Project Brief: Conduct surveys, and run review request campaigns to compile customer stories to leverage as social proof. This social proof should lend to compelling positioning for Beefree as the go-to email design tool.
Goals:
- Measurable goals: Measurable goals: Increase the number of reviews, case studies, and video testimonials; grow brand visibility. Increase conversions, boost engagement with testimonial content, and improve brand awareness through social proof.
- Unmeasurable goals: Build customer trust by showcasing real user experiences and success stories.
Tools: UserEvidence, G2, Capterra, Google Docs, Jira, Confluence, Beefree, Webflow
Responsibilities:
- Curated customer testimonials and case studies to use as multi-channel content
- Created and managed surveys to gather customer feedback, including drafting questions to ensure relevant and actionable insights.Segmented the audience based on demographics and behaviors to target the most relevant customer testimonials for organic content.
- Organized a library of customer content, ensuring it was categorized for easy access across various campaigns.
- Collaborated with the design, social media, video production, content/website, and email teams to create and execute campaigns using customer testimonials and success stories.
- Collaborated with design and email leads to create review request camapigns to collect social proof.
Process:
In collaboration with my teammates at Beefree, I created 7 surveys targeting customers for two product lines and a number of segments including agencies and enterprise customers. These surveys yielded statistics and customer testimonials that we used for the website, one-pagers, social media posts, and the website.
The surveys also helped us compile a list of hand-raisers for case studies and video testimonials. Many also volunteered to leave reviews on g2, Hubspot marketplace, Capterra, and Trustpilot.
Each piece of content was tailored to highlight different aspects of Beefree’s impact, from ease of use to enhanced design quality, while staying true to the authentic voice of our users. I also collaborated with the content and website teams to ensure these stories were woven into our broader digital presence.
Outcome:
The organic social proof has been supportive of campaigns and campaign narratives. The content library and the reviews are an invaluable resource for all the teams who use it, allowing us to speak the customer’s language and keep the brand’s voice consistent and credible.
