use your customers’ experiences to sell more – WAU
Convincing someone to buy a product or service requires a great deal of persuasion, and that goes beyond showing beautiful images and crafting convincing texts. It is necessary to present evidence that it is worth listening to the offer and that it would be a waste not to consider the possibility of accepting it. There are several ways to […]
Convincing someone to buy a product or service requires a great deal of persuasion, and that goes beyond showing beautiful images and crafting convincing texts.
It is necessary to present evidence that it is worth listening to the offer and that it would be a waste not to consider the possibility of accepting it.
There are several ways to prove that your offer is good. For example: show product efficiency tests and certifications and compare prices with other similar items on the market.
But what most people really want is social proof, that is, to know what others think about the brand and how they benefited from it.
Have you considered using case studies as social proof? Here’s what you need to know to use this strategy and sell more!
What is social proof
Human beings constantly seek acceptance and belonging, that is, they want to be part of larger causes and groups that have the same principles and interests.
When buying, it works the same way:
No one evaluates a product or service just for its value or usefulness, but also for what others think of it.
The idea is more or less as follows:
If a product is a sales hit, it must be good. And vice versa. Even knowing that, in practice, it is not always so.
This is where social proof comes in, elements that can show that a company has acceptance and approval from others. That includes:
- followers counters on social networks;
- number of subscribers to a newsletter;
- number of visitors to a website or blog;
- number of buyers of a product;
- positive reviews about the company;
- and, finally, our focus on this post – case studies.
Why use case studies as social proof
You can already understand the importance of social proof as a way to attract new customers.
But why invest in case studies for that?
The fact is that social proofs, when used well, create a very interesting virtuous cycle to increase your company’s sales.
Here are the steps in this cycle:
Social evidence generates trust
Social evidence gives legitimacy to what you are saying by showing that other people have already believed in your proposal and had a good experience.
What do you do when you want to visit a new restaurant, but don’t know if it’s good? Most people do an online search.
If you see that the testimonials of other customers are favorable, the scores in restaurant guides are high or the profiles on social networks are engaged with the audience, you will certainly feel more confident in moving forward with the idea.
Likewise, the person who is faced with one (or more) of these tests on his website feels more confident that he will have good results.
Confidence increases conversions
During the shopping journey, even after the person has advanced through the middle and the top of the funnel, there are still doubts as to whether your offer is really the best for them.
Any detail can serve as a reason to postpone the decision and continue researching until you find something definitive.
Social evidence is crucial for pointing the person in the direction you want and getting them to take action without delay.
After all, the higher the level of confidence in the proposal, the easier it is to transform an active interest into conversion.
Conversions are the best social proofs
So far, we’ve seen how the cycle unfolds:
The use of social evidence increases the confidence of leads, who are more likely to convert into customers.
After that, just use these conversions to generate new social evidence.
In fact, there is nothing more relevant for someone looking to buy a product than seeing that others have done the same and have no regrets.
Did you realize why it is advantageous to use case studies as social proof?
You can use a happy customer to attract others, and you do it consistently, not just on time.
6 tips to turn your case studies into irresistible social proof
Creating and disseminating a case study as social proof is no guarantee of success. It is necessary to increase the chances in every possible way.
Thinking about it, see below 6 tips to turn your case studies into a social proof impossible to ignore:
1. Be your own success story
If you say something, it’s marketing. If your client speaks, it is social proof
This maxim is true most of the time. But if you are your own successful case, you can make an exception.
After all, in this case you are the customer, and knowing that your company does what it sells has even more weight in the eyes of a potential customer.
An example of this is Websites Are Us.
We use case studies as social proof in our strategy, both on the blog and on the website, and we are proud to say that we are our main case!
In 2 years, we have tripled in size using the same content marketing techniques we sell to our customers.
Want more powerful social proof than that?
2. Pay attention to social networks
Interviewing customers who have had better results with your product is a fundamental part of a case study.
They can be done by email, phone or in person.
Since many customers express their approval through social media, these channels can reveal good interview opportunities. You can use the testimonials of these networks in your strategy.
A good example of this is Nubank, a London company that has been using digital transformation to innovate in financial services.
The company has a passionate community of fans on social networks, but has a product that does not allow a very in-depth case study: credit card.
The alternative found was to use as close to that as possible: customers’ declarations of love on Twitter.
The brand uses tweets on the website as proof that it provides a superior service.
3. Create unique pages for your case studies
Creating unique pages for your case studies is a great way to organize information in a way that is relevant to readers.
It also has a greater impact, since it is evident that several people or companies have benefited from the partnership, and gives the lead the opportunity to research as many studies as they want until they are convinced of the purchase.
4. Make blog posts
Creating blog posts with study data is also very useful, as it is an opportunity both to show the value of the solution that your company sells and to continue educating readers.
The idea of a blog post case study is not just to talk about how good your product is, but to teach it even more deeply why it needs the resources you offer.
By proving this with the study data, his confidence in his arguments will be even stronger.
But do not stop publishing and disseminating on social networks.
Send these studies to your email list subscribers who are at the bottom of the funnel with an invitation to chat better.
5. Show excerpts from the studies on specific pages
Don’t let the lead’s only contact with your case studies be when they decide to pick them up.
Show specific snippets on chosen pages to increase the chances of being discovered.
You can place excerpts on banners on the side of the blog, on the CTA at the end of more advanced posts and on your product page, for example.
6. Divide your studies into several smaller tests
One last tip is that you can divide the case studies into several smaller tests and use them together. As well?
Basecamp, one of the world’s leading project management software, decided to do a general customer satisfaction survey instead of some specific case studies.
From this research, he separated some relevant information:
- 89% of customers have greater control over their business;
- 84% have more self-sufficient teams;
- among others.
They used this type of information as social proof. But the company’s masterstroke was another.
Taking advantage of its impressive base of more than 100 thousand customers, Basecamp put on the website no less than a thousand real testimonials, telling how the system helped them to manage their projects better.
Few people would have any shadow of doubt after seeing that:
- the company has more than 100 thousand customers, the vast majority of which are satisfied with the results obtained;
- at least a thousand of them are willing to talk openly about how it is worth hiring the service.
Using case studies as social proof is not new, but it is still a valuable resource underestimated by many companies.
By using different formats and channels, knowing when to present it and what information to highlight, you will have one of the best social proofs out there.
Do you know all about making your case study a good social proof, but still have no idea how to create one?
Here’s how to do a successful case study now!