B2B marketers face unique challenges when it comes to proving value. If you sell a service, which your buyers cannot see or touch, it’s tough to demonstrate how you will deliver solutions for your customers or clients. If you sell a product, your buyer may not necessarily be your end-user.
Fortunately, we B2B marketers have been given the gift of the case study, which lends itself perfectly to demonstrating how your firm delivers solutions. I love case studies because they are (or should be!) short, simple to follow, and most importantly, benefits-oriented. The ideal case study will paint a picture of a business challenge faced by a client, the solution you devised to tackle that problem, and a summary of the results backed up with solid facts.
So what’s a B2B marketer to do once they’ve created awesome case study content? Share it, of course! The great thing about case studies is that they lend themselves to so many different and usable formats. The natural first step is to add the case study to your Web site, but don’t stop there.
There are a number of ways that you can showcase and repurpose your case studies to make them unique and appealing.
1) Blog about it.
While a blog post may not have the allure of video or other multimedia formats for sharing your case studies, it is a quick and easy stand-by. Blogging about a case study is great for quick turnaround. Upon completion of a project, you can share your valuable story within hours and easily share this information on social media.
Our clients often get stumped on what to blog about and our common response is, “Write about what you know.” Writing about and reflecting on your own success in helping clients reach their goals leads not only to content that is interesting to your prospects; it’s also easy to write.
2) Post on social media.
LinkedIn is always a fantastic place to generate awareness. Post your case study with an eye-catching graphic (including numbers whenever possible) and don’t forget to tag your customer to get more eyes on your post!
Of course, this won’t be possible if your customer has chosen to remain anonymous. But many clients and customers use case studies as an opportunity to show how they are making internal improvements to build a better product or service for their own customers. In other words—they’re happy to get the word out about how your product or service makes their own business better.
3) Let your clients do the talking.
While case studies can easily be written, they can also make for really interesting videos, especially if you let your clients do the talking. Consider recording video testimonials of your clients after you’ve completed a particularly successful or interesting project.
Or, host a live webinar, singling out a point of interest from the case study for a wide audience. You can gate the webinar with a form, creating an opportunity to collect leads. Do your best to set up a quality recording with good lighting and sound, but it’s okay if it’s not perfect. Today’s viewers are used to a casual chat filmed in the home if that’s the best way!
Be sure to have your customer explain their initial problem, the solution presented, and how or why they appreciated the results. Hearing and seeing actual clients share success stories can be an incredibly powerful marketing tool for your company. Share the video or webinar recording widely, post it throughout your website, and add it to blogs whenever relevant.
4) Add it to your pitch deck
Creating a multi-media presentation that shares your case study is a great way to make the content engaging. Using this format, you will have text, images, photos, charts and even video (mentioned above) on your side to communicate your story, and it’s easy to re-use whenever you need it.
You can add these slides to your pitch deck or use them as a standalone sales tool to send to email leads. As you build your library of case studies, you can begin to send links of helpful case studies that demonstrate your talents to prospects after you meet with them.
These are just a few ideas for leveraging your case studies, but the opportunities to repurpose your content are only limited by your own imagination. What are your favorite ways to leverage your own case studies?
Looking for more tips? Download the guide to 50 B2B Marketing Tips.
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