Different stages of the sales funnel require different content strategies. When we talk about the bottom of the funnel, success stories are some of the best content to convert leads that have already been qualified and are closer to purchasing.
Therefore, you need to show that you are different from your competitors, that you offer many more benefits and effective results. The problem is that they are tired of always hearing the same thing from all the companies...
So how do you prove to your leads that you really are what you bulgaria email list 473724 contact leads say you are? That's precisely the purpose of a case study: presenting stories from real clients who have already seen results with your business .
In this article, you'll better understand the role of success stories in the sales funnel and how to create this type of content to make it effective.
Keep reading!
What is a success story?
A case study, also known as a success story, is a type of content that presents stories from real customers who have had satisfactory experiences with the acquisition and use of a company's product or service.
But the intention of these contents is not just to compile performance graphs or simply show how happy the customer is. A success story must tell a real and inspiring story, supported by storytelling , structured in three key elements:
the customer's problem;
the company's solution;
the results obtained.
This story should persuade other consumers who are interested but still undecided. Should I invest in this product? Can I trust this company? These questions are common for those who are already in the final stage of their purchasing journey .
This is where the case study answers: this is what we have already done for our clients! We can do that for you too .
That way, with real experiences from those who have already tried and approved your company, you can gain the trust of leads.
This type of content is generally used by B2B companies, which are those that sell to other companies. At Rock Content, for example, we always show a series of case studies .
But nothing prevents a B2C company from using this content format to talk about its clients who have had positive results with a product or service. An architectural firm, for example, can present its best residential projects in the form of a success story.
