A well-written and engaging customer case study is a powerful tool for your B2B business.
They have the power to transform your product or service into a story.
A story that is written in a way that helps your prospect relate to its protagonist, their problems and struggles. And the solution to these problems (your product or service).
Your competitors are leveraging this key piece in their marketing strategy and getting massive results.
It’s time you do the same!
The role of a professional copywriter is critical in the process of writing an effective customer case study.
Once you have a solid customer case study written from a professional writer, placing them in spots where you will get myriads of benefits, is true intelligence.
And as the Marketing Director or owner of the company, it will be your decision to place the text strategically and be the King of the Jungle.
Here are top 3 ways you can place these stories in smart places. Doing so, you will get great outcomes from just one piece of marketing copy.
#1 Putting them on the main pages of your business website
Your buyers are busy people, but they do their research.
In most cases, when they want to buy something, they search Google and find a business that can fulfill their needs.
If you have used good SEO practices and effectively marketed your business in your meta description, they should be able to find your site, click on it and scour through it easily.
Your customer success stories are very dear to you. But if they’re not located in an approachable, easy-to-find spot on your website, they may be of little or no use to your business.
Having your customer case study pieces (or their links, clearly marked) on the front page, makes it easy for them to find it.
This would give these pieces a higher probability of converting by being clicked, opened, and read.
#2 Use them for multiple marketing channels
Case studies serve as great collateral for sales.
When using an automation system for your marketing, include case studies into drip campaigns. Then send these to your prospects so they can visualize how your product will help them overcome a hurdle or achieve a certain goal.
Other channels where you can leverage your customer case studies:
- As part of a PowerPoint presentation
- Training material for new salespeople and employees
- Incorporating them in your lead-gen efforts
- In print or e-newsletters
- Having off-the-record conversations with prospects.
BONUS TIP: Among other ways to generate leads, slip a case study link into your email signature for easier accessibility and higher visibility.
#3 Create videos from your case studies
It’s no surprise that in this ever-evolving internet world, Video is King.
According to research, your prospects are supposedly more inclined towards watching video content than read a lengthy case study. Therefore, take your marketing efforts a notch above and create videos of your case studies to communicate your Unique Value Proposition.
If your budget allows, it’s always better to hire a professional to make a video from customer case studies for your marketing campaign.
But don’t let that hold you back.
Creating a convincing video may be easier and more manageable than you think.
So, get ready, set and go for success.
Test out these strategies to get favorable results for your marketing efforts. What do you think of these strategies? Can you suggest any more you’ve had luck with? Let me know in the comments below.