No case studies + no testimonials = No Customers?
Maybe.
To make the assumption that companies with zero testimonials or case studies are bad at their business isn’t doing good research. However, as the world continues to become digital research dependent, businesses MUST understand the power of testimonials and case studies in their marketing.
Because that’s when your customers are actually doing the marketing for you!
If that’s the ultimate goal then why do some businesses shy away from testimonials or case studies in their marketing?
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Too busy. Most small to medium sized businesses don’t have the resources to interview the necessary people, write up the case study, take pictures and explain ROI of project. They know they should do it. They even talk about doing it. But to do it well takes time and resources which many or most just don’t have.
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Worried about competition seeing their successes. I’m not going to lie - this one drives me a little batty. Your target market is not your competition. Your target market is the one making the decision about whether to go with your business or not. If you hide your best attributes, you’ll just lose business. Look - your competition is going to find out ANYWAY. You can hide your wins - but they will still be calling on your target market to find out the details. So just get it out loud and proud and win business with it!
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Sometimes, customers don’t want to be highlighted. See, now this one I get. Sometimes brands don’t want the problem your company solved to be announced for all to see. But most of the time they don’t mind and good PR and back linking helps them be more relevant online - a benefit that often goes unsaid. The key that most businesses seem to be missing is simply asking a brand if they’d be willing to participate.. Most of companies never ask their customers - so they never know who would be on board.
To do case studies and testimonials properly takes work. But it can make a real difference in the eyes of your target market. It’s a digital world out there and people won’t be calling your business if there’s not enough online for them to make an informed decision. Your competitors are already using case studies and testimonials in their marketing strategy. You should too.
P.S. - We do what we say! We even have our own testimonials page! Check it out