In this age of content-focused B2B marketing, the tried and true case study can go a long way. These success stories show real-life applications and results from actual users of your products and services. Providing this content in different formats across various platforms will keep you in front of customers as they search for ways to address their challenges. Accompanied by quality images and videos, they become even more powerful.
Here are a few tips on making case studies valuable for your audience—and for your business:
Speak to your audience on a personal level
Because investing in a B2B product or service often involves a significant commitment of money and effort, buyers will likely conduct online research before making a major purchase. Therefore, it is imperative that your case studies speak from customers to customers. You can motivate potential buyers by creating a personal connection through stories that show the success of people in situations just like theirs.
Avoid the hype
To make your case studies feel authentic, be sure to focus less on your products and more on what the solution can do to solve problems in the target industry. Add credibility by highlighting what it is like to use the product from the user’s perspective. Also, have the user provide data to support claims made in the case study. Make sure to include authentic quotes from the client that will provide distinct value to your audience. The client success story should avoid promotional language and repetitive mention of your company. This isn’t an advertisement but a conversation with your prospects that should focus on their needs. Subtlety is key when referring to your product; one or two direct mentions are enough.
Extend your reach
You can increase the mileage you get from your case studies by repurposing them in blog posts, email marketing campaigns, eBooks, videos and webinars. Allowing prospects to watch and listen to your clients adds to the authenticity of their success stories and creates a personal connection. Not only do videos speak to your audience in an active, visual way, they can easily be shared on social media platforms. Because B2B buyers today turn to LinkedIn, Twitter, Facebook and YouTube for peer recommendations, turning your case studies into shareable tools enhances their value as helpful problem-solving sources of information.
Have other ideas on how to use case studies? Let us know! Please leave a comment or connect with us on Twitter @Schubert_b2b.
Lisa Goetz is a public relations executive at Schubert b2b, where she primarily writes content and manages media relations. She brings 20 years of editorial and communications experience to Schubert b2b and holds a PhD in English literature from Duquesne University. When not in the office, Lisa likes to take excursions with her husband and hang out with her cat and a good book.