Recently, we posted a blog about how
customer testimonials are so important for your business. You should be
requesting feedback and testimonials after every customer transaction. But
there is so much more you can do with your positive testimonials. Case studies
are like testimonials on steroids. They take a simple recommendation or quote
and dig deeper to provide you with a full customer story. Case studies are an
excellent addition to your marketing strategy.
For marketing purposes, you can approach case studies in two
ways – either a more in-depth study of one customer experience, or an overview
of multiple customer experiences with a particular product or service.
Let’s take a look at the steps you’ll need to take to create
your case study.
1. Identify
the challenge – A case study should
be built around what problem or challenge you have solved for your customer(s).
So the first step is to identify which problems your products and/or services
solve.
2. Identify
the customer(s) – Once you’ve identified a problem, think about your
customers and identify one or more you know would be willing to tell people how
you have solved the problem for them.
3. Identify
the solution – A case study tells a story and once you’ve identified the
problem, you should also identify the solution. What did your company do to
solve the problem or challenge? Be specific – think about all the ways your
company helped, like staff interactions, training, support, installations,
products, etc.
4. Interview
the customer(s) – Ask your customer(s) specific questions about their
experience. Ask for more than you need and
get as much detail as possible so you can choose what is best to include in
your case study. Open ended questions will provide more detail. Some people
prefer to receive questions and provide answers in writing, which is helpful to
you as you write and use their quotes.
5. Draft
your case study – Be sure to include the challenge, solution, and specifics
and be very sure to include some of the information as verbatim quotes with proper
credit given. Tell a story and let the story sell your product or service. Don’t
make it a sales pitch.
6. Secure
buy-in – Have your customer(s) review and make changes to the draft as
necessary – you want their buy-in. It would be a shame to write a great case
study with testimonials from a customer and then have them angry at you for not
letting them sign off!
7. Incorporate
it into your strategy – Be sure to incorporate use of your case study into
your overall marketing strategy so it is a complement to your other marketing
efforts and will garner the greatest impact. Here are some ideas to consider:
a.
Develop a printed version for use at trade shows
and in new customer packets
b.
Post and talk about it on your website and other
social media sites
c.
Include it as a blog post on your blog and other
industry sites
d.
Repurpose it into an article for publication in
industry publications
e.
Send it to key customers who have purchased
before to remind them how you can solve their problems too
f.
Send to key stakeholders as appropriate, like potential
funders, legislators, board members, etc.
g.
Post the quotes on your testimonial pages online
and as use them in other marketing collateral
h.
Don’t forget to track and analyze every use so
you know what works best for next time
8. Consider
repurposing it into a video – Videos can add a whole new perspective to
things. If your customer is willing, video tape the interview and cut it into a
creative video that can be posted to YouTube, on your web site, and other
places. If the impact of the written story is significant, just imagine how
much stronger it will be if your potentials and stakeholders hear your customer
speak about how you solved their problem.
9. Thank
your customer – Be sure to thank your customer, share the finished product with
them, and tell them about all the marketing exposure it harvested. Remember,
this is also a marketing opportunity and exposure for them!
10. Start on
the next one! – Don’t stop after
just one. Case studies should become a major and ongoing part of your marketing
efforts. Done right, they can provide a significant impact.
What are some ways that you’ve incorporated case studies
into your marketing strategy?
___
Kerry Brooks is Co-owner of ProfessionalEdge Associates, offering a wide range of marketing and support services to businesses that want to increase their success, but aren't in a position to add to their staff. Visit the ProfessionalEdge website at www.gettheprofessionaledge.com, email info@gettheprofessionaledge.com, follow them on Twitter @profedge, or like their Facebook page.
Kerry Brooks is Co-owner of ProfessionalEdge Associates, offering a wide range of marketing and support services to businesses that want to increase their success, but aren't in a position to add to their staff. Visit the ProfessionalEdge website at www.gettheprofessionaledge.com, email info@gettheprofessionaledge.com, follow them on Twitter @profedge, or like their Facebook page.
