With such various types of content to choose from, it can be challenging to determine the best options to attract prospects and convert them into customers. However, one form of content that regularly leads the pack is customer case studies. In fact, according to Hawkeye, 71% of B2B buyers in the awareness stage and 77% in the evaluation stage subpoenaed testimonials and case studies as the most influential types of content.
Case studies are loved by sales and digital marketing teams alike for their ability to educate prospects and turn sales pitches and marketing areas into verifiable, credible claims. Sales teams need to show proof to their prospects. To keep mid-funnel buyers engaged, marketers add them to email campaigns. And potential customers find them on your site to evaluate whether your solution will work for their unique situation.
But for all their benefits, case studies are incredibly time-consuming. A survey of TechValidate users found that 77% of our customers spent more than a month on each case study, and a third spent three months or more! The good news is that you can avoid wasting your time on preventable setbacks.
What is a Case Study?
A case study is any story, data, or evidence that your product or service will benefit a customer. However, case studies are not really about your company. It’s an easy mistake. Your focus should always be on the benefits your company brings to your customers and customers.
They should be data-centric and include the customer’s problem and how your product helped the customer overcome it.
Case studies enable you the ability to frame your product the way you want. It allows you to build one of the most valuable and challenging things in sales – trust. It makes case studies one of your most powerful sales tools.
1. Showcase Case Studies on your Homepage
Although case studies are powerful tools for building credibility, they also help drive more conversions and click-throughs on your website.
In fact, according to BigCommerce, people are 58 percent more likely to convert when customer case studies and/or testimonials are on your website. Because the homepage is often the first page of your website your visitors see, it’s prime to providing social proof and making visitors stay on your site longer and eventually convert.
2. Use a Case Study Template to Create PDFs for Email or Downloads
Don’t underestimate the value of providing social proof at the right time to add value and earn your business. Case studies are incredibly effective in considering the buyer’s journey when they are actively comparing solutions and providers to identify a problem they are experiencing.
For this reason, case studies in an accessible PDF format can be helpful in both marketing and sales. Marketers can use these PDFs as downloads for web content or in email campaigns. Sales reps can use these assets at demonstrations, in follow-up action, or to address objections.
The easiest way to create a PDF case study is to use a case study template. Doing this can reduce the time to create and design your case study without sacrificing aesthetics. In addition, you can also ensure that all your case studies follow a similar branded format.
3. Create a designated place for your Case Studies on your Website
When you build a library of customer success stories, it’s essential to showcase them in a meaningful way. Having a designated marketing case study hub on your website (see ours below for inspiration!) is one way to feature all of your customers prominently in one beautiful, digitally cohesive location.
And although case studies can indeed exist in PDF format, personalized landing pages showcasing your customer stories can provide an enriching experience for website visitors.
4. Build Confidence during Discovery and Demos
Case studies can be easily used to answer questions, show use cases, and prove that your product does what you say about it.
You can use these case studies to prevent things from stalling or taking a negative turn during any call. And it’s easy to make offers a natural part of your conversation. Phil told us that his team discusses this topic directly. They will ask something like,
During a demo, a case study can turn a boring features review into an engaging presentation. And it’s as easy as telling stories about past customers who struggled with specific problems, then showing how one of your specialties solves that problem.
You don’t need to deceive a potential person to see a case study. This is the information they probably want to see so they can make an informed purchase. Often the easiest way to bring up a case study with a prospect is to ask if they would like to see it simply.
5. Get Personal
Marketing gurus around the world agree that personal marketing is the future. You can compose your case studies more powerfully if you find ways to “match” the website visitors vital.
6. Use Case Studies in your Blog Content
Consider rearranging your customer stories into a short blog post. It can serve as an inspirational, awareness-stage post that focuses less on data and insights and more on accomplishing and changing your customer experiences. At the end of your post, create a call to action (CTA) to download the full customer story.
7. Create Videos
Internet services are accelerating day by day, and as a result, people are consuming more and more video content. Prospects may be more likely to watch a video than to read a lengthy case study. Creating videos from case studies is a powerful way to really communicate your value proposition if you have the budget.
Conclusion
Now you know the value of a marketing case study and the different ways they can be used in your content marketing strategy, your next step is to think about your target audience. What will convince you to do business with us? If you need more help regarding that, you can contact us. Our experts are here to help you. Call now!