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Casey Hibbard

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Top Stories by Casey Hibbard

If you heard that a certain type of fox is endangered, would you be moved to act? How about if you heard that a mama fox was trying to keep herself and her litter safe as their forest disappears? Now that's different. There's a story there with actual individuals being affected. Such was the storyline for a campaign by Environmental Defense Fund (EDF), which told a universal tale of survival to communicate about the kit fox problem in Northern California. Information in the context of a story is dramatically more compelling than straight facts. Yet, many nonprofits fail to tell stories to illustrate their challenges and successful outcomes. "If you look at the web sites of fifty small nonprofits, you would be hard-pressed to find written stories or pictures that tell a story," says Katya Andresen, author of Robin Hood Marketing and Chief Operating Officer, Networ... (more)

How to Showcase Customer Stories – in Context – on Your Web Site

Have you ever had a conversation with someone and said, "for example," and proceeded to offer an anecdote to illustrate your point? That's what a customer case study should be - an example, a case in point to shed light on the topic of conversation. Just as anecdotes don't stand alone in conversations, customer anecdotes shouldn't stand alone on your website. Too often, you find them buried on vendor websites, under isolated headings like "Resources." To get them into the "conversation" on your website, ensure customer stories and case studies are connected directly with talk of ... (more)

You Look Good When Your Customer Looks Good

A guest post by Val Stephen www.linkedin.com/in/valoriestephen Many things can motivate a customer to be a reference for your company. "Free PR" is just the beginning. Customers are increasingly seeing other answers to the question, "What's in it for me?" Reference activities can help customers communicate with a number of audiences Normal 0 false false false EN-US X-NONE X-NONE font-family:"Arial","sans-serif";mso-fareast-font-family:"Times New Roman";


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Will Customers Nominate Themselves as Stories?

If asked, will customers submit themselves as possible case study or success story candidates?  From consumer-products companies to B2B to nonprofit organizations, many now actively solicit stories with self-service “Share Your Story” links on their Web sites. Apple created a link for this soon after the release of its wildly popular iPhone. FileMaker software includes a link to “Tell us your story.” Girl Scouts of the USA asks former members to share their experiences for its alumnae program. And Toyota Motor Sales gather owners' stories and gets usage permission through an o... (more)

A Winning Strategy for Landing Big-Name Customer Stories

I'm a big proponent of what I call "win-win storytelling" in customer case studies and success stories. The company creating the customer story has to benefit, as does the featured customer. The key - especially for landing big-name customers for customer stories - is finding what motivates each customer (on an individual, departmental or company level). Simply reminding the customer they receive free publicity may not be enough. In just the past two weeks, I've worked on several stories with interesting customer motivators behind them: -       A civil engineer is enthusiastic a... (more)