We know that today's customers have more control over their relationship with our brands. They don't just passively receive our marketing; they actively consume related content (which we may have had no role in shaping) in social media and other channels. Recent research indicates that case studies are still a popular and effective tactic. In the Latest Mailing Database new B2B Content Marketing Benchmarks, Budgets, and Trends—North America 2016 report (by Content Marketing Institute and MarketingProfs), B2B marketers said that case studies are their second most popular tactic.
When I write a case study, I try to use the storytelling techniques I learned in USC film school the same ones good screenwriters use when making unforgettable movies. Customer testimonials have always been a very effective way to Latest Mailing Database emphasize the credibility of your business and the value of your products.
They are powerful influencers because your prospects believe their peers. And they remain powerful. In a Nielsen poll released in September, 83% of respondents said they completely or somewhat trust recommendations from friends and family. And two-thirds said they trust consumer opinions posted online.
According to a white paper published by Bazaar Voice, 51% of Americans trust user-generated content (UCG) more than other news sources. And age doesn't seem to be a factor. Eighty-four percent of Millennials and 70% of Baby Boomers say UGC on company websites has at least some influence on what they buy. Collecting UGC testimonials is much easier than it sounds, thanks to the availability of software that automates the process. Packages like Vocal References provide all the tools you need to Latest Mailing Database capture and approve testimonials, and post them to your website and social media channels. Boost is another package that does all of this and gives you the ability to track the effectiveness of your content.