Keeping customers happy is a crucial step for any business. Better still, happy customers – both B2B and B2C – are a powerful marketing tool. Here are innovative insights into converting prospects into sales, with a little help from your current customers.
In fact, a solid chunk of your marketing efforts should include your customers, preferably speaking frankly about what they like (or dislike!) about your company, its goods, and services. Crafting unique stories that show how your goods and services help them solve problems is a sure way of ramping up interest among leads and prospects.
Success is always a common target. And success for your customers spills over onto you. A little effort put into spotlighting customers’ triumphs quickly leads to closer engagement, particularly individual accomplishments that reflect well on customer brands. So share upbeat stories on employees who stand out in some way, mention prize-winning campaigns, offer presentation slots at events, and feature happy customers in videos and social media posts. After all, customers are people, and everyone responds well to well-earned praise.
When your product or service helps a customer solve a problem innovatively, showcasing the entire success story is a smart step for everyone involved. Highlighting individual contributions adds human interest while describing hurdles along the way builds up tension. An effective solution provides a satisfactorily happy ending and – for a forward-looking approach – nominating a person or project for a related industry award brings even more positive coverage for months to come.
Honing That Competitive Edge
There’s nothing like a little rivalry to keep things moving ahead steadily. When companies see their competition benefiting through marketing partnerships with you, they’ll start paying more attention to your goods and services, attracted by these intangible benefits. Meanwhile, customers become more tightly linked to a business through emotional ties (and also self-interest, as the advantages of these innovative initiatives begin to appear). Adding to the attraction, customer feedback systems can even be gamified, for added excitement.
Bragging About your Customers
Instead of yet another run-of-the-mill advertising campaign, why not adopt a different approach: show how your customers benefit from using your products or services. A regular Customer Wow! feature on your website – supported by social media posts, videos, personal profiles, and other insights – is a subtle way of showing (without telling!) what a great partner you are, helping your customers surmount even the toughest challenges. Well-documented case studies like this can also be nominated for awards, and even make their way into college textbooks.