Client Interviews: A Marketing Coordinator’s Guide to Capturing Powerful Testimonials and Case Studies

Turn Client Conversations into Marketing and PR Gold

As a marketing coordinator, you’re constantly gathering content to showcase your firm’s expertise. Client interviews are one of the most powerful tools in your marketing arsenal. They go beyond standard testimonials, uncovering real stories about project challenges, solutions, and successes.

Well-executed client interviews provide authentic, compelling content for case studies, website testimonials, proposals, media outreach, and award submissions. But how do you ensure you’re asking the right questions and capturing the best insights?

With the right approach, you can transform a single conversation into high-impact marketing and PR content that builds credibility, strengthens your firm’s brand, and resonates with future clients.

Getting More from Every Client Interview

Before you conduct an interview, think about how the content will be used. A well-planned interview can fuel multiple marketing efforts, including:

• Case studies—Showcase the challenge, solution, and measurable impact.

  
  
• Website testimonials—Reinforce credibility with compelling client quotes.

  
  
• Proposal endorsements—Strengthen pursuits with authentic client perspectives.

  
  
• Press releases & media outreach—Position your firm as an industry leader.

  
  
• Award submissions—Add depth and impact with detailed client insights.

By structuring interviews with these uses in mind, you maximize the value of every conversation.

How to Conduct a Client Interview Like a Pro

The key to a successful interview is strong storytelling. Instead of simply asking if the client was satisfied, dig deeper with open-ended questions:

• What challenge were you facing before this project?

  
  
• Why did you choose our firm for this work?

  
  
• What aspects of our approach stood out most?

  
  
• What challenges arose, and how were they addressed?

  
  
• How has this project benefited your organization or community?

These questions help uncover the “why” behind a client’s experience, creating more engaging and persuasive marketing content.

Tips for a Smooth and Insightful Interview

• Start with gratitude—Thank the client for their time and insight.

  
  
• Keep it conversational—Guide the discussion naturally, not like a rigid Q&A.

  
  
• Follow up on interesting points—If the client shares a great anecdote, dig deeper.

  
  
• Respect their time—Keep the conversation focused but engaging.

A comfortable interview environment leads to richer details and stronger storytelling.

After the Interview: Strengthening Client Relationships

Your job isn’t done once the interview ends! Follow up by:

• Sharing the final content before publication—Let them see how their words are used.

  
  
• Thanking them again—A simple email or handwritten note goes a long way.

  
  
• Keeping them informed—If their story is featured in media or award submissions, let them know!

This strengthens client relationships and increases the likelihood of future collaborations.

Make Client Interviews a Powerful Marketing Tool

Client interviews aren’t just another task on your to-do list—they’re an opportunity to create high-impact marketing content that reinforces your firm’s reputation. With strategic questions and thoughtful storytelling, you can turn client conversations into case studies, testimonials, and PR materials that set your firm apart.

Are you making the most of client interviews? Start gathering insights that make an impact today!