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.
In other words, a case study only works if your potential customers read it. But how?
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.
7 ways to distribute and promote your case study
1. 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 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
Blog about your case studies! 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.
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. It’s a sure-fire way to show prospects how another organization in their industry found success with your service.
5. 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 share an applicable case study. 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 including a case study or 2 along with 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:
1. Use at least 1 and no more than 3 case studies per proposal.
2. Select case studies that tackle similar challenges to those your prospect is facing.
3. 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.
Case studies are the social proof your customers crave
Case studies employ a level of transparency that’s difficult to achieve in any other marketing content. They not only show what you can do, but how you do it and what the real-life impacts are. Use them strategically, and use them often. Find out about Uplift’s case study writing services.