Case studies – ten ways to use them

Here’s a quick article to suggest some more ways to use those valuable customer stories. Ideally you would make a case study for every market sector you sell to. First, collect the details of the story and have it written up as a case study, to make a marketing document that can be used as a sales tool. Then..

Case studies for marketing

  1. Number one on my list has to be Content Marketing because it has become so important. There are a few different ways of doing this, but the principle is simply to display a brief version of the story on your website, and collect the email addresses of the visitors downloading the story.
  2. Use the customer story in a PR campaign. Interesting stories about well-known organisations and forays into new technology are very often suitable for editorial news and features.
  3. Email marketing – refer to the customer story in an email marketing message, and  use a link to track “opens”. Many companies are now using a marketing automation system such as Hubspot to streamline this process.
  4. Share the case study with existing customers. A new case study is a great topic for a company newsletter or a presentation to a user group.
  5. A ground-breaking case study is a brilliant topic for a conference presentation.
  6. Do something different and present the story in other ways – for example it’s no trouble to use a smartphone to make a video for posting and sharing.
  7. I have seen detailed technical case studies being used very successfully for training sales people and distributors overseas.
  8. Why not enter a customer success story for an industry award?
  9. Add case studies to tender submissions to build credibility and strengthen a bid for a major contract.
  10. Finally, this is one to make your internal team feel connected with customers, even if they are not in customer-facing roles. Use glossy pictures of customers using your products to brighten up your offices. It’s also good to have them in reception and meeting rooms. Of course, this only works for certain kinds of products and services!

With so many ways to use a customer case study, I believe it is well worth taking the trouble to put a story together and have it written in the right style and format for your business. The first customer in a new market sector could be an ideal candidate for a case study, as their story will help to gain a foothold and build credibility in the new market area.  Ideally your case study library will contain examples from every sector of your customer base. Depending upon how you plan to use your case study, you may need anything from 500 to 1,500 words of text, but the average length for a business case study is usually between 800 and 1,000 words. That’s long enough to convey a lot of detail, but still short enough to be an easy read.