Success stories (or case studies) are ideal Content Marketing resources for the bottom of the sales funnel. They serve to tell stories of customers who have had positive results when buying and using your products and show the full potential of your brand. In this article you will learn everything about this type of content.
Camila Casarotto
Dec 14, 20 | 18 min read
Steps to make a success story
Reading time: 15 minutes
Different stages of the sales funnel require different content strategies. When we talk about the bottom of the funnel, success stories are some of the best content to convert leads that have already been qualified and are closer to purchasing.
Therefore, you need to show that you are different from your competitors, that you offer many more benefits and effective results. The problem is that they are tired of always hearing the same thing from all the companies…
So how do you prove to your leads that you really are what you say you are? That’s precisely the purpose of a case study: presenting stories from real clients who have already seen results with your business .
In this article, you’ll better understand the role of success stories in the sales funnel and how to create this type of content to make it effective.
Keep reading!
What is a success story?
A case study, also known as a success story
is a type of content that presents stories from real customers who have had satisfactory experiences with the acquisition and use of a company’s product or service.
But the intention of these contents is not just to compile performance graphs or simply show how happy the customer is. A success story must tell liechtenstein email list 150000 contact leads a real and inspiring story, supported by storytelling , structured in three key elements:
the customer’s problem;
the company’s solution;
the results obtained.
This story should persuade other consumers who are interested but still undecided. Should I invest in this product? Can I trust this company? These questions are common for those who are already in the final stage of their purchasing journey .
This is where the case study answers: this is what we have already done for our clients! We can do that for you too .
That way, with real experiences from those who have already tried and approved your company, you can gain the trust of leads.
This type of content is generally used by B2B companies, which are those that sell to other companies. At Rock Content, for example, we always show a series of case studies .
But nothing prevents a B2C company from using this content format to talk about its clients who have had positive results with a product or service. An architectural firm, for example, can present its best residential projects in the form of a success story.
Why do a case study?
Now that you know what a case study is, you’ll want to better understand the benefits of this type of content. Below we’ll tell you why it’s worth investing in success stories:
Influences decision making
Success stories can influence consumer decision-making
When potential customers are at the bottom of the funnel , they already know your company and have already selected possible solutions for their problem. Now, they need arguments to make the decision and opt for your product.
Therefore, the success story works as a sales everything you need to know about hybrid events pitch, showing the results that other clients have had and thus helping to establish a bond of trust .
Make your brand stand out from your competitors
At the bottom of the sales funnel, potential customers already have a clearer idea of possible solutions to their problem.
Your closest competitors are probably in that group of products and services.
So, the success story serves to differentiate your product from the competition at this crucial stage of the decision-making process.
From the customer’s perspective, you demonstrate how you are capable of transforming a business in a way that no other product in your market can bgb directory do, and that your company is therefore the best option.