As a customer. Before you decide to try out that new restaurant or buy the latest must have product from a web-store you’ve never used. Do you look around to see what other people have to say first?

Well your not on your own. Most people will seek reassurance from others (in the form of testimonials (reviews) & case studies) that they are certain of a good buying experience and you won’t let them down.

Which means. Customer testimonials & case studies (written or video) are an essential part of building every organisation. They can help greatly with the conversion rate of enquiries to quotes. And then help to convert the quotes to real orders. Both off or online.

A couple of landscape gardeners came to see me last year, and their prices were similar. One came with a file full of pictures from his jobs and testimonial letters from his customers. The other came with a tape measure. Guess which one I chose?

It’s really hard to persuade someone to open their wallet for the first time on an unknown website or to buy from an unknown trades person. Testimonials & case studies can help you with this. They make people feel certain about making a purchase, if they know others have made the same purchase for similar reasons or to solve the same problems. And that they are happy with the experience and end results.

Customer testimonials & case studies add so much content to your website too. Besides helping you look credible to those who are exploring it for the first time. They can help with search engine optimisation (SEO). Showing Google that your site has value & you are a reliable supplier of the service that you are selling.

You can get testimonials from your existing customers quite easily, just talk to them and ask if they’d be willing to write a few words about their experience with your organisation. You’ll find most are willing, although a case study may take a little more persuasion.

For me. A testimonial is a short paragraph where the customer has an opportunity to say a few words about how good (or how bad) your product and/or service was in relation to them.

But a case study provides you with an opportunity to go deeper, showing how you helped the customer identify their problems, the solutions you provided and to detail the measurable results. Operationally and financially.

Not ever product or service lends itself to case studies though. So for those that don’t, concentrate on collating as many positive testimonials as you can. But for those who do provide problem solving products case studies are a must.

Case studies are harder to create, as your customer has to provide more information and agree that you can share potentially private information. They also have to confirm all the facts and figures you are using are correct.

Here’s a tip. We use case studies to advertise our customers organisation too. The first part of the case study always details who they are and how they can help you. Before we get into the problem they had, how it was solved and how they benefited.

Case studies don’t just go on our website either. They get released on every social media platform we use. Facebook, LinkedIn, Twitter, Google My Business & we even email them to our customer database too.

When you combine the influential power of customer testimonials & case studies with the power of social media & email marketing a comprehensive message how your organisation is helping so many others can be shared among your local, regional, national, and even international audiences.

…and if you’re not doing it already. It’s something you’ve just got to do!