9 Ways to Use Customer Case Studies in Your Marketing

With so many types of content to choose from, it can be difficult to determine the best options for engaging prospects and turning them into customers. However, one form of content that routinely leads the pack is the customer case study. In fact, according to Hawkeye, 71 percent of B2B buyers in the awareness stage and 77 percent in the evaluation stage cited testimonials and case studies as the most influential types of content.

Whether customer stories exist in PDF format, on their own landing page, or in video form, customer case studies give your personas what they yearn for: proof that your products or services deliver results. Below we dive into nine ways you can start using customer case studies in your marketing.

But First … What Is a Case Study?

The Power of Customer Case Studies in Your Marketing

  • Position your company as a market leader
  • Guide your prospects through their buying journey
  • Educate prospects on the value and benefits of your product or service
  • Provide powerful social proof
  • Serve as key pieces of your sales enablement toolbox to empower your sales team to focus on the “why”, instead of the “what” or “how”

The Anatomy of a Great Customer Case Study

  • Hero suffers a loss or experiences a serious problem.
  • Hero attempts to resolve issues through usual means and fails.
  • Hero goes on a journey and discovers an ally or new approach.
  • Hero overcomes tremendous odds to resolve the problem.
  • Hero returns triumphant and tells all about his conquest.

If you want more great tips for writing your own case studies, check out this blog about writing a killer case study.

9 Ways to Use Customer Case Studies in Your Marketing Efforts

1. Showcase case studies on your homepage

Bonus tip: Don’t stop at your homepage. Use pull quotes from your case studies and sprinkle them on other relevant pages across your website for added social proof. This could include your individual product and/or service pages, pricing page, or about us page.

2. Create a designated place for your case studies on your website

And although case studies can certainly exist in PDF format, individual landing pages showcasing your customer stories can provide a rich experience for website visitors. Here’s a financial services customer case study example:

3. Use case studies in your blog content

Here’s a great example from one of our clients, Accumula, and their customer spotlight feature for their customer Adorn.

4. Use customer stories and testimonials in your premium content

5. Turn traditional case studies into video content

Here’s an example from First State Community Bank, which turned one of their customer stories into a compelling video featured on their homepage and YouTube channel that was created completely in-house!

6. Add case studies to your email nurturing

Whether B2B or B2C, email marketing continues to be the top winner in terms of driving the best return. In fact, email generates $38 for every $1 spent-that’s an astounding 3,800 percent ROI! Here’s an example from Shopify’s Master Series:

7. Give case studies to your sales team

  • Build credibility during initial sales calls and/or demos
  • Overcome objections by contextualizing your offering with a real-life example
  • Help your sales team focus on the value your product or service brings, not specs

8. Showcase your customer stories across your social media channels

Your social channels are a great place to share testimonials and snippets from your case studies to engage your audience. Here are a couple examples from Entire FS and Healthinomics:

Companies that share authentic, user-generated content build more trust and credibility with their social audience.

Pro tip: Use a tool like Canva to build testimonial social images. The best part? They have thousands of free templates, appropriately sized for all social channels, from Facebook and Twitter to Instagram and LinkedIn.

9. In-person and digital speaking engagements

Here are a few ways you can include your customers:

  • Industry roundtable
  • Speaking sessions at an industry event or trade show
  • A podcast episode featuring your customer
  • Co-host a webinar on a niche topic

Customer stories are one of the most powerful tools in your marketing arsenal. Take the time to delight customers and cultivate trusting relationships. Remember: Customers who love you will be willing to shout from rooftops on your behalf. When you’ve successfully created a compelling customer story, repurpose it and leverage it across channels to engage prospects and turn them into customers.

We want to hear from you! Where are you seeing success with your customer case studies? How are you leveraging them in your current marketing efforts? Let us know in the comments or reach out to us on social!

Originally published at https://www.smartbugmedia.com.

Marketing Strategist at SmartBug Media. Lover of all things digital, inbound marketing, vino, travel.