A client-focused case study is like a treasure chest of content just waiting for Architecture/Engineering/Construction marketers and business developers to pull out appropriate pieces or use the entire document.
Here’s how one case study can serve the diverse needs of both a marketer and a project manager at a professional services firm:
The marketer needs a testimonial and graphics for a fast-tracked proposal. He turns to a recent case study, extracts the necessary information, and inserts it into the proposal. Simultaneously, the project manager, a seller-doer, visits a prospect and promptly shares the same case study with her contact.
Use One Case Study in Many Ways
A case study offers a treasure chest full of versatile content that can be used in many ways. (Leslie Blaize photo)
A case study reveals how a company helped a happy client solve a problem. It’s usually two to four pages long. This versatile marketing tool includes engaging client quotes that offer behind-the-scenes insights.
Other key elements include:
- Metrics that show how a project solved a challenge
- Graphics and photos
- Client’s photo
- Key project elements — often in a sidebar
Promote Case Studies on Your Website
During the planning process, consider how you’ll use the completed case study. Many companies will post it on their website. One approach is to post the complete customer story, or just share project highlights and provide a link to the whole document.
Some repurpose case studies into Q & A blog posts.
If you create multiple case studies, you could list them on your website from a drop-down menu. They also could be featured in a Resources section.
When customers are in the final stages of the buyer’s cycle, they may focus on what it would be like to work with a professional services firm. Through a customer success story, they can learn what to expect.
How Can Case Studies Help With Sales?
Case studies also can assist with the sales process. After discussing a prospect’s needs, a company’s representative can follow up with a relevant case study. The prospect can learn how a peer overcame a challenge they’re facing.
Some companies also include case studies in their email campaigns to a segmented prospect list.
Mike Schuster, FiddleSmart Marketing, reports that one of his clients used case studies as blog posts on their website to help people understand the journey others took. These success stories also explain how their firm helped serve as a guide through the process.
In addition, he reports, “The client used key facts from the case study for prospecting and emails.”
Case Studies As Marketing Assets
Repurpose your case studies to save time and maximize their impact. For example, turn a few key metrics and a quote into:
- A compelling presentation slide or two for a client interview
- A few social media posts
- A graphic for your trade show booth display
Elements from customer success stories also can be included in your industry awards. You could even link to case studies from your email signature.
You also can distribute your client success stories through your internal corporate channels. They can become a source of pride for employees, who may then share them with others.
Improve Marketing Efficiency With Case Studies
When your company needs to access content quickly, is it available? With case studies, many critical elements are in one place for your review. You can use the entire document or take the parts you need.
Want to Know More About Case Studies?
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If you have a challenge or question you would like me to address, please contact me online or email blaizecommunications@gmail.com.
