Consumers today have a healthy dose of skepticism when it comes to the marketing messages they encounter. With artificial intelligence skewing imagery and paid influencers gushing about the hot, best, and new thing, it’s hard to trust brands.
However, authentic stories from real people and credible sources can insert a refreshing dose of truth into the marketing mix. Learn how to leverage your success stories across channels to differentiate your marketing and convert your audience into clients.
1. Use Authentic Stories to Showcase Your Authority
There’s nothing like a recommendation from a friend to encourage you to try something new. Whether you’re gathering tips for a vacation, which new restaurant to try, or for legal advice, trusted insight matters. However, you don’t always know someone who’s been in your shoes, and other times, you’re hesitant to ask the masses. That’s why the most successful marketers use authentic stories and client testimonials to establish authority and gain trust.
The most creative minds are capable of plotting a storyline, but there’s no replacement for real-life examples. Aside from being more varied and interesting, using real stories in marketing increases the likelihood of relating to others. A wild and outlandish story may attract attention, but your clients won’t see themselves in a simulated situation’s storyline. Instead, prioritize sharing happy clients’ experiences to showcase how your expertise made a difference in their lives.
A client seeking help in restoring their lives after a devastating car accident needs a talented, trustworthy attorney. They’re in a vulnerable moment, and if your law firm digital marketing strategy includes testimonials, they can see first-hand proof. Collaborate with clients you’ve helped through their darkest days and ask if they’d be interested in helping others. Appeal to their emotional side and let them know that they can make a difference by sharing their story. Offer anonymity and flexibility to increase your success rate and ensure clients are comfortable collaborating with your marketing efforts.
2. Leverage Multi-Sensory Appeal Across Channels
In the fight for attention, smart marketers know to appeal to the senses. Bold graphics, commanding calls to action, and impactful audio can make or break a campaign. Review your current marketing toolkit to see what’s there now and what could be added to enhance your message. Invest in quality production tools and cloud-based software to ensure the information you gather is usable across platforms.
Keep detailed notes about each client interaction to build the infrastructure of your story. Learn about your clients’ backgrounds to set the tone for where they started and where they ended up. If they were taken advantage of by a home builder, seek to understand the emotionality of their experience. Use video to show their disappointment, standing in their empty lot or in front of their partially-built home. Take a cinematic approach to advancing their story, starting in darkness and moving to the light when your firm arrives.
Layer video with engaging audio narration that aligns with current branding. Gather first-hand accounts from your clients to get the most authentic truth. Provide general coaching on what information you’d like to record, but let them be themselves. The more real they are, the more relatable they’ll be to potential clients, establishing social proof of your firm’s capabilities.
3. Make it Easy to Share
Traditional marketing channels can be expensive to leverage, but a multimedia approach can ensure your message reaches the masses. Use your website as the centralized hub for client testimonials and case studies. Maintain a blog to share case details, success stories, and general insights. Feature ready-to-use stories, data, and expert insight on your media page, offering information that’s helpful, interesting, and showcases your expertise.
Keep things interesting by telling the story from different perspectives. Give your clients the floor and position them as a guest blogger to share their experience first-hand. Incorporate pictures, graphics, and use text styles to engage readers. Embed video assets that add to the story, further improving engagement and potential sharing.
Add alternate text to your blog to improve readability, searchability, and accessibility as well. Modern search engine optimization criteria demand these details, so plan for these assets that run in the background as you develop content. Include sharing buttons and short links to allow readers to easily pass helpful information on to others. Outline attribution requirements for content, removing layers of pre-approval for republishing or media reference. The easier you make it for others to share your client stories, the greater the impact you can make.
Keep Messaging Fresh and Real
Use these strategies to improve your marketing’s relevance and effectiveness, but don’t let them get stale. What once was new becomes old quickly, and the more stories you can share, the more people you can help. Incorporate conversations about client testimonials when it’s appropriate for the situation — you wouldn’t ask for a glowing review in the middle of a court case. Instead, strive to create strong relationships with your clients, work to help them be successful, and celebrate your wins together. When you’ve crossed the finish line, share their story with permission and you’ll increase your impact and client base.