4 Reasons To Add Customer Storytelling to Your Marketing Mix

Everyone loves a good story, and your customers are no exception. But with endless ads and marketing noise, it’s hard to get your story heard, especially if you’re using the same marketing tactics and jargon as your competitors.

But fear not; there’s a secret weapon that can lift your brand above the noise: customer storytelling. It’s not just about spinning a good tale; it’s about building trust and creating connections by allowing your customers to do the talking for you.

Because it turns out that only 30% of consumers trust companies. That’s not a great percentage. So, if you run ads listing the six reasons consumers should choose your product, the consumer won’t believe you. However, if you have a verified customer post the six reasons they love your product, consumers will start to trust you.

And companies that are able to gain the trust of their customers outsell their competitors by up to “400% in terms of total market value” and customers are 88% more likely to buy again if they trust the brand.

Sure, you should still talk about yourself, share your origin story on your “About Us” page, and fill your product pages with all the product features your heart desires. But when it comes to telling potential customers why they should buy your product, the message is better received when it comes from actual customers.

While there are countless reasons why customers should be at the center of your marketing strategy, here are the top four reasons customer storytelling will help your business.

1. People trust customers (and even influencers)

Let me tell you a story of when I was trying to choose a travel credit card. I had been researching for weeks, and I just couldn’t decide. Then, a travel influencer on Instagram said she used the Capital One Venture Card. My research was then complete, and I immediately got the Capital One Venture Card.

Was that the best travel credit card for me? Who knows? But someone I trusted said it had good travel rewards, so I went for it.

The thing is, this story isn’t unique. According to a study from Oracle and Brent Leary, “80% of consumers have purchased products in direct response to social media content.” When it comes down to it, consumers are skeptical of businesses, so it’s no surprise they trust social media influencers, peers, and celebrities to give them advice on new products.

The reason influencer marketing is so effective is because influencers have already built a loyal following of people who trust their opinions. So, when an influencer introduces a product, their followers assume they have used the product and are promoting it because they love it. And most of the time, their followers can ignore the fact that the influencer may be getting kickbacks for promoting the product.

The real value of customer storytelling stems from the fact that real people don’t talk like brands. Instead of highlighting the latest technology, newest features, or energy efficiency, real people talk about how the product makes their lives better.

2. Big brands use customer storytelling because it works

I know what you’re thinking. Of course, big, established brands can rely on word-of-mouth marketing—they’re already household names. The truth is, customer-centric storytelling is a sound marketing strategy for any company. But just for fun, let’s check out some word-of-mouth marketing examples.

Tesla’s customer-driven marketing strategy

When was the last time you saw a Tesla ad? The answer should be “never,” because they don’t use traditional advertising and don’t spend any money on paid ads or endorsements. Tesla’s entire marketing strategy relies on customer referrals. Initially, Tesla offered extravagant rewards for referrals, including exclusive access to events, early delivery of new models, and even limited-edition vehicles. But they revamped the program in 2019 to offer more attainable incentives like Supercharging credits, FSD access, and discounts on new vehicles.

Duolingo’s polyglot fans

Duolingo acquires about 80% of its users through word-of-mouth marketing. Duolingo’s gamified approach, coupled with a witty social media presence, has created a loyal and enthusiastic user base. The app’s ability to quickly demonstrate language proficiency has fueled a viral loop, with satisfied learners sharing their success stories and encouraging friends to join.

This organic growth is evident in Duolingo’s impressive user acquisition costs, which are significantly lower than industry averages. By focusing on creating a product people love and leveraging the power of social sharing, Duolingo has proven that word-of-mouth can be a formidable force in driving business growth.

Dyson’s vocal customer base

By consistently introducing groundbreaking products like the bagless vacuum cleaner, the bladeless fan, and the Supersonic hair dryer, Dyson has cultivated a reputation for technological superiority. This innovation, combined with a strong emphasis on design and engineering, has created a loyal customer base eager to share their experiences.

While Dyson launched their brand in the 1990s with traditional marketing, they now let product quality and customer satisfaction drive word-of-mouth. Their focus on WOM marketing has intensified in recent years as social media platforms have amplified consumer voices.

3. Customer marketing strategies provide long-term SEO value

We already mentioned how your “About Us” page and product pages are the perfect places on your website to toot your own horn. These pages are also great for SEO because they’re packed with keywords and phrases. But you also want to include customer-generated content on your site so the SERPs can be filled with authentic, trustworthy content about your brand. Here are some customer-focused pages you might want to add to your website:

Customer reviews

Did you know that 90% of customers read reviews before they buy a product? When you allow your customers to speak for your brand, you get more user-generated content on your site and more engaged followers. It also helps improve your SEO and provides fresh content for search engines to spider.

These reviews can either be in written or video form. And always make sure to post your video reviews to YouTube so you can rank for keywords in two places.

Bonus points: Scour social media for customer reviews and mentions of your brand. Be sure to engage with your customers (both happy and angry), so these interactions will also end up in search results.

Case studies

While case studies aren’t traditionally written by customers, they do allow you to show potential consumers how other people use your product to build their business and make their life easier. If you’re a B2B brand, try to highlight well-known and trusted brands who use your product or service.

Testimonials

Testimonials are the fancy cousin of customer reviews. Brands usually request written or spoken statements from their happy customers to feature on their websites. While they’re not as candid as a traditional customer review, they do provide customer-centric content.

4. Word-of-mouth marketing still reigns supreme

As mentioned above, only 30% of consumers trust companies. On the other hand, 88% of consumers trust brands when a friend or family member recommends it. This means that if you want your customers to trust you, they need to hear about your brand or product from someone else, preferably a trusted friend or family member.

And the first step to building great word-of-mouth around your brand is to create a great product that people want to tell their friends about. When you provide quality products and good service, your customers will talk about your brand if they have a good experience.

Today, people are all too ready to share their opinions about products and brands. The trick is to provide a good experience to each of your customers, so they’ll want to share all their positive thoughts and feelings about your brand. Inspire rave reviews that can spark your next customer-driven marketing strategy. And the next time you think about creating a marketing campaign around your latest product features, consider focusing on your customers and highlighting their experiences.

Ask the Content Strategist: FAQs About Customer Storytelling

How can businesses implement customer storytelling if they don’t have a large customer base yet?

Small businesses can start by leveraging testimonials from their earliest customers. They can also engage with their audience on social media, encourage satisfied customers to share their experiences, and use these stories in their marketing materials. Partnering with micro influencers can also be effective.

What is a micro influencer?

A micro-influencer is a social media user who has a smaller, yet highly engaged, following, typically between 1,000 to 100,000 followers. They are often considered experts or enthusiasts in a specific niche, such as beauty, fitness, technology, or travel. Their recommendations are often seen as more credible and authentic, as they usually promote products they genuinely use and like.

What are some effective ways to encourage customers to share their stories?

Businesses can create incentives such as discounts, contests, or loyalty programs for customers who share their stories. Additionally, they can make it easy for customers to leave reviews by providing links and clear instructions. Highlighting customer stories on social media and in newsletters can also encourage others to share their experiences.

What are some common mistakes businesses make when using customer storytelling?

Common mistakes include over-editing customer stories to the point where they lose authenticity, not obtaining proper permissions from customers before using their stories, failing to follow up with customers after they share their stories, and not integrating customer stories across various marketing channels for maximum impact. Businesses should ensure stories remain genuine and respect customers’ contributions and privacy.

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