A satisfied client is an asset to any business, but business owners often neglect to use the positive references of clients as a marketing element in the establishment of credibility during their marketing activities.
First things first: If you wish to use a client’s feedback and want to mention him/her by name, it is of the utmost importance to obtain the written consent of such a client.
What should you consider?
Consider the following elements in deciding whether feedback is of value, or not:
- Is it interesting? (Will it capture the attention of prospective clients?)
- Is it appropriate?
- Has the input been written ‘well’? (Will prospective clients be able to understand and associate themselves with the input?)
- Does it contain learning experiences that may benefit others?
What framework should you use?
When a case study is considered, the framework below may be utilised to neatly ‘package’ the information
- Introduction (Outline the client’s history and the situation before he/she made use of your product/service.)
- Highlight the main challenges the client had faced that are relevant to your product/service as a solution for similar challenges.
- How would the client benefit from using your product/service?
- What was the proposed solution?
- How did you tackle the challenge and solve it for the client?
- What was the result/outcome after the implementation of your product/service?
After ‘packaging’ the information in the most appropriate manner, you may utilise client feedback and case studies in the following ways
- Put them on your website
- Make them part of your brochures
- Integrate them with your business profile
- Use them in articles
- Include them in your business’ newsletters
Start using one of your business’ dormant assets – the feedback of satisfied clients – to help market the service/product of your business today.
The content in this article was provided by Jannie Rossouw, Head: Sanlam Business Market. Sanlam is a diversified financial services group, headquartered in South Africa, operating across a number of selected global markets.
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