Use case studies in marketing

1. List the case studies your business has created and the products or services that each one promotes.

Your case studies should clearly identify the specific problems and challenges that customers experienced in each case, their goals and objectives, the process they took with the help of your product or service, and the results.

2. House your case studies on their own web page, and add CTAs that link directly to them from the homepage of your website.

Adding a dedicated web page to display your case studies prominently will provide a valuable resource for prospects and leads who are gathering interest in what your business has to offer. When your leads can visualize their own success through your past customers’ successful experiences with your brand, it can play a big role in your conversion strategy. Make the case studies easy to find for your web visitors by including the page in your website’s navigation menu. You can also use quoted data points from your case studies and repurpose them into persuasive CTAs that link to the full study.

3. Identify promotional opportunities on your marketing channels and develop a promotion strategy for your case studies.

Considering the specific products and services that your case studies illustrate success stories for, identify the places you currently market those offerings, such as a product page on your website, and the various pieces of content that already have CTAs linking back to that specific product or service.

4. Repurpose the information from your case studies to create new forms of content focusing on how your business helped customers identify and resolve their pain points and challenges.

Creating new forms of content that illustrate the success stories from your case studies helps expand your reach by promoting the valuable information from your case studies to a broader audience across multiple mediums and channels.  Some examples of new content you can create around your case studies include: Blog posts Video content Newsletters Slide decks Sales presentations or demos Ebooks

5. Promote your case studies through your existing marketing channels, such as social media platforms and email campaigns.

You can leverage your existing audiences across platforms and create engaging content that attracts attention to the success stories presented in your case studies. Use persuasive copywriting to add engaging CTAs to your marketing messages that link your audience directly to the relevant case study. For example, you could create a CTA that reads something like, Double your ROI in as little as 6 months, and hyperlink the text directly to the case study that supports your claim.

6. Add a subtle CTA in your team’s email signatures that link to a case study you’d like to showcase.

Implementing another CTA to shout out your case studies through your email signature is a simple way to sneak in an extra promotion that will likely be seen by a multitude of prospects and leads that your team communicates with via email. This can be especially effective for members of your sales and customer service teams who will be in regular contact with prospects and customers.

7. Use quotes and statistics from a case study as social proof on relevant landing pages for your products and services.

Add value directly to the product and service pages and descriptions that your case studies promote. When this type of data-driven information is coupled with an endorsement from a satisfied customer’s success story, it provides a concrete claim that leads can use to inform and persuade their own decision to purchase your product or sign up for your service. For example, you could add a section of copy to a service page that states something like, Increase qualified lead generation by up to 125%. Want to know how? See how [customer] made it happen with [service].