A case study is one of the most powerful tools in your marketing toolbox. But it’s only valuable if it gets in front of the right eyes. Are you doing enough to distribute and promote your case studies?
Case studies fit almost any part of your marketing strategy
Don’t just park your case study on your website—though you can certainly make it available there. Use it in your interactions with customers, in your sales pitches and in your marketing kits.
Give prospects every opportunity to find and read it by distributing and promoting your case studies in these 7 ways.
7 ways to distribute and promote your case studies
1. On your website
Promote your case studies on your website. Place a teaser—this could be a callout with a call to action—and a link to your case study right from your home page. Anyone considering your services will be interested in clicking through.
Or dedicate a full page to promote your case studies. For each, include a headline, summary and perhaps a callout, with a call to action.
Relevant case studies are also great content for landing pages. Consider the value of a credible and substantial testimonial right on a sales page for your services.
2. Blog fodder
Promote your case studies through your blog. Tell your audience about your recent success. Use your own voice to tell the story behind the story and highlight the strategy behind your customer’s success. As when you were writing the case study, focus on the customer and their experience, not your own company. Don’t forget to link to your case study from the blog post.
3. Email marketing
If your email list is organized by industry or other segments, send an appropriate case study to those who may find it useful. This is a great way to re-open a conversation with a customer or prospect that has gone silent—and it’s also number 3 on our list of how to best distribute and promote your case studies.
4. Arm your sales team
Your sales team will benefit from having targeted case studies at their fingertips as a convincing tool they can use. Your sales people can promote your case studies to prospects—it’s a sure-fire way to show prospects how another organization in their industry found success with your service.
5. Social media
Another way to promote your case studies is through social media. The most impactful quotes and stats in your case study are perfect nuggets to share via social networks. Be sure to tag the featured customer in the post.
6. The follow-up sales email
That important email you send to follow up on a sales call is a great time to promote your case studies by sharing a few applicable ones. Too often, those follow-ups are vague “just checking in” messages. Give the email some value.
After your sales call, select a relevant case study and tailor it for the prospect. Tell the prospect exactly how it applies to their situation.
This gives the prospect new information about the service you offer and how it delivers solutions specific to their use case. It’s a great way to spark continued dialogue.
7. Include case studies in all proposals
Especially when you are chasing new business, you want to showcase your services, experience and success—and a case study is proof you can deliver results.
There is no better way to show prospective customers you can do what you say you can do than by promoting your case studies in your proposal.
Proposal writing can be a sprint, too often done under a tight deadline. That’s why it’s so important to have case studies at your fingertips that you can pull out when required. Some hints:
- Use at least 1 and no more than 3 case studies per proposal.
- Select case studies that tackle similar challenges to those your prospect is facing.
- Consider customizing the case study. For example, you could highlight a different quote or benefit in your case study to target a specific solution the prospect seeks. In some cases, tweaking the content slightly and asking the designer to update the design will be worth the investment.
My friends at Proposify wrote a great post on 9 tips for winning more proposals with case studies. Check it out!
This was the last post in our 7-part series on case study best practices. It’s now time for you to start writing and publishing your own case studies.
If you missed the previous post, be sure to check it out. It’s all about which case study design elements you need to include to ensure your B2B SaaS case study pops.
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Check out our B2B SaaS case study writing service. We work with high-growth companies like Okta and WalkMe to create powerful case studies that nurture leads and close sales faster.