The power of case studies and testimonials for your business

Word of mouth marketing is perhaps one of the most powerful tools a small business owner can possess. Nielsen reports that 86% of customers rely on word of mouth recommendations and online reviews to help them make their purchase decisions¹.

For Authorised Representations (ARs) and brokers, it cannot be underestimated.

Word of mouth can be one of the most effective forms of advertising in the insurance industry. It means customers can find like-minded people who have had a positive experience.

How to build trust with word of mouth

Yasi Phillips is Head of Marketing, Distribution at QBE. She believes word of mouth is vital for businesses — as it helps them build a high level of trust with potential customers.

“Consumers are so much more aware, informed, educated, and at the same time — skeptical, than they once were. So purely putting information out there isn’t enough anymore. You need that human/emotional element to build trust.”

Two effective ways in which this human or emotional element can be conveyed by small business is via a testimonial, or a case study.

Case study or testimonial: what’s the difference?

The key difference between a case study and a testimonial is length. While testimonials are usually short and sharp, a case study allows you to get more in-depth.

“A testimonial is more along the lines of an endorsement,” says Phillips. “Customers are testifying for you and your services. They offer reassurance. Whereas a case study has more weight as they usually tell a bigger story.”

When do you use them?

Case studies and testimonials can be used at various points in the sales funnel. For Phillips, when and where you use them is about being customer-centric.

“If they’re not actually helping the customer be more informed or make a decision, then they’re probably not going to work for you — because at the end of the day they have to solve a problem,” says Phillips.

“Know what your customer needs. If you have a captive audience that wants to be educated on a certain type of insurance, that may be the best place to show them a case study. Whereas a testimonial may simply be on your website to reaffirm that you’re an expert.”

Tips on creating a powerful case study or testimonial

1. Know your purpose

   Knowing how you want to use them is crucial in knowing the best way to structure messages.

   Purposes can include:

   • Awareness: Potential customers can gain greater awareness of your service. Having them on your website can also help with SEO.
   • Trust: Testimonials and case studies show the promises you make will be followed through.
   • Authority/Expertise: You can use them to recommend a particular product or the value of a certain insurance.

2. Ask the right customers

   Ask customers who you’ve enjoyed a good, long-term working relationship with. This often shows the longevity of your work and can be more warm and friendly.

3. Leverage storytelling to connect “emotionally, not just practically”

   The art of storytelling is an important element. This means ensuring you connect emotionally, not just with practical facts or statistics.

   A good place to start is the STAR framework:

   • SITUATION: Describe the situation the customer was in.
   • TASK: Explain your role and the task that had to be completed.
   • ACTION: Show what steps you took to complete the task.
   • RESULTS: Finish with compelling results.

4. Make sure you get approvals

   Finally, don’t forget to make sure everybody signs on the dotted line. For testimonials, it’s important to get their written approval to use on your website or collateral.

Some more dos and don’ts

Here are a few extra handy tips:

• DON’T mention price: Price is subjective and cannot be promised. Focus on your service or expertise.
• DON’T embellish: Keep it real. Don’t exaggerate.
• DON’T over-tell a story: “Less is more,” says Phillips. “If you can get to the point using less words, then do it.”
• DO include details such as name and company: Testimonials and case studies shouldn’t be anonymous, include the customer’s details.
• DO make the most of your content: Maximise the value you’re getting out of a story by editing into a blog post or a post on LinkedIn.
• DO lean on your network: Many ARs will be part of a network that can assist with marketing. Your insurer can also offer insights on marketing.
• DO be authentic: The key to a successful case study or testimonial is to be genuine.

¹ Writer’s Block Live, ‘Word of Mouth Marketing Statistic in 2022’