Hereâ€™s the thing â€“ people love to tell their own stories, especially if theyâ€™re success stories. So if your bank has clients who are running profitable small businesses, the chances are very good theyâ€™ve got some good tales to tell about their path to success.
Case studies are a great way to mine those stories. And if you, as their banking business partner, have played a significant role in their success, then theyâ€™re likely to be big fans, and fans are one of the best, cheapest and most effective forms of advertising.
When your clients are telling their own story, in their own words, it doesnâ€™t come across as sales-y. Which means your audience is probably going to pay more attention to it â€“ itâ€™s a great word-of-mouth method.
Youâ€™ve conducted the interview and written up the case study. Great. But if you stop there youâ€™re missing out on a gold mine of other content marketing possibilities, such as:
Yes, the clientâ€™s got a great story to tell. But it doesnâ€™t hurt if you employ a few key tactics in order to get the best information out of them.
For instance, you need to identify the best person to talk to within the company. In most cases this will be the business owner. Theyâ€™re the key driving force and they know the history of the company. Theyâ€™ll also have the best stories about start up and growth.
Then you need to find the best person to actually conduct the interview. You want someone who can think like a journalist and ask key questions â€“ the kind of questions that encourage the interview subject to be even more forthcoming.
The questions themselves should be prepared in advance, and it works best if theyâ€™re open-ended questions that prompt descriptive responses.
Remember, in addition to providing you with a wealth of content marketing ideas, case studies also benefit your clients. Theyâ€™re getting their brand message out there as well â€“ so itâ€™s win-win!
Here at TSBC, weâ€™re experts at case studies. Weâ€™ll do the interview and write up the article. Contact us on www.tsbc.com to read some of our success stories and find out how we can help you.
Glen is the founder and CEO of The Small Business Company, a New Zealand based agency that specialises in helping banks communicate with small businesses through content marketing. He has written a number of books on small business principles and is a sought after consultant and conference presenter.