Every brand, regardless of size, product, or service, wants to achieve three things: build trust, stand out, and create connections. Although not many business owners deliberately work towards these in the way they run their business, technically, that is what all brands need to achieve success. All brands have this as a common goal.
Some common questions customers ask themselves when they want to patronize a brand for the first time are: Can I trust this brand? Will this product give me the satisfaction I am looking for?
Unfortunately, customers don’t often trust the brand to answer these questions. This is where the power of testimonials from previous customers comes into play. Brands can’t build trust, create connections, and stand out without customer stories (testimonials).
If this interests you, follow us as we explore this definitive guide to harnessing the power of customer stories.
Why You Should Harness the Power of Customer Stories
Production is not the most challenging thing you’ve done as a business person. Convincing customers that your products can meet their needs is more challenging.
With customer stories, your brand can translate its abstract claims about the business into something tangible that prospective customers can relate to. Still don’t understand why? Here are some reasons you shouldn’t underestimate customer stories.
- Build trust
72% of customers trust testimonials just as they do online reviews. So, when customers hear testimonials of your product’s quality, it becomes easier for them to trust your products and patronize you.
- Boost your campaign persuasion
Often, companies can spend thousands of dollars on marketing campaigns, but in the end, it will not yield the kind of results they expected. However, incorporating customer stories into your marketing campaign boosts it, bringing better results.
A Guide on How to Promote Customer Stories
Many customers will have a story. However, not all stories will produce the desired results. Sometimes, you have to promote these customer stories.
Let’s see how you can do this:
- Identify the Best Customer to Showcase
When you want to identify the best customer story to showcase, you are expected to do the following:
- Choose the best stories.
Different customers will likely have a different experience using your product. When you want to share customer stories, look for those who had the best experience. You will know the best stories by the notable benefits your product gave the customers and the significant problems your product helped them solve.
- Diverse perspectives.
When picking customer stories, it is essential to choose from different demographics so that people can see that your products can meet the needs of different age groups.
This means that all demographics will be represented. When customers can see themselves in the story, they are likely to be converted.
- Go for an authentic and honest story.
When you want to go for an authentic and honest story, you are expected to do the following:
- Allow customers to share freely.
Don’t use scripted answers; they dilute the depth and effect of the story. Allow customers to share their stories freely in their own words; it is usually more natural this way. If you must edit, do so to the barest minimum.
- Let the story address the challenge.
People are more drawn to stories that come with some hurdles initially. Encourage your customers to share the story of their initial doubts or challenges before using your products. Let them share with your audience how your product was able to come to their aid.
- Ask questions.
Sometimes, you have to guide your customers on what to say in their stories. Ask questions like, “What can you tell someone considering my brand?” “What problem were you facing before you started using my products?” “How did your experience with my product help solve the challenge you were facing?” Their truthful answers to these questions will help give your brand the much-desired credibility.
- Incorporate visuals.
Visuals are eye-catching, even when sharing customer stories. When you want to incorporate them, you are expected to do the following:
- Use photos of happy customers.
When people see the photo of the actual customer telling the story, it makes it more believable than when the story is without any image. Doubting Thomases may even want to verify the authenticity of the photo. When this is verified to be true, it adds more credibility to the story you share and your brand.
- Add video visuals of customers.
Video and visuals go the extra mile. Videos go way beyond photos to tell things like facial expressions throughout the story, body language, and tone. You should use them to make your customer stories look more authentic.
- Use an infographic for data.
When you want to share stories with data, use infographics. They help engage viewers and, most importantly, strengthen the uniqueness of your customer stories.
- Share customer stories on multiple channels
When you want to share customer stories on multiple channels, you are expected to do the following:
- Use your website.
When you have a story worth sharing, getting the story to your target audience dramatically matters. Your website is an excellent place to start. Most people visiting your website are curious about your product or service. Dedicating a section of your website to such a story clears their doubt.
Also, there is nothing wrong with sharing these stories on your product page.
- Social media.
About 63.7% of the world’s population uses social media. That’s billions of users using this great marketing tool. Sharing a quote or snippet from customer stories on your different Internet platforms can do wonders.
Using hashtags and tagging customers with their permission has also shown incredible results.
- Email marketing.
You can also include customer stories in your email newsletters as often as possible. The more these stories are shared, the better for your brand.
- Sales pitches.
Sales pitches are another opportunity to share customer stories. This is effective when pitching yourself or teaching sales reps to pitch.
Incorporating customer stories into pitches helps connect your brand personally to most of your audience.
Get Boosting!
The importance of sharing customer stories for brands can’t be over-emphasized. Time and time again, brands that have practiced this critical strategy have achieved excellent results. The same thing can happen in your own business.
Customer stories help to build brand trust and boost your marketing persuasion. However, it is not just telling any story but “the story.” This story stands out among the rest.
A story where your customers talk about their challenges and how your brand has bettered their lives: authenticity is essential when sharing such a story. To make it even better, use visuals to keep the audience glued to the message you are passing. Ultimately, ensure you share this story on your website, social media, email newsletter, and when making a sale pitch.
Have you picked some of the best customer stories to share?
Related:
How to Use Storytelling to Engage Investors
Your Brand Needs a Brand Story: Here’s Why
