next level with case studies, we immediately took note. In this article, we’ll share what we learned when we talked with Johnathan about how this agency of “marketing unicorns” uses video case studies on Facebook to lead potential clients through the completion of their proposal funnel. MEET KLIENTBOOST KlientBoost helps companies make more money through intelligent PPC marketing and creative landing page...