Case studies are often underutilized.
Remember that you’re investing time, energy, and money in every case study that you produce. Also, your featured client is donating their time to be interviewed by your case study writer.
Fortunately, leveraging your case studies is easy to do. Because they have such a strong persuasive impact, you can use them in many different ways to communicate to your target audience just how effective your product or service is.
If your case study is languishing on your website or in a stack of brochures that rarely get read, it’s time to dust them off and make them work for you.
Leveraging Your Case Studies
You already have a marketing plan that you execute throughout the year. If you aren’t including case studies in the plan, you are missing an important tool from your toolbox. Why not leverage the stories of satisfied customers in any way you can? No other form of content has the persuasive impact of case studies.
Here are a few ways to get the most out of your case studies.
Case Studies in Your Marketing Communications
- Post on your website in a prominent space – Don’t hide your case studies where they are difficult to find. Think of them as being even more valuable than your “About Us” page.
- Post on LinkedIn for lead generation – The best posts on LinkedIn are ones that add value to your prospects. Showing them that your solution works cuts through the noise.
- Drive traffic to your site through social media – Find creative ways to entice people on social media to follow a link to the page on your website that features your case study. Someone looking for a solution might find exactly what they need.
- Distribute at industry events and trade shows – Printed case studies make perfect handouts. But, be sure to have them designed by a professional. Remember that they represent your brand.
- Publish in your newsletter – If you produce a newsletter for customers and prospects, you can place a short form of a longer case study inside it.
Selling with Success Stories
- Distribute through direct marketing channels – When it’s practical, include a case study along with your direct marketing efforts.
- Include in proposals – Adding a case study to a proposal generates confidence in your ability to provide a valuable solution.
- Attach to sales letters – Case studies supercharge sales letters. Tell them, then show them.
- Discuss in sales conversations – Make sure your sales team has access to your case studies so they can refer to them during conversations.
- Use to up-sell or cross-sell existing clients – Your case studies are excellent ways to show that you can solve more than one of your customer’s problems.
Spinning Case Studies
- Create a press release highlighting a customer– You may already be using press releases to highlight your successes. Why not highlight a customer success story?
- Pitch a customer success story to the media – With the right pitch, you may be able to get a feature story written about you and your customer.
- Use as an industry award submission – Are you competing for an industry award? Use your case studies to show how effective your company has been.
- Print in your company annual report – Annual reports are the perfect place to feature a case study. Instead of just highlighting a client, produce a case study to really drive home your point.
- Refer to customer success stories in speeches – Looking for engaging and persuasive content for a speech? Try referring to a customer success story.
Case studies bolster your credibility. Be sure to leverage as much as you can.