According to bestselling author Seth Godin, the secret to marketing is no secret at all: “word of mouth is all that matters.” Godin defines marketing as “the art of making something that people want to talk about.”
WOM for marketing. This article is for small business owners looking to perfect their word-of-mouth advertising. When it comes to swaying consumers, nothing beats word-of-mouth advertising. That’s been true since 2012, when a well-known Nielsen survey found that 92% of people trusted recommendations from friends and family above all other forms of advertising when making a purchase decision. source
The what and why of case studies
Case studies are a great form of marketing and a great way to showcase you and your business.
How so? People buy from people and people buy from those they know like and trust. “All things being equal, people will do business with, and refer business to, those people they know, like and trust.” Bob Burg.
And a case study demonstrates trust as they are written or recorded in your client’s voice and language (noting case studies can be in the written word but also on video/recorded). They are social proof.
In its most basic form, a case study tells your audiences how you have added value for one of your key customers by helping them meet a need or overcome a challenge they faced.”
To understand more about the facets of a case study, the steps to create one and the ways you can use a case study in your sales and marketing (from website content to social media posts to printed copies as handouts and to use in sales docs and decks) read part two of Remedy’s/Sue’s guest blog
Asking for referrals and testimonials
So now you know all about case studies, what about giving and receiving testimonials for such case studies? What about asking for referrals?
How and when do you ask for one? The timing is key eg at the natural end of a project or when the project is going well and the client is at their optimum happiness and most satisfied with you and your service.
It is important to keep track on who you have asked to give you a referral and/or testimonial so you don’t re ask them and to ensure you are asking a variety of the markets you deal with to get an even spread across all your niches. You can use your CRM to keep such a track on this. I talk about marketing and CRM’s in this guest blog for Julia Blake.
Measuring your marketing for success
Whatever channel or channels you use to market and promote your business, you want to know that these channels for you. How will you know this? By measuring your lead sources, knowing where your referrals and testimonials are coming from etc. But what do you measure, when and how? This guest blog I wrote for Dave Plunkett will explain more
If you need support working on your marketing, book a discovery call or I can make introductions if you need help specifically with case studies, CRM and referrals.