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In this episode, we’re talking all about testimonials and case studies, and I am so excited! When it comes to these two marketing pieces, a lot of people panic and don’t know what to do. Brittany Herzberg is here to make it easier to gather customer testimonials and turn them into case studies that people love to read.

Episode Highlights

• The differences between testimonials and case studies
• Simple ways to gather testimonials from your clients
• Questions you can ask to get great testimonials
• How to use case studies in your marketing
• Gathering testimonials for a brand new course

Turning customer testimonials into case studies

Brittany compares testimonials to a movie trailer, while case studies are more like the full-length movie. Customer testimonials are a quick little social proof snapshot that gets people interested and curious about what you have to offer. But the case study gives people the nuance of your client, the process you used, and the results you got. Having that in-depth view on what you do can be super powerful for potential clients to read.

How to get customer testimonials

Basically, you want to make it as easy as possible for someone to give a testimonial about your business. And it’s OK to go for low-hanging fruit! A testimonial might be a simple screenshot of a DM or email – you don’t even have to ask permission to use them. But if you’re looking for more in-depth testimonials, here’s Brittany’s advice.

1. Pay attention to how clients communicate with you

Does your client always Voxer you with questions? Do they communicate via Instagram DMs? In general, people are more likely to give you a testimonial if you ask them to send it in a way they’re already used to using for communication. You can also make things easier for clients to give testimonials with a quick online survey. If you sense that someone is having a hard time figuring out what to share, schedule a quick Zoom – most people will be up for a casual conversation, and you can pull testimonials from the transcript.

2. Be specific

Instead of asking general questions, get into the nitty-gritty details and ask questions that prompt clients to mention their wins and transformations. Here are a few sample questions:

• What have you achieved as a result of the course?
• What was keeping you up at night before you took the course?
• What’s changed?
• What did you think about my teaching style?
• What did you think about the layout?

3. Follow up, follow up, follow up

It might feel weird or like you’re bugging people at first, but you’re not! Most people really do mean to respond to you, but they’re busy (just like all of us) and might need a reminder or two.

How to use case studies

While you can usually spot them on sales pages, there are so many ways to use them as long-lasting marketing material to build up brand know, like, and trust. You can weave a clients’ success story into your emails, newsletters, or podcasts, then link to the full case study. They also make for great Instagram and Tik Tok content! Play around with making case studies into reels, story highlights, or carousels to see what works best for you.

Case studies can also be a major SEO-booster that’s doing constant marketing work in the background for your business. Try optimizing the full case study toward a particular keyword to bring in warm traffic from people who are already looking for exactly the kind of information and services you offer.

How to create a compelling case study

Brittany begins the process with a client interview where she can dig deep, create a story arc, and find the perfect pull quotes for the case study. Then, she looks for three distinct parts of the clients’ story:

• The problem: Where was this person before working with you? What was keeping them up at night? How did they find you, and why did they want to work with you?
• The experience: What was it like to go through working with you?
• The transformations: How did working with you change this person? What did they walk away with? How did they feel, and what were their wins?

Next, Brittany searches for keywords that will get a case study found online, so it can generate traffic and concrete leads for her clients. After checking with her clients to confirm her direction for the case study is on point, she writes the full version.

If you want multiple case studies, focus on different personas

No two clients are alike, so you’ll want to find case studies that represent all the different types of people you help! The more different their stories and businesses are, the better – their unique experiences will help you cover a lot of marketing ground when it comes to connecting with potential clients.

Getting customer testimonials for a brand new course

If you’re launching something totally new, then focus on collecting customer testimonials that build credibility for you as a person. Cast a wide net, pulling quotes that speak to your personality, working style, and how you operate. All those things you’ve already done for clients in the past can paint a picture of what people can expect from your course.

 Links mentioned

• Grab the complete “How to Guide” to getting quality testimonials
• Download the Profitable Case Study Roadmap
• Get the SEO Basics Checklist for Service Providers & Course Creators
• Visit Brittany’s website 
• Follow Brittany on Instagram
• Listen and subscribe to the Smart and Simple SEO podcast 
• Connect with Brittany on LinkedIn 
• Check out Brittany’s Pinterest

Check out Brittany’s resources for more on gathering testimonials!

Check out her website, Instagram, and the Smart and Simple SEO podcast to hear more of her strategies and tips! You can also find Brittany on LinkedIn and Pinterest.