Senior Account Manager
Posted on March 18, 2019
Most successful financial service brands understand the importance of building, maintaining and nurturing strong relationships with their clients and partners. As a business owner, the ability to connect with and serve your clients will ultimately determine the longevity of your business and how potential prospects perceive your brand.
Their success is your achievement
Sharing your client’s success stories can be one of the most effective ways to build your brand’s reputation and authority when done correctly. The success that your client’s and associates experience as a direct result of your product or service provides undeniable social proof that supports the promise you make to your prospects if they choose to do business with you.
Client case studies should be an easy way to tell the before, during and after story of the successful interactions your business has with existing clients. But as with any form of promotion undertaken by financial marketers, there are do’s, don’t and maybe’s that should be adhered to for you to get the most out of it.
When your case studies can work against you
When it comes to gathering information to develop your client case studies, it is definitely worth taking your time to be as accurate as possible. For larger organisations especially, gathering information relating to specific customer transactions and projects can be a time-consuming task.
When multiple teams have an equal responsibility to maintain client satisfaction – from sales teams to marketing and back to client services, all of their interactions are important and necessary to build a complete, accurate client case study. But having multiple renditions can open areas for inaccuracies to seep in, so always keep a log of the facts and appoint one trusted writer to develop the final piece.
Having a diverse portfolio of client case studies on your website to showcase your experience in the services you offer, will show potential clients and visitors to your site that you have a solid background, experience and knowledge of your industry.
Using your clients stories
When developing your client case studies, your first consideration should always be about your audience personas and the real-life problems they collectively share.
Speak from the client’s perspective
You should make sure that you are relating back to your client’s pain points, their desired results and what drove them to seek a solution with your business. By doing this, you can highlight any actual results achieved by your clients as a result of your intervention, such as; the number of new leads generated and/or increased investment in promoted products.
Your Prospects face a range of challenges that they need to solve, and the best thing that your business can do to form a connection is to show them you understand their plight.
A strong narrative needs no introduction
The most impactful client case studies have a clear, naturally flowing structure that they follow. You should always start by addressing the context of the client’s situation followed by the specific problem they are hoping to fix.
The below seven steps will help you to produce well written case studies that tell a complete story and the benefit to your potential clients:
- A brief history of the situation
- The current situation and the problem
- Why fixing the problem is important to the client
- Why the client chose your services to fix the problem
- How your services fixed the problem (describe the journey)
- Evidence of your impact (results)
So you have your client personas and understand the challenges they face. You have defined your narrative to help you write a complete and compelling summary of the client’s situation – so what’s next?
The type of language that you use to tell your clients story should hopefully fall in line with the kind of language that your clients use anyway. But if you are trying to optimise your site for user intent keywords, make sure you have these keywords sparingly placed throughout your copy, titles and headings – including long-tail variations of your keywords where possible.
Intent is not action: always remember to prompt
Once you have their attention, this is when they are likely to empathise with the client in the story while thinking about the problem that bought them to your website in the first place. They may also start to feel that initial connection with your brand and think about how you could potentially help them in the same way.
This is why you should always close your case studies with a short call-to-action (CTA) to prompt the reader into motion. At this point, they are far more receptive and likely to reach out to you for more information and potentially be on their way to becoming a valuable future client.
Your client’s successes prove that your business is doing something right, so it is worth taking your time to do your research, collate accurate informative and statistics, and ask your client for feedback and quotations throughout your business relationship.
If you would prefer to have help from expert financial marketers, you may consider appointing a creative content agency to develop impactful case studies to showcase your client successes. Please get in touch at firstname.lastname@example.org and we’ll be happy to help.