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How to Scale Customer Stories: Strategic Partnerships Approach with Jillian Johnson of GoDaddy

 

This week on The Audience Connection Podcast, Lydia Chan welcomes Jillian Johnson, GoDaddy's self-proclaimed "customer hype woman" and a powerhouse in customer storytelling and advocacy. With a decade of experience amplifying small business owners' voices, Jillian shares invaluable insights on crafting authentic customer narratives.

Discover why customer stories resonate more deeply than traditional marketing, how to create environments where people feel comfortable sharing their truths, and the delicate balance brands should strike when telling customer stories. Jillian reveals her unique approach to measuring success beyond conventional metrics and explains why brands should position themselves as the "venue" rather than the main character in customer narratives.

Whether you're marketing to small businesses or looking to strengthen your customer advocacy program, this episode offers a masterclass in relationship-based storytelling that creates lasting impact.

What To Listen For: 

 

05:45 Why customer stories resonate more than traditional marketing - they build trust, show rather than tell value, and bring authenticity without feeling like being sold to

11:21 The formula for effective customer storytelling - spend 60-70% of time on the customer's story and 30-40% on the product, with breaks to allow for natural moments

15:29 How brands should approach production to make customers comfortable - avoid treating them as "talent," educate them on the process, and create a supportive environment

23:48 The role brands should play in customer stories - be the "venue" that provides the platform rather than the main character, creating the environment for authentic sharing

31:40 Moving beyond traditional metrics for customer storytelling - looking at customer confidence growth, emotional responses, internal product feedback, and creating an "iceberg of impact"

Podcast Transcript

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