Sasha Laferte is Checkr’s senior customer marketing manager. She's written for several digital marketing publications including Young Women in Digital and HubSpot's Blog. Her experience spans writing content for marketing software companies to creating viral media for Wenner Media (the parent company of Rolling Stone and Us Weekly). Follow her on Twitter @SashaLaferte.
This article has been updated since its original publication.
Sometimes branding fails happen when something gets lost in translation. For example, when Coors translated its slogan “Turn It Loose” into Spanish, it used a colloquial term for diarrhea.
More often, though, branding fails happen because of a lack of a clear style guide, which can result in inconsistency or miscommunication among your content team.
Customer satisfaction not only drives revenue, it’s also the source of testimonials and case studies – the cornerstones of most marketers’ conversion strategies.
Positive words from your customers build trust and motivate other customers. In fact, most B2B marketers consider customer testimonials (89 percent) and case studies (88 percent) as the most effective content marketing tactics, according to a Salesforce post mentioning B2B content marketing trends.
But getting your loyal customers to participate in a case study is easier said than done. It’s often the hardest part of executing a case study. It’s no small thing for your best customers to take time out of their busy schedule to talk about how your product or service has helped them. Add in the concerns about sharing proprietary information, regulatory hurdles, company policies, and lengthy review cycles and creating a case study is a challenge.
Getting customers to agree to participate is often the hardest part of a #casestudy, says @SashaLaferte. Click To TweetFollow these tactics to help persuade your customers and get them excited about participating in your marketing case study.
Sometimes branding fails are caused by something getting lost in translation. For example, when Coors translated its slogan, “Turn It Loose,” into Spanish, it used a colloquial term for diarrhea.
More often, though, branding fails happen because of a lack of a clear style guide, which can result in inconsistency or miscommunication among your content team.
Branding fails happen because of a lack of a clear style guide, says @SashaLaFerte. Click To TweetPardot research notes that 80% of consumers say “authenticity of content” is the most influential factor in their decision to become a follower of a brand. One way to foster authenticity is by achieving consistent communication and branding by creating a style guide containing instructions for all parties creating content for your company.Continue Reading
