One of the most powerful forms of marketing isn’t what you say about your business—it’s what your clients say about working with you.
As a small business owner, you work behind the scenes to help your clients succeed but often, those wins go uncelebrated.
Here’s how you can make your clients the heroes of your brand story—and use their success to highlight your value.
1. Start by Spotting Your Star Clients
Busy days may mean jumping from one task to another without pausing for reflection.
So when a project goes especially well or a client gives you positive feedback, take note!
That’s a perfect opportunity to highlight your impact.
Reach out and ask if they’d be happy to share their experience. A short testimonial or case study can go a long way.
To thank them for their time, consider offering a small incentive like a discount on future services, a bonus hour of support, or a shout-out across your social platforms.
2. Tell Their Story the Right Way
The key to a great client success story is to focus on them, not you.
Frame the story around a challenge they were facing, how your support helped, and the results they saw.
An example from my business – Did you streamline their scheduling, take admin off their plate, or help them free up hours to focus on client care?
Talk about those outcomes.
Keep it simple: A few lines of text, a quote, or even a quick video testimonial recorded on Zoom can be effective.
Don’t forget that visual content works too—before-and-after screenshots, improved metrics, or even a peek into their improved workday.
3. Share It Where It Matters
Once you’ve got a great client story, make sure people see it!
Post it on your website.
Share it on LinkedIn or Instagram.
Turn it into an email to re-engage past clients or attract new leads.
You can even use it in proposals or capability statements when pitching to potential clients.
If your client is open to it, local media or industry newsletters might also be a great way to amplify the story. You don’t need a big PR budget to make this work—just permission and a compelling story.
Highlighting your clients’ wins is one of the most authentic ways to show the value of what you do. Their success is your success—and telling those stories helps you attract more of the right people to your business.
After all, behind every thriving small businesse is someone making sure the wheels keep turning—and chances are, that someone is you.
Online Business Manager and Virtual Assistant, Health Business Supporter, Lean Process Improvement Coach and former Physio. I have a passion for the Health Industry and your business success!