What About Using Your Clients in Marketing

Sarah Malcolm
Did you ever ask yourself, “who is the best person to tell our story?” We know we’re not just marketing buildings and products. We’re dealing with relationships, and those are best-communicated through stories. But sometimes the best stories aren’t from inside your“house.” They’re from the people who occupy your spaces or use your services.

Did you ever ask yourself, “who is the best person to tell our story?” We know we’re not just marketing buildings and products. We’re dealing with relationships, and those are best-communicated through stories. But sometimes the best stories aren’t from inside your “house.” They’re from the people who occupy your spaces or use your services.

Social proof is revered for its power to inspire others to take action on your product or service. It’s the reason online review sites continue thriving. How long has TripAdvisor been around? Answer: 2000. Yes, going on two decades.

Including testimonials on our web pages and social media is unquestioned. Businesses obviously need these forms of social proof to prove their standing as the best in the business.

But let’s rethink how to use clients. Have you ever considered purposefully using your clients in your marketing?

Sometimes the best people to talk about properties are the people inside them. Ask a tenant, “what did opening your business in this space do for your brand?” Let them speak. Capture their story using video and turn it into a campaign.

This could be especially powerful for coworking spaces. You have dozens of people running successful businesses who used your space as their next launching step. Why not let them explain what having your space and your services available has done for their business?

But I see customers being used in many ways.

●    A new development: interviewing community members on what this new project is doing to improve their quality of life.

●    A shopping center: why its patrons choose this center and its businesses over others.

●    Project management software: how your technology helped the client overcome a huge challenge.

Yes, in a way they’re testimonials. The difference is in the set-up. A testimonial, you flat-out ask for the client to state why you’re great. A story, you’re asking what this space or this product has done for them. Stories are how people connect to you and your work.

With the right strategic thinking, you can use your clients in your digital marketing. Letting others tell your story demonstrates your values are real.

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