SaaS companies can use case studies as powerful social proof in their marketing efforts. Essentially long-form testimonials, SaaS case studies boost the company’s credibility by using quotes from their clients coupled with data to showcase their clients’ successes and ROI from using the software.
Great SaaS case studies also help prospects better understand how the software can help them solve their challenges—particularly if the software is complex or hard to describe. Seeing others’ successes also gives prospects the reassurance they are making the right purchasing decision.
Case studies take time and effort to produce but they are worth their weight in gold. Be sure to leverage them to their full potential by using these 8 tips:
1. Dedicate a section of your website to them
Make it easy for website visitors to find your SaaS case studies. After pricing and features, case studies are often the next place prospects go to see if your software is right for them.
2. Add a teaser to your SaaS case studies on your home page
Give website visitors lots of opportunities to get to your case studies section. On your home page, try adding a call to action or testimonial that leads back to your case studies section.
3. Provide your case studies in a variety of formats
Knowing that people have diverse preferences for how they consume content, be sure to create your case study in a variety of formats including long-form article, blog post, infographic, video and one-pager.
4. Add them to relevant landing pages
If you’re already in the habit of creating landing pages for your different software services, it’s worth adding SaaS case studies to those pages to boost credibility. This will help your prospects better understand how your software can help them solve their problems—and provide the social proof they need to make a purchasing decision.
5. Promote them on social media
SaaS case studies are great original content for sharing via social media. To get the most out of posting your case study on social media, pin the post to the top of your Twitter and Facebook pages.
6. Use case studies in your email marketing and newsletters
If your subscribers haven’t invested in your software yet, SaaS case studies are a great way to help them make a purchasing decision. If they ARE using your software, then case studies will help customers continue to feel good about their decision to use your software. It also provides customers with examples of other ways they can use your software to their advantage.
7. Give them to your sales team to use
By providing your sales team with SaaS case studies, you’re equipping them with great testimonials, an engaging story and real stats to back it all up. The sales team can use the case studies to provide credibility to your software, and perhaps take a sales call one step further, like a demo.
8. Use case studies in your presentations
From webinars and demos to sales presentations and conference talks, using the stats from your SaaS case studies will make the impact of your presentations more powerful. Whether you incorporate case studies directly into your presentations, or offer them as further learning afterwards, it’s important to make this research easily accessible to your potential customers.
Which of the case study strategies above do you think your SaaS company could most benefit from? If you’ve already tried them, how did the strategies work for you?